Wednesday, March 21, 2012
11:30 am - Registration
12:00 - 1:30 pm - Program
Briggs and Morgan
2200 IDS Center
80 South Eighth Street
Minneapolis, MN 55402
Click here for registration information.
As legal marketers, we encourage our lawyers to get the word out on their work and reputation, the firm's litany of skills and various features: geography, price, bench strength, industry depth. Increasingly, we are turning their attention to online social media (OSM) as a distribution channel for these data. How do we know if it is working?
Legal marketing tactics are not independent of the need to have proven results. The time to decide what will be the measure of success is actually before you undertake activity in the online social space. With a specific strategic plan in place, movement against objectives can be calculated based on benchmarks. If we accept that the OSM tactic is similar to PR, then awareness is the result we desire and, therefore, the "profit" that we measure.
Participants will learn by case study and example how to: 1) assess and set social media plan goals, 2) measure participation and reach, and 3) build a feedback channel to evaluate program effectiveness.
Russell Lawson is a law firm marketing director and an experienced practitioner of online social networking and other online strategies. A professional services marketer for since 1975, he develops and administers a law firm marketing plan that is focused on online social media, including nine firm blogs, over 70 LinkedIn profiles and dozens of Twitter users. He is a former International Board member of the Legal Marketing Association and chaired the Strategic Planning Task Force.
Blog: (personal) www.progressivemarketingblog.com
LinkedIn: (personal) www.linkedin.com/in/russelllawson
Facebook: (firm) www.facebook.com/sands.anderson1
Twitter: (personal) @Russ23229
Twitter: (firm) @SandsAndersonTwitter: (firm) @SocialLawyers