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Although the end of the 12 Days of Social Media is near, it's not over yet! As a special treat, I reached out to someone I greatly admire and look up to in the Legal Marketing Tech world. I offer to you on this, the 11th day, the always engaging, thoughtful, and well-practiced advice of Jacqueline Madarang, Marketing Technology Manager at Bradley Arant Boult Cummings.

If Jacqueline's name sounds familiar, it's likely because you read an article or two of hers in the LMA Strategies magazine or seen her name pop up in an Attorney at Work interview or two. Needless to say, she's a force of great change in the legal marketing industry. She manages the marketing technology issues facing a 500+ attorney firm all while graciously documenting and sharing what she's learned with the rest of the legal marketing community through social media. Thus, I thought there would be no better person to provide sage advice to all the readers of the 12 Days of Social Media. Enjoy!

1.  What’s the next big thing in social media marketing for law firms in 2016?

In-house marketers are going to continue to get smarter about repurposing content digitally and helping their audience visualize via storytelling. For example, videos have been around for a while and there are a few firms out there that have been doing this right (Adam Stock from Allen Matkins would be one of them) and we marketers, will start to take a step back and think how videos will fit digitally in our overall content strategy plan. With mediums like Periscope, Instagram and Facebook’s new Facebook Live Broadcasts, there are several opportunities for marketers and law firms to provide more timely and “in-the-moment” updates to their audience. 

There will also continue to be more opportunities for marketers to use visual content and storytelling when it comes their content. Whether it comes in the form of beautiful images, captivating video or colorful infographics, visual content will play a huge part in the digital and social media world.

2.  Who do you see doing social media marketing right, and what can others learn from them?

Take a look at Sidley Austin’s Facebook page. Two of my other favorites are Fenwick West’s Facebook and Twitter at @FenwickWest. 

Both firms use visuals to help tell a story in their posts. I love that there are photos and infographics associated with their postings. Their channels have a good balance and includes posts about their alum, firm culture, attorneys’ activities such as speaking engagements and they celebrate clients’ successes. 

Example posts are below:

Outside of legal, Coca Cola did a drinkable advertising this year to try Coke Zero. If you haven’t seen it, watch their drinkable ad campaign on YouTube (it is about 1:45 and I promise it is worth watching). Their ad campaign was so refreshing to watch—their billboards, commercials, ads, posters, and tweets—and Shazam were all drinkable. This campaign allowed people to spend time experiencing their brand.

For in-house legal marketers, look at what your competitors are already doing in the digital and social media space, but don’t limit yourself to one specific industry. Take inspirations outside of legal (for example the Coke Zero ad mentioned). Smart marketers stay up-to-date on trends. Sign up to receive emails (or download the app) from McKinsey Insights (they have a topic on Marketing Technology), Harvard Business Review and Boston Consulting Group to stay-up-to-date and learn more about expanding your firm’s thought leadership.

3.  What’s the biggest challenge for law firms trying to be active in the social media space, and how can they overcome it?

As previously said by my other colleagues featured in this year’s 12 Days of Social Media, it is not good enough to just have channels on all mediums for law firms anymore. Firms struggle to define their strategy—why are they on social media and why would the content they post matter?

Having a consistent voice and not having enough resources continue to be stumbling blocks for many firms. There are many tools now available to help us manage our online brand and presence. Develop a social media and content strategy plan and align it with your marketing/communications calendar. This will help you plan ahead and be more proactive and strategic with trending/hot topics that emerge.

I will echo what Cyndy McCollough said on the 4th Day of Social Media, have one dedicated person own the execution of your social media and content strategy plan. 

About Jacqueline Madarang: Jacqueline Madarang is the marketing technology manager at Bradley Arant Boult Cummings LLP. She focuses on developing digital and communications programs that further business development objectives at her firm. In her role, she manages firmwide marketing technology and social media initiatives, and works with 500+ attorneys and practice groups in developing strategic social media and content marketing plans.  She is an active member of LMA and has been involved with the Legal Marketing Technology Conference West (and now also with LMA Tech Midwest) in the past few years. Jacqueline Madarang  Marketing Technology Manager Bradley Arant Boult Cummings jmadarang@babc.com Social Media:                LinkedIn: www.linkedin.com/in/jacquelinemadarang Twitter: @jhmadarang