Hi Friends....it seems like these 12 Days of Social Media go by so fast. I'm feeling a bit nostalgic here on The 10th Day because my 4 Co-chairs are leaving me, but I will leave that discussion for a few days from now.
Those of you who know Liz Cerasuolo know she is a smart, dedicated marketer, leader and mentor with a great deal of knowledge to share with all of us, which is why I was excited when she said she could join us for this year's project. She won’t tell you this, but she was awarded the 2015 Star Award for Outstanding Service by LMA, New England, and the 2014 Excellence in Law in the Marketing category by the Massachusetts Lawyers Weekly and Massachusetts Bar Association. I am constantly in awe of the talent we have in LMA, and Liz is a shining example of that talent.
Because of social media, Liz and I have come to know one another better. That's how it works, right?! It is no different for our attorneys when it comes to building relationships. It can work for them, too.
I'd better introduce Liz before I hog this post all to myself. I do tend to get a bit passionate. :-)
Friends and colleagues, I give to you.....Liz Cerasuolo!
1. What’s the next big thing in social media marketing for law firms in 2016?
Firms will shift from an outbound marketing approach to a more balanced inbound/outbound approach on social media. There will be less of a worry about driving traffic to the firm website and more of a focus on sharing targeted “in the moment” content. We will also see a shift towards more visuals and video across the board. This will all pose a challenge for law firms who crave editing and approval processes, but with more attorneys, industry and practice groups developing individual presences online, firm adoption of social media is expanding. We will also see more law firms recognizing the value of social media from a search perspective, and being more strategic with their hashtags and content to get the attention of their target audiences.
2. Who do you see doing social media marketing right, and what can others learn from them?
I tend to look outside legal for fresh ideas here. There are some great service providers with some impressive social media marketing.
- @payettepeople gives a good balance of their work and their culture
- @EYnews posts on topics that are relevant not just to their clients but to all of us and subtly tell us all their services.
- @Accenture posts an image with nearly every post which always makes me pause as I scroll down my feed.
For law firms:
- Any business development teams who want to closely monitor their target clients should be using social media as a resource.
- Content marketing teams looking to repurpose blogs into a series of ten tweets over a week should be using social media as a tool.
- Anyone who sees social media as a powerful search tool, an integral part of web content, and a unique opportunity to quickly and easily target specific audiences is doing it right.
- Anyone who is incorporating video and visuals into their social is doing it right.
- Anyone using hashtags for search and branding is doing it right.
3. What’s the biggest challenge for law firms trying to be active in the social media space, and how can they overcome it?
Every law firm is unique, every attorney is unique and every client is unique. There is no one size fits all. This is not a challenge, this is an opportunity.
One last point - The 12 days of Social Media are just part of what you get when you're a SIG member. To get full benefits, join the Social Media SIG, join the LinkedIn LMA Social Media SIG private group, join the LMA Social Media Private Group on Facebook, and if you're not already a member of LMA, please join here. As a member of the Social Media SIG, these posts will be sent to you automatically via the LMA Groups ediscussion Forum, as will all invitations to our monthly webinars and other events.
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About Liz Cerasuolo:
Liz is responsible for firm-wide marketing and communications including program strategy, audience targeting, cross-firm collaboration, brand consistency, public relations, creative direction, promotional materials, and digital marketing including website, social media, blogs, and SEO campaigns.
When her daughter asks her what she does at work, she tells her that she juggles JELL-O. She loves the challenge of balancing under the constant movement of marketing and technologies, the thrill of keeping marketing initiatives fresh and creative, and the strategic execution required to keep everything in sync and on target.
She focuses on big picture strategy and goals without overlooking the little details and every touch point along the way. She always asks why. All strategic marketing types do. Just ask her four year old son.
She enjoys mentoring and inspiring a team to take a vision to a reality. She understands that perception is often reality and makes it a goal to truly understand her target audiences as she juggles multiple projects, deadlines, budgets, technologies, and personalities in the fast moving world of marketing & communications.
She has a wide range of interests. She gets all of her real-time news on Twitter and is especially fond of the BBC and CNN feeds. She reads WSJ, Dwell, Week, Entrepreneur, and Mental Floss. In that order. You are just as likely to find her at a Zac Brown Band concert or a Boston Speaker Series event. Her favorite charities and organizations are Camp Southern Ground, Heifer International, and the Wounded Warrior Project. She likes to drive and ski fast, and is happiest near water. She always prepared but embraces challenges. She doesn't believe in zombies but would know what to do in the event of an attack.
Liz Cerasuolo
Director of Communications
Fish & Richardson
Direct: 617-368-2131
Email: liz@fr.com
Web: http://www.fr.com
Twitter | LinkedIn
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