Learning from the Best—How Your Firm Can Adapt World-Class Social Media Campaigns
Lawyers have grown accustomed to the rules, ethics and goals of their profession and are often leery about seeking direction from unrelated industries. However, attorneys also aren't necessarily known for their cutting-edge social media marketing. So how can you learn from non-lawyers with well-done campaigns? By taking general themes and ideas that made those successful, you can adapt them accordingly.
Here are just a few ideas about how to do that.
In the 24/7/365 news cycle of social media, agility matters. When the lights went out during the last Super Bowl, the approximately gazillion people watching were astounded that such a thing could happen at such a highly coordinated event. As the unscheduled break at the Superdome in New Orleans stretched on for minutes, the advertisers for cookie brand Oreo sent out a quick tweet: "Power out? No problem," accompanied by an image reading, "You can still dunk in the dark." Those few words set the social media world abuzz. According to Ad Age, the original tweet was re-sent more than 15,000 times within the hour.
The company was able to compose, approve and send the tweet so fast thanks to a marketing team that had been gathered ahead of time. While you don't need a war room full of advisors and tweeters assembled around the clock, be on the lookout for opportunities to capitalize on breaking news.
Many people want lawyers they can relate to, who are authentic and real. Some companies have tapped into this desire with extraordinary success. Consider the "Campaign for Real Beauty" by personal products maker Dove. The company has received tremendous attention for focusing in on an area that resonates with many of its current and potential customers.
In the campaign, a series of women described themselves to a sketch artist, who could not see them. Then, strangers described the same women (one of whom he or she had just met briefly) to the same sketch artist. Invariably, the description provided by the stranger resulted in a more accurate and flattering drawing. The process was captured on video and uploaded to YouTube. It has since been seen by more than 56 million people. Dove also followed up with a Twitter campaign and TV ads.
Likewise, a law firm blog offers a great opportunity for you to have a "conversation" with potential clients as a real person (or people) with genuine solutions for their legal issues. Connect your blog to your website, where a video featuring members of your firm can provide another personalized introduction to your firm.
If you've every shopped at a Target store, you may have noticed the "5 percent posters." As part of its corporate responsibility initiatives, Target donates 5 percent of its profits back to communities. According to the retailer, this works out to more than $4 million every week. A few years ago, Target launched a successful Facebook campaign, "Bullseye Gives." With this two-week campaign, Facebook visitors could vote on 10 national charities, including the American Red Cross, the National Park Foundation and The Salvation Army, to determine which ones received a share of Target's donations. When visitors voted, the votes where posted to their Facebook feeds where others could see it in their newsfeeds. Of course, Target appeared in the newsfeeds as well.
Lawyers have a duty to serve others. So if you are passionate about and support a particular cause, particularly one that will resonate with your clients, use your social media outlets to spread the word to others.
Of course, all these companies worked in very different sectors and have massive ad budgets, quite unlike you and your firm. But by keeping your eyes open for opportunities to promote your firm's unique strengths, you too can use social media in innovative, exciting ways. To learn more, contact a LexisNexis Law Firm Marketing Specialist.
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