publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/221442
CHOOSING THE RIGHT "SOCIAL COCKTAIL" MIX However, the challenge that many firms and lawyers now face is finding the right balance or what we like to call "social cocktail" mix. So what does finding the right mix include? There are several factors that any firm or lawyer should consider when planning and refining their online presence and/or strategy: Social data (i.e., those conversations happening on the social channels) have unlimited value when listening. Understand reaction times and how your conversation or story evolves with each social channel. Consider the depth of the content you are sharing. "Listening" to these conversations is key to understanding what is important to your target audience. That being said, understanding and selecting the proper tool to use for listening to these conversations is important for several reasons. It can help you understand and establish what key words are of importance to your target audience and where you need to start focusing or adjusting your message. Choose a proper tool or service that allows for multichannel listening. For example, channels like Twitter and Facebook are fast, whereas channels like Tumbler, Wordpress and Disqus are slower and last longer. Consider what message you are sending and how your audience is engaging with your message on the different channels, and modify it accordingly. When talking about the depth of a conversation, Wordpress, YouTube or Tumbler allow for richer media content to be shared, while Twitter and Facebook are primarily textbased. Providing richer media content allows for a deeper dive into conversations that can last longer and foster a longer engagement than a real-time feed. Considering these three main factors when determining your social cocktail can help firms and lawyers cultivate their messages to desired target audiences. A basic social cocktail for a law firm might look like this: Twitter, YouTube and Wordpress (blogging) that relays to audiences the law firm is engaging and quick to address issues and trends, and has a deep roster of legal experts. Whereas a basic social cocktail for an individual lawyer might look like this: Twitter, Facebook, Google+ and Wordpress (blogging) that telegraphs characteristics of having a unique skill set, a focused demographic, knowledge of industry-related topics and an engaging demeanor. Whatever your social cocktail includes, take time to find a combination that really works for you and your firm. Be experimental, be patient, be innovative and, most important, be authentic.