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Lunch and Learn:Social Media in the Legal Industry PresentationJanuary 22, 2016
Agenda
1. The Facts On Social Media
2. Why Use Social Media For Your Law Firm?
3. How To Use Social Media For Your Law Firm
4. What Content to Share on Social Media
5. What Results to Expect
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Get the Facts
3
Global Statistics: Why Social Media?• The number of global active internet users totals 3.175 billion
• As for Social Media, there are over 2.206 billion active users, a global penetration of 30
• 1.925 billion users utilize their mobiles for social media platforms
• In the last year the number of (global) social media users has risen by 176 million users
4Source: Social Media Today http://www.socialmediatoday.com/social-networks/kadie-
regan/2015-08-10/10-amazing-social-media-growth-stats-2015
• 365 million active mobile social users have been added over the same time span
• Facebook adds ½ million new users every day; 6 new profiles every second.
•12 new active mobile social users are added every second, that’s 1 million per day.
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Global Statistics: Why Social Media?
Source: Social Media Today http://www.socialmediatoday.com/social-networks/kadie-regan/2015-08-10/10-amazing-social-media-growth-stats-2015
National Statistics: Why Social Media?• Nearly two-thirds of American adults (65%) use social
networking sites.
• Usage of social media among those 65 and older has more than tripled since 2010
• Today, 35% of all those 65 and older report using social media, compared with just 2% in 2005.
6Source: Pew Research Center http://www.pewinternet.org/2015/10/08/social-
networking-usage-2005-2015/
SOCIAL MEDIA NETWORKS
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Social Media Networks: Facebook• 936 million daily active users
• 798 million mobile daily active users
• The average American spends 40 minutes a day on Facebook.
• 486,183 people access Facebook from their mobile device every minute.
• 1.3 million pieces of content are shared on Facebook every minute of every day
• Brands that post just once or twice a day get 73% more comments and 32% more Likes than those who post three or more times.
8Source: Social Sprout http://sproutsocial.com/insights/facebook-stats-for-marketers/
Social Media Networks: Twitter• There are more than 284 million monthly active
users
• The average American spends 17 minutes a day on Twitter.
• 80% of Twitter’s active users are using mobile devices to tweet
• 500 million tweets are sent per day
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Social Media Networks: LinkedIn• 107 million users in the US
• 42 million unique mobile visitors per month.
• The average user spends 17 minutes per month on LinkedIn
• 41% of millionaires use LinkedIn
• 30,000 long form posts are published on Linkedin every week
•
10Source: Sensible Marketing http://www.sensiblemarketing.com/blog/25-linkedin-facts-and-statistics-for-2015
WHAT DOES THIS MEAN?
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Not utilizing social media is a missed marketing opportunity!
WHY SHOULD YOUR FIRM USE SOCIAL
MEDIA?
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The Benefits of Social Media• Can help increase website traffic
• Increase search rankings
• Increase brand awareness with little to no budget
• Allows you to monitor your competition
• Allows you to track phrases and keywords to inspire new content ideas
14Source: Hootsuite http://blog.hootsuite.com/social-media-for-business/
Why is Social Media Valuable in the Legal Industry?
• According the the ABA, attorneys are using social media marketing more than ever before.
• Solos and small firms leading the way in engaging on social media networks, blogging and website development.
• 78% of lawyers have reported to use one or more social networks
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Why is the Legal Industry Using Social Media?
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Lawyers are using social networks for:
•Career Development and Networking
•Education and awareness in current events within the industry
•Client Development
•Case Investigation
How Active is the Legal Industry on Social Media?
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Percentage of firms using Facebook:
• 45% of solos reported using Facebook
• 38% of small firms reported using Facebook
• 21% of large firms reported using Facebook
How Active is the Legal Industry on Social Media?
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Percentage of firms that maintain a Twitter presence:
• 36% larger firms
• 16% of mid-size
•13% of solos firms
• 12% of small firms
How Active is the Legal Industry on Social Media?
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Percentage of firms that report using LinkedIn: • 99% of large firms (100+ attorneys)• 97% of mid-size firms (10-49 attorneys)• 94% of small firms (2-9 attorneys)• 93% of solos having a LinkedIn profile.
What does this tell us?
Top Social Networks for the Legal Industry
• After looking at the data the top three social networks for the legal industry are LinkedIn, Twitter, Facebook
• LinkedIn: 90% of law firms have a presence on LinkedIn
• Facebook: 52 % of law firms have a presence on Facebook
• Twitter: 19 % of law firms have a presences on Twitter
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HOW TO USE SOCIAL MEDIA FOR YOUR LAW
FIRM?
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So where do you begin?
Where to begin?• Determine your client and what their experience will
be.
• Determine which social networks will successfully target to these clients
• Determine your goals
• Determine what kind of content would be valuable to the client
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Who Should You Follow?How to determine who to follow:
•What is the demographics of your prospective client?
•Look at who your competitors are following.
•What accounts, pages or connections are your prospective clients engaging with
•Target by location.
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Example: Jurilytics
Desired Client: Partners, litigators, paralegals, expert witnesses, legal researchers, judges
Demographics:Gender: Male & FemaleAge: average age of a partner is 35-54 years oldEducation: Juris DegreeOccupation: Trial attorney at a high end litigation practiceEducation :Firms should be located in a metropolitan area and that have multiple offices
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Determine Your Goals
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• Generating leads?
• Building brand awareness?
• Improving customer service?
• Drive more traffic to your website?
Although the ultimate goal is to generate leads the initial goal should be to generate brand awareness.
What Social Networks Should Your Firm Use?
You do not have to be on every social networking site!
You should pick based on:
•Are your customers on the network?
•Does the network fit your demographic?
•Does your industry have a presence?
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What Social Networks Should Your Firm Use?
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Most Popular Social Networks Used by the Legal Industry
After looking at the data the most relevant social channels to the legal industry are :
•LinkedIn: 90% of law firms have a presence on LinkedIn
•Facebook: 52 % of law firm have a presence on Facebook
•Twitter: 19 % of law firms have a presences on Twitter
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CONTENT TO SHARE ON SOCIAL MEDIA
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What Types of Content to Post
• 80% of your content should be original content
• 20% outside content that is relevant to your prospective client.
• The most important goal of your content is to create value to your prospective customer.
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What Types of Content to Post• Blogs
• Video
• Whitepapers
• Infographics
• Podcasts
• Articles relevant to industry or area of practice
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Performance of Content on FB
• Videos on Facebook now average four billion views each day.
• If you are posting video on Facebook you should be posting it natively.
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Performance of Content on FB
• Posts with images! 2.5 times more engagement than post without images.
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Frequency & Time to Post on Facebook
• Frequency: 1-3 times per day
• Best time: Post at end of the week engagement is 18% higher
• Highest share engagement is at 1pm
• Highest click engagement at 3pm
• 40 characters performs the best
36
Performance of Content on Twitter
• Tweets containing image links have 5x higher engagement rate
• Tweets with images result in 55% more leads than those without.
• Tweets that used one or two hashtags have a 21% higher engagement than tweets that do not include hashtags.
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Frequency & Time to Post on Twitter:
• Frequency: 2-3 times per day
• Best time: Mid-day , at the end of an hour and weekends
• Highest retweet engagement is at 5pm.
• Highest click rate engagement is at 6pm.
• Should engage with followers 3 times per day in the form of retweets and favorites
• 100 characters performs the best
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Performance of Content on LinkedIn
• Posts that include video have a 75% higher share rate.
• Post with images lead to 98% higher comment rate.39
• LinkedIn shared that updates containing links get up to 45% higher follower engagement than updates without links.
Frequency & Time to Post on LinkedIn:
• Frequency: post at least once a week
• Best time: Weekdays during business hours. The hours between 7am- 8am and 5pm -6pm were the highest performing time slots.
• The most engagement in click rates and shares is reported during the hours of 10am -11 am on Tuesdays.
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WHAT RESULTS SHOULD I EXPECT?
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What Results Should You Expect?
You should set goals for your social media:
•Increase number of followers
• The industry average for growth is .5% -5%
•Increase in engagement in content
•Increase in website traffic
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To measure the success of engagement :
Total Likes( favorites& retweets) + Comments (mentions & replies) divided by Total Followers
•1-3% is good
• 3-4% great
•4%+ is superb
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How to Measure Engagement
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Ex: ONE400’s Twitter Engagement
13+51= 64/2,544 = 0.0251
2.5 %
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Ex: ONE400’s Facebook Engagement
13+51= 64/2,544 = 0.0251
3 + 0 / 328= 0.0091 = 0.9%
NOW GET STARTED!
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NOW GET STARTED!
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