Nearly any legislation agency searching for to construct its model and join with potential shoppers understands that an lively and compelling social media presence is crucial to reaching these aims.
Sadly, that understanding doesn’t at all times translate into efficient execution.
Too many authorized advertising groups nonetheless depart social media to likelihood, publishing to Fb, LinkedIn and different platforms with no technique to make sure their content material meets the wants of their target market and presents their agency and its attorneys in the very best gentle.
Table of Contents
Why Is a Structured Social Media Workflow So Necessary?
Regulation corporations have to publish a gentle stream of content material to their feeds to get essentially the most from their social media presence. Regardless of the format, that content material ought to at all times be able to connecting with the target market, piquing their curiosity and inspiring them to comply with and interact with the agency.
That’s an enormous ask, particularly for a busy legislation agency or authorized advertising workforce. People who lack a dependable, constant course of for creating, approving and publishing posts to their numerous platforms almost certainly received’t meet their objectives. They’ll as a substitute spend their days scrambling to provide you with one thing artistic and fascinating, and shortly develop into overwhelmed.
Taking a extra structured strategy to social media administration can yield a number of advantages:
- Saves time by streamlining the content material creation course of
- Ensures content material is high-quality, freed from grammatical errors and different errors
- Eases outcomes monitoring and measurement
- Simplifies allocation of assets
- Prevents duplication or redundancy
The Content material Calendar
The precise construction of a agency’s social media workflow will rely upon a number of components, together with the dimensions of the agency and its advertising workforce, which social platforms they use and the way usually they have an inclination to publish. In response to Kate Gold, senior model supervisor at Lowenstein Sandler LLP, taking the time to create a content material calendar is crucial to social media success, regardless of the circumstances.
“We’re posting to a number of platforms a number of instances a day,” she famous. “It’s simply not manageable with out superior planning.”
The advertising workforce at Lowenstein Sandler makes use of a easy excel spreadsheet. They attempt to be proactive and customarily set their posting schedule about two weeks prematurely, whereas nonetheless sustaining the pliability to react successfully to any breaking information or developments related to the agency and its follow areas.
To make sure they continue to be on observe, the workforce meets every day and weekly to overview their content material calendar, replace it as essential, and start planning for the approaching weeks’ posts.
The Approval Course of
As soon as a content material calendar is in place, corporations and their advertising groups can start crafting the all-important posts.
As a result of social media strikes shortly, each piece of content material have to be optimized to draw the eye of its target market and encourage social media customers to love, share and interact in significant methods. To maintain issues fascinating, the workforce at Lowenstein Sandler tries to include multimedia components — photographs, graphics, animation, video, and so forth. — into its social content material every time attainable.
Along with a content material calendar, authorized entrepreneurs must also set up an approval course of to make sure all social content material meets agency requirements and is freed from grammatical errors, typos and different errors. Once more, the approval course of will rely upon the dimensions of the agency and its advertising workforce. Whereas the whole lot Lowenstein Sandler publishes is topic to a number of approvals, Gold recommends that, at a minimal, corporations plan to get not less than one different set of eyes on each piece of content material previous to publication.
Facilitate Ease of Publication
As a result of most authorized advertising groups publish on a number of social platforms a number of instances every day, a do-it-yourself strategy to publication in all probability received’t suffice.
Fortuitously, many instruments can be found — HubSpot, Sprout Social, and so forth. — that make it simple to schedule and share social media posts throughout a number of platforms. These instruments are additionally often capable of observe site visitors and different helpful analytics that permit entrepreneurs to extra precisely gauge the impression of their efforts.
Corporations seeking to go viral, or at a minimal broaden their attain, must also spend money on an worker advocacy instrument, similar to Social HP or Clearview Social, so attorneys and workers can shortly and simply share content material with their private social networks.
Takeaway
Whereas legislation corporations can’t afford to disregard social media, advertising groups that take a haphazard strategy are hardly ever capable of leverage platforms like Fb or LinkedIn to their best benefit.
A structured workflow that accounts for content material creation, approvals, publishing and outcomes monitoring permits authorized entrepreneurs to tame the chaos whereas serving to guarantee all content material elevates their agency within the eyes of its viewers and drives engagement with the possible shoppers they should attain.