Originally posted in the American of Legal Administrators (ALA) Capital Chapter August 2012 Newsletter. This is part three of a three-part series. Click here for part one and click here for part two. I posted this previously as well but WordPress decided to misbehave, I apologize for the double post.
Training and Engagement
If your social strategy includes having attorneys actively using social media, you will have a lot of training to do. How you do this can vary. Traditionally, one-on-one sessions work best, but this may not always work depending on the size of your firm. Nevertheless, plan on weekly or monthly training sessions, and go over what’s expected. Items to be discussed include (but aren’t limited to):
- Technical details such as how to log in, privacy settings, and “lingo”. Remember, Twitter includes acronyms such as: RT, MT, #FF, IMHO, and many, many more.
- If the attorneys are posting status updates, talk about best practices for URL shorteners, what to include in the status update and remember to provide lots of examples.
- What is expected of the attorneys in regards to reputation, firm mentions, and how to respond to questions or negative comments. Let them know you will always be a resource.
- How to engage appropriately via social media. For example, if the attorney joins a LinkedIn group, he or she should take some time to watch how the group interacts before joining in a conversation.
All in all, creating a social media strategy can appear to be a huge endeavor when first starting out. I agree that it is a big task to take on, but I’m 100% positive you will enjoy the experience. You will learn things about your firm you never knew, get to know attorneys in a different and fun way, and join an online community that you’ll grow to depend on! Take it from me, I was a business development coordinator who took this task on herself and lived to tell about it!