This is the second and final installment in my little series on social media strategy for law firms. The strategy is largely dependent on your area of practice, your target audience, how you network offline, etc. These are some of the things I think are important to all law firms.
What is your Budget?
There are a number of things to consider when narrowing down your budget. Some questions to answer include:
- Will you hire an external social media expert or will this be done in house?
- How many hours will be spent daily maintaining and engaging your online community? (Billable Hours vs. Non-Billable etc.)
- Who will maintain the relationships?
- Which platforms will you use? There are paid accounts with LinkedIn, JD Supra, etc. and you might want to way out the features of each to see if they are aligned with your goals.
- If you are planning on creating/manipulating images you’ll have to invest in PhotoShop (or some type of similar software). I use this a lot.
- What’s your current business development/marketing budget? Your social media budget should be included in this. I posted a video below regarding how much you should budget for social media by one of my favorite people, Gini Dietrich. She’s Fantastic!!! (You can skip forward to 1 minute and 45 seconds to get to the part on budgeting as the first part is on a new comment program)
Mashable mentions you should first identify the type of feedback. Here are their definitions:
Straight Problems – Someone has an issue with your product or service and has laid out exactly what went wrong. This type of feedback is negative in the sense that it paints your business in a poor light, but it can be helpful in exposing real problems that need to be dealt with.
Constructive Criticism – Even more helpful is when the comment comes with a suggestion attached. Many customers — including some of your most loyal — will use social media to suggest ways in which you can improve your product or service. While this type of feedback may point out your flaws, and is thus negative, it can be extremely helpful to receive.
Merited Attack – While the attack itself may not be merited, the issue that catalyzed it does have merit in this type of negative feedback. Essentially, you or your company did something wrong, and someone is angry.
Trolling/Spam – The difference between trolling and a merited attack are that trolls have no valid reason for being angry at you. Also in this category are spammers, who will use a negative comment about your product or service (whether true or not) to promote a competing service.