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Book – Social Media in Business Development and Relationship Management: A Guide for Lawyers
Posted on: July 31, 2018
I’m spending my summer months writing a short (around 20,000 words) booklet which is designed to be a pragmatic guide for lawyers on Social Media in Business Development and Relationship Management. It will address approaches for both firms and individual lawyers. Digital marketing, social selling and online relationship management are the main themes – but integrated into a marketing and business development plan. Publication is expected in November 2018.
The booklet provides a practical introduction to social media for lawyers. By avoiding technical details and jargon, it offers a pragmatic guide on how all lawyers – irrespective of industry sector, firm size or client base – can successfully integrate social media into their marketing, business development and client relationship management programmes.
Containing essential information on the benefits and risks of social media in the legal sector and how to manage them, it examines the social media platforms used by many law firms (LinkedIn, Twitter, Facebook and YouTube) and gives an overview of those less frequently used – enabling lawyers to make an informed choice.
As well as featuring practical advice for setting up and using social media as an integral part of a lawyer’s business development activity, it also offers guidance on:
how to write great blogs and social media posts; and
how to integrate social media into a structured content management plan that supports business development objectives.
It also addresses how central systems, technology and support can be used to ensure that social media plays an effective part of a firm’s business development programmes. So, in addition to lawyers, it will useful to marketing and human resource professionals in law firms who want to ensure the effective and sustainable use of social media.
If you or your law firm (solicitors, barristers or patent attorneys) would like to be included as a short case study (with your approval before publishing) please email me at firstname.lastname@example.org
Preliminary overview of contents:
The business case for social media
Benefits of social media
Risks in social media (and how to avoid them)
Overview of the common platforms
Develop a plan
Firm and practice groups
Company account and profile
Lawyer account and profile
Build your profile – step by step (including settings)
Like, comment upon and share others’ material
Use messaging and InMail
Write status updates
Endorsements and recommendations
Company and team accounts and profile
Use public and private lists
Tweeting, retweeting and commenting
Hashtags and live tweeting at events (including tweet walls and Periscope)
Company, community and individual pages
Groups and interaction
Writing tips (include emotion, engagement and embedding)