It Takes a Village: Best Practices for Distributing Social Media Content

In 2006, Hillary Clinton published “It Takes a Village: And Other Lessons Children Teach Us.” Fast forward almost 20 years, and a few word changes to that well-known title applies to what it takes today for law firms to get their social media message heard.

Law firm blogging, albeit very fun and oftentimes rewarding for the law firm, is hard work and requires constant vigilance and promotion. This is especially true if individual lawyers are trying to do it all by themselves. Imagine the impact your law firm’s blogging and social media efforts could have if you had the entire force of the law firm behind  those undertakings. What follows are a few tips to accomplish just that.

Enlist your colleagues help in promoting content

Kevin O’Keefe, a successful and prolific blogger, recently penned It takes an entire law firm using social media to distribute content which no doubt resonated with many seasoned bloggers, myself included. He posits that “If a law firm wants to succeed in generating readership of their thought leadership pieces …. the firm best have everyone at the law firm using social media.” The very important distinction being that all attorneys and firm leaders don’t need to blog, but all should be using social media and whenever possible should participate in the promotion and sharing of the their colleague’s blog posts.

Use technology to help streamline publishing and promotion of blog posts

Blogging is time-consuming, and for our on-the-go society, technology tools in the form of mobile apps and specialty Web tools can help with automating and streamlining the process of scheduling the publishing and promotion of your blog posts. A few new ones on the market are socialoomph and dlvr.it. Also, checkout Top 10 Tools for Managing Your Social Media Accounts for additional tools to help you gain better control of your blogging and social media activities.

Make judicious use of multiple social media platforms to share your content

Not all social media platforms are created equal and not all of your clients use all of the ones available. Thus while you should likely use as many of them as possible, be mindful in choosing the best ones for your conversations and promotion purposes. Twitter and LinkedIn are definitely ones to always use for blog promotions, whereas Facebook and Instagram certainly have their strengths, but may not always be the best choice for all your law firm’s social media and blog promotion activities.

While it does not take a village, it certainly takes more than each lawyer working in isolation, to manage and grow your firm’s social media presence. After all, the old adage is true: “many hands make light work.”

About Cheryl Niemeier

Cheryl Niemeier is Director of Knowledge & Research Services at Bose McKinney & Evans LLP. Ms. Niemeier received her Master of Science in Library Science from the University of Illinois, Champaign-Urbana in 1986 and her Bachelor of Science in Education from Indiana University, Bloomington, Indiana in 1981. Ms. Niemeier has held multiple professional leadership positions in local, regional and national library associations. She frequently speaks at professional association conferences and continuing legal education seminars. Ms. Niemeier has authored multiple articles and seminar publications.
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One Response to It Takes a Village: Best Practices for Distributing Social Media Content

  1. Brian Jones says:

    As the guy who got this firm’s current blogging platform up-and-running, I couldn’t agree more. Much of this requires a change in mindset: whether we like it or not, lawyers are information workers, and we should openly embrace the tools that information workers use–not just social media, but all the other tools, like messaging platforms (because email is just the worst), video, and collaboration tools.

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