Social Media Strategy and Management for an International Law Firm

The Project: While working at an international law firm, I developed and executed a new social media strategy for LinkedIn, Facebook, and Twitter. I worked with designers, senior leadership, and other major stakeholders to craft daily social media posts optimized for each channel. By successfully establishing social media best practices for the law firm, I was able to increase engagement and reach on each social media platform. Overview: Like other firms in the legal industry, the international law firm had a static social media strategy. The same content was posted on the same channel at the same time. Content was inconsistent and not engaging, giving people little reason to follow its channels. Tactics & Strategies: - I pulled the analytics from the previous year’s social media posts on LinkedIn, Facebook, and Twitter and thoroughly analyzed each post’s numbers to determine what copy, content, and posting frequency worked best - Working with events management, business development professionals, and senior leadership, I created a content calendar to proactively plan for social media content - I optimized content for each channel: business and thought leadership content remained on LinkedIn and Twitter while cultural and lifestyle content was posted to Facebook - I also optimized and diversified the copy for each channel: copy was “livened up” to draw potential readers in on all three channels; Twitter copy was shortened and made snappier; Facebook copy was made more informal and collegial; LinkedIn copy used less jargon The Results: - Engagement on LinkedIn and Facebook increased by 200% in four months. Engagement on Twitter increased by ~40% in the same period. - With different messaging and timing on each channel, followers increased, as users had a reason to follow all channels - With an established content calendar, social media plans for events and important firm dates were made in advance, reducing stress and increasing leads on social media - Increased social media acquisition on the website by 5% - Regularly monitored social media post performance to adjust copywriting and posting strategy as needed