To accurately measure social media ROI, you should be using both quantitative and qualitative metrics. Both measurements are important because social media is really about two things: engagement and influence.
Quantitative measurements are those counted in quantity – it’s the “show me the numbers” part of research that can determine how your social media program is performing on the engagement level. There are a number of different quantitative measurements for social media, including:
- Number of visitors
- Number of fans, followers
- Total traffic
- Search engine rank changes
In the following post, Stephen Fairley, author on The Rainmaker Blog, describes how using social media can accelerate the referral process.
Social media has become a fundamental shift in the way we communicate and find information -- or rather, the way information finds us.
When you consider the overwhelming number of people who are now using social media, the question you should be asking is not, are my prospects, clients, and referral sources using social media? The question you should be asking is, which network are they using most often?
A survey last year by the American Bar Association's Legal Technology Resource Center found that 56% of attorneys are already using a social network. This means for you skeptics out there, if you are not maintaining a presence on at least one social network you are already behind the curve. Of those networks, LinkedIn is the most popular, followed by Facebook – however, Facebook is still the social site favored by prospects.
For attorneys who are looking to connect with consumers (versus business owners), like criminal defense, personal injury, bankruptcy, estate planning, and family law just to name a few, Facebook should be your primary focus because of the sheer number of people that can be found there (over 950 million registered users and growing).
Depending on the demographic of your clientele, you may have more success with one social media platform compared to another -- but it is important that you have a presence on them all. For example: Business oriented attorneys, like business litigation, securities, and intellectual property, should focus more of their efforts on LinkedIn. However, LinkedIn also has the highest number of attorneys who use the network so it's a little more difficult to stand out as compared to Facebook or Twitter.
What many people fail to understand is how people are starting to use social media. Social networks are more and more being used as personal search engines mainly because Google has become too generic and they often don't trust what they find there.
This trend is especially true in the under-30 age group. In fact, many social media experts are starting to point to Facebook as the new Google! Tens of thousands of searches are conducted every day on Facebook for resources and reviews of products, services, and service providers.
The long-time phenomenon of asking your friends and colleagues for a referral has simply gone viral and online. Social networks are quickly multiplying the number of connections a person can ask when seeking a referral to a trusted advisor.
Read about Stephen on his bio.
Senior Copywriter for the Law Firm Marketing Solutions group at LexisNexis Martindale-Hubbell, Dee Latham enlightens us how commenting affects our social media presence.
WordPress offers a free plugin designed for bloggers who want to add legal news content to their websites. You blog's own content will be combined with fresh legal news from LexisNexis' legal news website, Lawyers.com at blogs.lawyers.com.
Download the plugin here.
Combine Your Content With Fresh Headlines: This WordPress plugin will display a mix of fresh legal news headlines that your predetermine intermixed with your blog's own content.
No 3rd Party Branding: This plugin is "White Label". The design is determined by your WordPress theme and no other logos or branding will be displayed or marketed to the end user.
Customized Legal News: You customize what types of legal news (bankruptcy, family law, etc.) is displayed to your readers in the easy to use admin screen.
Adjustable Content Display: Ability to add a character limited summary option to display excerpts from stories directly on your blog.
Continuous RSS Scrolling: Headlines will vertically scroll at a speed you determine, allowing a large amount of content to be displayed in a small box.
Easy Installation: No coding knowledge required to configure this plugin. Just activate the plugin and drag and drop the widget to sidebar and check the front end.
Scalable Performance: Based on the latest WordPress feed fetching technology for enhanced performance and scalability
Multiple Flavors of RSS Supported: Supports all major types of RSS and Atom feeds including: RSS 0.91 (Netscape), RSS 0.91 (Userland), RSS 0.90, RSS 0.92, RSS 1.0, RSS 2.0, Atom 0.3, Atom 1.0
Easy Configuration: Easy to use configuration settings screen
Multiple sources of legal news categories: bloggers can select specific types of headlines to be displayed in widget (Divorce, current events, Family Law, etc.) in admin interface
Configurable name for headline box: Call this widget box whatever you want (ie. Top Legal News, Name-Of-Your-Blog News, etc.)
Here is an excerpt from a recent paper from LexisNexis demonstrating social media’s viability for law firm marketing purposes.
When a consumer faces a crisis—a failing business, an unfaithful spouse, a family member in trouble—that person is more likely than ever to turn to the Internet looking for answers to his or her legal issues.Three out of four consumers who sought an attorney in the past year used online resources, including search engines, websites, YouTube™, Facebook® and other tools at some point in the process, according to a recent survey.
As I have found, not everyone can write an amazing guest blog post. Danny Brown of bestbloggingtipsonline.com, shared 5 simple ways to be a great guest blogger on this or any blog.
If you’re a blogger, you may have been asked to write a guest post by another blogger. Or, you might have offered a guest post yourself to a blogger you admire.
Either way, writing a guest post opens you up to a whole new audience and can increase your own readership into the bargain.
Blog readers that may never have heard of you otherwise now have their eyes on you.
Add to that the credence that comes with someone else thinking enough of you to have you on their blog, and a guest post is a pretty big thing.
So it’s only fair that you follow the five unwritten rules when it comes to guest posting on other blogs.
Make It Great
This should pretty much go without saying, but the amount of guest posts I’ve read where you can see the author has basically just mailed it in is both surprising and disappointing.
If someone has taken the time to give you real estate on their blog and put you in front of their audience, the very least you can do is make sure that the post you provide is top notch. Before you send the post, ask yourself the following questions:
- Would I be happy posting this on my own blog?
- Is this the best this post can possibly be on this topic?
- Am I being relevant to the audience of the blog I’m posting on?
Unless you can answer yes to at least two of these questions (the relevance factor may not come into play if the blog owner wants to mix things up a bit), then your guest post isn’t ready.
What’s your guest post going to be about? Did you make the suggestion of the post, or did the blog owner ask you to guest? Either way, one thing you need to make sure of is that you do your research.
This could be of the blog’s archives, to get a feel for the topics that normally appear there. More than likely it’s going to be about the topic you’re writing about. Names, places, facts, statistics, references – all these and more need to be checked before you submit your post.
Let’s face it, you wouldn’t write a load of bull on your own blog, would you? So why even think about doing it to another blogger? Quote your sources and link to external references and sites and make sure the blogger you’re writing for doesn’t end up looking an ass as he or she tries to cover your mistakes in the comments.
This might seem a harsh view, but think of it as if it was your blog. Get the facts right; get the blog right.
Go here to read the three remaining tips.
Next month, I am moderating a panel discussion at the 2012 Legal Marketing Technology Conference/West
The American Bar Association has reported the results of it's 2012 Legal Technology Survey. According to respondents, blogging is the way to drum up new business.