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Prioritize Your Firm's Social Media Schedule: A How-To Checklist

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By Aditi Mukherji, JD on July 09, 2013 9:58 AM

When it comes to managing a law firm’s social media schedule, prioritizing is key. From pokes and pins, to tweets and diggs, managing your social media presence can feel daunting — unless you have a solid checklist that outlines your social media activity.

In a new e-guide by Attorney at Work , author Gyi Tsakalakis thinks a schedule will give you a better feel for how much time to spend on social media.

Here’s a (modified) checklist on how Tsakalakis thinks it best to prioritize your online activities:

Daily

  • Check Google Alerts. Google Alerts can help you track your name, firm name and topics that are in your field of expertise.
  • Write an informative comment. Comment on an article or post that is pertinent to your field of law. Don't make a shameless plug, let the insightful comment do the marketing for you.
  • Use a feed reader. A feed reader is an excellent way to stay on top of blogs, news and industry websites. Of those you skim, pick one to share with your social networks.

Weekly

  • Write one detailed blog post or article. Write on a fresh topic in your field that isn't overly saturated. Try to keep the word limit to 500 words and be sure to use subheadings.
  • Comment on fun posts. It's important to connect with people you know in real life. Commenting on random, fun posts is a great way to show that you're personable, breathe air and eat -- just like real people! You won't be a faceless law firm when you comment on a friend's breathtaking Big Sur beach photo.
  • Start a conversation thread. Rather than a standard blog post, an interactive, engaging and pithy way to connect with people you know in real life is to have a short conversation via social media. This goes without saying, but keep the conversation more open and engaging, and less snarky or argumentative.

Monthly

  • Blast an email newsletter. Send out a newsletter that discusses hot topics, local events that are relevant to your field of law, pro bono opportunities, and insider tips and tricks.
  • Create and share one piece of non-text content. The non-text content can take the form of an e-book, SlideShare, deck, video, webinar or white paper.
  • Arrange a casual event. To meet people you've been interacting with online, have a small event like a happy hour. That may extend the handshake needed to pull the relationship from the 2-D world into 3-D.

Yearly

  • Speak to an audience on a topic that involves your expertise. Publish the slides or video recording online. This can range anywhere from a YouTube production to a fancy TEDx talk.
  • Write a year-in-review post. Sum up the year for people both inside and outside of your firm. Highlight what you all have accomplished this year. It may drum up some new loyalty.
  • Reflect. Like perfecting a pizza sauce recipe, honing your social media habits will require practice, time and patience. Go back over your checklist and tweak it. Use what works, axe what doesn't and always stay hungry and on the prowl for pizza sauce new social media tools.

Having a plan will make online participation more of a boon and less of a bore. Above all, it will bring focus to your social media marketing strategy.

Happy social media scheduling!

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