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What About Those Other Social Media Platforms? The Skinny on Twitter, Pinterest & LinkedIn
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What About Those Other Social Media Platforms? The Skinny on Twitter, Pinterest & LinkedIn Missy MacFarlane, APR Principal, B2 Communications
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By now, everyone has joined Facebook and started brand Pages, but what about the other social media networks? This presentation focused on how to determine if Twitter, LinkedIn and Pinterest can be used to reach law firm marketing goals. The presentation focuses on Twitter and LinkedIn as possible sources for expert positioning, awareness and referrals for trial attorneys and legal marketers. This presentation was developed for ROI2014. ROI (short for Radius of Influence) is an annual conference designed to educate trial attorneys and marketing directors about the power of networking and word-of-mouth marketing. The conference is built on teaching best practices for building relationships and a good reputation, which are key to referrals and success in business.
Transcript of What About Those Other Social Media Platforms? The Skinny on Twitter, Pinterest & LinkedIn
What About Those Other Social Media Platforms?
The Skinny on Twitter, Pinterest & LinkedIn
Missy MacFarlane, APRPrincipal, B2 Communications
Agenda
• Using social media to achieve your goals
• Choosing the right platforms– Twitter– Pinterest– LinkedIn
• Allocating resources
What’s your goal?
• 140 characters• 241 million active
monthly users– 76% mobile– 77% outside U.S.
• 500 million tweets per day
1 in 500 million
• Compelling, helpful content• Engage others– Retweet (RT) – Reply
• Share or comment on breaking news that’s relevant to you
• Participate with regularity• Use hashtags
The basics
• Complete profile – Upload photos: profile and header
images– Add your location– Link to your website
• Follow others• Add Twitter icon and link to your
website, e-newsletters and email signature
Hashtags
• Use # before a keyword – Categories (#LegalMarketing)– Trending topics (#SochiProblems)– Events (#ROI2014)
• Anyone can see your tweet• Searchable
Hashtags
• Town halls• Twitter chats–#LegalChat –#SLChat
• Polls• TweetUps
Hashtags
• Beware of over-tagging• No more than 2 hashtags in a
single tweet
Measurement
• More than followers• Align measurement with your goal– Number or percentage of clients
following you– Engagement: RTs or @
• Online inspiration board• Collect, organize and
share images• 70 million active users– 73% women– 70% in U.S.
• Social channel of choice for moms
Pinning
• Most-pinned topics: – Food– Parenting– Fashion
• Popular types of pins:– Humor– Quotes– Behind-the-scenes
Pinterest Success
Pinterest Success
• Mostly B2C companies• Organizations with strong
visual imagery – Infographics and charts
• Online retail capability – Fourth largest traffic driver to
websites– 20% increase in traffic from
Pinterest Success
• More than followers• Align with goals– Repins– Likes–Website visits
Measurement
• Connects professionals• 300 million members– 100 million in U.S.– Execs from every Fortune 500
company – 200 countries & territories worldwide
• Active on mobile
• 5.7 billion professionally-oriented searches by members each year
• Ranks highly on search engines
LinkedIn Profiles
LinkedIn Profiles
LinkedIn Profiles
• Make connections with people you know
• Update profile regularly• Share updates to stay top of mind– Comment/like on connections’ news
• Give recommendations• Provide endorsements
LinkedIn Groups
• 2.1 million interest-based groups • Extension of existing associations
or community groups, or entirely new ones
• Find a group• Create your own group• Participate to get the benefits
LinkedIn Company Pages
• LinkedIn users can “follow” your company
• Company updates• Showcase pages– Extend your Company Page presence – Focus your message to engage
specific audiences
• Jobs
LinkedIn Company Pages
LinkedIn Company Pages
Measurement
• More than connections and followers
• Align with goal– Connections with current clients– New invitations – Profile views
• Analytics through Company Pages
Allocating resources
• Social networks require attention and participation for success
• Consider time and effort• Make sure the platform can help
you reach your goals• Be selective
Other Platforms
Other Platforms
• G+• YouTube• Instagram• Vine
Questions?
