Social Media in Business Development and Relationship Management

The special report’s appearance, structure and presentation make it easy to handle, read and absorb. It is a by-your-side checklist for all the key aspects of social media. Pippa Blakemore The PEP Partnership LLP

• Introduction 71. About this special report 72. Definitions 83. Key platforms 104. The rise of social media in the legal profession 11The business case for social media 151. The benefits of using social media 152. The risks of using social media 193. Guarding against the risks 21Overview of common social media platforms 231. LinkedIn 232. Twitter 253. Facebook 264. YouTube 275. Blogging 276. Other social media platforms 287. Advertising on social media 318. Viral – how the platforms work together 32Developing a plan 331. Marketing plan for the firm 332. Marketing plan for departments, sectors or offices 343. Marketing plan for individual lawyers 364. Segmentation, targeting and messaging 425. Integration with other marketing, selling and relationship management activities 446. Case study: planning content at BakerLaw 45Using LinkedIn 471. Set up a company page 472. Individual lawyer accounts and profiles 493. Building your profile – step by step 494. Promoting your profile 515. Sending invitations and managing connections 516. Liking, commenting on and sharing others’ material 537. Using private messaging and InMail 548. Writing status updates and sharing posts and photos 559. Endorsements and recommendations 5710.Publishing articles and blogs 5811. Using groups 6012.Case study: LinkedIn use at Thackray Williams 6213. Large law firms on LinkedIn and Twitter 6414.Case study: LinkedIn use at Forsters 64Using Twitter 671. Company and team accounts and profiles 682. Individual accounts 693. Using public and private lists 694. Tweeting 705. Interacting – retweeting and commenting 726. Hashtags and live tweeting at events 737. Case study: Twitter use at Inksters 74Using Facebook 771. Company (and/or group) pages 792. Page administration 793. Sharing content on Facebook 804. Case study: digital marketing at Wollen Michelmore 80Blogging 831. General guidelines 842. Writing tips 843. Effective titles and tweets 91Content development and management 971. The benefits of a content management plan 972. Content creation 983. Moderating and content curation 994. Case study: content creation at Clutton Cox 100Central management 1031. Plan 1032. Policies 1053. Manage domain names and account hierarchies 1054. Brand, style and tone of voice 1055. Analytics and monitoring effectiveness 1056. Training and support 1077. Disaster recovery plans 1088. Tools to support management 1099. Case study: digital marketing at Forsters 114Conclusion 119About the author 120