Last week, we looked at the question of firms’ biggest social media successes, but this week, it’s time to look at the other side of the coin – challenges.

The question we posed was "What has been your greatest social media challenge thus far, and how did your firm tackle it?"

 

Do Kim Dung: The greatest challenge for Leadco is to get agreement within the firm as to what should be posted online.

Simone Fell: Agreement within the firm with regard to what should be posted online and who should be responsible for drafting and managing content. Truly meaningful content is usually generated at the individual and practice/industry level, where ‘experts’ in those areas update topic-specific postings and seek out useful information for their target audience. This is much trickier to do at the firm level as the audience is so broad and our marketing team does not have the time to seek out keywords associated with the firm’s brand and reach out to everyone talking about those topics with a personally crafted tweet, track the activities of our clients in the media and post items of interest to them (which would definitely require vetting by a group of lawyers), nor do they have the expertise to generate legal commentary. As a result, our general firm accounts repost articles and news items that can already be found on our website. 

 

John Buchanan: Our biggest challenges are bandwidth-oriented.  We have a small Marketing Department so trying to be really proactive with social media is difficult, as all of the members of my department have pretty full plates already.  On the attorney side, we also have some bandwidth issues, as well, as our attorneys are often so busy with client work that getting more involved with social media often falls to the bottom of their “To Do” lists.  I think this bandwidth challenge will become more and more acute as time goes on, so it may be necessary for us to examine our ROI on social media vs. traditional marketing when making both budget and personnel resource allocations. 

Jeffrey Hild:  I would say that the greatest difficulty we’ve had is educational.  Initially, we had to convey to attorneys the benefits of utilizing social media tools including the creation of blogs and creating LinkedIn profiles.  Then, the difficulty became, with our blog, providing enough fresh content to keep it optimized on relevant search engines. 

Miriam Hackmey & Kobie Rafaeli:  We  try to encourage members of the firm to increase the use of social media tools, open LinkedIn profiles and keep them updated, create professional groups, publish posts and articles and comment on posts.

McDonald Hopkins: Launching our blog has been the most challenging aspect of our social media efforts thus far. It required a lot of time and coordination with our Labor and Employment group. However, now that the blog has gone live, our group does an excellent job of posting on a regular basis on timely topics.

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry, and was recently included in Clio’s list for “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful and useful.” Ms. Griffiths was recently chosen for as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.