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.