Tag Archives: Social Media

Big Law, Social Media, and the Library

ATL_Good2BSocial

Big law’s relationship with social media is changing. Above the Law and Good2BSocial have collaborated, once again, on a review of how effectively big law firms use social media. They found AmLaw Top 50 firms have “substantially improved social media performance across the board.”

Good2BSocial_Score

Leading to this overall jump, the firms that were the best at incorporating social media in Above the Law and Good2BSocial’s 2013 study didn’t necessarily get that much better; rather, the average score increased because the firms that fared poorly in 2013 made large jumps in 2014. The previously poor performing firms are catching up.

The macro takeaway of this information is: big law takes social media seriously. But, how is big law social media effectively deployed? And, to take a grander view, law is a service-based industry, yet the preponderance of business/corporate social media success stories focus on goods-based businesses. How does being a service-based industry affect the methods of social media deployment?

It’s easy to assume your individual method of consuming and producing social media is more universal than it really is—at least, in a moment where I can admit my own solipsism, that was my perspective. I am not an active consumer of social media produced by big law—and really, when I even notice corporate social media it’s coming from goods-based rather than service-based companies. Outlets that report top corporate social media success stories bare this distinction out, as do sites oriented towards improving corporate social media presences. So, who is consuming social media created by big law?

One answer: big law social media gets followed by news media. Lindsay Griffiths on Zen & The Art of Legal Networking  reported how Nixon Peabody’s Twitter feed’s followers include a heavy percentage of media; journalists are always trying to find stories to break, and big firms generate stories. Twitter is really the perfect vehicle for news story dissemination: a close, or even friendly, relationship does not have to exist between content creator and consumer, and topical news blurbs are perfect, succinct-yet-noteworthy content for Twitter distribution. Twitter serves as social media newswire, providing a constant stream of potential stories to media.

LinkedIn and blogs are the other big winners for big law social media, according to Rhonda Hurwitz of HMR Marketing Solutions. Hurwitz reports on a 2013 study by Greentarget entitled In-House Counsel New Media Engagement Survey that found “blogs and linkedin as the two most influential platforms for lawyers to use in order to build influence and business relationships”. Unlike the institutional-level orientation of Twitter, LinkedIn and blogs really broadcast the expertise and skills of individuals who comprise a firm. The audience is not the news media, but typically other lawyers and potential business partners; accordingly, this audience has different goals in consuming social media. Hurwitz reports lawyer-authored blogs are trusted by other lawyers, and LinkedIn is tops in professional usage and credibility. Rather than search for content for a news story, the audience of lawyer LinkedIn and blog media is seeking expertise and credibility from particular, individual content creators that they may collaborate in the future with.

Facebook does not really work for law firms because it is not really business-driven. According to Michael Denmead of kscopemarketing, Facebook has “been slow to get traction [at law firms]. It seems to be the general interest posts that people want to see – for example, we do a Charity Run at Christmas and posted some photos. We got a lot of likes and comments on that!”. Social events trump business in Facebook, and accordingly, Facebook is the more social of social media.

Just like law, law librarianship is a service-based industry. The “libraries-as-a-service” philosophical perspective has really emphasized individual librarians and their skills over the idea of a library space. Therefore, it stands to reason librarians can learn and incorporate big law social media methodologies into their own social media deployments. By correlation, libraries should be distinguished by the expertise of their librarians. Just as lawyers can broadcast granular examinations of very specific areas of law, librarians can broadcast granular examinations of very specific areas of research. The emphases should be to blog and then cross-market using other social media. Institutional-level social media is more striated for law librarianship; for private libraries, I struggle to see the efficacy of producing news-oriented exploits via twitter–more internalized broadcasting avenues would be better, as, by default, all potential patrons are already internal. As for governmental and academic law libraries, digitally publicizing newsworthy items is more logical as the patron-bases are broader, and can include even the public. However, the difficult question to answer is: what is news? Luckily, one of the real beauties of social media is implementation costs are practically nil, so tweet away and study what content gets likes and replies.

Are your tweets influential? Check your Klout!

Do you ever wonder who is reading those tweets you are sending?  How about whether those tweets have any real impact on the folks who are following you?  After all, a person’s influence cannot be measured by the number of followers alone.  Nope, you need to get a more robust sense of who is actually listening to you or acting upon your messages.  That is where Klout comes in!

Klout assigns scores to Twitter users by actually measuring the spheres of influence.  The higher the score, the more influential the person.  Klout also categorizes users into one of four categories, based on their scores.  Casual Users, for instance, may be new or have a small social circle online.  Climbers are on their way up, of course. Connectors are conduits of information to other users.  Finally, Personas  are folks that have really managed to build a brand around themselves in the Twitterverse.  Pretty cool, right?  If it sounds like a tricky and dificult process, it is.  And that is why it is so great to have Klout out there doing it for you.

So how does the Klout Score work?  Well, they actually use an interesting formula that takes into account 25 different variables! Stated most simply, Klout looks at the number of folks with whom you actually interact (True Reach), the likelihood that your tweets will cause interaction (Amplification Ability), and how influential the people with whom you interact are (Network Score).    They then normalize, analyze, and weight this data to derive your Score.  Talk about intense!

According to its website, “The final Klout Score is a representation of how successful a person is at engaging their audience and how big of an impact their messages have on people. ”  The iBraryGuy team tested it out and, though not thrilled with our score, we really learned a great deal about how we interact with others on Twitter.  If you are serious about building your social brand, as we are, then it might be time that you checked your Klout as well!