Social media know-how - Brand Remedy

Social media know-how October 2011

What is it?

How to use it

Getting the most out of it

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1.0 1.0 What is social media? 1.1 The benefits of social media 1.2 Types of social media

What is social media?

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Social media is a set of online tools that allows people to talk, network, share news and views, and bookmark information.

1.3 How we build loyalty through social media 2.0 Our chosen networks and their benefits

More

3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 7.0 Measuring your success

Social media know-how

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1.1

The benefits of social media

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• Learn more about clients and markets 1.0 What is social media? 1.1 The benefits of social media 1.2 Types of social media 1.3 How we build loyalty through social media 2.0 Our chosen networks and their benefits 3.0 Before you start

• B uild relationships with clients, prospective clients, influencers and the media

• Promote views, services and people

Social media is like a snowball rolling down the hill. It’s picking up speed. Five years from now, it’s going to be the standard.

• S trengthen internal communication and relationships with colleagues

Jeff Antaya, chief marketing officer of Plante Moran

• E nhance your own and the firm’s reputation for legal excellence

• Identify and recruit new employees. Our clients and prospects are there. We need to be there too.

4.0 LinkedIn 5.0 Twitter 6.0 Blogging 7.0 Measuring your success


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1.2

Types of social media

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1.0 What is social media? 1.1

he benefits of T social media

1.2 Types of social media

Professional social networks Build your name as a trusted expert. Connect with clients and potential clients.

1.3 How we build loyalty through social media 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 7.0 Measuring your success

Microblogging outlets

Blogs

Build relationships. Demonstrate expertise. Keep up to date with industry news.

Prove your expertise. Encourage others to communicate with you.

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1.3 1.0 What is social media? 1.1 The benefits of social media 1.2 Types of social media 1.3 How we build loyalty through social media 1.3.1 Keeping up to date with news

How we build loyalty through social media

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Your social media activity forms an integral part of the BLP loyalty ladder. It’s much more than a marketing communications tool; it will help in your business development activities and contribute to client relationship management too.

1.3.2 Identifying potential recruits 1.3.3 What are my clients interested in? 1.3.4 Building your reputation

More

1.3.5 Communicating news 1.3.6 Promoting events 1.3.7 Connecting with people

2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 7.0 Measuring your success


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1.3.1

Keeping up to date with news

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1.0 What is social media? 1.1 The benefits of social media

Business Development

1.2 Types of social media 1.3 How we build loyalty through social media 1.3.1 Keeping up to date with news 1.3.2 Identifying potential recruits 1.3.3 What are my clients interested in? 1.3.4 Building your reputation 1.3.5 Communicating news 1.3.6 Promoting events 1.3.7 Connecting with people

2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn

Q: I’m a corporate finance partner and want to keep up to date with industry news. What’s the best way to do that? Lawyer

A: Twitter – follow influencers, publications and industry bodies – you’ll get the latest news in sound bites, and links to articles where you can find out more. You can also use RSS feeds – a great way to keep up with news and blog postings. Social media expert

5.0 Twitter 6.0 Blogging 7.0 Measuring your success


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1.3.2

Identifying potential recruits

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Business Development

1.2 Types of social media 1.3 How we build loyalty through social media 1.3.1 K eeping up to date with news 1.3.2 Identifying potential recruits 1.3.3 What are my clients interested in? 1.3.4 Building your reputation 1.3.5 Communicating news 1.3.6 Promoting events 1.3.7 Connecting with people

2.0 Our chosen networks and their benefits

Q: I’m part of the HR team and want to identify potential new recruits. Where’s the best place to go?

A: Your best bet is LinkedIn. Start by searching for people who are looking for jobs. Then post job updates so that people can see you’re recruiting. Social media expert

HR person



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1.3.3

What are my clients interested in?

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1.0 What is social media? 1.1 The benefits of social media 1.2 Types of social media

Client Relationship Management

1.3 How we build loyalty through social media 1.3.1 K eeping up to date with news 1.3.2 Identifying potential recruits 1.3.3 What are my clients interested in? 1.3.4 Building your reputation 1.3.5 Communicating news 1.3.6 Promoting events 1.3.7 Connecting with people

2.0 Our chosen networks and their benefits 3.0 Before you start

Q: I’m a partner in the tax department, how do I find out what my clients are interested in? Lawyer

A: Both Twitter and LinkedIn can help. Connect with them on LinkedIn and use Twitter to follow their status and news updates. Social media expert



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1.3.4

Building your reputation

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Business Development & Marketing Communications

1.2 Types of social media 1.3 How we build loyalty through social media 1.3.1 K eeping up to date with news 1.3.2 Identifying potential recruits 1.3.3 W hat are my clients interested in? 1.3.4 Building your reputation 1.3.5 Communicating news 1.3.6 Promoting events 1.3.7 Connecting with people

Q: I’m a partner in intellectual property. How do I build my reputation in a sector? Lawyer

A: Twitter is a good starting point. Comment on other people’s tweets, highlight interesting articles. When you’ve got used to it you might want to think about setting up a blog. Social media expert

2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 7.0 Measuring your success


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1.3.5

Communicating news

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1.0 What is social media? 1.1 The benefits of social media 1.2 Types of social media

Marketing Communications

1.3 How we build loyalty through social media 1.3.1 K eeping up to date with news 1.3.2 Identifying potential recruits 1.3.3 W hat are my clients interested in? 1.3.4 Building your reputation 1.3.5 Communicating news 1.3.6 Promoting events 1.3.7 Connecting with people


Q: I’m a partner in real estate, how do I make people aware of news about my department or a recent deal? Lawyer

A: Twitter and LinkedIn are both good for this – if you link the two, you only have to post once. On Twitter you can use the @BLPRealEstate account for your tweets. Social media expert



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1.3.6

Promoting events

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1.0 What is social media? 1.1 The benefits of social media 1.2 Types of social media 1.3 How we build loyalty through social media

Marketing Communications

1.3.1 K eeping up to date with news 1.3.2 Identifying potential recruits 1.3.3 W hat are my clients interested in? 1.3.4 Building your reputation 1.3.5 Communicating news 1.3.6 Promoting events 1.3.7 Connecting with people


Q: How do I go about promoting an event? Lawyer

A: Twitter is a great tool for this. Use it to encourage people to attend and ask followers to retweet it. You can also promote events in your LinkedIn status bar. Social media expert



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1.3.7

Connecting with people

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1.0 What is social media? 1.1 The benefits of social media 1.2 Types of social media 1.3 How we build loyalty through social media 1.3.1 K eeping up to date with news

Client Relationship Management

1.3.2 Identifying potential recruits 1.3.3 W hat are my clients interested in? 1.3.4 Building your reputation 1.3.5 Communicating news 1.3.6 Promoting events 1.3.7 Connecting with people


Q: How do I find out who knows who in LinkedIn?

A: Go into the person’s profile – their contacts are listed on the left. If they don’t appear, the person has switched on the privacy setting that prevents people seeing their contacts. Social media expert

Lawyer



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2.0 1.0 What is social media? 2.0 Our chosen networks and their benefits 2.1

Why join LinkedIn?

2.2 Why use Twitter? 2.3 Why blog? 3.0 Before you start

Our chosen networks and their benefits

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Because it’s important to focus our efforts, LinkedIn and Twitter are the starting points for our social media strategy. When you feel confident with LinkedIn and Twitter, you can think about setting up a blog. As plans progress and opportunities open up, we will develop a BLP presence elsewhere.

4.0 LinkedIn 5.0 Twitter 6.0 Blogging

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7.0 Measuring your success


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2.1

Why join LinkedIn?

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Keep the personal and professional separate

1.0 What is social media? 2.0 Our chosen networks and their benefits 2.1 Why join LinkedIn? 2.2 Why use Twitter? 2.3 Why blog? 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging

5m

120m

In general, keep professional networks for professional comments and connecting with workrelated contacts. Keep any personal profiles (e.g. Facebook) for non-work related comments and connecting with friends and family.

members worldwide, over 6 million in the UK

people joined in July 2010


Nearly

LinkedIn connects you with people you know and people you want to know. Use it to build relationships, prove your expertise, and research prospective clients and employees.


2bn people searches in 2010

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Why use Twitter?

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Keep the personal and professional separate

1.0 What is social media? 2.0 Our chosen networks and their benefits 2.1 Why join LinkedIn? 2.2 Why use Twitter? 2.3 Why blog? 3.0 Before you start

In general, keep professional networks for professional comments and connecting with workrelated contacts. Keep any personal profiles (e.g. Facebook) for non-work related comments and connecting with friends and family.

450,000 accounts are created every day (that’s 52 every second)

4.0 LinkedIn 5.0 Twitter

24%

6.0 Blogging 7.0 Measuring your success

83%

of users check Twitter several times a day

Twitter is by far the biggest microblogging site. Develop new relationships, demonstrate your expertise, and keep an eye on your competitors and on industry developments.

of companies use Twitter as part of their social media strategy


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2.3 1.0 What is social media? 2.0 Our chosen networks and their benefits 2.1 Why join LinkedIn? 2.2 Why use Twitter? 2.3 Why blog?

Why blog? Blogging gives you the space to establish a thought leadership platform, and prove yourself knowledgeable and up-to-theminute. It means prospects, influencers and others can get to know the people behind the BLP brand.

3.0 Before you start 4.0 LinkedIn 5.0 Twitter

Keep the personal and professional separate In general, keep professional networks for professional comments and connecting with workrelated contacts. Keep any personal profiles (e.g. Facebook) for non-work related comments and connecting with friends and family.

208 the percentage UK blog traffic has increased in the last 3 years


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13

Top UK blogs report average pages visited per visitor at 13


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3.0 1.0 What is social media? 2.0 O ur chosen networks and their benefits 3.0 Before you start 3.1

Listen and monitor

3.2 Avoiding the pitfalls

Before you start

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This section is here to save you time, help you avoid some common pitfalls and maximise the value of your social media activity. It contains tips to make setting up and running your Twitter and LinkedIn accounts quicker and easier.

3.3 Basic tools for setting up your accounts 4.0 LinkedIn

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Listen and monitor

3.2 Avoiding the pitfalls

Listen and monitor You can learn a lot by listening. Before you get started, find out what clients and prospects are thinking, see what influencers are saying and what competitors are doing. Listening gives you something to say too, as it keeps you up to date with industry news opinions and trends.

Who do I listen to?

3.3 Basic tools for setting up your accounts

• Clients

4.0 LinkedIn

• C ompetitors (e.g. DLA Piper Blogs)


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• Prospects

• Influencers (e.g. @JoshuaRozenberg on Twitter) • M edia (e.g. Legalweek.com) • C olleagues (e.g. UK Legal Eagle) • F irm wide news (www.blplaw.com/index.cfm/BLP_in_the_ News/index.cfm/News&Press/1156 and @BLPLaw on Twitter)

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3.1

Listen and monitor

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How do I monitor what is being said? 1.0 What is social media? 2.0 O ur chosen networks and their benefits

In addition to the connections you make through LinkedIn and Twitter, the following resources are very simple to use. Intuitive, easy-to-follow guides are available on each of the sites listed.

3.0 Before you start 3.1

Listen and monitor

3.2 Avoiding the pitfalls 3.3 Basic tools for setting up your accounts

Technorati

Social Mention

Find relevant blogs and see how influential they are.

Aggregates user generated content across the internet into a single stream of information.

4.0 LinkedIn 5.0 Twitter

How do I organise all this information?


Google Reader

del.icio.us

Track blogs and websites using RSS (Really Simple Syndication) feeds, keep up to date with content relevant to your practice group / specialist area. You can also choose to direct RSS feeds to your mailbox. Here are a few examples of good general sites to follow: • Financial Times

• BBC

• Reuters

• Legal Week

Social bookmarking sites allow you to log and organise web pages of interest and share them with colleagues. • Digg

• Delicious

• Reddit

• StumbleUpon

Google Alerts Get notified of new content from news or blogs matching your pre-defined search terms.


Any questions? Ask your BD team.

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Listen and monitor

3.2 Avoiding the pitfalls 3.3 Basic tools for setting up your accounts 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 7.0 Measuring your success

Avoiding the pitfalls We’ll explain how to use LinkedIn, Twitter and blogs in the following sections, but first it’s important that you know what the risks and pitfalls are so that you can avoid them.

Privacy and confidentiality Set profile privacy settings so that information is only visible to those you want to share it with. Never reveal confidential information. Get approval from your BD team before posting any BLP or client related information not already in the public domain. Avoid revealing any information with a commercial value and don’t give away confidential market intelligence. Respect local laws. Only publish content that you or BLP own, and always reference others’ intellectual property. Be careful not to reveal confidential insider information (see BLP’s Disclosure Rules).

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Respecting other people Think about the impact of your comments on the firm and clients. Never say anything that could damage a client’s interests or that contradicts the firm’s position on an issue. Keep your wording polite and objective. Beware when using humour, irony and sarcasm. Don’t make political comments or any say anything derogatory. Don’t spam (send unsolicited communications in bulk). If you say something you regret, acknowledge what you’ve done and apologise immediately. Tell you BD team about any serious issues or on-going disputes. Any questions? Ask your BD team. Find out more: the BLP Social Media Policy gives more detail on the dos and don’ts.

Reputation and image Make sure the information in your profile and your posts is accurate. Stick with your own area of expertise. Speak only for yourself. Leave official announcements to those authorised to make them. Report any inappropriate comments relating to the firm or yourself to your BD team.


Don’t say anything online that you wouldn’t want plastered on a billboard with your face on it. Erin Bury Sprouter Community Manager

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3.3

Basic tools for setting up your accounts

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What email address do I use?

What photograph do I use?

• U se your BLP email account (e.g. [email protected]) when setting up your BLP Twitter, LinkedIn and blog profiles. Don’t connect personal profiles with your BLP email account or vice versa.

• U se a professional image of yourself for your BLP Twitter and LinkedIn pages. Contact studio for a copy of your BLP photograph.

• G roup branded profiles need to be set up and maintained by the BDs who will make sure account security and access is maintained if anyone leaves the firm.

Where can I get branded material?

1.0 What is social media? 2.0 O ur chosen networks and their benefits 3.0 Before you start 3.1

Listen and monitor

3.2 Avoiding the pitfalls 3.3 Basic tools for setting up your accounts

• C hoose secure passwords (exceeding 8 characters and including numbers). Change them every 90 days and if a member of your team who has access leaves the firm.

4.0 LinkedIn

• D on’t use your BLP system password on any of your social media accounts.

5.0 Twitter 6.0 Blogging

• B LP branded materials (logos, backgrounds, etc.) are supplied by studio. • C heck with your BD team that you are working in line with the Brand and style guidelines. Any questions? Ask your BD team.

Find out more: see the BLP Computer Usage Policy. It is essential to adhere to this when setting up social media accounts.



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4.0 1.0 What is social media? 2.0 O ur chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 4.1 The power of the network

LinkedIn

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LinkedIn is a network for professionals with more than 120 million members worldwide. Networking and reputation building are two of its key benefits. It’s simple to set-up and requires little social media know-how.

4.2 Getting started with LinkedIn 4.3 G etting the most out of LinkedIn

More

4.4 Find out more 5.0 Twitter 6.0 Blogging 7.0 Measuring your success


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The power of the network

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1.0 What is social media? 2.0 O ur chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 4.1 The power of the network 4.2 Getting started with LinkedIn

I want to talk to a BLP partner

4.3 G etting the most out of LinkedIn

Hello there 2nd connection

click click

4.4 Find out more 5.0 Twitter 6.0 Blogging 7.0 Measuring your success

click click BLP partner


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4.2

Getting started with LinkedIn

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Step 1: Join 1.0 What is social media? 2.0 O ur chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 4.1 The power of the network 4.2 Getting started with LinkedIn 4.3 G etting the most out of LinkedIn 4.4 Find out more 5.0 Twitter 6.0 Blogging 7.0 Measuring your success


Join LinkedIn and set up your profile. Broadcast all your credentials. Tip: A profile that has a photograph and is 100% complete is a lot more effective – the sliding bar at the top right of your profile gives you the completeness percentage.

Step 2: Adjust your privacy settings Adjust your privacy settings to the highest degree of privacy. Hover over your user name (top right) and choose the Settings option. Tip: Download Alter your privacy settings for a step-by-step guide.

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4.3

Getting the most out of LinkedIn

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Make connections

Join groups

2.0 O ur chosen networks and their benefits

Use the Search tool to find people you know and send personalised invitations asking them to connect with you, for instance:

Position yourself as an expert in your field by joining groups and getting involved in discussions. Check out Groups you may like under the Groups tab.

3.0 Before you start

• Current and past colleagues

Tip: Use the Top influencers feature to identify people stimulating the most debate and interact with useful contacts. You’ll find this on the right hand side of the Discussions page within each group.

1.0 What is social media?

4.0 LinkedIn 4.1 The power of the network 4.2 Getting started with LinkedIn 4.3 Getting the most out of LinkedIn 4.4 Find out more 5.0 Twitter 6.0 Blogging 7.0 Measuring your success

• Clients • Prospects Tip: Can’t find the person you want? Refine your search using the options on the left or use Advanced Search.

Check people out Use LinkedIn to research prospective clients, or screen potential employees before you interview them. Tip: If you are attending a meeting or event, check out the attendees’ interests.

Share information Use the status box on your home page to share BLP or industry news, or promote events.

Set up groups Being the owner of a group is a great way to demonstrate your expertise but does involve a time commitment. Before setting up a group, agree it in advance with your BD team. Always use LinkedIn to establish groups representing BLP. Go to Create a group under the Groups tab. Only establish a new group if there is no BLP group currently representing that topic. Check with your BD team for the list of existing BLP groups. Tip: Remember to inform the relevant BD representatives and invite KDLs to join.

Tip: If you have a Twitter account you can link the two accounts. When you tweet, your post will appear on LinkedIn. Hover over your user name (top right) and choose the Settings option. Select Manage your Twitter settings.

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4.3

Getting the most out of LinkedIn

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Get recommendations

Recruit staff

Validate your expertise by asking clients, peers and others in your network who have experience of your work to recommend you. In the real world this can be awkward but online it is considered normal practice.

Use the jobs section to post career opportunities. Please talk to HR first if you are thinking about posting a job.

1.0 What is social media? 2.0 O ur chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 4.1 The power of the network 4.2 Getting started with LinkedIn 4.3 Getting the most out of LinkedIn 4.4 Find out more 5.0 Twitter 6.0 Blogging

Tip: You can also use LinkedIn to identify and follow potential new talent.

Go to the Profile tab and select Recommendations. Tip: Rather than asking for a recommendation, why not recommend others? They in turn may recommend you.

Find out what’s happening at BLP and other law firms Find out who has joined, left and been promoted, and what vacancies are open. Go to the BLP page and click on Follow to get regular updates on your home page. Tip: Company pages are a great way to find out about the people in organisations that are existing or potential BLP clients.



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4.4

Find out more

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1.0 What is social media? 2.0 O ur chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 4.1 The power of the network 4.2 Getting started with LinkedIn 4.3 Getting the most out of LinkedIn 4.4 Find out more

For more guidance on how to set up a LinkedIn page, go to the LinkedIn Learning Centre. Find out how to avoid the pitfalls before you get started. Are you adhering to the BLP Social Media Policy? Any questions? Ask your BD team.



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5.0 1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn

Twitter

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Twitter is great for starting and strengthening relationships, positioning and promoting your expertise, keeping an eye on your competitors and being first to hear and share the latest news.

5.0 Twitter 5.1

Getting started

5.2 Getting the most out of Twitter 5.3 Best practice 5.4 Find out more 6.0 Blogging

Get to grips with a few pieces of jargon, and you’ll find Twitter easy to use. This short guide will help you get started and use it according to BLP protocol. For personal tweets, please set up a separate personal account.

#law


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Getting started

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Step 1: Join up 1.0 What is social media? 2.0 Our chosen networks and their benefits

1


5.1

Email: Use your BLP email address.

2

3

Password: Create a password different from your BLP password.

3

Getting started


1

2 4.0 LinkedIn 5.0 Twitter

Name: The name you choose will appear at the top of your profile (e.g. Sarah Jones or BLPFinance).

4

4

Username: The name you choose will appears next to your tweets and be used by your followers (e.g. Sarah@BLP, BLPFinances@BLP).


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5.1 1.0 What is social media?

Getting started Step 2: Write your biography


• B e clear about your topic or position.


• Identify yourself as a BLP employee.

4.0 LinkedIn

• Give it a personal tone.

5.0 Twitter

• A dd ‘Views my own’ at the end.

5.1

Getting started

5.2 Getting the most out of Twitter 5.3 Best practice 5.4 Find out more

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• A dd our website URL: www.blplaw.com. Tip: Your biog is one of the main deciders of whether people choose to follow you.



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Getting the most out of Twitter

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Tweet 1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start

You have 140 characters to say what you want to say.

How do I go about it?

4.0 LinkedIn

• M ake your tweets regular, authentic, relevant and mainly work-related.

5.0 Twitter

• M ake sure you have an understandable key message or position.

5.1

Getting started

5.2 Getting the most out of Twitter 5.3 Best practice

• A dd links that direct people to articles you or others have written. • A sk questions – it’s a great way to get the conversation going.

5.4 Find out more

• T hink about what people want to hear not what you want to say.

6.0 Blogging

• L isten and reply – joining the conversation gets you on people’s radars.


• T hank anyone who gives you a favourable mention. • F or team Twitter feeds, use people’s initials to personalise each tweet. • L eave space in your tweets for people to retweet you. Tip: Every tweet matters – people use your last three to decide whether to follow you.

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Retweet (RT) 1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 5.1

Getting started


Retweeting is great for a building a relationship with the tweeter and sharing valuable information. There are two ways to do it: • T he fast way: hover over the message and click on retweet. • T he powerful way: copy and paste the content (including the tweeter’s name with the @ symbol) and prefix it with RT. You may have to check the link. That way you can add comments, which adds value and makes it more conversational, and your avatar is displayed. Tip: Personalise your tweets – ‘you’ is the world’s most retweeted word.


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What do I tweet about? 1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 5.1

Getting started

5.2 Getting the most out of Twitter 5.3 Best practice 5.4 Find out more 6.0 Blogging 7.0 Measuring your success

• S hare news or comment on hot topics in your specialist area: make sure you add value and are up-to-the-minute. These tweets should make up the majority of your postings. • P romote events: encourage people to attend, broadcast snippets and ask followers to “please retweet”. After the event, talk about how successful it was. Thank participants. • P romote products and services: do this when it’s relevant but not too often – people stop following you if they think they are being sold to. Make sure your information is newsworthy. Tip: The occasional personal tweet can help you make closer connections with followers but don’t make them too frequent – people primarily want information.

How do I shorten links? Shortening links gives you more space to engage with your followers. Visit https://bitly.com and follow instructions to connect it with your Twitter account. Tip: A quicker way to work is to add the bit.ly sidebar to your bookmarks toolbar. You’ll find this in the tools section. MORE


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5.2


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Develop a following 1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 5.1

Getting started


Aim to build a small community of highly engaged followers, quality counts as much as quantity. • W hat you say is what attracts and retains a healthy following. • T ell clients, media contacts, influencers and others with an interest in your chosen topic how to find you. Do this via your existing social media activities (e.g. LinkedIn profile) and during everyday conversations. • F ollow prospects, influencers and media – if what you say is interesting, they often follow you in return. Only follow people who are of value to you. • Ignore ‘get more followers fast’ services – they are against Twitter rules. • W henever you make a useful business development contact, add him or her to the Interaction database. • Comment on other people’s tweets. • U se relevant hashtags in your tweets – then people searching on particular topics will find you (see p34 for explanation of hashtagging). Tip: Having more followers than people you are following increases your credibility.

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Send messages

Use hashtags

You can send messages (previously called direct messages or DMs) to your followers. Click on the Messages tab in the top navigation and click on New message. Send a message if a conversation is irrelevant to others who follow you.

The # symbol, called a hashtag, is used to mark keywords or topics in a tweet. Clicking on a hashtagged word shows you other messages in that category.

1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn

Tip: Always reply to messages – not getting a response is a strong incentive for people to unfollow you.

Tip: Using a hashtag is a good way to reach new audiences searching on a particular topic.

5.0 Twitter 5.1

Getting started


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5.2 1.0 What is social media? 2.0 Our chosen networks and their benefits


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Search for people, brands and information There are many ways to search including: • Subject (e.g. “banking disputes”)

3.0 Before you start 4.0 LinkedIn

• T weets from an organisation on a subject (e.g. intellectual property from: allenovery)

5.0 Twitter

• Tweets to an organisation (e.g. to:blp)

5.1

• C lick on a hashtagged word that is relevant to your category (e.g. #discrimination)

Getting started


Tip: Save searches with your name, BLP and competitor names and review the results regularly using the Save Search function in Twitter’s Search tab.



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Best practice

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Pete Cashmore

1.0 What is social media? 2.0 Our chosen networks and their benefits

Followers get a comprehensive view of the digital world. He’s often first to tweet on the latest developments.


https://twitter.com/#!/mashable

4.0 LinkedIn 5.0 Twitter 5.1

Getting started


Robert Peston One of the world’s most influential tweeters. He asks stimulating questions and gives original opinions. https://twitter.com/#!/Peston

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5.3

Best practice

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Lexis Nexis

1.0 What is social media?

Useful news and comment delivered with a personal tone of voice.


http://twitter.com/#!/LexisNexis

3.0 Before you start 4.0 LinkedIn 5.0 Twitter 5.1

Getting started


Arsenal FC A massive global following. Followers are first to hear club news and also get opinions on the world of football in general. https://twitter.com/#!/Arsenal


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5.4

Find out more

39

1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn

Help is on hand at https://support.twitter.com/ groups/31-twitter-basics.

5.0 Twitter 5.1

Getting started

5.2 Getting the most out of Twitter

Confused by any terms? Visit the glossary section Twitter’s help centre.

5.4 Find out more

Find out how to avoid the pitfalls before you get started.

6.0 Blogging

Are you adhering to the BLP Social Media Policy?



5.3 Best practice


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6.0 1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 6.1 Getting started 6.2 Getting the most out of blogging 6.3 Best practice examples 7.0 Measuring your success

Blogging

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From early 2012 you will be able to blog using our in-house platform. This will be hosted on our webpage and will link to our other marketing materials. By that time you should be proficient with LinkedIn and Twitter, and will have made contacts you can direct to articles on your blog. Please don’t begin a blog until 2012 when this platform is available – concentrate on getting your house in order on LinkedIn and Twitter. Below are some details ready for when the platform is in place. A good blog can create tremendous value. Blogs allow you to establish a thought leadership position in your specialist area, giving clients, prospects, influencers and others a rich information source. Hearing it from a person rather than a corporation makes people much more inclined to develop a relationship. More


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6.1

Getting started

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1. Decide on the set-up 1.0 What is social media? 2.0 Our chosen networks and their benefits

Consider whether to write as a business unit or as an individual. The former takes the pressure off one person to keep the blog updated, the latter allows people to get to know an individual.

3.0 Before you start 4.0 LinkedIn

2. Get internal agreement

5.0 Twitter

• A gree it with your BD team first so that we can coordinate our blogging activities.

6.0 Blogging

• C onsult the IT department to check what you need to do to comply with our technical and security requirements.

6.1 Getting started 6.2 Getting the most out of blogging 6.3 Best practice examples 7.0 Measuring your success


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6.2 1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 6.1 Getting started 6.2 Getting the most out of blogging

Getting the most out of blogging

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• P lan your theme and set out the rules of engagement. • M ake sure it’s a good read as well as an essential one. • U pdate it regularly – a neglected blog can diminish your, or the firm’s, reputation for commitment. • If you have a Twitter account, don’t forget to display your tweets. Use plugins like http://wordpress. org/extend/plugins/twitterfor-wordpress/

6.3 Best practice examples 7.0 Measuring your success


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Best practice examples

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Blogs admired by the experts: 1.0 What is social media? 2.0 Our chosen networks and their benefits

Accenture

Marriott

http://blogs.accenture.com/Accenture_Blog_on_ Insurance/default.aspx

http://www.blogs.marriott.com

3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 6.1 Getting started 6.2 Getting the most out of blogging 6.3 Best practice examples 7.0 Measuring your success

MORE


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6.3

Best practice examples

44

Dell

BBC

http://en.community.dell.com/dell-blogs/default.aspx

http://www.bbc.co.uk/blogs/theeditors

1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 6.1 Getting started 6.2 Getting the most out of blogging 6.3 Best practice examples 7.0 Measuring your success



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7.0 1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter

Measuring your success

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Measurement is vital. Remember that it’s an on-going exercise, the real benefits of which you are likely to reap in the medium or long term. This section shows you some simple tools to help you track your progress.

6.0 Blogging 7.0 Measuring your success 7.1

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7.0

Measuring your success PLATFORM

METRIC

46

TOOL

1.0 What is social media? 2.0 Our chosen networks and their benefits 3.0 Before you start

Recommendations from peers, colleagues and clients.

Your profile page.

Network size. Note that quality is equally important – only connect with people who are of value to you and vice versa.

The connections section of your profile.

Klout Score

Set up a free account on Klout using your Twitter or LinkedIn login.

4.0 LinkedIn 5.0 Twitter 6.0 Blogging 7.0 Measuring your success 7.1

Any questions?

Reach of your network – how many people are actively engaged by your content. Who you influence – determined by who regularly shares your content either by replying to you on Twitter or sharing your content on LinkedIn. These two metrics make up your Klout Score.

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Monitor, engage, and be transparent; these have always been the keys to success in the digital space. Dallas Lawrence Levick Strategic Communications


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7.0 1.0 What is social media?

Measuring your success

47

Tip: You can also see how people you follow are doing, competitors for example; visit your Klout friends page.

2.0 Our chosen networks and their benefits 3.0 Before you start 4.0 LinkedIn 5.0 Twitter 6.0 Blogging 7.0 Measuring your success 7.1

Any questions?

For more sophisticated analysis try: Twitalyzer | Alexa | Radian6 MORE


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7.1

Any questions?

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Ask your BD team 1.0 What is social media? 2.0 Our chosen networks and their benefits

Main Contacts


Finance

LDR

Corporate

4.0 LinkedIn

Aliya Razzaq

Simone Coimbra

Jo Gatenby

Tax

Real Estate

Comms/Firmwide queries

Jennifer Barham

Nicola Begg

Deirdre Flynn

5.0 Twitter 6.0 Blogging 7.0 Measuring your success 7.1

Any questions?

Who’s already engaging on social platforms Twitter

Simon Harper


Keith Hardie

LinkedIn

Blogs

Ash Coleman-Smith

Barry Gross

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