Digital technology has provided a multitude of benefits for people in modern society. The internet has become a constant presence in most people’s lives, providing immediate access to a wealth of information and the ability to connect with others at all times. Since much of the time people spend online involves using social media, this provides attorneys and law firms with the opportunity to connect directly with potential clients. By understanding the best ways to use social media, law firms can create a winning strategy that will help them succeed in the competitive online marketplace.

Building an Effective Social Media Strategy

When determining the right approach to take when using social media, a law firm will want to do the following:

• Determine the target audience - By understanding the types of clients a firm is looking to pursue, it can determine the best channels to use in its social media strategy. A firm that is looking for clients who are older may want to make regular posts on Facebook, or younger audiences may be targeted by using apps such as Instagram or TikTok. 

Over the last decade, social media has become an invaluable tool for companies to market their products and reach new customers. With a just a few clicks, you can advertise a limited-time promotion, highlight a major achievement, or announce a recent addition to your team. As you might expect, however, you must be cautious when using social media outlets to promote your business, as a seemingly innocuous misstep could draw the ire of an entire nation—even over something as simple as a badly-poured beer.

St. Patrick’s Day With a Canadian Touch

Pubs and bars in Irish communities around the world will welcome revelers for the annual feast of St. Patrick—a 5th-century missionary, bishop, and patron saint of Ireland. In many regions—particularly throughout North America—even those without Irish heritage will don their best green, become “Irish for the day,” and join in the festivities.

To the uninformed, the world of social media seems to be dominated by viral videos, political rants, and so-called “trolls” looking for a fight. In short, social media often feels like it is filled with noise. But, as with most things in life, social networks can also offer unique marketing opportunities for those with the knowledge and patience to sort through the veritable jungle of posted opinions and images. Sometimes, openings can arise through the actions of others, making it possible to capitalize on the opportunities they present—if you have the knowledge and skill to act quickly.

More Than a Decade in the Making

Back in 2005, NBC’s mockumentary television show The Office was just beginning to attract attention and was in only its second season. In one of the series’ more famous scenes, Pam Beesly—a shy, reserved receptionist at the time—drank too much during a company awards ceremony and caused a scene at a Chili’s restaurant. Near the end of the episode, the manager of the fictionalized Chili’s informed viewers that Pam was banned from the restaurant chain.

When a company decides to overhaul its image or its flagship product, the reaction from consumers can be unpredictable. Of course, much of the public reaction will depend on the company’s ability and willingness to communicate about the upcoming changes and how suddenly they occur. A surprise announcement and poor marketing can lead to public relations nightmares—think New Coke—but when the marketing is done properly, including the effective use of social media, major changes may be welcomed with open arms.

A New World

When Coca-Cola made the fateful decision to replace its top-selling product with a new version in 1985, the internet was in its infancy. Companies had few options for getting information to consumers, especially when something big was on the horizon. Today, a company can develop a social media strategy that instantly lets the public know about upcoming ventures and changes. Sometimes, the company itself specializes in social media, and the promised changes look to affect the way that people connect with one another.

Social media can be a powerful tool for businesses. Outlets like Facebook, Instagram, LinkedIn and others can provide companies with direct access to their customer base and prospective clients at a level that was not possible prior to the digital age. For many business owners, social media provides the opportunity to take a proactive approach to customer communication. It can also offer a forum for a company that feels the need to speak out in its own defense. Such was the case earlier this week when the makers of the world’s most popular smartphone game took to Facebook in an attempt to address growing frustration by the game’s users.

A Worldwide Phenomenon

About a month ago, Niantic, Inc. released Pokémon Go, an augmented reality game for smartphones and mobile devices based on the Pokémon series created by Nintendo in the mid-1990s. The game encouraged users to get up and move about in the real world while looking for Pokémon creatures to catch, train, and battle. Utilizing GPS and each device’s camera, the app can make it seem like a Pokémon creature is hiding in the corner of your room or in your neighbor’s yard.