iToday is St. Patrick’s Day, and legend has it that this 5th century Irish missionary and bishop drove all the snakes out of Ireland after they attacked him while he was undertaking a 40-day fast.
However, this interesting legend has largely been disproved by modern-day science that shows Ireland most probably never had any snakes in the first place!
If your social media marketing program is not performing to your standards, perhaps it’s time for you to drive out a few snakes. These mistakes can be poisonous to any social media plan:
No social media brand guidelines. Have you established guidelines for how your law firm brand will be controlled online? You need to determine who will be responsible for updating, posting and monitoring all your social media platforms, how often you will post, what kind of content you will post, the types of images to be used and a distinct voice for your brand online.
No engagement. Do you broadcast your social media messages rather than engage directly with your friends and followers? Social media is a conversation, and if it’s all one-way (your way), no one will be compelled to follow you.
No schedule. You need to create a regular schedule for your posts and stick to it. Social media is a habit, and if you don’t feed this habit, your followers are likely to forget about you.
No strategy. You need to establish social media goals and use those to drive your messaging, rather than relying on a “spur of the moment” posting strategy.
No response. You should respond to everyone who asks you a question or posts a comment, and you should do it quickly. This is another reason it is imperative to have a designated person actively monitoring the social media networks where you are active.
No tracking. There should be business reasons why you are participating in social media, and you should be tracking against these goals to see if you are reaching your desired outcome. Remember a key rule of marketing in any medium: if it matters, it should be measured.
