find the latest legal job
Banking Associate - 1-6PQE - Allen & Overy
Category: Banking and Finance Law | Location: United Kingdom
· Banking Associate - 1-6 PQE - Allen & Overy
View details
Academic Dean and Head of School of the TC Beirne School of Law
Category: Other | Location: Brisbane QLD 4000
· An outstanding opportunity · Provide educational, research and organisational leadership
View details
Senior Property Lawyer I Commercial Litigator
Category: Property Law | Location: Arncliffe NSW 2205
· Rapidly growing law firm, working with a highly experienced team in a high growth industry across all areas of property and strata law
View details
Senior Property Lawyer I Commercial Litigator
Category: Property Law | Location: All Sydney NSW
· Rapidly growing law firm, working with a highly experienced team in a high growth industry across all areas of property and strata law
View details
Senior Property Lawyer I Commercial Litigator
Category: Property Law | Location: Sydney NSW 2000
· Rapidly growing law firm, working with a highly experienced team in a high growth industry across all areas of property and strata law
View details
National firm leverages social media to rake in more clients

National firm leverages social media to rake in more clients

Social media

A national firm has challenged the changing dynamics of client interaction by focusing more on building its social media profile to appeal to current and prospective clients.

Speaking to Lawyers Weekly, MinterEllison partner Paul Kallenbach said the firm’s online marketing strategy has changed significantly since the inception of social media, which has forced it to adapt to a new way of operating and attracting clients.

“Our corporate website plays a different role to social media. The website is a more traditional way of communicating, offering opportunities to communicate corporate information, content and thought leadership, as well as profiling specific areas of the firm and its expertise, credentials and capabilities. It allows us to broadcast messages to our audience,” Mr Kallenbach said.

“Social media has changed the dynamics of how we interact online. With social media, we can interact and talk with individuals on a one-to-one basis.

“The ideal situation is to have social media and website content aligned, so that clients can access a rich suite of content and see the full scope of the firm's expertise and capabilities, and then also engage in two-way communications with the firm in a way that is tailored and meaningful to that client.”

Mr Kallenbach noted that Minters has many online channels it leverages to reach current and potential clients.

“[These include] specialist blogs, LinkedIn, Instagram, SlideShare, Twitter and Facebook, and so for us, online simply offers additional channels we can tap into,” he said.

“Because we think about online in this manner, it means our online marketing strategies are tightly integrated into our marketing planning. It is important that all of our marketing channels are aligned, online and offline, to ensure we portray a consistent brand, with consistent messages, across all of the channels we leverage.

“We are also very aware of interacting with channels for specific purposes, and that we know will reach the desired audience. For example, LinkedIn is very much a business tool, and we interact with it extensively to reach current and potential clients. Facebook, however, is a great channel for communicating with law graduates, but I wouldn’t expect to use it to reach members of the C-suite. It is really important to be specific and be clear on who you want to reach, and the best channel or channels to do this.”

However, Mr Kallenbach noted that relying on a personal social media account is not enough. He said it’s important to leverage employee networks to reap the most rewards.

“Relying on your own social media account is not enough. Leveraging your employee networks to like/share/comment on your content is a powerful way to reach many networks that you wouldn’t otherwise reach,” he said.

“If your people are endorsing your content, chances are their networks will want to know more and will follow you too.

Like this story? Read more:

Book commemorates diamond milestone for WA law society

QLS condemns actions of disgraced lawyer as ‘stain on the profession’

NSW proposes big justice reforms to target risk of reoffending

National firm leverages social media to rake in more clients
lawyersweekly logo
Promoted content
Recommended by Spike Native Network
more from lawyers weekly
Warning
Jan 18 2018
Lawyer highlights ‘unintended consequences’ on SSM estate planning
A succession lawyer has warned that the right for same-sex couples to legally marry could have a sub...
drug rehabilitation services available in rural and remote communities
Jan 18 2018
ALS survey shines spotlight on insufficient rehabilitation services
A new survey posted by the Aboriginal Legal Service (NSW/ACT) has revealed an alarming insight into ...
Scales of Justice
Jan 17 2018
Lawyers lash out over latest Dutton attack
A number of legal bodies have condemned federal home affairs minister Peter Dutton’s latest commen...
APPOINTMENTS
Allens managing partner Richard Spurio, image courtesy Allens' website
Jun 21 2017
Promo season at Allens
A group of lawyers at Allens have received promotions across its PNG and Australian offices. ...
May 11 2017
Partner exits for in-house role
A Victorian lawyer has left the partnership of a national firm to start a new gig with state governm...
Esteban Gomez
May 11 2017
National firm recruits ‘major asset’
A national law firm has announced it has appointed a new corporate partner who brings over 15 years'...
opinion
Nicole Rich
May 16 2017
Access to justice for young transgender Australians
Reform is looming for the process that young transgender Australians and their families must current...
Geoff Roberson
May 11 2017
The lighter side of the law: when law and comedy collide
On the face of it, there doesn’t seem to be much that is amusing about the law, writes Geoff Rober...
Help
May 10 2017
Advocate’s immunity – without fear or without favour but not both
On 29 March 2017, the High Court handed down its decision in David Kendirjian v Eugene Lepore & ...