Social Media: What Law Firms Can Learn From Corporate America

by Cheryl on April 1, 2011

Be a smart failure.  Create your own case studies.  These are just a few of the insights that were presented the Orange County Public Relations Society of America’s senior roundtable last night. Gary Goldhammer , executive vice president of Velocidi , a digital marketing and communications firm, led the discussion based on his experience with developing digital strategies for some of the top consumer brands in the world. Gary has tons of PR agency experience including building Edelman’s West Coast Digital Practice from one employee to 65 before he left the firm.   His presentation focused on his work for Adobe with the launch of Creative Suite 5 .   Despite this product launch, many of his insights can be adopted by law firms and other professional services firms.

Gary says digital is no longer the slice of the pie, it’s the whole pan.

  • Create a digital roadmap aligned with customer behavior and experience.
  • Create valuable content often.
  • Perform regular keyword analysis and incorporate results.
  • Engage in social environments where people already are and want to stay.
  • Online visibility is driven by people, not machines.
  • Focus on the business goals, not marketing and PR or social media.
  • Move towards expressions, not impressions.
  • It takes three to five media channels before someone will trust your message.
  • Trust = authenticity and relevancy.
  • Digital strategy can’t live in the marketing silo, it must incorporate sales, PR, customer services,  internal communications and product/service development.

Gary showed us a couple digital marketing measurement models that are used by HP , Adobe and Netflix :

Plan – Listen – Analyze – Engage

He says the Internet is all about “search.”  And, search is social.  Based on this, two of the top three search engines are Twitter and You Tube .  Of course, Google is number one.

Adobe’s social media strategy is not public, but Gary shared a few of the ideas that he helped develop and incorporate into the company’s strategy:

“No one has the magic bullet.  We will make mistakes.  We will celebrate our failures.’

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