Tuesday, August 01, 2017

5 Things You Need to Know About Reaching Millennial Clients

By Jackie Sofia

Comparing Social Media Use between US Adults overall, and Millennials specifically

Source: http://www.pewinternet.org/2016/11/11/social-media-update-2016/
  1. Social Media is essential. The fact remains that millennials are using social media more than any other age group in the U.S. Data released by the Pew Research Center indicates more specifically that Facebook is the choice platform of millennials (88 percent), with Instagram creeping up to second place (60% percent). 
  2. Keep a blog, and keep it updated. 33 percent of millennials review blogs before they make any type of financial transaction, compared to fewer than 3 percent who use TV news, magazines or books. Millennials are also incredibly self-reliant. Having always had the internet at their disposal, millennials are used to finding the information they need themselves. You can feed into this self-reliance on your blogs by providing well-written answers to common legal dilemmas that are hyperlinked to your legal experts within the firm. This will also direct your target audience to your firm for further legal services and advice. 
  3. Know your limits. The American Bar Association requires lawyers to stay abreast of the benefits and risks associated with technology in relation to the practice of law. While social media can be a great opportunity to stay engaged with millennials, it's a constantly changing environment where many of the old school regulations are being adapted or applied directly towards technological advancements that are deemed within their purview. The good news is that there are resources out there that can help you stay on top of these changes. Regardless of whether your firm even has a social media account, it's important to regularly participate in continuing study and education and comply with legal education requirements. 
  4. You have to be one, to know one. Hiring millennials to join your team is one of the more critical investments you can make for the future of the firm and its growing target audience of fellow millennials. According to Nika Kabiri, Director of Strategic Insights at Avvo, one in four Americans are dealing with legal issues, and half of those Americans are millennials. Not only can millennials identify more closely with the younger target audience, but they tend to also be ambitious as well as fluent in social media and digital technology. 
  5. Be proud of your pro bono work. Social media isn't the only thing that attracts millennials. They are also interested in what companies do in their community. Millennials may be apt to choose your services over others if you have a pro-bono roster that exhibits a more empathetic and charitable firm. A 2015 Elite Daily Millennial Consumer Study revealed that 75 percent of those surveyed thought it was important for a company to give back to society.

Thursday, July 20, 2017

Facebook Changes Link Previews to Help Combat ‘Fake News’

By Caitlan McCafferty

Big changes from Facebook took effect the week of July 18. In order to combat the ongoing spread of misinformation, Facebook has changed the way users can edit the previews of links that they post to the social media platform.

This latest update from Facebook eliminates the ability to customize link metadata, which determines the headline, description, and image shown in the preview of the link.

According to an article by Engadget, the preview function has been abused by many fake news outlets, which “have been taking advantage of the ability to customize a story's metadata to spread misinformation.They often replace the headline, image and snippet with something controversial to get the most shares, likes and comments possible." This change allows Facebook to eliminate at least one method of disseminating false information.

The social media platform recognizes that legitimate publishers and content creators rely on the customization function to tailor their shares in order to improve audience engagement, and Facebook developers have been working on a solution for them. In the meantime, content creators can continue to customize how links appear with Open Graph meta tags. Open Graph meta tags are an important option to consider to optimize content on social media.

Overall, this change signals a serious commitment from Facebook to curb the spread of false information. Shortly after the 2016 election, Facebook founder Mark Zuckerberg announced an initiative to stop fake news. The elimination of the ability to alter link previews appears to be one of many steps the social media giant is undertaking to achieve that goal.

Thursday, July 06, 2017

Twitter Tools for Hashtag Marketing and Research

By Gina Rubel

I recently went on a marketing mission to find out who is using certain hashtags on Twitter. My goal was to find those users who were most influential and most engaged on certain topics.

If you’re not familiar with hashtags and their value, check out Mashable’s 2013 post on The Beginner’s Guide to the Hashtag which is still relevant today.

Using Twitonomy for Hashtag Research
While there are various online tools that one can use to find influencers and hashtags, I discovered Twitonomy which I’ve decided to test as a one-month user.

Here are some of the things I discovered:

It is possible to download lists of followers or, more importantly, those a user is following. This is important because if you’re looking to find, for example, various reporters for a particular publication, or sources uses by a particular publication, it is likely that that publication and its editors are following those people.

I also ran a follower report on the profiles following me @ginarubel on Twitter. The report is chock full of interesting information.



For example, the top hashtag used by my followers are:
  • #marketing
  • #socialmedia
  • #PR
  • #law
  • #entrepreneur
This information tells me that I’m reaching the right audience as I am a lawyer entrepreneur who works in marketing, public relations and social media.

In addition, the top keywords used by my followers are:
  • Marketing
  • Legal
  • Business
  • Social
  • Media
Again, this tells me that my followers have interests and speak on topics similar to mine.

I can also identify where the majority of my followers are located:
  • Philadelphia, Pa. – where we conduct quite a bit of business
  • Doylestown, Pa. – my hometown
  • New York, N.Y. – where we have clients and deal with media
  • Bucks County, Pa. – the county within which I work and live
  • Chicago, Ill. – a hub for law firms, American bar association business and legal marketing activity
Using Hashtagify.me for Hashtag Research
Another tool that I was recently introduced to by members of our PR department is Hashtagify.me which allows you to search a hashtag to find related hashtags, top influencers, usage patterns and more.

For example, I searched #globalwarming in the free tool of hashtagifyme. Other relevant hashtags include #climatechange #drought #environment #science #climate and the top influencers were @pitbull, @xhnews, @theeconomist, @greenpeace and @realtonyrocha.

While there is a bit of information available for free on Hashtagify.me, the majority of the information is behind a paywall which is the save for other platforms that I found.

What tools are you using for hashtag marketing research? We’d love to hear from you.

Tuesday, June 20, 2017

The Importance of Carrying a Business Card

By Karen Preston-Loeb


Technology has transformed business communication from email to internet. While written communication is often paperless, one piece of correspondence remains printed: the business card. And while it seems that it would be more advantageous to ping information between colleagues, it remains important to always carry a business card.

Here are some reasons why business cards are effective business tools:

Brand marketing
The business card represents your company’s brand. Not only does it convey important personal contact information such as name, title, email, website, address and phone number, but oftentimes it is also the first exposure to the overall image of the business. The company logo is prominently displayed for brand identity. The fonts used, color, texture and paper stock used also conveys a message about the type of industry represented. Specialized printing techniques can be used such as embossing, foil stamping, thermography or laminating. The business card reflects the personality of the company and gives the first impression.

Conveys professionalism and preparedness
Image is everything. Having a business card on hand gives the appearance of professionalism and shows proper planning. Being caught off-guard without a business card imparts an ill-prepared impression. Always carry a stack of business cards protected by a card case and you will convey a polished quality.

Quicker to hand a business card vs input digital information
Numerous apps exist for smartphones to transfer contact information wirelessly; however the quickest and easiest way to exchange data remains the paper business card. Multiple business cards can be handed out in seconds at a networking event versus entering data. In the fast-pace workplace, time matters and nothing beats the quick handing over of a business card for speed.

Some clients do not own digital devices
Do not rely on smartphones for transferring of contact information, because some people do not own digital devices or are not tech savvy. While the majority of our population does have a personal electronic device, some prefer not to rely on theirs. And even if digital devices are used by both parties, the applications may not be compatible. Exchange business cards and you can always follow up with an email that contains your digital contact card.

Essential in international business
With the rise of global working opportunities, doing business overseas is becoming more normal.  Business cards are not only necessary in international business in some cultures, but they are also used ceremoniously. In most Asian countries, the business card is treated with respect. It is often presented with two hands, never tossed, and should be properly placed in a holder once received—never shoved in a pocket. In Japan exchanging business cards is a ritual and considered a formal introduction to a person. Business cannot begin until business cards are exchanged as this signifies the beginning of a relationship. In India, business cards are exchanged even in non-business situations and are always presented face-up with the text facing the recipient. In the Middle East, protocol varies per country. In Bahrain, for instance, never exchange business cards with the left hand and be certain to look at the business card received carefully before putting it away.

The printed business card still dominates. At any instance, whether a networking event or at a coffee shop, the opportunity for a business connection can occur. Not having a business card on-hand could result in a lost potential client. Exchanging business cards gives the ability to follow up, providing a foot in the door for a business transaction. It also allows a personal encounter between two parties, a crucial element of creating a business connection.



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