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The Friday Five

Strategic Digital Marketing Tips

By Susan Kostal

Does it feel like you can’t keep up with all the new kids on the block? (Nevermind keeping up with the digital marketing things you actually understand.) Worried that your office millennial will move on and you’ll have to figure out how to tackle online marketing all by yourself? Don’t worry. We’ve got you covered with this Friday Five roundup of marketing tips (and links) from around the legal web.

1. Are you paying attention to video? Just when you thought it was going to fade as a trend (okay, who really thought that?), Nancy Myrland says video as a communication tool is becoming stronger than ever as a viable, valuable marketing tool for lawyers and law firms.

2. Social media spotlight on MoFo. When it comes to adding the human element to social media, Morrison & Foerster is king. The firm carefully balances a long history of strict professionalism with social updates highlighting ethical representation and casual staff outings. Add to that its @MoFoWomen account, which speaks to a commitment to a diverse firm, and you can see how this contact wins over clients and builds brand ethos. Follow them on Twitter @MoFoLLP or find them on Facebook.

MOFO Facebook

3. Building a hashtag strategy. How do you target followers when building your network on Twitter or Instagram? “Implement a hashtag strategy,” says Jen Hand. Social media sites are essentially extremely powerful search engines. Hashtags improve the likelihood of your post reaching your niche audience by highlighting your post to easily searchable quanta. Pick one to five buzzwords summing up your post’s main topics and add them at the end of your post. Using hashtags also helps make sure you are joining the right conversations so your specialty gets noticed.

4. Content marketing just for law firms. Chances are good that you’ve heard the term “content marketing.” Right. Unlike some trends, though, this one has substance behind it — and it can deliver substantive benefits. How can it help your law firm? It’s all about the show-don’t-tell maxim. For an example of a firm doing it right, check out the content coming from Simmons Fletcher, a personal injury firm in Texas. They publish regularly and stick to their niche. Here’s more on creating a solid content marketing strategy.

5. Listicles. For the most part, when you are writing for blogs and social media, keep it short and sweet. The explosion of wearable technology has substantially shortened the length of the average blog post. Think: What can you fit in a few scrolls on an Apple Watch? For a great example of brevity, check out Attorney at Work’s Friday Fives and the LexisNexis Business of Law blog.

Categories: Daily Dispatch, Friday Five, Law Firm Marketing, Lawyer Social Media
Originally published March 18, 2016
Last updated October 18, 2018
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Susan Kostal Susan Kostal

Trends at Work columnist Susan Kostal is a legal affairs PR, marketing and content strategy consultant. She is a former contributing editor for Attorney at Work and previously wrote a monthly column, Content Under Pressure. Susan has covered legal affairs as a journalist for nearly three decades. You can follow her on Twitter @skostal and view more of her content at

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