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Using Social Media Analytics

Most companies have at least dipped their feet into the waters of social media. Some have gone willingly while others needed a good strong push. Social media is a piece of the marketing pie and can also generate some great leads to new clients. The primary reason for implementing social media into your web strategies is awareness. Sites like Facebook give you the opportunity to create a business profile which users can connect with, showing they “like” you or have an interest in your law firm. While there can be a significant time element involved in creating and maintaining social media accounts, you will likely see the results in new clients.  In addition to using Facebook, Twitter and LinkedIn, getting your legal blog up and going is a great way to connect with your current clients as well as potential clients.

 Why It Has Taken So Long For Social Media Analytics to Appear

It may feel like social media has been around forever, but in truth it is a product primarily of the past six or seven years and there has been a definite lag between adoption and the development of an analytics program. Further, because social media is all about interaction, there is a significant challenge involved in developing an analytics program which can handle the sheer volume of data created. Some social media analytics programs look at brand pages along with what time of day and what specific content engages the user. The use of social media analytics has shown, for example, that Twitter receives less use during the lunch hour than Facebook—likely because Facebook interaction is more time consuming and Twitter can be done relatively quickly from pretty much anywhere.

Social Media Analytics Programs

Google—ever the innovator—has release a set of social reports within Google Analytics which effectively brides the gap between your company’s use of social media and the business metrics you are accustomed to. This particular social media analytic program can identify the value of the traffic which comes to your website from a social media site and can understand social activities which occur on and off your site which will give you more control over user engagement. The thing is, when you are praising social media to your law firm, you must be able to show how it will align with your firm’s overall goals—what are your social media objectives?

Do you want to influence people, to increase revenues, to change public opinion of your firm or the legal profession in general or simply to make friends? (A goal of making friends probably won’t get you very far in persuading your company to get on board with social media.) Once you are solid on goals you can work on key performance indicators such as customer satisfaction, feedback, audience building, engagement and overall buzz. Your social media analytics program will allow you to clearly see where a lead came from whether from a Tweet, a Facebook status, directly from a blog post or from a blog post which has been shared or bookmarked.

The field of social media analytics is really still in its infancy however it is expected to change and advance quickly in order to offer wider integration and multiple communication methods. If you need to show why social media matters in your firm, try a social media analytics program that will give you the ammunition you need to convince everyone in the firm to jump on the social media bandwagon.

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