Litigation PR: Nielsen finds more viewers on social media than on television

Nick Augustine is a legal industry publicist at Augustine Legal PR and helps law firms and their staffs attract more clients and tell their stories. Nick’s marketing, advertising and media team helps attorneys generate frequent original content to share their knowledge, skills and abilities. Nick earned a communications and rhetorical studies degree from Marquette University and a law degree from The John Marshall Law School where he is an active Alumni Board member.

Fewer viewers watched the recent Republican National Convention on television. Recent Nielsen ratings showed a 23 percent decline in RNC viewership over the 2008 election.

The rest were finding out about and discussing their politics online. More people get their news and information from the Web than from television. Campaign coordinators are strongly focused on social media because that’s where everyone went.

If more people are sourcing information and entertainment online, should lawyers join the dialogue? Yes. The better you get to know people on social media, the more likely they are to hire you or refer a prospective client.

Here are a few tips to improve your Web presence and add your content and stories to your mix of friends on Facebook and Twitter.

  1. “Follow” on Twitter and “like” on Facebook the organizations, publications and outlets you use to find stories and news before you joined the social network world. Staying in touch with familiar publications and groups can help increase awareness about events and opportunities.
  2. Until you naturally enjoy spending time building your network on social media, schedule time to check your social media accounts. There are real people on the other side of your messages and notifications and it does not make you look good when you drop the ball in conversation.
  3. If you’re a professional who outsources your social media, consider the form of content you should share. If the person posting is not you, they should refrain from engaging others in dialogue in your name.
  4. Create a personal and professional social media policy. If you are going to contribute to a social network, be comfortable with what you are sharing and how you want to interact with others. It is always appropriate to set boundaries and online, most people will respect your expectations.
  5. Track stories on which you comment or share microcontent. Make a note of with whom you are interacting and sporadically visit their social media pages and comment on something they shared. Social networking works like a party where everyone is engaged in separate small conversation groups and sharing with those groups. If you say hello to someone once, say hello again.

It may take some time to get used to using social media to index your brand and to communicate your news sources. You will likely start contributing to conversations online. Enjoy finding news and entertainment in a digital social arena.

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