The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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A couple of months ago I blogged about How to Measure Your Law Firm’s Success With Social Media and find myself wanting to revisit this topic again and again because so many business owners (yes, you are a business owner) continue to struggle with how to measure ROI for social media.

Digital intelligence firm eMarketer just came out with a free report (yes, they want your info, but not your money – see Monday’s blog for why) called Seven Guidelines for Achieving ROI from Social Media that does a nice job of summarizing exactly what marketers need to do to achieve success with their social media marketing programs:

1. Establish clear marketing goals for your product or brand, and then identify social measurements that directly support those objectives.
2. Organize your measurements and metrics in a logical framework.
3. Take a long-term outlook with social media interactions and measurements. It’s a commitment, not a campaign.
4. If hard ROI metrics are difficult to track directly, consider a range of softer metrics that can be linked back to desired business outcomes.
5. Determine a dollar value for customers who choose to opt in and engage with your brand via social networks.
6. In your ROI calculations, don’t overlook the value of cost savings that can result from ongoing social listening and tracking.
7. Build the technological capabilities to measure your customers’ complete digital footprint—in real time.

One of the hardest ones for most attorneys to grasp is #3 – it’s a commitment, not a campaign.  Building a social media presence takes time.  You can’t expect to throw up a few blogs and have prospects knocking down your doors.  Create content that is relevant to your targeted prospect, keep pumping it out there, and they will come.

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