Proactive vs. Reactive Social Media Plans

How can we
help you thrive?

Do you value collaborative, creative, forward-thinking communication?


We’d love to hear from you.

Before your law firm can begin utilizing Facebook, Twitter, LinkedIn and other social media platforms to share content and connect with your target audience, you must first develop a strategy. Whether on a weekly or monthly basis, the blog posts, case studies, earned media coverage and graphics that your firm will post should all be planned in advance. The process of outlining the content that you will share with your followers is called a proactive social media plan. While it’s certainly important to have that plan in place, it’s not the only component of your overall strategy. There will also be opportunities for your firm to respond to a comment from a follower or provide your observations on a relevant breaking news story, also known as reactive social. Since both are integral in your overall distribution and promotion strategy, here are some tips on how to develop your proactive and reactive social media plans. 

Proactive Social Media

With important cases and other various responsibilities to focus on, having a proactive social media plan allows your firm to prepare social media content days or weeks in advance. This prevents you from having to come up with something to post each day or missing a post because other priorities consumed your time. It also gives your firm time to prioritize the content you want to share with your target audience. 

For example, let’s say your firm publishes a new blog post on a weekly basis. As a valuable component of any content marketing strategy, these posts can and should be shared on your various social media platforms to drive traffic to your website and identify any potential new business leads. With a proactive social media approach, your firm can draft copy days before the blog post is even written. Then, on the day it’s published, all you have to do is add the link to the previously written copy and your blog is ready to be shared with your audience. 

A proactive social media plan also helps your firm maintain an integrated approach to your marketing efforts. That means your social media messages, blog posts, podcast episodes, videos and any other content are all working toward the same goals. Staying on track with this approach can be difficult – if not impossible – when social media content is being created on the fly each day. Think of it like taking a trip to Disney World. While it may be fun to just run around the park and visit everything you see, an itinerary will go a long way toward ensuring you don’t miss anything of real importance. 

Reactive Social Media

As the name suggests, a reactive social media plan is the flip side of the coin as far as your firm’s overall strategy. While proactive social media posts keep your followers in the loop on what’s happening with your firm, reactive social media is your opportunity to be a part of ongoing conversations that are taking place at that time. Anything from responding to messages, comments or questions from your audience to your firm’s reaction to any trending topics is an example of reactive social media. 

Where reactive social media ranks as a priority will vary from firm to firm, but it certainly can’t be ignored. It provides another opportunity to connect with your target audience and continue to generate brand awareness. Let’s use Facebook comments as an example. Your firm shares your weekly blog post on Thursday, as outlined in your proactive social media plan, and a follower leaves a comment to praise your content or request more information. Without a reactive social media plan, that comment will likely be ignored by your firm and potentially cause your follower to lose any interest they might have had in connecting with you. 

Reactive social media also includes any breaking news that may present itself after your proactive plan has already been established. A prominent case relevant to your firm’s practice expertise is a prime example. Through reactive social media, your firm can provide insight and a deeper understanding into the subject matter to your target audience. While on the surface the case may not directly involve your firm, it’s an opportunity to showcase your knowledge and establish yourself as a thought leader in your industry. 

Build Your Legal Content Marketing Plan

Is your legal content marketing strategy capturing leads for your law firm? Download our free eBook for insights on how to develop the right strategy to gain real results.

Download Now

Best of Both Worlds

If you think of social media as one big conversation between your firm and your target audience, it’s easy to see the importance of utilizing both proactive and reactive social media plans. By planning your content in advance, your firm can develop the best strategy to accomplish your goals, while staying on top of relevant breaking news and any comments or messages allows you to prove your knowledge and establish a deeper connection. 

Just as chocolate and peanut butter come together perfectly to create a delicious Reese’s cup, incorporating both proactive and reactive plans gives your firm a social media strategy that will shine. If you’ve never developed your proactive and reactive strategies or if you’re interested in learning more about how an integrated content marketing approach can better position your firm, let’s connect. We’d love to share more about how we can create real results for your firm. 

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Senior Account Strategist! 

Senior Account Strategist

As a Senior Account Strategist, you will have expert-level project management skills and proven success with client strategy and relationships. 

Through research and continuous planning, you will integrate market trends, consumer insights and digital marketing-communications analytics into direction and growth opportunities.

You have an eye for viewing the whole picture and organizing micro activity into a holistic approach. In this position, you will play a pivotal role in the discovery process, helping to translate key research and data insights into strategy and presenting opportunities and direction to the client.

You are the Agency’s subject matter expert on your client’s industry, audience, unique challenges and needs. Your work is turning this knowledge into action.

Main Responsibilities

Client Management

  • Play a clear day-to-day role in client communications (Minimum: three clients)
  • Independently lead key client projects/campaigns
  • Advise on strategy, implementation, status and performance of public relations programs
  • Monitor and deliver work plans and activities for clients, largely independently
  • Work with external agencies and vendors to develop and create effective marketing-communications campaigns and strategies and ensure projects are on a budget, to spec and on schedule
  • Work with team members to develop and execute effective customer-focused marketing-communications initiatives via social media and digital platforms
  • Create and analyze key performance metrics and make recommendations for ongoing optimization

Content Creation

  • Research and creation of content largely consisting of press announcements, blog posts, gated content, web copy and thought leadership material
  • Develop and manage client social/digital campaigns, developing an early-stage understanding of overall client strategy

Social Media

  • Be advanced in all social media management and reporting tools such as Sprinklr, Sprout Social, Databox, etc. 
  • Organic social media strategy primarily focused on Linkedin, Twitter, Facebook, YouTube, Instagram and TikTok.


  • Manage and/or mentor 1-3 junior staff and interns
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate

Performance Metrics

  • Demonstrate industry experience
  • Develop client strategic plans
  • Demonstrate strategic thinking and planning 
  • Counsel clients on challenges and opportunities
  • Is resourceful in finding solutions for your client’s problems

Client Service:

  • Serve as primary client contact on multiple accounts
  • Execute on promised client deliverables
  • Maintain client relationships and annual retention
  • Prepare and manage client budgets and billing
  • Recognize new business opportunities and share with your direct supervisor

Agency Operations:

  • Assist in internal client planning meetings
  • Coordinate team resources for best client outcomes
  • Assist in planning time/resources for accounts (via ClickTime)
  • Assist in marketing the agency via implementation of strategies and tactics


  • Motivate and lead account team members
  • Participate in a 360-degree quarterly and annual review process (with regular feedback loops from the immediate supervisor)


  • Bachelor’s degree or equivalent work experience preferred
  • 5 years of experience in marketing communications, brand strategy and client management
  • Expert project management skills with high attention to detail
  • Experience with inbound/outbound marketing strategies, research and analytics, audience personas, content auditing and planning, consumer journey mapping, website metrics/best practices and strategy recommendations
  • Demonstrated success developing and implementing integrated marketing strategies and campaigns across digital and traditional communications channels
  • Deep knowledge of email, digital marketing, social media marketing and direct marketing
  • Excellent writing and editing skills
  • Deep B2B industry expertise is a plus
  • Entrepreneurial with good business savvy
  • Good presentation skills in front of C-level execs
  • An unflappable, practical, proactive, mature approach
  • Creative, disciplined, curious, organized
  • Analytical and problem-solving skills
  • Not afraid to work hard, be humble, ASK questions and learn new things!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Work From Wherever Fridays

    Before WFH was a thing, we introduced work from wherever Fridays so our team members can relax in their pajamas before heading into the weekend, while still getting the important things checked off their list.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position