Proactive vs. Reactive Social Media Plans

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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. 

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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.
 

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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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • 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.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.