What to Measure in Shared Media

Since Facebook, LinkedIn, Twitter and other social media platforms are free to join, shared media is one of the most cost effective ways for your law firm to connect and engage with its target audience. Much like owned and earned media, if your firm is using social media, it needs to be measured. However, measuring shared media requires more than just calculating your increase in followers. Of course, tracking those metrics is still important, but the goal of measuring your social media marketing is to determine what works, what doesn’t and how you can improve. Whether your firm has been active on social media for years or you’re just now getting around to creating a LinkedIn page, here are some tips on what to measure in shared media. 

Influencer Relations or Brand Ambassadors

One of the main goals with social media is to share posts, articles, photos and other valuable content with as many people as possible. Since building a social media following can take time, partnering with an influencer or brand ambassador allows your firm to tap into a larger and potentially more engaging audience. In the most general terms, an influencer is someone with a large and loyal audience who posts on their personal account on behalf of your firm, while a brand ambassador grows their own brand alongside your firm’s as part of a long-term partnership. 

Working with an influencer or brand ambassador can open a world of opportunities for your firm, but only if they are actually doing something. Partnering with athletes like Michael Jordan and Tiger Woods would have been a pointless endeavor for Nike if they didn’t perform (and excel) while wearing Nike products. As you develop relationships with these ambassadors, it’s important to keep up with those who are posting, sharing or talking about your firm to determine whether or not they can help you accomplish your goals.

Analytics Rating System 

As any teenager will tell you, there’s no better feeling than a social media post generating a lot of likes, comments and shares among your target audience. In addition to their ability to make you feel good about the content you produced, these metrics are also vital for measuring the success of your firm’s shared media. Rather than tallying up all the numbers you can find on your firm’s social media platforms, assign a point system and focus on specific campaigns. 

For example, let’s say your firm is promoting its personal injury practice on Facebook, Twitter and LinkedIn for the month of October. As you share various articles, infographics, videos and other content with your target audience, keep track of the metrics with a point system that works for you, such as one point for a like, two points for a comment and three points for a share. Measuring those numbers against your social analytics for previous months provides a quick answer for determining the success of your personal injury campaign. 

Unique Links and Landing Pages

When it comes to measuring shared media, think of Google Analytics as the Robin to your Batman. Through the use of unique links, your firm can calculate exactly how many people were driven to your website or another landing page from your social media posts. Since you only want to measure traffic from social media platforms, be sure that you don’t publish these unique links on any other content. 

Links and landing pages aren’t the only unique offers you can provide to gauge your shared media performance. Everything from eBook and whitepaper downloads to email addresses and telephone numbers can be shared through a unique link to calculate how many people gained access from your social media posts. Measuring the number of clicks on these links in Google Analytics provides insights into whether or not your audience is engaging with your shared media. 

Social Media Advertising

Regardless of how much time and energy was spent on its production, even the best social media strategies could use a little boost sometimes. This is why many firms utilize social media advertising, or paid social, as a means of reaching a new, targeted audience. With money involved, measuring the success of paid social campaigns is an important aspect of your firm’s shared media strategy. 

How many clicks did your firm get on an ad? How did the number of clicks compare to the number of impressions? Did you generate any new leads through the ad? These are the types of questions your firm will need to answer as part of your shared media measurement. The world of paid social media can be confusing and expensive for beginners. As one of the cheapest and most user-friendly advertising platforms, consider starting with a Facebook campaign to get a feel for social media advertising before diving into the deep end. 

One of the most important things to remember when it comes to shared media is that not every campaign is going to be a resounding success. Inevitably, there’s going to come a time when your firm’s Facebook, Twitter or LinkedIn posts just aren’t resonating with your target audience. Knowing what to measure is the key to learning why and how to improve. If you’re interested to see how shared media can help your firm attract new clients and grow revenue, let’s connect

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.

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.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

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. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  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?

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.