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.

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 Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like 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 brilliant ideas in your sleep.
  • 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?

To apply, please submit the following via email to careers@ghidotti.com

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