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.

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.

 

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.