While social media may not appear to produce an ROI, it’s necessary to use it for community outreach. Combine social media efforts with other forms of advertising.
One of the most recognized brands in the world has realized that its massive social media efforts alone do not register an uptick in sales. With more than 62 million followers, Coca-Cola is the leading brand on Facebook. The soft drink giant is also a major presence on YouTube with nearly 3.5 million views, and boasts one of the busiest Twitter accounts. Does this mean that Coca-Cola is failing at its own social media strategy?
The danger of isolating media channels
Coca-Cola is not ready to throw in the social media towel by any means. A closer assessment of its social networking impact reveals that the convergence of all media marketing channels is helping the company remain a top global brand. This is an important lesson for all business enterprises, including the work done by law offices.
Social media is very brand-centric. It can be measured in terms of buzz and sentiment. Military divorce lawyers in Virginia Beach can use analytics tools to gauge how many visitors their website is receiving and from where, but having a good online presence within a certain community will not guarantee phone calls or email inquiries alone.
Coca-Cola learned that their digital display advertising is almost as effective as their television commercials; this means that they cannot afford to give up on online ads. Attorneys must keep this in mind when crafting their marketing strategy. In addition to social media marketing efforts, lawyers should also consider using traditional print advertisements, pay-per-click campaigns and even newsletters (online or in print) to reach out to potential clients. Networking in person is another huge way to connect to people and will enhance the result of efforts made on social media channels.
Digital return on investment (ROI) can only be as strong as the sum of all marketing efforts. It’s important for lawyers to remember that social media should not be the only channel employed as they reach out to clients.
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