By Kevin O'Keefe

Law firms ought not get carried away with social media etiquette

Emily Post EtiquetteWho knew the proper etiquette you may want to follow to get the most of your social media engagment?

Compendium Social Sharing Survey says we ought to be paying attention to everything from the length and time of our messages to whether we end a message with a question mark or a period.

I view social media and the Internet as an opportunity for lawyers to network just as they do in the real world. So portions of this study feel like studying whether holding a glass of wine in your right hand or left hand works better for building relationships at a reception.

Nevertheless LinkedIn Marketing Specialist, Victoria Ipri’s (@VictoriaIpri), take on the social sharing study offers some information you may find helpful.

Ideal social message length:

LinkedIn: 16-25 words is the ideal message length. Twitter: 11-15 words is the ideal tweet length for B2B. However, 1-5 words is the ideal message length when tweeting to consumers.

Include a question mark in social messages?

Question marks are not a good idea when sharing content on Twitter and LinkedIn and often lead to fewer clicks.

Include an exclamation marks in social messages?

LinkedIn: Using exclamation marks results encourages more clicks by just over 25%

Twitter: Using an exclamation mark results in fewer clicks.

Include a hashtag in social messages?

LinkedIn: Messages include 56% more clicks if they include a hashtag for B2B and receive 20% fewer clicks if they include a hashtag for B2C.

Twitter: Tweets receive 193% more clicks if they include a hashtag for B2B, but 82% fewer clicks if they include a hashtag for B2C.

Using numbers in social messages:

LinkedIn: There is no positive or negative effect for using a number in your LinkedIn message.

Twitter: Using a number in your Tweet generates 50% more clicks for B2B and only generates only 3.5% more clicks for B2C.

When is the best time to post?

Twitter: sharing content between the hours of 10am and 2pm is the most effective.

Facebook: Lunch and late afternoon are the best times to share content on Facebook.

LinkedIn: Between the hours of 9am and 1pm is the most effective time to share content on LinkedIn.

Best day of the week to share content:

LinkedIn: Sunday is the most effective day of the week for sharing content for B2B and Monday is the most effective for B2C.

Twitter: Sharing content on Wednesday generates the most clicks for B2B and Monday and Wednesday are the most effective days for sending content to consumers.

Yesmail’s recent findings on best times to begin a social media campaign:

Facebook: Tuesday is the most engaging day. And the highest number of interactions occurs between 10am and 12am.

Twitter: Friday is the least engaging day for tweeting. If you want to be effective on Twitter you’re going to have to wake up early. Highest engagement occurs from 5am-8am.

YouTube: The highest engagement time and day is Monday between 2 and 3am.

There may be some info in the study to consider, but don’t let the findings dictate your law firm’s approach to social media strategy.

For most firms just educating their lawyers on why they may want to use social media would be a good start. Introducing lawyers to the nuances reviewed in this study would only get the lawyers thinking social media is crazier than they already think it is.

Use the information in the study as you deem appropriate. Bear in mind though that social media is all about netorking through the Internet to build relationships and enhance ones reputation. That’s old school business development, something lawyers are very familiar with.

Don’t get too carried away with the nuances of the etiquette.

Kevin O'Keefe
About the Author

Trial lawyer turned legal tech entrepreneur, I am the founder and CEO of LexBlog, a legal blog community of over 30,000 blog publishers, worldwide. LexBlog’s publishing platform is used on a subscription basis by over 18,000 legal professionals, including the largest law firm in each India, China and the United States.

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