This week’s activity is to choose an organization from the Professional Services Sector (e.g. accounting, advertising and marketing, architecture, management consulting, engineering, IT, legal, and scientific research services), identify and discuss how they are using social media within their organization.
As outlined by Sara Redman and Associates article on Social Media for Professional Service Firms , social media and professional services may not, at first glance, seem a good fit. Social media are based on sharing and a paramount element of most professional service firms is confidentiality. Additionally, social media has not, until recent times, attracted a professional image. If anyone can get involved then doesn’t that include people who would not be immediately described as professional? However social media provides those organizations that engage with it with an immediate audience and source of free information. Professional services do not exist in isolation and need to engage with their customers and the public at large. Though there are risks involved in engaging with the general public, the benefits, far outweigh the risks. For further information on social media and professional services see McKinsey Global Institute, 2012 (82 – 92). Also Social Media for Professional Service Firms: Are you serious?.
For this week’s activity I have chosen Eversheds. Eversheds are an international, award winning, law firm with 44 offices in 26 countries. They were sighted by The Lawyer as the law firm with the greatest social media presence.
Being an international law firm, Eversheds identified their need to reach a global audience and identified that the most cost efficient and effective way of doing this was via digital marketing. First they developed a clear strategy and, during implementation, gathered feedback from their clients to ensure that their social media presence was both effective and valuable content.
They have a blog, LinkedIn discussion groups and a twitter account and ensured that each effectively supported their brand identity. Additionally, they have uploaded numerous videos to YouTube delivering valuable content to their clients, not to mention a valuable source of marketing.
Using social technologies for marketing communication interaction and social commerce
Eversheds Blog is a prime example of the use of social technologies for marketing communication. Here they provide their clients and potential clients with valuable insights into both the running of their organization and into changes and innovations in the legal world. In this way they are able to both promote their brand and to provide their clients with insights into changes in the legal world that may affect them. Their presence on YouTube also supports their social marketing and media presence by providing another social forum by which they can promote their brand identity and provide their clients with valuable information.
Derive Customer Insights and Customer Service
Both their blog and twitter account allow them to both derive customer insights and
deliver customer service. Their blog, in particular, allows them to receive feedback
and input from the clients, or the public at large, to help them improve their
service offerings. Their twitter account keeps their customers up to date with recent
innovations and changes within their organization and, as mentioned in the
included video, has also helped to improve their relationship with clients.
A cohesive strategy brings success
What is clear about Eversheds engagement with social media is the cohesive way in which they tie their different social media platforms together and utilize them in keeping with the different platforms strengths and weaknesses. Their Twitter account keeps their public up to date with recent changes and provides links to YouTube videos and posts on their Blog. Their blog and YouTube videos provide in depth, persistent information. Their LinkedIn presence is very professional in its look and feel and, no doubt, attracts high quality applicants for positions within the organization. Additionally, Eversheds LinkedIn presence increases their professional network and profile. It is quite clear that it is Eversheds well thought out and successfully implemented strategy that has led to their social media success.
Your input is valued
As always I welcome any input you may have into my post and I look forward to reading the posts of my INB346 classmates.