SOCIAL MEDIA CASE STUDY
LIPPES MATHIAS WEXLER FRIEDMAN LLP
With the rise of social networking in every industry, it’s no surprise that law firms are increasingly turning to social media to communicate with key publics and maintain active online communications channels. When e3communications began working with Lippes Mathias Wexler Friedman LLP (LMWF), a medium-sized law firm based in Buffalo and Albany, social media was made an integral part of the firm’s comprehensive public relations strategy.
Prior to our implementation of an integrated social media plan, LMWF had utilized Facebook, Twitter and LinkedIn with no formal content or measurement strategies in place. e3communications completely revamped LMWF’s social media profiles and implemented a content strategy to reflect the firm’s brand and highlight its practice areas, community involvement and regular news updates, such as attorney media interviews, new hire announcements and firm speaking engagements. In addition to managing content, close monitoring of other firms’ online activities was also performed to ensure the LMWF brand was conveyed uniquely amongst its industry competitors.
Three key goals were identified with LMWF’s social media strategy: establish regular communication with LMWF’s existing online audiences; enhance LMWF’s brand identity online; and use social media as a means of improving LMWF’s search engine optimization rankings on Google, amongst other search engines. After a six-month period of managing LMWF’s social media channels, LMWF’s engagement and online exposure levels had increased by more than 50% on Facebook, Twitter and LinkedIn. Furthermore, the social media strategy became a significant complement to the firm’s traditional public relations tactics in both the Buffalo and Albany markets. The results of our implementation prove that social media can be a powerful tactic in an organization’s public relations strategy. Under e3communications’ management, LMWF’s social media channels continue to serve as key communications outlets in communicating with publics and reinforcing the firm’s brand through its digital footprint.
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