FINAL REPORT

SOCIAL MEDIA MARKETING 4305

CHRIS SHATTUCK, AVA STEINBRENNER, ANDREW HANCOCK, JULIA BROOKS, TAYLOR JOHNSEN

COUNTS LAW FIRM CASE SPECIALIZATION

• LIBEL

• PRIVACY

• INTERNET LAW

• COPYRIGHT

• TRADEMARK

• ACCESS TO GOVERNMENT

• DEFENDING SPEECH

• MEDIA LAW

COUNTS LAW FIRM CLIENTELE

Their primary audience is Atlanta-based news organizations or

journalists seeking assistance with cases involving:

• LIBEL

• PRIVACY

• INTELLECTUAL PROPERTY

• OPEN GOVERNMENT

• GENERAL FIRST AMENDMENT LEGAL ISSUES

The secondary audience is Atlanta-based authors requiring pre-

publication work.

LONG-TAIL KEYWORDS

• uses a majority of long-tail keywords

• helps drive out competition

• Ex: our top ranked keyword is “Cobb County Arrests” which is a

very specific set of keywords.

• More content=more keywords

TO ACHIEVE THESE OBJECTIVES, WE SUGGEST THAT COUNTS

INCREASE BOTH FREQUENCY OF ITS POSTS ACROSS SOCIAL MEDIA

AND THE DIVERSITY OF CONTENT TO INCREASE RELEVANCY TO THESE

GROUPS

DIGITAL AUDIT OF COMPETITORS

Using Twitonomy and TweetReach monitoring tools, we were

able to evaluate Counts Law to our competitors as follows…

EXHIBIT A

SOURCE: TWEETREACH

Report pulled 4/1/2014

FIRM IMPRESSI

ON

REACHED FOLLOWE

RS

TWEETS

(Per day)

MENTION

S

RETWEET

S

REPLIES

McKennaLon

g4,714 1,367 1,095 1.906 1,155 158 69

JonesDay 104,765 24,501 4,300 1.53 29 119 0

Kilpatrick

Townsend

21,416 14,144 6,888 1.07 212 155 8

CountsLaw Not enough

data

- 20 .12 8 12 4

Majority of the social networking tools can’t calculate data for Counts

Law Group due to an absence of online data.

EXHIBIT B

SOURCE: ALEXA

REPORT PULLED 4/1/2014

LAW

FIRM

GLOBAL

RANK

US RANK BOUNCE

RATE

DAILY PG

VIEWS

DAILY TIME

ON SITE

# OF SITES

LINKING IN

MckennaLong 387,227 169,196 51.7% 1.90 1:49 389

JonesDay 188,571 68,490 69.5% 2.10 1:34 1,040

Kilpatrick

Townsend

378,592 79,895 57.4% 2.50 2:01 261

CountsLaw Not enough

data.

- - - - 11

According to our representative at Counts Law,

their biggest competitors are:

• Peter Canfield (Jones Day),

• Tom Clyde (Kilpatrick Townsend)

• and Derek Bauer (McKenna Long)

SITUATIONAL ANALYSIS OF DIGITAL

COMPETITORSSOCIAL

MEDIA

SWOT:

HELPFUL HARMFUL

INTERNAL

ORIGIN

Strengths:

- 1st search result when typing in “Counts

Law”.

- 2nd search result when typing in “Atlanta

Law.”

- Currently has a Facebook with 282 likes

and a Twitter with 10 followers.

Weaknesses:

- Post infrequency on Facebook and Twitter.

- Poor quality photos used for status

updates.

- Not enough staff to accommodate more

clients.

-Few of their social media posts feature

original content (photos, videos, blog posts,

etc).

EXTERNAL

ORIGIN

Opportunities:

- No Google+ account

- Could have significantly more followers on

current social media platforms.

- Could easily rebrand themselves (websites,

FB, Twitter, etc.)

- Competition is local offices of national

brands; could market themselves as a local

law firm.

Threats:

- McKenna Long & Adlridge LLP (1,049 Twitter

Followers, but no FB).

- Kilpatrick Townsend & Stockton LLP (276 FB

likes, 656 Twitter Followers).

- Jones Day (314 FB likes, 4,046 Twitter

Followers). However, Jones Day is a

worldwide law firm.

CHANNEL DATA ANALYSISSEO Tools

Largest organic online competitors through shared keywords (on

semrush.com):

• ask.com

• cbsatlanta.com

• azlyrics.com

• facebook.com

CHANNEL DATA ANALYSIS CONTINUED

Top organic keywords (on semrush.com):

• Cobb county arrests

• middle finger to the law

TOP KEY WORDS

The Counts Law Group’s Facebook page has 286 likes. The

page tends to share online articles but very little original

content.

The firm’s Twitter page lacks a following with only 20 followers. They

could increase their following if they began following more relevant

accounts and were more active on twitter.

The blog page does a good job of posting relevant content

however it does not provide who wrote the posts and when

they were created.

GEOLOCAL

The Counts Law Group has received a 5 out of 5 peer rating on

martingdale.com, but there are no client reviews.

They have a 10 out of 10 rating on Avvo.com with three client

reviews and one endorsement by another lawyer. The client

reviews are lengthy and provide very positive feedback on

their experiences

HOW SEO FITS IN THE PICTURE

To any company who owns a website, search results

matter. When webpages have higher rankings through search

engine optimization, it helps potential clients find a company’s

website.

TACTICAL CAMPAIGN

As of January month – approximately 1 in 7 people in the entire

world. At the same time, Twitter users send out approximately 58

million messages per day. This means businesses like the Counts

Law Group have a tremendous opportunity to engage users from

around the world.

HUB & SPOKE MODEL

• Counts Law Group currently does not gleam much exposure online because of its limited

presence on social media networks. Though it has a central hub for its content on its

website, its “spokes” are somewhat shallow. For example, while it has Twitter and Facebook

accounts, they are not frequently employed and the quality of content shared via the firm’s

pages is not very high. To increase web views, it’s recommended that

• By comparison, McKenna Long & Aldridge regularly shares its original content and mentions in

local media on its Twitter and LinkedIn pages. This has likely been a factor in improving its

SEO as the top result for most searches relating to “Atlanta media law.”

Counts Law Group currently has 20 followers on Twitter and has 286

people that have liked its page on Facebook. The good news is that

because only a few people are actively following the firm’s pages,

Counts Law Group has potential to grow

FACEBOOK-286

TWITTER-20

LINKEDIN-0

GOOGLE PLUS-0

WHEN ANALYZING OUR COMPETITORS JONESDAY, WE

FIND THEIR SOCIAL NETWORK ACCOUNTS ARE AS

FOLLOWS:

Facebook: facebook.com/jonesday

• 365 Likes

• 20 People Talking

• 76 Check-ins

• 7 (5 Star) ratings

Twitter: twitter.com/JonesDay

• 1,465 Tweets

• 4,322 Followers

• 100 Following

Twitter Recommendations:

•Daily tweet

•Relevant Followings

•Current Law News

•Hashtag trends

Website Recommendations:

•Give it edge/modern look

•Organize Blog Section

•Create LIVE Twitter feed

•Update Logo

WORK CITED

• Jones, Kristopher B. Search Engine Optimization: Your Visual Blueprint to Effective

Internet Marketing. Indianapolis, IN: Wiley, 2008. Print.

• Scott, David Meerman. The New Rules of Marketing and PR: How to Use News

Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly.

Hoboken, NJ: John Wiley & Sons, 2007. Print.