In this session, you'll learn:

• Why and how in-house legal folks are using social media
• How law firm attorneys should engage with clients on social media
• Different ways in which attorneys can engage with potential clients or leaders in their industries
• Why associates can and should build their brand and show their leadership to their own firm leaders through social media.

Clients are increasingly growing weary of how social channels are becoming push-based marketing mechanisms, where they are seen as adding the same value as billboard advertising.

In an overcrowded, Twittersphere people are gravitating towards subject matter experts as a trusted source of knowledge and experience and are keen to hear from the fountain of the knowledge rather than the company push basedTwitter id. This session will cover how one of IBM's most prominent subject matter experts engages clients and drives meaningful engagement, hints, and tips from an SME who is not a marketer or social media lead, and how IBM uses social media advocacy platforms to drive top-line revenue. 

In this session you’ll learn:

• Using multiple content streams tailored to various employee types and their audiences.
• Determining the proper tone and expertise level for content, subject matter experts may require much more technical content to effectively engage their audiences, while higher level messaging will better resonate with executives.
• Using a strategic, iterative approach for employee advocacy content strategy just as you would for any other marketing and communications program.