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How we used social media to rebrand our firm – Hall

by: Emma Hall, head of sales at GWlegal
  • 26/09/2017
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How we used social media to rebrand our firm – Hall
Wow, what a few months. Goldsmith Williams Solicitors has rebranded to GWlegal and the rebrand was as all-encompassing as can be - even a brand-new office.

So it seems only fitting that I use this month’s column to provide some handy tips on how we used social media to keep all stakeholders up-to-date and interested in our big transition to GWlegal.


Planning makes perfect

Planning is essential to any good project, but often continually on-the-ball, reactive social media users forget this.

Planning your campaign is essential if you enjoy a stress-free working environment. This includes: designing content; deciding the best times for that content to go live (maybe a tweet and Facebook post need to coincide with physical marketing materials distributed to stakeholders); scheduling everything in ahead of time (we use Hootsuite); and sticking to your goals.

Making your goals specific can help. For example, the Hootsuite blog suggests: “For Instagram we will share photos that communicate our company culture. We will do this by posting three photos a week. The target for each is at least 30 likes and five comments”.


Be responsive and flexible

A well-planned campaign will free up your time for the other essentials – listening to feedback, responding to comments and posting ah-hoc material. For instance, perhaps you are moving office and you are suddenly alerted to a major milestone in the process by your builders.

Having the time free to run over, take a snap, and post it on Instagram in real-time can make a huge difference to your engagement levels.

Social media campaigns should be balanced in that looking ‘too planned’ can be a bad thing. Tricky, I know, but doable with practice.


Keep content varied

Some examples of the content we used to keep stakeholders up-to-date and on the edge of their seats included:

  • Teaser posts (‘something big is coming’)
  • Video announcements (‘introducing GWlegal’)
  • Blog articles on our website (‘what to expect.. coming soon’)
  • Public relations (posting links to media coverage we were able to secure)
  • A mix of professional photography (pictures of our new building), Instagram-style snaps (work in progress) and custom-designed promo (graphics, infographics…)
  • Personalised content (for example tweets to individual people of interest letting them know about your announcement)
  • Countdowns to the big day/event/announcement
  • Other creative ideas you might come up with… the sky’s the limit (or should I say your Twitter character count is.)


You can see how we communicated our rebrand at our social media pages including Twitter (@GWlegal), Facebook (/GWlegalUK), Instagram (@GWlegal) or Pinterest (gwlegaluk).



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