Thomas Schwenke: I use my Facebook page the most, where I publish posts several times a week. Thanks to the reduction and concentration of content, Twitter is my number one source of information, which I often visit several times a day. The same frequency also applies to my private use of Facebook, Instagram and Snapchat. I only use networks like Xing and LinkedIn every few days, mainly to maintain contacts - these areas are managed by my secretary.
Question: Isn't that very unusual for a lawyer? Perhaps some people even consider it dubious? Which target groups do you reach with it and what benefits does it bring you?
Thomas Schwenke: At first I only wanted to try out Snapchat linkedin data for professional purposes. But since I really like trying new things and being creative, I was immediately enthusiastic. At the same time, I found new followers there, who, with an estimated average age of around 27, are probably a little above the platform average. I also gained new clients who were able to get to know me more directly and personally. In that respect, Snapchat is for me what golf or other hobbies are for other lawyers.
Question: How strategically and long-term do you plan your own content marketing?
Thomas Schwenke: Apart from longer white papers, which I plan about a month in advance, I don't have a fixed editorial plan. On the one hand, I like to communicate spontaneously, so I don't need any motivation. Furthermore, so much is happening in the legal field that new content arises almost every day. Publications for specialist journals and other platforms are usually planned with a lead time of two to three months. There is a waiting list here, because I always have to have enough space for clients and emergencies.
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