Strategies+: A Blog for Legal Marketers

The 12 Days of Social Media: Getting Creative with Business Development

Posted by Sheenika Gandhi, Solo/Small Team SIG Co-Chair on Jan 5, 2021 11:45:00 AM

12 Days of Social Media_FB Link Share

By Sheenika Gandhi, LMA Solo/Small Team SIG Co-Chair

On the first day, Sheenika Gandhi, Solo/Small Team SIG Co-Chair, shares highlights from 2020 and how her firm is getting creative with business development in 2021.

What was on your bright side of 2020, both personally and professionally?

On the bright side of 2020, I’ve had both personal and professional successes. Professionally, I was asked to speak at three virtual conferences this year — the Legal Marketing Association 2021 Annual Conference, World Law Group Fall e-Conference and International Bar Association’s Virtually Together Conference — all within a month’s time frame! It was a rewarding experience to discuss how our firm and team pivoted to virtual marketing and business development efforts, and the impact of technology.

Personally, I have spent a lot of time cooking with my family during the pandemic. I am vegan, so I am constantly researching ways to create classic dishes using meat and dairy alternatives. I follow several blogs, scour Instagram for ideas and love reading recipe books. Now that I have had more time to prep dishes, I started cooking meals that would traditionally take longer. The vegan dishes I was most proud of this year were vegan pho and banh mi and vegan tofu tikka masala.

As we look ahead to 2021, what are you most excited about with regards to the legal social/digital space?

In 2021, I’m excited to experiment with creative ways for business development through podcasts, video content and virtual seminars. Video content is one of the most engaging forms of delivering content. Both short-form and long-form videos are here to stay and all platforms, including LinkedIn, have embraced the “story” function. As legal marketers, we can repurpose content our attorneys are already producing, such as webinars, client alerts and speaking engagements, and find ways to record and edit into multiple forms to share with our followers.

Click to Tweet icon

"As legal marketers, we can repurpose content our attorneys are already producing, such as webinars, client alerts and speaking engagements, and find ways to record and edit into multiple forms to share with our followers."

What digital or social media campaign/effort are you most proud of and why?

This year, we took a chance with publishing a newsletter and starting a blog that wasn’t focused on substantive legal updates. Titled “In Good Company,” this newsletter featured stories from our clients, friends of the firm and nonprofits that were giving back in the community during COVID or pivoting their businesses to meet the needs of the community. Our attorneys were hearing inspiring stories when reaching out to our clients, prospects and referrals, and we wanted to share that inspiration with others. We received dozens of messages from readers about how the newsletter was a breath of positive fresh air in the midst of a pandemic.

Currently, we are pivoting the newsletter to feature stories of doing good beyond COVID. We’re extremely proud of this effort because it was innovative and fit into the fabric of our firm of “doing good.”


Sheenika S. Gandhi leads the development, oversight and implementation of the firm’s strategic marketing and business development objectives as the director of marketing at Greenberg Glusker LLP. She is a strong project manager, creative thinker and a trusted adviser for the firm’s attorneys and management. Prior to Greenberg Glusker, Sheenika held positions at Payne & Fears LLP and Knobbe Martens. Sheenika is a licensed California attorney, received her J.D. from California Western School of Law, and dual bachelor degrees in Business Administration and International Relations from the University of San Diego. She is the current LMA Solo/Small Team SIG co-chair, serves on the LMA 2021 Annual Conference Advisory Committee and is a former chair of the Southern California Local Steering Committee.

Topics: Business Development, Communications, Social Media, Legal Marketing, best practices, The 12 Days of Social Media, Social & Digital Media SIG, Solo/Small Team SIG

Recent Posts

Posts by Topic

see all

Subscribe to Blog RSS

About this Blog


Strategies+ is your online resource to discover exclusive content on the state of the legal marketing profession that goes beyond Strategies magazine, including:

  • Case studies from Your Honor Award winners
  • Weekly trendspotting
  • Guest blogs from legal marketing leaders
  • And much, much more!