By Kelly MacKinnon, LMA 2021 President
On the fifth day, Kelly MacKinnon, LMA international president, shares more about leveraging video for creative, concise content.
What was on your bright side of 2020, both personally and professionally?
As 2020 is truly in hindsight, I can say that the resiliency of my team and this community has very much been the bright light for me both personally and professionally. We have done the hard work, lifted each other up, asked the tough questions and had some laughs along the way. While we still have a long way to go until we find our new day to day, the energy of those I have the privilege of working with keeps me motivated to thrive and rise up to whatever challenges and opportunities come my way.
How did the pandemic change how you, your attorneys, and/or your firm approached social media?
We had already been gaining speed with adoption and use of social media, specifically LinkedIn, and the pandemic and the switch to remote working absolutely accelerated that. We saw increased LinkedIn engagement from our partners and followers and an interest in leveraging video to deliver content in a different and more engaging fashion. Our Instagram and Twitter accounts have also remained highly active as our communications team has worked to target all relevant audiences across each channel.
As we look ahead to 2021, what are you most excited about with regards to the legal social/digital space?
The use of video and audio to create content that is concise, relevant and easily digestible. Now that everyone has jumped on the webinar and client memo bandwagon, differentiating between informative and easy-to-digest content is really important and, in my opinion, will resonate with our clients and potential clients.
What digital or social media campaign/effort are you most proud of and why?
I would say it was our summer program video highlight. Our team worked closely with the recruiting team to highlight the amazing summer associates and virtual program that we ran. It was one of our most liked videos and I think an incredible example of culture at Fried Frank.
Kelly MacKinnon is the director of business development at Fried Frank, where she oversees the firm’s business development and visibility initiatives. Previously, she held senior positions on the business development teams at Cleary Gottlieb and Paul Weiss. Preceding her legal marketing career, MacKinnon worked in the broadcast department for the National Hockey League, in marketing at Bon Appétit magazine and coached women’s ice hockey internationally. MacKinnon has been an active member of the Legal Marketing Association since 2008, holding various board positions at both the international and local levels and is the 2021 international president. She received her BA from Brown University in American history and business, and was a four-year Division 1 athlete playing both field hockey and ice hockey.