LMA Social Media Challenge

Highly anticipated by LMA members, the annual Social Media Challenge has become a mainstay program and highlight for the Social & Digital Media SIG. The Challenge gives LMA members an opportunity for education, information, and best practice sharing on relevant topics.

This year, the Challenge will take place across three Tuesdays in June. The overarching theme is future-ready legal marketing, considering that now is the time when AI products, services, and strategies are prevalent. Beyond adoption of new media tools, the Challenge will examine optimizing and improving their use to further strengthen legal marketing for firms and professionals. The Challenge runs from June 16-30, 2026, with a kickoff session on Tuesday, June 16th.

Additionally, the Challenge will offer optional “homework” between sessions. Participants will have the option to consume a piece of legal/digital media that they normally do not use (e.g., a podcast if they normally read articles, or vice versa) and “bring” it to the group for discussion, questions, etc. This will be introduced in Session 1 and participants can share what they consumed/experienced/learned in Sessions 2 and 3.

Learning Outcomes: 

  • Develop data-driven media strategies that align firm goals and secure leadership buy-in using measurable performance insights.
  • Apply emerging principles on AEO and GEO to optimize legal marketing content for evolving search behaviors and answer-driven discovery platforms.
  • Evaluate AI-focused mindset and marketing tools to inform strategy, improve marketing performance, and adapt to trends in legal marketing.

 

Zoom Discussion Schedule

  • Tuesday, June 16, 1:00-2:00 p.m. CT – Data-Driven Strategy & Leadership Buy-In
  • Tuesday, June 23, 1:00-2:00 p.m. CT – Answer Engine & Generative Engine Optimization (AEO/GEO)
  • Tuesday, June 30, 1:00-2:00 p.m. CT – AI-Powered Marketing Intelligence

 

Weekly Syllabus Focus Areas and Tasks

Session 1 (June 16): 15-Day Challenge Kickoff- Data-Driven Strategy & Leadership Buy-In

  • Session Focus: Using data to build compelling business cases and secure investment in digital marketing. How can legal marketers leverage analytics, ROI measurement, and communication to get buy-in from leading stakeholders?
  • Highlights: The Social & Digital Media Co-Chairs will kick off the challenge, we’ll hear from CM[BD]Os/senior legal leaders, and we’ll introduce the optional “challenge within the Challenge.”

Session 2 (June 23): Answer Engine & Generative Engine Optimization (AEO/GEO)

  • Session Focus: Beyond adoption of AEO and GEO, maximize the shift from search engines to answer engines like ChatGPT and Claude. Legal marketers will dive into AEO/GEO strategies that work for innovative law firms. 
  • Highlights: Hear from experts at ICVM Hawk and 9Sail in an engaging and insightful discussion.

Session 3 (June 30): AI-Powered Marketing Intelligence

  • Session Focus: AI is transforming legal marketing strategy, from content creation to analytics. Legal marketers who want to stay ahead of the curve can optimize their use of AI in real, tangible ways. 
  • Highlights: Jessica Aries and Elizabeth Brick will bring their expertise to our final session on World Social Media Day, wrapping up another successful Challenge.

 

Zoom Discussion Moderators

LMA Social & Digital Media SIG Co-Chairs

  • Adam Ganucheau, Content Manager, Galloway Johnson Tompkins Burr & Smith
  • Kate Gold, Senior Brand Manager, Lowenstein Sandler LLP
  • Q Miceli, Director of Marketing Communications, Clarkson Law Firm P.C.

Additional Moderators
Session 1: Amy Shepherd, Chief Marketing + Business Development Officer, Davis+Gilbert LLP; Lora Wegman, Director of Marketing & Communications, Thompson & Coburn LLP
Session 2: Robyn Addis, Chief Revenue Officer, 9Sail; Rose Moran, Chief Revenue Officer, ICVMHawk
Session 3: Elizabeth Brick, President, Coterie Strategies; Jessica Aries, Marketing Strategist + AI Marketing Consultant, By Aries