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      [How To] Use Your 'Feedback' In-Box

      Consider this to be your JD Supra In-Box, a powerful tool in your account dashboard where you hear directly from JD Supra and your readers – and respond accordingly!

      What's included?

      1. Direct communications from readers. Each reader message includes the sender’s name and email, the full text of their correspondence, and the JD Supra URL from which they submitted the contact.
      2. Messages from the JD Supra team to your firm that include any notable updates about your work. As part of your firm's service, the JD Supra team regularly communicates with your account admin(s), highlighting milestones or engagement about individual pieces of content. You receive copies of such messages here, whenever they directly reference your bylined work.

      Notes and next steps

          Your next steps for any particular message depend on its type and source:


          1. Requests for calls/consultation

          Where the specific opportunity is desirable:

          • respond promptly as clients/prospective clients sometimes reach out to more than one person.
          • replicate your success: did the lead come from a particular article? Has that article generated multiple leads? If so, use that article as a model for future content to replicate its success – in other words: write repeatedly on topics that show proven value among your readers. 

          Where the specific opportunity is not desirable:

          • if possible refer the prospect to a colleague (at your firm or another) who practices in that area. Karma is a wonderful thing!
          • learn from the readers’ response: if your content is driving the wrong leads, consider why. Is your content about a specific topic for which you want to be retained? Does it make clear for whom you are writing, and how/why your thought leadership applies to them? Use the answers to these questions to optimize future content for business development success. 

          2. General questions or feedback on your content

          If the sender is a potential client or referral source:

          • respond promptly to not only cultivate a relationship for future business, but to assess the need behind the question. The question may well be a clue that the sender has an immediate need for your services of which they themselves may be unaware.
          • consider other opportunities: if the sender, who is a desirable client, has this question, perhaps your existing clients do as well. Incorporate this insight into your communications with them.
          • Use this direct evidence of the issues and concerns of your target audience to frame your next piece of thought leadership.

          If the sender is not a potential client/referral source and/or the question is not related to your area of expertise, you can still derive value from the exchange:

          • if possible refer the sender to a colleague (at your firm or another one) who practices in that area. Again, karma is a wonderful thing!
          • learn from the readers’ questions in order to: 
          • Fine-tune your content strategy – if your content is generating questions 1) from the wrong people or 2) that focus on topics unrelated to your work, consider why. Use the answers to these questions to optimize future content for business development success.
          • Inform/guide your clients – if you're fielding queries from the opposite side of the table (for example, your represent employers but employees are asking you for insights; or, you represent creditors and the questions are coming from debtors) plumb these questions to identify any timely issues or potential liabilities your clients may be facing. Don't just create new thought leadership for future clients, but communicate what you've learned with existing clients directly – they'll appreciate your knowledge of their challenges.

          3. Speaking/media/republishing requests

          • If the specific opportunity is a good fit for you, respond promptly as editors and journalists are often on a tight deadline and will be reaching out to experts at other firms simultaneously.
          • If the inquiry is not a good fit (e.g. a conflict related to the subject matter of the inquiry), but you would be interested in other opportunities with the entity or individual submitting the request, let them know! Also connect with the individual on social media to ensure you remain top of mind for future opportunities.
          • In either case, these inquiries provide valuable insight into market and media interest and can serve as a guide for future writing.
          Let anyone handling your firm's PR & Communications know of these high value requests.

          4. Shares/likes/comments on social media

          • Thank & connect: If the person who has engaged with your work on social media is a prospective client, referral source or media connection, make sure the author(s) thank them for their engagement and connect with them on social media to stay top of mind (this is particularly effective in combination with the JD Supra social sync tools, to automate network updates with your authors’ latest content).

          5. Special features or popular content

          • If you are included on a message from JD Supra indicating that your content has done especially well (for example, it is included in a monthly recap of Popular Reads, or similar such feature), repeat your success. One of the best ways to continue to engage with an audience that has found your work valuable? Continue to write on the same issues reflected in the successful post. Turn a single, widely read piece into a series ... or a webinar ... or re-visit the topic in a podcast.