It seems you can’t log on to the internet these days without someone screaming in your inbox about the importance of social media. People meet and talk almost as much online now as they do face to face. The networking sites that used to be the territory of Gen X’ers are now as popular as Google. Just about everyone, including grandparents, has a Facebook page, posts on Twitter or meets people in LinkedIn, or some combination of the three. And best of all for attorneys trying to build a practice, all that online exposure is free.
But before you go out and sign up for every online networking site you can think of there are some things you need to know to make sure you’re getting the most bang for your buck and not just wasting time.
1. Just Like Any Other Marketing Campaign, Social Media is Pointless If You Don’t Know Exactly What You’re Trying to Do
Before you start tweeting constantly, come up with a plan for what you want to achieve. Are you trying to reach local clients? Do you want to become a recognized expert nationally? Are higher search engine rankings your goal?
Answer those questions before you even think about going online and building a presence. Learn everything you can about the sites you want to use, who visits them and exactly how they work. Make sure that they’ll actually do for you what you want them to. And don’t expect results overnight.
2. Every Social Media Site Is Not The Same
Everyone in your firm should probably be on LinkedIn (a great professional networking site) but everyone doesn’t need to be posting to the firm’s Facebook page. If you love to write and don’t write like you’re still trying to make law review, a blog for your firm can be a great way to connect with possible clients and establish yourself as an expert in a practice area. And don’t forget about Twitter. It’s a great way to get national exposure and talk to lawyers all over the world.
3. Social Media Isn’t Just For Kids
The word “social” in social media has really put the legal community off for a long time. It sounds like you’re just making personal connections and talking about what your pet cat did this morning. That’s really misleading. Connecting online with other lawyers, clients, friends, and people you do meet socially is a great way to stay in front of the public and get referrals. There’s more to you than just a law degree and social media is a great way to share those interests.
4. Clients Want to See You As A Person, Not Just a Lawyer
Aside from social media networking sites, your firm also needs a website. Not having a website in 2010 is like not having a Yellow Pages ad in 1980. No one will find you. And if you’re thinking that’s out of your budget. Think again. You can set up a really good site in WordPress that will be easy to use, easy to update and costs next to nothing. And Google LOVES WordPress so you’ll be easy to find once you’re up and running. Your website should include a blog and be constantly updated with new information. And remember you’re talking to the public, not a bunch of lawyers. Write like you’re having a conversation with a friend. Give people a little insight into who you are when you’re not practicing law. Sharing not only your legal knowledge but your personal interests and who you really are will go a long way toward making you more likable and approachable. Most people are afraid of lawyers and don’t much like them so try to be as human as possible.
5. Get Onboard Or Get Left Behind
Lawyers can no longer afford to ignore social media. As much as the old guard would like to pretend that internet marketing is a fad and won’t last, it is painfully obvious that’s not the case. The most successful firms of the future will be the ones who learn how to operate in the online world and make full use of all the resources available to them.
Above all else, when you decide to undertake an online communication campaign, do you research, decide what will work best for what you want to do and be patient. You won’t get overnight results but if you have a plan and stick with it, you’ll get results. If you don’t have the time or feel ill prepared to mount a successful social media campaign, hire an expert. A good SEO copywriter can get you to the front page of Google and keep you there.