I spend quite a bit of time each week talking about social media to our attorneys. To be honest, I really enjoy it! It's fast paced, fun and always changes. It keeps me on my toes and it's exciting!
Many of our clients don’t feel the same way; in fact, I’m pretty sure that most of them have one word to use when describing social media. Exhausting.
I can’t really say that I blame them! Scrolling through a timeline can be tedious at times. So many updates from people you hardly know. Hundreds of photos a day of picture quotes, home remodeling projects, ugly babies and totally random information you probably don’t care about.
You know what though? It’s not going anywhere, at least not anytime soon.
Consulting company Greentarget states, "While the more traditional marketing channels for law firm credentialing continue to dominate ... in-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future."
Social media is going to become more innovative by the day (or maybe even the hour?) and if you don’t use it, you will get left behind. I’ve read some new blog posts and found some online articles that really helped me put a different perspective on where social media is going in respects to your professional law firm.
Here are three things you probably aren't considering when you choose NOT to be active on social media.
1. Blogging is establishing your online professional appearance.
You are probably really popular IRL (that’s “in real life” if you are not up-to-date on your social terms), but are you anywhere to be found on the web? Blogging about niche topics within your practice areas easily identifies you as being just as professional online as you are in your office. Reblogging a referrals blog content (with their permission first) gets you mega bonus brownie points.
2. Posting a balance of professional and personal information is way more effective than talking shop 24/7.
You’ve got to realize that your followers and readers are going to get tired of estate planning five days a week. Clients aren’t shopping for a new car. They are looking for a real life person to talk with and trust, especially if they need help handling difficult or emotional planning details.
3. You may not be converting your followers into clients, but you are probably gaining referrals.
Don’t write and post to your social media with the expectation that many of your direct readers and followers will be calling you right away to set up an appointment. More than likely, they will not (at least not right away). What will happen: your branding and professionalism will sink into a part of their brain, only to arise again when their best friend's grandma mentions she needs to update her will, or their mom’s friend’s veteran husband needs to be admitted into a nursing facility. You might be getting a call soon …
I hope this post sheds new light and a brings around a new perspective of the effectiveness of marketing your law firm on different social media platforms.
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