Enter the World of Social Media With a Game Plan
By Matthew S. Fedor
When we first opened our new law firm, my partners and I were eager to get the word out. But it's no secret that most lawyers are clueless when it comes to marketing—and the advent of social media has muddied the waters even more. In the beginning, we felt compelled to tackle every social media avenue at once. Without a game plan, we quickly joined Twitter, Facebook, and LinkedIn. But we soon found that although we were out there in cyberspace, we had no direction and no idea how to use the technology effectively. We decided to consult with several social media experts to gain some insight into effectively using social media for marketing in the legal profession.
Through our consultations with experts, we realized that a law firm cannot approach social media marketing in the same way as a retail store. As a law firm, it's not about offering deals or putting your "goods" on display. It's about raising awareness by providing people with pieces of information that interest them. People follow folks on Twitter and friend or fan them on Facebook because they're interested in what they have to say. It follows that you as a lawyer should not use social media avenues to show off your latest brief or writing sample. Your potential client does not want to hear about the brilliant language you inserted into your client’s lease contract. They want to about to hear about you, your interests, and your activities. Comment and post on work you're doing in the community, or on social or legal issues that inspire or concern you. Re-tweet noteworthy tweets by people you follow. Post articles from other sources—newspapers, legal blogs, or links from another Facebook page—that you find compelling. Social media is not a silver bullet for legal marketing, but it is a tool you should use in conjunction with an overall marketing plan to enhance your presence in the community. The more you tweet, post, and engage, the more likely it is that your name will be on a potential client’s mind when the need for legal services arises.
By Matthew S. Fedor
When we first opened our new law firm, my partners and I were eager to get the word out. But it's no secret that most lawyers are clueless when it comes to marketing—and the advent of social media has muddied the waters even more. In the beginning, we felt compelled to tackle every social media avenue at once. Without a game plan, we quickly joined Twitter, Facebook, and LinkedIn. But we soon found that although we were out there in cyberspace, we had no direction and no idea how to use the technology effectively. We decided to consult with several social media experts to gain some insight into effectively using social media for marketing in the legal profession.
Through our consultations with experts, we realized that a law firm cannot approach social media marketing in the same way as a retail store. As a law firm, it's not about offering deals or putting your "goods" on display. It's about raising awareness by providing people with pieces of information that interest them. People follow folks on Twitter and friend or fan them on Facebook because they're interested in what they have to say. It follows that you as a lawyer should not use social media avenues to show off your latest brief or writing sample. Your potential client does not want to hear about the brilliant language you inserted into your client’s lease contract. They want to about to hear about you, your interests, and your activities. Comment and post on work you're doing in the community, or on social or legal issues that inspire or concern you. Re-tweet noteworthy tweets by people you follow. Post articles from other sources—newspapers, legal blogs, or links from another Facebook page—that you find compelling. Social media is not a silver bullet for legal marketing, but it is a tool you should use in conjunction with an overall marketing plan to enhance your presence in the community. The more you tweet, post, and engage, the more likely it is that your name will be on a potential client’s mind when the need for legal services arises.