“Social
media is a shift in how people discover, read and share news, information and
content. It’s a fusion of sociology and technology, transforming monologues
(one to many) into dialogues (many to many) and is the democratization of
information, transforming people from content readers into publishers. Social
media has become extremely popular because it allows people to connect in the
online world to form relationships for personal, political and business use.
Businesses also refer to social media as user-generated content (UGC) or
consumer-generated media (CGM).”
— WIKIPEDIA ENTRY FOR SOCIAL MEDIA
Online
interaction is now commonplace. Networking sites, including Facebook, LinkedIn
and Twitter, are becoming mainstream. Opportunities for attorneys to connect
and interact with potential clients are endless.
Before
jumping on the “social media” bandwagon, however, there are a few important
things about social media that lawyers must comprehend. The failure to do so
will result in unsuccessful and disappointing forays into the online
marketplace.
Social media is useless without goals
Come
up with a plan, then interact online.
Is
your goal to appear higher in search engine results, showcase a particular area
of expertise, or interact with other attorneys in the same practice area? Would
you like to target local or national clientele?
The
answers to those questions necessarily affect your overall social media
strategy.
Learn
about social media. Figure out how it works and how it can work for you. Then,
implement a social media strategy that promotes your goals. Be patient. Results
don’t occur overnight.
Different social media sites serve different purposes
An
entire firm does not need to actively participate in social media, but a few
lawyers should be familiar with emerging Web 2.0 technologies and the ways in
which those technologies can help and harm a firm’s bottom line.
At
the very least, all members of a firm should have online profiles which include
their areas of practice posted at LinkedIn, Justia and Avvo. It’s free to
create profiles at those sites, and doing so allows you to piggyback on the SEO
(search engine optimization) of large, established sites.
Facebook
is another site to consider. It allows lawyers to re-connect with people
they’ve lost touch with, opening up an entire network of potential client and
referrers.
If
a lawyer enjoys writing and is passionate about a particular area of the law,
blogging is the perfect way to showcase the lawyer’s expertise and writing
skills, while simultaneously increasing SEO (due to the unique characteristics
of blogs) and humanizing the attorney.
Twitter
is ideal for lawyers seeking to expand their national network, increase their
exposure and connect with influential people in all major industries.
Lawyers
don’t have to participate in every form of online interaction, but one way or
another, participate and ensure the chosen forums promote the firm’s overall
goals.
‘Social media’ is a misnomer
Some
lawyers discount the potential of “social media” due to the incorrect
assumption that it’s got nothing to do with business and is all about
socializing. This is a serious mistake.
All
online interactions, whether they are with other lawyers, old friends, or
people you’ve just met and with whom you share a similar interest have the
potential to benefit your career.
Social
and professional networking necessarily overlap. A person’s interests are not
limited to their profession unless, of course, the person is an unbelievably
one dimensional and boring human being.
People
are more than their careers. Lawyers are more than their law firms. Which
brings me to my next point:
People
want to hire other people, not businesses
While
it is important to have a static website for your business, it is equally
important for lawyers to cultivate a uniquely individual online presence as
well.
The
best way to do this it to take off your “lawyer hat”. Talk to people, not at
them. Interact, don’t advertise. And, most importantly, share a little bit
about yourself and your interests.
It
is the overlap between the social and the professional that makes a lawyer more
likeable, more approachable and more human.
People
want to pick up the phone and call a specific person —not an intimidating,
faceless entity —when they have a problem. Large businesses hire law firms;
people hire other people.
Lawyers cannot afford to be left out of the loop
Attorneys
who successfully leverage social media tools to communicate, collaborate and
network have a distinct advantage over those who don’t.
Stand
out from the crowd. Use online resources to your advantage. Take advantage of
the opportunity to interact with potential clients and referral sources.
Be
patient, persistent and positive. Use social media wisely and narrowly tailor
your online activities toward the pursuit of specific goals.
Take
my advice and you will see results. I guarantee it.
Posted
on June 30, 2009. Filed under: Networking, Social Media, The times they are
a'changin', Web 2.0
By
Nicole Black
Source
Practicing Law in the 21st Century-A Law & Technology Blog
