Ask Yourself These Questions Before Outsourcing Your Social Media
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Good post yesterday at Mashable.com on four key questions to ask yourself if you are considering outsourcing your social media:
1. Can effective social media drive your business growth? It doesn’t make any business sense to spend time and money on something that won’t have a positive impact on your practice. When considering participation in social media, attorneys should study their target markets first to see if this is a medium they can engage them on.
2. How well is your social media working today? If you’ve already launched a social media initiative as part of your law firm marketing program, how’s it going? Are you finding enough time to engage online with potential clients? Or is it a chore that you dread facing each day? If it’s the latter, and social media is important to you, you should consider outsourcing it.
3. Could outsourcing free up your time to focus on your business? Social media takes time, and small firms and solos usually don’t have much of that to devote to something other than client work and running the business. If all your time is taken up with focusing on what you can’t outsource, you should consider outsourcing your social media to someone who can be just as effective at it – or more – than you are.
4. How do you measure ROI? Make sure you have measurable goals if and when you outsource your social media so you can see if you’re getting the bang you want for your buck.
It’s no secret that I have some skin in this game...we operate a turnkey blogging and social media program for attorneys that is experiencing enough growth to show me that many solos and small firms have already decided that outsourcing is the best option for them.
If you're in that group, then whomever you choose to outsource your social media program to, just make sure they have experience working with attorneys. When you interview a legal marketing company, be sure they meet these criteria:
- They can point to other attorneys they work with;
- They have a written blueprint for how they intend to generate leads for your law firm;
- They clearly integrate blogs and social media and see one as an extension of the other;
- They charge a flat fee that’s reasonable based on results;
- They have clearly identified strategies to track and measure actual results from your blog and social media. Having a written guarantee of results is even better.
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