Law Firm Marketing: What Social Media Will - and Won't - Do For Your Practice
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I understand that, when confronted with something someone tells you that you really should be doing, your first reaction is, “Why? What’s in it for me?”
And so it is with social media. Most attorneys I talk with want to know what’s beyond the hubbub, and if social media marketing will deliver true value for the investment in time and effort that it takes.
The short answer is, most certainly.
But to cut to specifics, here is what social media will – and won’t – do for your legal practice:
Social media will help you build trust, but it will not make a “bad” reputation better. Social media is a meritocracy – if you’re good, people will know it. Conversely, a bad experience will also get talked about. Building trust is crucial for attorneys, and social media helps you build trust by providing a robust platform for sharing your particular insights and knowledge. Once people trust that, they will use you and recommend you to others.
Social media will get you leads, but it will not turn them into paying clients. People who follow you on Twitter, are a fan of you on Facebook or interact with you in any way on a social network have indicated an interest in what you have to say. These are leads. To capitalize on them and turn them into paying clients, however, requires effort on your part in following up.
Social media will give you visibility, but it will not replace a good client experience. Social media is a 365/24/7 world, allowing you to engage with prospects at any time, and they with you. You must be vigilant about responding to posts and questions the same way you would in responding to a prospect who calls or emails you. Every point of contact is an opportunity to make a great impression.
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