Law firms, especially those with more than 20 lawyers, have aggressively moved into social media. Those with a robust social media presence split their social media program into two parts.
Social Media at the Law Associate Level.
Younger professionals within the firm are already using social media to network within the legal community and search for referrals. Firms harness this energy with a social media policy integrated into the firm’s business development plan.
From a usage audit, you’ll find associates who enjoy writing blogs, and others who are comfortable facing a camera for issue and education video updates. Still others will be proficient with Twitter and Linkedin groups. You’ll also find that because they “grew up” with social media the efforts are not considered much of an intrusion onto billable hours.
Channel these efforts toward business development and recognize and reward them just as the firm encourages public speaking, writing published papers and face-to-face networking.
The firm sets social media policy, acts as the enabler, makes users champions, and in the process enhances the role of the firm as a forward thinking place for young lawyers to grow.
Social Media at the Law Firm Level.
Social media has taken on a significant word-of-mouth role, traditionally a key referral source for law firm business. It also presents opportunities to comment on events related to areas of practice leading to an enhanced reputation as a thought leader.
Follow these trends by using managed social media services to create a firm-level social media presence. Use it to communicate the personality and culture of the firm to potential clients, a significant ingredient in converting prospects into clients.
The trick, of course, is to create an appropriate platform to address issues and educational topics of value to senior partners without an undue burden on time. This is where managed social media services come in.
Creating a strategy where everyone pulls in the same direction to increase caseloads through word-of-mouth referral from the web… isn’t that what all this is about anyway?
For more ideas to drive sales check out the archives or visit Ambit Advertising and Public Relations.
Related posts:
- Managed Social Media Services… When Do They Make Sense?
- Can Social Media Blend with Traditional Advertising to Drive More Sales? Part 1
- Can Social Media Blend with Traditional Advertising to Drive More Sales? Part 3
- Social Media for Business: Where to Begin
- Social Media for Florida Restaurants and Lodging. Part 1
