A simple social media strategy for the busy lawyer.
If you’re like most lawyers, there just aren’t enough hours in the day to do everything you need, want or “should” do. That’s why social media is an often overlooked component of most lawyers’ marketing strategy.
Well, I’m here to tell you that social media marketing really works. In my own entertainment law practice, I’ve been using social media quite effectively to cultivate new clients, referral sources and other resources. It’s easy, costs nothing, and, it doesn’t take me more than 15-20 minutes per day.
How to get started with social media.
If you’re looking for a way to grow your book of business using social media, here are a few tips on how to get started:
- Pick a platform. There’s no need to jump into all forms of social media at once. So, consider your intended audience, and select a social media platform that they’re likely to use, too. If you have a consumer-oriented practice that serves mostly women, then Pinterest might be a good choice. But, if your target audience is a bit more tech savvy, you might want to try twitter. If the folks you want to reach are really geeky, maybe you want to use reddit.com. And, if you’re aiming to connect with other folks in business, LinkedIn and/or Google+ (depending on the business) might be the way to go.
- Set up an account. Once you’ve selected your platform, create an account, and just poke around. Lurk in the background for a while, and see if you can get the lay of the land. Every platform has slightly different customs, so it makes sense to get a handle on the “netiquette” before you dive in too deeply.
- Find and follow a few key influencers. Reply to their postings, and Repost/Share them when they deserve it. It’s best to follow people that your intended audience is (or should be) interested in hearing from. For example, if your ideal client is a small–business owner, you might want to follow thought leaders in the business community. You could also follow media publications that offer content of interest to small businesses. And, of course, DO follow your clients, colleagues, competitors and local politicians.
- Be a Curator. As you research cases, surf the web, or read the news, take the time to share links to material you find interesting. Type up a simple headline, or explain why this article might matter to your audience, and paste in the link.
- Include links to material you’ve created. When you create a blog post, podcast, or YouTube video for your clients and prospects, be sure to promote it in your own social media streams.
- Don’t sell too often. Be careful that you’re not too self-focused in your postings. A 3 or 4 to 1 ratio is probably a good rule of thumb. So, for every bit of your own material you post, you ought to be posting 4 or so tidbits of other material.
- Use the platform to be social. Remember, this is called “Social Media” or “Social Networking”. Your intention should be to create a connection with your readers, and to have a dialogue with them. If you’re just broadcasting your own material, and not reading, sharing and interacting with your network, you’re unlikely to see positive results.
So, how much time should you spend “doing” social media? I’d say that spending 15-20 minutes a day is all that’s needed. Drop in for a few minutes here and there, see what’s going on, and post a link or something. It’s not necessary to read everything that’s come in since your last visit. Just scroll back to posts made in the previous few minutes… identify something you can comment on, do so, and get back to work, family, or whatever.
Personally, I “do” my social media while I’m relaxing after work, or when waiting for meetings to start, etc. The key is to be disciplined about things, so you don’t look up and discover half the day has gone by.
How do you do social media? What is your favorite tip for newcomers? What platform is your favorite?
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