There isn’t a single industry that has been unaffected by social media and its incredible power to inspire, change, and connect. However, not all industries have embraced it in equal measures. In fact, an industry that has been one of the slowest to understand the magnitude of social media and its great potential is the legal industry. Some law firms and lawyers have gotten on board, but as a whole, the industry hasn’t yet entered the 21st century. As a lawyer and branding/marketing consultant, I want to share a few ways in which lawyers can harness the power of social media for business. Find new clients, create a personal brand, meet other lawyers — the opportunities that social media can bring are endless!
1) Choose your platforms wisely. There are so many social media networks out there, so it’s important for lawyers to understand where their ideal audience lives. Instead of trying to master all the networks, try one or two, especially at first. Don’t blast the same material on all networks because every social media platform requires its own strategy and has a different list of DOs and DON’Ts. And don’t disregard a platform just because you’ve never used it before — consider reading up on how to leverage its features.
2) Join the conversation. At its core, social media is about having conversations. You’re not getting the most out of it until you engage with others on the platform. It’s not just about pushing forward your own agenda or content. Think dialogue instead of monologue. If you’re on Twitter, consider joining a Twitter chat. If you’re on Facebook, consider having a Facebook Live session. If you’re on Instagram, consider leaving thoughtful comments on others’ content.
3) Start a blog. One of the best ways to break through the saturated sea of lawyers is starting a blog and writing about topics that interest you. Content marketing is one of the best SEO techniques and can help to develop expertise in a certain area of the law. Use your blog content to launch conversations on social media. Find your niche, create a blog, use social media, write about recent developments and trends, and become an expert.
If you want to differentiate yourself in the saturated sea of lawyers, social media is no longer an option — it’s a necessity.
Let’s continue this conversation on Twitter, shall we?