I’m sitting in Fort Lauderdale waiting to catch an early flight home as I got a terrible sinus infection, so I apologize in advance is this comes off as a rant (blame the sickness, not me!).
I’m going to let you in on a little secret. The biggest thing that drives me crazy about social media for law firms is how people track success, also known as return on investment (ROI).
Every firm has a different way of tracking incoming work. It may be a simple note in their folder, or you could enter it into a complex, business development software system. Every system, traditional or modern, needs to dig deeper when it comes to asking clients how they found you.
The Wrong Way
Hurray! You’ve signed on a new client! During your intake procedure, you (or whoever does this part of the job) asks, “How did you hear about us?”. The client says, “My friend David Smith referred me.”. You note down referral and make sure to send David a thank you note.
The Right Way
Hurray! You’ve signed on a new client! During your intake procedure, you (or whoever does this part of the job) asks, “How did you hear about us?”. The client says, “My friend David Smith referred me.”.
Instead of stopping here, dig deeper. It doesn’t need to be boring or stuffy either. You could say something like, “Our marketing department finally created a Facebook page for the firm and I’ve been wondering if people really look at it, did you happen to take a look at it, or at any of our other profiles/websites?”
Simple right? I know it’s tough to get this info from new clients. I worked as a receptionist for a few years at a large IP firm and it was like pulling teeth in some cases. Get creative. As lawyers, I know you’re naturally out-of-the-box thinkers. If you’re investing time and money into social media, you need to now if it’s working. AND, it’s been my experience that a lot of new work actually does come from social media even though it’s been tracked differently.