Originally posted in Develop Socially, a new project Justin Brackett and I are working on that is related to social media in general.
It’s a good idea to define your purpose for using social media before you start building your online presence. I know we all want to “get business” but you need to go a bit further than that.
Your goal(s) might be to:
- Monitor your presence
- Drive conversations
- Build relationships with current clients
- Improve web traffic
- Increase brand awareness
- Source new prospects
- Network with peers and colleagues
I know it’s tempting to skip this step and send out your first tweet (like i did), but you need to figure out what exactly you want to get from your social media efforts. Be as specific as possible.
Do some research, get approval if necessary, and hash out your game plan. Figure out your time-line and stick to it. Make sure your goals are as realistic as possible and set your benchmarks.
Try and stay on course as much as possible. You’ll start to notice that new social media platforms arrive daily. Don’t jump on the bandwagon unless you have time to spare. I get sucked in on a regular basis!
The first social media platform I used was Twitter. My goal was to see how other law firms/law firm marketers were using social media to network with colleagues and/or clients.
I’ll never forget Adrian Dayton asking me what Canadian Big Law thought about social media or Nancy Myrland’s kind hearted words of encouragement. One of my best memories is telling Gini Dietrich her blog rocked and her asking me if her mom paid me to say that! I was moved! And finally meeting Justin Brackett was the icing on the cake. Develop Socially wouldn’t have happened without him!
What was your goal when you first started using social media? Did you even have a goal?