According to his Twitter bio, Brian Tannebaum is a Criminal/Bar Defense Lawyer, a Certified Sommelier, a T2 diabetic, a transparency hawk and a “bad follower” (I’m happy to be one of the 147 people he follows on Twitter. He currently has over 6,200 followers. Brian, please don’t unfollow me after this!
Brian was one of the first people I met on Twitter roughly five years ago. He questioned my legal marketing tactics as his views often vary from the masses. Instead of becoming defensive, I learned from Brian and I respect him immensely. I also stopped using the words passionate, authentic and guru.
The Practice: Brutal Truths about Lawyers and Lawyering
Most importantly, Brian recently penned, The Practice: Brutal Truths About Lawyers and Lawyering. As its title suggests, The Practice delivers brutal truths about lawyers and lawyering in Tannebaum’s slightly snarky—but always honest—signature style. The book is highly praised across the Internet and it’s received 14 5-star reviews on Amazon to date.
In The Practice, Tannebaum riffs on everything from asking yourself what type of lawyer you want to be, to the most effective way to market yourself in an industry where lawyers increasingly over-rely on social media to prove their relevance. It also discusses other important topics, including the proper way to handle referrals, rainmaking, reinventing yourself as a lawyer, personal branding, and much more.
Read more about his book and purchase it here.
I recently asked Brian if he’d discuss social media success on my blog and I’m honoured he took the time to reply.
Here are Brian’s thoughts on social media success and social media strategists:
I think the first question you have to ask yourself is “what type of social media presence do I want to have?” Success in social media, to me, is based on two things: being present, and being responsive.
Being present means someone is communicating messages to the followers. You can tell this is not happening when an account is only links to articles and has no “back and forth” communication with anyone. It’s nothing more than a billboard.
Being responsive means you are communicating with people who have compliments, complaints or are simply seeking information. It is worthless to have a social media presence where people are talking in to an echo chamber. Having a social media presence where your last message was 3 months ago, is not a social media presence, it’s ancient history.
Social Media Specialists Must Understand the Culture of Your Business
If being present and responsive requires you to hire someone to manage your social media accounts, then you should do that – but make sure the person you hire understands the culture of your business and understands that you are the last word on what message you want to send.
Social media specialists can be a resource, and they can destroy your company’s reputation. Hiring a social media specialist to assist in your social media presence is like any other investment your company makes – you have to do it with great care.