Most of us know that social media is no longer a fad when it comes to law firm business development and marketing. However, as many law firm marketers know, we still have a hard time getting our firm’s involved with mediums such as blogging, Facebook, Twitter and even LinkedIn.
We still get told that social media isn’t in the budget. Or that potential clients don’t use social media to vet law firms and lawyers. My favorite is “social media is for kids” while I get the “you wouldn’t understand” look. You know that feeling right?
I’m here to tell you how to start the ball rolling in your firm. If you’re lucky enough to be part of a great business development team, all you need is a unified voice on the benefits and drawbacks of social media. It can’t just be your voice. You need support and buy in from everyone in your department. If your marketing superiors believe in it as much as you do, you’ll have a much better chance of getting management level support.
I also mentioned drawbacks above. This is very important. Most people are wary of anything that is all “rainbows and unicorns”. Describe every possible pitfall i.e. negative comments, lawyers leaving the firm and what happens to their social media accounts, the lack of control, etc. Then describe how to overcome these obstacles. Nothing is perfect but this is the case when it comes to traditional marketing as well.
It’s also a great idea to share statistics in favor of social media like this neat infographic titled Social Media Statistics for 2012, and this LinkedIn one too. Get your team following experts like Kevin O’Keefe and Adrian Dayton. They’ll get on the bus pretty quickly.
All in all, I’ve been lucky enough to work with some pretty amazing firms that “get it” and I hope that happens for you too!