A contrarian view of social media for lawyers: You don’t need to be social

more+
less-

Today I’m going to contradict practically every social media consultant in the world. Most experts say that the key to developing business using social media is to engage people (i.e., be “social”).

I disagree with them.

More specifically, I think that this focus on being “social” drives home the wrong point. Being social is simply not the most important factor in developing business with social media.

So what is the most important thing?

Content. Insightful, carefully-conceived, well-written “thought leadership” content that is aimed at a well-defined market niche. This includes articles, blog posts, podcasts and case studies, among other things. With these elements in place you will be able to leverage social media — not for socializing but as a distribution tool to get your content into the right hands and to grow your practice.

Why is content so important?

Prospective clients are looking for experts who can help them solve their problems. This means that if you’re hoping to generate business online, you’ve got to build your reputation online as one of the leading experts in your niche. The way to do this is to have a website (or blog) full of fantastic thought leadership content for your followers to read. Without good content, you will have difficulty generating business, no matter how “engaging” you are on Twitter or LinkedIn.

Is being social a bad thing?

Absolutely not. Engaging with people online is a big plus. And, if you have the time, I highly recommend that you do it. It will help you build relationships and encourage followers — both important factors in developing new business. It’s just not the most important thing.

LOADING PDF: If there are any problems, click here to download the file.

Written by:

Published In:

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Great Jakes Marketing | Attorney Advertising

Don't miss a thing! Build a custom news brief:

Read fresh new writing on compliance, cybersecurity, Dodd-Frank, whistleblowers, social media, hiring & firing, patent reform, the NLRB, Obamacare, the SEC…

…or whatever matters the most to you. Follow authors, firms, and topics on JD Supra.

Create your news brief now - it's free and easy »

CONNECT

Great Jakes is a web-centric marketing company specializing in law firms and professional services.... View Profile »


Follow Great Jakes Marketing:

Reporters on Deadline

All the intelligence you need, in one easy email:

Great! Your first step to building an email digest of JD Supra authors and topics. Log in with LinkedIn so we can start sending your digest...

Sign up for your custom alerts now, using LinkedIn ›

* With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name.
×
Loading...
×