Although social media has been around for a while (and isn’t going anywhere), there’s still this idea in the legal industry and even among many legal marketers that it’s a game, or a waste of time.
But social media, when used strategically and correctly, can actually be about relationship-building and business development.
I could go into a long diatribe about why this is true, what the statistics say to support it, or even start a series about the various tips and tricks you could be using in your own practices for better use of social media – but I won’t.
I will say that, like any other marketing tactic, it’s not for everyone. It’s a tool to be considered and used as part of your overall arsenal, if and when it meets with the goals that you’ve set out and the strategy that you’ve developed. Just as importantly though, don’t discount it as being “for kids” simply because it’s something that you’ve seen your own children using, or you think it’s only big with celebrities, or you’ve heard that it’s somewhere that people can waste hours.
No one embraced the telephone right away either, and now you keep one in your pocket.
(And if people are determined to waste time somewhere, they’ll find a way to do it, whether it’s on Facebook, or on personal calls, or playing games on a non-internet connected device).
All of that being said, this week, I’d like to talk about two concrete ways that social media can work for you – specifically and successfully.
Tip One: Blogging as a Relationship Builder
Kevin O’Keefe of LexBlog has long espoused blogging as more than just a platform for putting your thoughts down on paper, so to speak. If used strategically, it’s actually a way to meet the people that you want to meet. Let’s look at an example – in January, I blogged about Two Tools to Turn Trends into Topics, which was based off of a blog post written by Ann Smarty over at the Content Marketing Institute. I often look to CMI for inspiration when I’m blogging, and it’s the second time I’ve referenced Ann in a post that I’ve written for Zen – she writes good stuff.