Marketing Tip: How To Make An Entrance Into Social Media

By John Bisnar

Prospects and clients have never had more power than they have today. In the era of Social Media, everyone has a say and everyone can be heard.

In fact, the entire Internet has gone social and the core social media hubs and social networking sites are growing by leaps and bounds every year. YouTube was founded in 2005 and now has 24 hours worth of video uploaded every minute. Twitter started in 2006 and now has over 18 million users tweeting away, and Facebook (founded in 2004) has an astounding 400+ million users.

This can be good or bad for your law firm. It's easy for both your fans and competition to get involved online and talk about anything relating to your law firm or industry. And you have no choice in the matter -- whether you are part of the conversation or not, people will be talking.

Unfortunately, most law firms aren't getting in on the action. Oh sure, they're on LinkedIn and law blogs networking with other lawyers -- but how many are getting in front of actual prospects and clients on a regular basis? How many are leveraging social media to constantly build their local brand identity and build relationships?

Smart law firms tend to believe it's better to participate than not. But the question of "how" to get started always pops up.

Here are my three tips for making an entrance into social media:

1. Start Out by Listening

Some companies decide to enter social media with a BANG -- maybe it's a branded social-networking site with a glitzy marketing campaign. The problem with this is that it begs for immediate attention -- and while some people will "ooh and ahh" over your efforts, others will cringe with distaste.

Instead, go slow. Listen. And then listen some more. Find out who is talking about your brand and your industry. Find out where your prospects and clients are hanging out. Find out what they're talking about. Do the same for your competition.

Take an interest in what is going on and try to add value to their communities without expecting anything in return. It's not about making an impression, it's not about improving traffic to your website, and it's not about earning an immediate dollar. It's about making friends -- friends who may someday need a lawyer and friends who may recommend your services to their friends when needed.

2. Pick Your Sites Carefully

There are over 3,600 social media sites. The biggest ones are: Facebook, YouTube, Avvo.com Twitter, MySpace, LinkedIn, Ning, Flickr, Wikipedia, Digg, StumbleUpon, Reddit, Yelp, Del.icio.us, Yahoo! Buzz, Technorati, SlideShare, Kaboodle, Epinions, Squidoo, EzineArticles, Tumblr, and FriendFeed.

Do you have the time and energy to comment on blogs, tweet on Twitter, bookmark on Del.icio.us, post videos on YouTube, stay active in forums, run a Facebook and LinkedIn Profile, and publish articles on Squidoo?

Of course not! So you need to pick your spots wisely. This means two things: finding out where your prospects spend the most time and leveraging a method of communication that fits with your personal style.

If you love being in front of the camera, you should focus on YouTube and other video websites. If you are glued to your smart phone (iPhone or Blackberry), enjoy following others and posting short comments, your time might be better spent on Twitter. If you simply want to connect with long lost friends and rebuild relationships, Facebook might be your best option. If you receive a lot of referrals from other professionals (like attorneys, CPAs, financial advisors, etc), then you should definitely check out LinkedIn. Find what works for you!

3. Don't Start by Blogging

When the topic of social media marketing comes up -- most people think of blogs. And yes, I know I've recommended blogging in the past. And I still do. Blogging is great, but it shouldn't be on the top of your list for ways to make an entrance into social media.

Too many newbies treat their blogs as a new toy - something to play around with for a while, but something that gets old far too fast. They are crushed at constantly seeing "Comments (0)" beside each post - and get fed up with the results before ever following a proven blogging strategy. To add some prospective, we have posted 3,000+ blog articles and 1,500+ reader blog comments.

Instead of starting your blog right away, start by not blogging. Hold off on that idea for at least one month. Instead, become active on OTHER law blogs in your practice area. Read them, comment on them, and get to know the people who are active in these communities.

Find out how to make blogging a 2-way conversation, see how much effort it takes to run a blog full-time, and get a feel for how the blogosphere really works.

Participation is marketing. By becoming a part of the dialogue surrounding your law firm, you can reach your clients and prospects in a powerful way while also exposing your brand to future clients and prospects who may stumble upon your interactions down the road.

Just remember these three points:

• 1. What's said on Google, stays on Google. Don't ever engage in an online "argument." Everything you do online is transparent and public, so represent yourself wisely and go for it!
• 2. Ethics still apply online. Just because you are on Facebook doesn't mean you can ignore your state bar ethics rules.
• 3. You can't always control social media. Once you join in, it can and will go "viral" and take on a life of it's own.

Social Media Joke -- Two Bloggers

Two bloggers walk into a bar. The third writes about it and the forth submits it to Digg and shouts it to the other three.

John's Recommended Negotiating Skills Event

BISNAR | CHASE sponsored Karrass Effective Negotiating Seminar June 24-25, Newport Beach

Have you ever walked away from a negotiation feeling like you left money on the table? Is negotiating the settlement of cases, contract terms, or price a part of your job or life? Are your employees negotiating deposition dates, due dates for pleadings, responses or discovery?

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For more information or to register contact Danielle Olson at dolson@bestattorney.com or 800-956-0123.

John's Recommended Marketing Event:

Great Legal Marketing 2010 Super Conference for Attorneys - June 11-12, 2010

Are you frustrated with the types of clients and cases you are attracting? Are you disappointed that your practice is still not where you want it to be? Are you wondering why some small law firms continue to grow year after year no matter what is going on in the economy?

When I ran out of marketing ideas three years ago I looked around for the best small law firm marketing programs I could find. I attended two. Ben Glass's Great Legal Marketing Super Conference was one of them. It took me a full three years to implement all the marketing ideas I got from that conference. Since then my net income has doubled (in fact we doubled our best year ever net income by the end of the first quarter this year).

For more information, visit: Great Legal Marketing (http://www.greatlegalmarketing.com/library/great-legal-marketing-2010-super-conference-for-attorneys.cfm).

LinkedIn Mastermind Group

Do you have burning questions regarding your law firm's marketing plan? Or perhaps questions about management? If you do, please visit my LinkedIn profile page and sign up for "Bisnar's Lawyer Marketing Mastermind Group."

Recent discussions include:

• Your BIGGEST competitors can be your BEST clients (and friends)
• The Perfect Intake Form
• Getting Your Law Firm Found In Google's Local Business Center
• Attorney Website Success Stories
• The F.A.C.E. of a Great Blog -- Fresh, Authentic, Clear, and Engaging

There are currently over 370 lawyers asking and answering important questions and sharing ideas for growth! And if you haven't yet signed up for LinkedIn, register today! It's quick, easy, and free ... and loaded with great opportunities to network with clients, attorneys, family, and friends.

Bisnar's Rainmaker Mastermind Group

If you are really looking to dramatically improve your law firm marketing and management skills consider joining a true, in-person, lawyer marketing and management mastermind group. Ben Glass has a few openings in his group which operates out of Virginia (www.GreatLegalMarketing.com) and there are openings in my group as well (http://www.therainmakerinstitute.com/mastermind).

Generally, the groups are limited to non-competing attorneys in a relatively small-group setting, who assist each other in marketing and management issues. This is the single most powerful practice building tool I know. Talk about networking. You'd be amazed what gets done, how easy it is, and how much you'll enjoy the process.

Referral Opportunity: Let Us Be Your Personal Injury Department

BISNAR | CHASE has an incredible referral program that allows attorneys and law firms to generate additional income by sending catastrophic personal injury and auto defect cases our way. In 2009, we paid nearly $2 million in referral fees and a couple different attorneys have profited greatly by earning over $650,000 each.

If you don't have a personal injury department established, then we can be that for you! Or even if you are a personal injury attorney, we can help when you don't have the time, expertise, or resources to pursue a particular case.

The clients you refer to us will walk away happy with the outcome and level of service they experienced -- and you'll be happy with the referral fee or co-counsel fee we pay, all in accordance with state bar rules.

If you're looking to generate additional income without any extra work or overhead, then our Attorney Referral Program is perfect for you! Click here for more information or call Mrs. Wagenblast at 800-956-0123 for prompt attention (during business hours).