Join the Conversation and Let’s Talk About New Business - bodinelx


Join the Conversation and Let’s Talk About New Business

Apr 23, 2012 04:37 PM by
Larry Bodine
Larry Bodine
Sr. Director Editor in Chief Ask a question
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Imagine you walk into a ballroom where everyone's talking. All over there are clusters of people asking about their legal issues and looking to find a lawyer to help them. Everyone is familiar with you and it's easy to walk up to a group and join in. There are so many circles of people you have to pause to decide which to approach.

Of course you have the option of standing by yourself and not getting any business. You can be a skeptic and walk away. You can even leave the building and see if there is any business outside. But why would you?

So it is with lawyers and social media. Today there is an enormous conversation taking place online, and lawyers are joining it to find new clients and files. How big is the Internet ballroom for this conversation? Three out of four consumers seeking an attorney over the past year used online resources at some point in the process, according to The Research Intelligence Group. It's clear that social media matters.

Lawyers in small firms with one to five attorneys have been eager participants in social media, with 91% saying they already use social media for business development, according to a recent Vizibility/LexisNexis survey. But social media can be confusing to use and lawyers want guidance on how to use it to generate new business.

You are invited to join me and law firm marketing expert Stephen Fairley for a webinar this Wednesday, April 25, 2012, "Join the Conversation: Social Media Strategies For Your Law Firm." Visit www.LexisNexis.com/webinar to register, and learn the best practices of legal marketing on social media.

Sites like LinkedIn, Facebook and Twitter emerged in the last decade and today have entered every corner of American life. The biggest online ballroom is Facebook, with 845 million users who spend an average of seven hours and 45 minutes per month on the site. It's a happy meeting place for lawyers to have a conversation with consumer clients.

Blogging, which seemed so new in the 1990s, is still the cornerstone of any social media strategy. Blogs enable attorneys to showcase their expertise, differentiate themselves and generate leads. Lawyers can engage their readers by responding to consumers who make comments on their blogs. Small-firm lawyers are using blogging for marketing, as well as LinkedIn and Twitter.

Our webinar will show how to make blogging work for your practice. Be sure to check out LexisNexis' unique "work-with-you" service that gives lawyers Web Site Visibility. It's worth discovering, because 60% of small law firms reported landing new clients as a result of their blog, according to the American Bar Association.

The key thing to remember is that social media is a conversation -- not a lecture. It doesn't make sense to blast out information in a one-way stream or to Tweet selling messages. All the rules of in-person conversation apply online.

For example, lawyers with lots of followers on Twitter highlight common consumer legal issues in their messages. Attorneys with many connections on LinkedIn have joined online groups to meet referral sources and focus their bios on what they are doing for consumers. Lawyers with Facebook friends who have "liked" their profiles have researched what's trending on social media and responded to what consumers are talking about.

Social media begins with a plan to grow specific practice areas and ends with a daily checklist on online activities to keep consumers interested. In between is a conversation where you listen to the legal need of consumers and describe how legal services can solve their problem.


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    Comments (2)

    # Eric R. Nachtway said on 20 August, 2012 04:48 PM   "The key thing to remember is that social media is a conversation -- not a lecture. It doesn't make sense to blast out information in a one-way stream or to Tweet selling messages. All the rules of in-person conversation apply online." This is the salient point of your article for me Larry. Social media may seem impersonal relative to face-to-face discussion, but if you don't treat people like real people who need to be heard as well, you are fighting against the law of reciprocity. Social media and blogging, aside from allowing lawyers to showcase their expertise and provide value to prospective clients, also provides an invaluable feedback loop. This blog is really a case study of everything it discusses, to my mind. Case in point: I can't stop reading new posts and sharing them! Question for you: to what extent should law firms be using online social platforms to provide commentary on hot news that is relevant to their practice?
    # which moving services fayette county pennsylvania quilts said on 16 November, 2014 02:46 PM  

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