The “Do-It-With-Me” Approach to Social Media for Small Law Firms
Solo practitioners and small law firms might be tempted to view social media as either an all-or-nothing DIY (Do-It-Yourself) or DIFM (Do-It-For-Me) proposition. Considering the many conflicting opinions currently swirling around this topic, particularly this week, I want to take this opportunity to share my perspective as Director of Product Management, Website Services, at LexisNexis.
LexisNexis advocates a DIWM (Do-It-With-Me) approach to effective social media marketing, where lawyers get technical and strategic help, in order to maximize their limited time and resources.
Very rarely will a solo or partner in a small law firm have the time to configure and fully execute a comprehensive social media strategy. It doesn't mean they can't do it on their own, but who realistically has all the time necessary to do so while managing a full case load and trying to run a business?
A comprehensive social media strategy means more than just creating a LinkedIn profile and plain vanilla starter blog. It involves laying out a program that you can maintain on an ongoing basis to create relevant content that will be seen by prospective clients with whom you want to connect. The "ongoing" component is a challenge for many people who dabble in social media, including busy attorneys.
When you publish rich content on a consistent basis that showcases who you are and what you practice, you also drive conversion (more leads of prospective clients) and raise your visibility on search engines. Search engines reward fresh content and others who "like" that content will link to your blog, drawing even more attention to your firm.
While I by no means want to do a product plug, I think it is important for attorneys to understand the options out there to address some of the pain points I've raised. The LexisNexis® Social Media Visibility product provides help by supporting, not supplanting, the attorney's role and responsibilities in social media and blogging. Attorneys who work with us always have full control over their content. And those attorneys, and only those attorneys, manage and respond directly on their social media channels.
At the end of the day, it is the attorney who is accountable for complying with the state Rules of Professional Conduct for ethical online marketing. But you see, because we are Lexis, we understand that. Therefore, we always advocate the Do-It-With-Me approach on Social Media.
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