There's a huge online conversation among consumers about legal issues. You can be part of the conversation, or you can miss it and the business that goes with it.
Stephen and I outline four reasons that social media works for lawyers:
It is one of the most cost-effective means of building your platform.
It will increase traffic to your website.
It will influence buying decisions by your potential clients.
It connects you to referral sources.
"The holy grail of your marketing is to build your word-of-mouth referrals," Stephen says. "Social media gives you a way to build a massive platform rather rapidly and is one of the most cost-effective ways to do so."
Blogs and social media are also an effective way to boost traffic you your website. "The two things Google loves are fresh, relevant content and inbound links," notes Stephen. "The more links you have to your website the better Google will reward you by pushing you to the top of search engine results."
Social media is so prevalent now that it influences consumer buying decisions. "If you start adding things up, you can see that social media has the ability to influence thousands and thousands of people. If the average person on Facebook has 130 friends, if you can get your Facebook fan page to over 500 connections, you have the ability to influence 65,000 people," Stephen says.
"Does social media work? That is the wrong question," he says. "The right question is, which social network will work best for my practice area?" He quoted from a survey by Hubspot:
Is your end client a business, a CEO or an executive of a company? If yes, you are a business-to-business firm.Business-to-business firms — over 45% — say that the No. 1 source of acquiring a customer was from LinkedIn.
Is your end client a consumer? If yes, you are a business-to-consumer firm. Business-to-consumer firms — 68% — say they had acquired a new client from Facebook.
LinkedIn is a fantastic place to develop referral sources. One of the things that lawyers enjoy about LinkedIn is the ability to join a group. When you belong to a LinkedIn group, you can meet lawyers and referral sources online and then connect with them in person.