This skips a few steps, but assuming you are proactively engaging on social media, I'm sure you are interested in growing your presence. The problem is, there isn't a perfected formula that allows it to happen easily. Personally, I've worked hard to grow my personal brand (and I am still hustling), and I have done the same when in charge of company brands on social media.
It's unlikely that you will quickly reach celebrity status on social media, but there are proven ways you can grow your presence. These suggested tactics for growing your social media presence were originally published on Entrepreneur (link below). I believe them to be applicable to all, but lawyers should consider how these apply to their own strategies.
- Generate a constant stream of quality content.
This is one of the most important tips you will read. As the saying goes, "failing to plan is planning to fail." Plan your posts ahead of time, edit them carefully, and use a service like Buffer, Hootsuite, or Tweetdeck. These will allow you to queue a certain number of posts and publish them automatically over time. This strategy is especially important if you are busy (attorneys: I hope you are paying attention). Not having time during the day to generate live content is no longer a valid excuse for why you cannot take advantage of social media. There is a ton of great content online, and you could simply curate your favorites while also integrating some of your own.
- Use each social media network to its best ability.
Every social media platform provides something unique for its users. The most effective strategies don't involve posting the same content in the same way across platforms. Facebook is better for promotions while Twitter is great for having conversations. Discover what each platform can provide for you and your customers. If you want to stay ahead of the curve, I recommend trying out Periscope. This is a great social media tool for attorneys if used properly (stay tuned for an in-depth blog post on the use of Periscope).
- Telling stories sells products (and services).
You build a market for your product by earning the trust of your users. For attorneys, potential clients will be more likely to hire you if they trust your ability and competency. You can show that through knowledgeable and creative social media posts. Notice how many big law firms publish blog posts and white papers? That is to seduce potential clients with their knowledge. You can do the same in your own way, and social media provides you with an outlet.
- Respond immediately, and be a human.
The beauty of Twitter is that it breaks down barriers between companies and their customers (or lawyers and their potential clients). Twitter allows you to build a relationship with potential clients by actively engaging and instantly responding to them regarding customer service issues or about your content. This is also a great way to interact with your peers. Many companies and people make the mistake of using dry, impersonal language on social media, and make followers feel like they aren't heard. Be human. Be sincere and show that you care about what your customers, clients, and potential clients want.
- Specialized Twitter accounts.
Dedicated Twitter accounts where people can direct their questions and complaints is a practical way to take the best care of your customers (and potential clients). Publish blog posts and relevant content on one feed, and customers service on another. Tell your clients that a human is controlling the account. End your replies with your initials. These small things go a long way.
To see the rest of the suggestions, follow the link to the original article below.
Banner image courtesy of Jason Howie on Flickr.