As Gabe Acevedo points out in Abovethelaw.com, congratulations to Carolyn Elefant and Nicole Black on their book SOCIAL MEDIA FOR LAWYERS: THE NEXT FRONTIER. No question, social media provides a competitive advantage to attorneys. Soon enough, not playing in the social media space will constitute a competitive disadvantage.
However, social media is just one aspect of multi-channel marketing for lawyers in all size firms. Special events, articles in law journals, keynote speeches at conferences, old-fashioned networking at weddings and funerals, you name it, they are also imperative in developing new business and retaining clients as well as obtaining that first job and making lateral transfers.
I hammer that in the ExecSense webinar I conducted earlier this month. Here is the text from that webinar Download Rainmaking. I also hammer that in my own book OVER-50: HOW WE KEEP WORKING. Whether searching for employment or running one's own business, it's reckless to stick to only one or two marketing/selling strategies and tactics. Here, free to download, are the book's Preface, Introduction, and Table of Contents Download Over50prefaceintrotoc.
I have seen it happen too often in communications: an organization or individual becomes adept at social media. So they only do that. After all, it's cheap and, if you know your way around, convenient. Soon enough they find it's not working as well. Then they find it doesn't work at all.
In multi-channel marketing, if it's done well, all aspects of the outreach reinforce each other. Some of that will be a seamless web. It's great news to find out when you ask prospects - How did you hear of us - that they really aren't sure what to answer.
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