Increasingly, it's the use of keywords in personal postings on social networks and on social media such as blogs which is making things happen. Often big things. Those include developing new business, attracting new contacts, and creating an aura of influence. Therefore, lawyers would be smart to experiment with more personal conversations, posts, and graphics in their digital content marketing.
Probably the prime mover in this trend has been Facebook. On it, Gene Grabowski, partner at kglobal public affairs, has been a genius with blending news about his media interviews and the heartwarming photos of his two grandsons and two granddaughters. That's just one example.
Why this approach can be unusually effective is that one of kglobal's special areas of expertise is managing crisis in the food industry. Food is big business. Food is also personal. A food company immersed in a recall would consider Grabowski the right mix of brain and heart. Here is how Grabowski handled the first 24 hours during the Blue Bell Creameries recall.
My neighbors enjoy showing off the region of the country they love to this East Coast City Girl. They giggled when I jumped for cover during the staged shootout on the dirt streets of Tombstone, Arizona. More glee was had when I had to grab onto them during the bumpy stagecoach ride.
On Facebook, my three syndicated blogs, and Twitter, I have been capturing the essence of those adventures. As we learned in Freshman comp, I inject plenty of detail. One adventure involved combining the business of saving money through dental tourism with the fun of going to Mexico. Here is that post which received tons of traffic.
In all those postings, I used the keyword "tourism." Given the fusing of personal with professional, it shouldn't have surprised me that a foreign nation requested a proposal from me. It was to promote tourism in that nation via social media. You bet, the cumulative effect of my personal postings was to create branding for extreme expertise in tourism. What grabbed the attention was the high level of detail, along with the personal tone.
Did I harbor a secret agenda in so enthusiastically sharing my tourist experiences? Could be. After all, I had done marketing communications for tourism firms in China, Turkey, and Costa Rica. The recent fun I was having could have nudged me to get back in that game.
Unfortunately, gravitas pervades much of legal marketing communications. There is too little human touch, never mind joy, in reaching out to prospects and preventing churn among current clients. That ignores the spirit of social networking and social media. Engaging isn't a matter of search engine optimization (SEO). No one will connect where there is no heart beat. During my excursions in the Southwest I came alive, again. It showed. The rest is history.