It almost sounds like the beginning of a joke, doesn’t it? How do lawyers use social media? Very carefully.
Which is the same way you should use it, too.
Social media is a powerful tool that can be used to leverage your company’s best interests in valuable ways. If you are not careful with how you use social media, however, it can all too often blow up in your face and leave you in a worse predicament than when you began.
Don’t afraid to try new social media tools and apply them to your business. just always be aware of what you are doing and what you are putting out there for the world to see.
Attorney A blogs about the legal issues facing businesses today. She then shares those posts on Facebook, Twitter, LinkedIn, JD Supra, Google Reader, etc. There are links added in the firm’s electronic newsletter sending traffic to the firm’s blog.
Attorney A receives comments and queries to which she responds. Journalists call for interviews because she appears to be a subject matter expert. Eventually, all this lands two new clients who, when asked how they heard about Attorney A state that they read her blog but have no idea how they got there.
Now, in the first year of the engagements, those two clients are worth $80,000 in billable hours to the firm collectively. How does one go back and measure the ROI? What are all of the touch points and how much time and money was invested to land those two clients? Suffice it to say that we don’t know exactly how they heard about the blog to begin with. Sometimes this can be discerned, sometimes it cannot.
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