Legal professionals are often wary about using social media to take client relationships to new heights. However, there’s really no need for lawyers to fear social platforms. Cultivating a social media presence is an effective business and networking strategy for busy legal professionals.
Research shows that clients are increasingly turning to social media as a source of information about firms, practitioners and legal matters. A 2012 study undertaken in the US found 76 per cent of adult internet users conducted online research, including social media, when hiring a lawyer.
Ashurst social media strategist Kelly O’Shaughnessy says the effective use of social media can help legal professionals supercharge their networking efforts, demonstrate their skills and expertise and reach a wider audience.
Here are four steps to creating a quality online presence.
Put your best foot forward
LinkedIn is the social network of choice for business professionals, with over 5 million active members in Australia. Unsurprisingly, it’s also the social network of choice for the legal industry, with 42.4 per cent of activity within the legal sector taking place there.
To capitalise on the platform, make sure your profile is current and up to date with your professional and academic achievements. Write a compelling headline, upload a professional photograph and ensure your professional summary provides a powerful snapshot of your achievements.
O’Shaughnessy says that networking principles online match those followed offline. So embrace the endorsement and testimonial features offered by LinkedIn and use them to prove your credibility to current and potential clients.
“Social media allows potential clients to view your reputation online,” she says. “The fact that people endorse you for your skills is a very important factor in social – and it’s what happens offline as well.”
Exercise thought leadership
Social channels such as LinkedIn, Facebook and Twitter offer opportunities to share your knowledge and expertise and deliver value to current and potential clients, which can help convert interested prospects into new business.
“Social platforms allow you to showcase your expertise. They’re not just about a moment in time – people can go back and look at what you’ve said previously. It’s not just about self-promotion but about proving the knowledge or understanding that you have.”
Demonstrate your expertise by sharing links to useful articles and offering your perspective on topical issues.
Set actionable goals
You’ll get more success from using social media for networking if you set clear goals and align your activities with your marketing plan. Your objective might involve making contacts in new areas of law, winning work in a new region or converting two prospective leads into new clients every month.
“It’s important to establish goals and make sure you can manage them. Social media can be time-consuming if you haven’t really decided what you want to get out of it.”
Have a recovery plan in place
If you do happen to make a gaffe, resist the temptation to try to erase it from the platform.
“If you’ve said something that could come across unfavourably, it’s essential to address it and articulate what you really meant. Social media is all about transparency – it’s important to explain what’s going on if things look ambiguous.”
Also, keep in mind that anything you share on the internet is in the public realm, so remain professional and courteous at all times.
Social media is all about communication – and people expect the same level of honesty, integrity and transparency online that they would in the real world. Keep these lessons in mind and don’t be afraid to join the conversation online.
Research shows that clients are increasingly turning to social media as a source of information about firms, practitioners and legal matters. A 2012 study undertaken in the US found 76 per cent of adult internet users conducted online research, including social media, when hiring a lawyer.
Ashurst social media strategist Kelly O’Shaughnessy says the effective use of social media can help legal professionals supercharge their networking efforts, demonstrate their skills and expertise and reach a wider audience.
Here are four steps to creating a quality online presence.
Put your best foot forward
LinkedIn is the social network of choice for business professionals, with over 5 million active members in Australia. Unsurprisingly, it’s also the social network of choice for the legal industry, with 42.4 per cent of activity within the legal sector taking place there.
To capitalise on the platform, make sure your profile is current and up to date with your professional and academic achievements. Write a compelling headline, upload a professional photograph and ensure your professional summary provides a powerful snapshot of your achievements.
O’Shaughnessy says that networking principles online match those followed offline. So embrace the endorsement and testimonial features offered by LinkedIn and use them to prove your credibility to current and potential clients.
“Social media allows potential clients to view your reputation online,” she says. “The fact that people endorse you for your skills is a very important factor in social – and it’s what happens offline as well.”
Exercise thought leadership
Social channels such as LinkedIn, Facebook and Twitter offer opportunities to share your knowledge and expertise and deliver value to current and potential clients, which can help convert interested prospects into new business.
“Social platforms allow you to showcase your expertise. They’re not just about a moment in time – people can go back and look at what you’ve said previously. It’s not just about self-promotion but about proving the knowledge or understanding that you have.”
Demonstrate your expertise by sharing links to useful articles and offering your perspective on topical issues.
Set actionable goals
You’ll get more success from using social media for networking if you set clear goals and align your activities with your marketing plan. Your objective might involve making contacts in new areas of law, winning work in a new region or converting two prospective leads into new clients every month.
“It’s important to establish goals and make sure you can manage them. Social media can be time-consuming if you haven’t really decided what you want to get out of it.”
Have a recovery plan in place
If you do happen to make a gaffe, resist the temptation to try to erase it from the platform.
“If you’ve said something that could come across unfavourably, it’s essential to address it and articulate what you really meant. Social media is all about transparency – it’s important to explain what’s going on if things look ambiguous.”
Also, keep in mind that anything you share on the internet is in the public realm, so remain professional and courteous at all times.
Social media is all about communication – and people expect the same level of honesty, integrity and transparency online that they would in the real world. Keep these lessons in mind and don’t be afraid to join the conversation online.