Using Social Media to Generate New Law Firm Leads

I have a problem with most Social Media "experts" today. Despite the fact that most know the ins and outs of Facebook, Linkedin and Twitter and every technological widget associated with these services, what really baffles me is that a wide majority of them don't TRULY GET social networking as a marketing vehicle.

Social networking is not about geting 20,000 followers to make yourself look popular, only to have 97% of your network tune you out 99% of the time. Social networking is not about flagrantly promoting one's own services, under the guise of information distributor. If you are really looking to be tuned out by a large group of recipients, you already have SPAM e-mail and non customer centric e-newsletters that are equally ineffective.

Social networking is about building, or developing real and meaningful relationships with clients, colleagues, friends, or individuals of similar interests and affiliations.

Is anyone truly interested in being part of your Smith, Jones & Doe LLP Facebook group? I argue that few are. What they do care about is the photo album from Italy that their cousin posted. They also want to know which of their old college buddies saw the movie The Hangover. Comprende? While LinkedIn is more oriented to a professional community, the formula to using any social network successfully for business purposes is the same.

ONLINE SOCIAL NETWORKING = FACE TO FACE NETWORKING + EFFICIENCY

You have to do the same things you do in real networking. You cannot expect that you will plant yourself on top of a pyramid and everyone will bow to you and buy what you are selling. Listen to your network. Connect with people 1 to 1. Learn their needs, their problems, seek to solve someone's problem and you may find that your own challenge is alleviated.

Do you have a valuable service? Don't shout about it incessently. Instead, let a friend or colleague introduce you to their network as someone they trust (by now, everyone knows that a trusted testimonial is worth 100 self serving ads). Give people something of real value. If you are a lawyer, tell your friends that you will answer their colleagues' legal questions that are sent to you via a social network for free.

There are many ways to use social networks effectively that do not involve self-serving mass marketing. Always ask yourself how you can contribute to your social network, rather than how to sell those in your social network and success will come your way.