What do we think about when we hear the words Red Cross? We think: Life saving, disaster relief, and recovery. When we hear the words Red Cross, how many of us think of beer? This is the best example I know of how you can mess up on social media. About 2 years ago, there was a news story that caught national attention involving the Red Cross and social media. Evidentially, one of their interns tweeted something inappropriate from the Red Cross twitter account.
Fortunately, they caught the rogue tweet within 30 minutes. Unfortunately, it had already gone out to their 300,000+ followers.This could have been a disaster for an organization that handles disasters but here’s what the Red Cross did to repair the damage.
After the beer company mentioned, heard about the tweet, they hosted a successful nationwide blood drive. To quote Shakespeare “All’s well that ends well.”In this case yes but in many cases it doesn’t.In our time together, we are going to talk about how to use social media to market effectively and successfully.
Social media allows you to be different in aworld is looking for lawyers who really demonstrate they care about people.
LinkedIn groups provide a way for professionals to participate in conversations and happenings within their industry. You want to build your network with people who are going to refer you to clientsWhen building your profile make sure to include a picture.Being active in LinkedIn Groups and Answers is a great way to build trust and credibility. Be mindful of not establishing an attorney/client relationship, but don’t be afraid to let people know you know what you are talking about.
Building a credible discussion resource on topics in your practice area can serve as the foundation for your professional presence in the social world.Blogs can sometimes generate more traffic than a law firms websiteIncreased Visibility: your blogs will be linked back to your profile page! Chance of getting your blogs crawled by Google.“Speak” to Your Audience: provide nuggets of knowledge to a targeted client base wanting advice from an attorney like you!Branding Tool: become that “go-to” attorney for legal advice in your geo and practice area. Keep your prospects interested in “your brand”.Reputation Management: break that stereotype. Separate yourself from your competitors by becoming the attorney that “goes the extra mile” to provide useful information to potential customers.Build Your Personality: demonstrate a “likeable” factor among your prospects. Give them more reason to become a client and refer your name to others.
For solo lawyers and self-employed consultants, Twitter is a virtual office water cooler. Throughout the day, lawyers on Twitter comment on the news, throw out questions and share articles and items of interest. You can reply directly to others, either publicly or privately.Classifying Twitter as solely a social media tool for marketing is shortsighted. Twitter immediately connects you to relevant information and people. Twitter provides lawyers a lift similar to that which you get at bar and industry conferences. When you do attend such events, you’ll feel like you know as friends the lawyers you’ve been interacting with on Twitter. Relationships grow.You’ll find on Twitter that the attorneys you’ll be interacting with will have similar interests — whether they be in the law, social, or in sports.
-Interact with people- It’s not all about you. A compliment or congratulations can go a long way.-
Avoiding ethical pitfalls when using social media
OMG! YOU CAN’T DO THAT!Avoiding Ethical Pitfalls When Using Social MediaTroy Crawford&Bethany Schuelke
WHY○ “Lawyers have always gotten their best workthrough relationships and a strong word ofmouth reputation. The Internet has notchanged that. Lawyers are networkingthrough the Internet via blogs…Twitter,LinkedIn, and Facebook.”-Kevin O’Keefe
LINKEDIN○ #1 social network for professionals○ Complete your profile○ Build your network○ Receive recommendations from clients○ Join LinkedIn groups where clients andprospects are likely to be foundi.e. Linking the Triangle○ Your success depends on your ability tobuild trust and credibility
BLOGS○ Gives face and voice on your legalexpertise○ Reputation Builder○ Generates website traffic○ Separates you from competition
TWITTER○ Expand your network○ Discover news in real-timeShare your news○ Virtual water cooler○ Monitor the buzz○ Show interests outside of law○ Interact with lawyers across the country
BEST PRACTICES○ Interact with peopleCreate mutually beneficial relationships○ Provide help if possibleAnswers questions○ Be Transparent○ Correct mistakes when you make themApologize if necessary
LAWYERS MUTUAL SUCCESS○ Purpose: Connect with different basethan our usual insured○ LinkedIn: Employees have over 3,000connections total○ Twitter: 33 follower --> 587 followers○ Blog: 1,111 reads○ Facebook: 125 LikesReached: 3,569 users since January 2012
CONTACT INFORMATIONLawyers Mutual Liability Insurance Company Of North CarolinaP.O. Box 1929, Cary, NC 27512-1929Tele: 919.677.8900 | 800.662.8843www.lawyersmutualnc.comFollow us on Twitter at LawyersMutualNC, CamilleStell, MarkScruggsEsq andTroy_Crawford