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Social Media Mysteries, or "Clown Control to Mao Zedong"

Clown Control to Mao Zedong.jpg

If you're an attorney and looking to raise your public profile, social media is an indispensable tool for making yourself known to the wider community. After all, we can see the power of social media networks in entertainment, sports, or even mobilizing audiences for local events. Many entrepreneurs thrive and expand their market presence with the help of Facebook, Twitter, etc. Yet running a social media operation for a "serious," straight-laced business like a law firm is a bit trickier. What factors go into making a successful social media presence?

Despite denials, a lot of money can go a long way. That's right - if you throw heaps of cash into the right marketing firms, you can indeed corner a top spot on Google page one. The problem, however, is that very few professionals have unlimited funds to burn in pursuit of coveted search dominance. What then?

Link-building is a crucial and largely cost-effective way to boost your public profile. Get yourself registered and listed in the right directories, and your position in internet searches will also rise accordingly. Google Plus may not be the most popular social network, but building a strong presence on this platform remains absolutely critical for legal professionals. You're dealing with basic, do-it-yourself search-engine optimization that will require an investment of time and tracking.

The third element is blogging: providing valuable, high-quality content on your subject area is a great way to put your law firm on the map and make it a recognized leader in its field. There's no substitute for excellence and creativity you can demonstrate through writing and graphics, making it all the more likely that potential clients will take note and come to you for resolution of their legal issues. Connecting with other attorney bloggers in your area of expertise and exchanging ideas will also extend your reach.

Relevance, as well, is pivotal in social media success. Are you generating content that people want to see? Interest will translate to engagement if you present your blog articles, videos, posts, etc., in a timely and effective way. Participation in local causes and events is also a fantastic way of building a following, as are "give-aways" for popular products or game and movie tickets. With limited funds this is admittedly hard to pull off, however. If you're aiming for pure popularity on your Facebook page, for example, photos of goofy dogs will beat any treatise on the finer points of trust litigation.

Finally, you're going to need a good amount of patience. Seeing return on investment from your social media operation is truly a matter of time, sometimes stretching beyond a year to establish a firm foothold. Occasionally you'll release useful content across all the right platforms and still feel like you've just beamed a signal into outer space in search of intelligent life. "Ground Control to Major Tom" gets garbled into "Clown Control to Mao Zedong," and it's easy to throw up your hands in frustration. Don't give up, though, as your diligent efforts should eventually pay off. And when in doubt, goofy dogs win every time.

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