Are You Using the Internet as a Tool for Accelerating Your Relationships and Word-of-Mouth?
Lots of good chatter at #SML12… For almost 5 years now, I’ve asked lawyers who are serious about effective business development this singular question:
Are you using the Internet as a tool for accelerating your relationships and word-of-mouth?
That’s a starting point for acceptance. Professionals, including lawyers, need to adjust to a changing society just like everyone else. Nothing is static. The tempo and the beat of life is mind-numbing change. That’s a beautiful thing that Darwin noticed: adapt or die. Taking the time to thoughtfully cultivate a stronger online identity (personal brand) may makes things a little easier for you (unlike the plot of Planes, Trains and Automobiles). If you decide to take this step then DO social media well. Here’s seven big picture points I suggest you consider:
- Listen before you engage online (use tools like Google Alerts, Twitter, Zite, Flipboard, LXBN, etc.)
- Strategy first, tools second (duh…)
- Your authentic content matters most (developing a relationship of trust starts with your willingness to listen and share)
- Leverage & repurpose your content in more efficient ways (this post started out as an email to a potential client that I converted into a tweet, etc.)
- Converse with the right audience (amplifiers, influencers, thought leaders) in an engaging way: talk “with” not “at” (for concept see whiteboard below)
- Seed & distribute your content via LinkedIn, Twitter, Blog, Facebook, Website, LXBN, etc. (amplify)
- Others will spread your content across their social networks if you make that content easy to share (see 6)
If this list seems like a bunch of common sense then good. I leave the mystery and intrique to others. A few other things:
- Approach life and business with an abundance mentality
- Keeps things simple (perfection is overrated)
- Listen with the INTENT to learn then participate and share
Conversation is a critical cornerstone of dynamic relationships. For anyone attempting to connect and communicate — whether at a personal, team or community level — the higher quality the dialogue, the more dynamic the connection. And the better the fodder, the better the conversation. Eric Fletcher
The Internet matters. Your call to action is to do this “social networking” thing in your own way–in a way that’s good for you–unique to you–in a way that helps you grow personally and professionally–do that and the business will develop naturally. I just can’t see a good relationship starting without authenticity and the lubricant and vessel for that authenticity ONLINE is YOUR content (unless you’ve perfected mind control). I promise I won’t trademark, “Are you using the Internet as a tool for accelerating your relationships and word-of-mouth?” if you promise to spread the word. What did you think of #SML12 aka Social and Digital Media for Law Firms 2012–San Francisco conference sponsored by The Hildebrandt Institute and West LegalEdcenter. Did you connect revenue and ROI to your digital strategy including video, mobile devices & blogging? Please share feedback and thoughts. Safe travels home… Here’s that whiteboard I run my “victims” through: Three images: Copyright © 2012, Kevin McKeown. All Rights Reserved