This last week I was asked this question on Twitter:
How can I use social media in an area that is relatively small and many clients don’t use Twitter, Facebook or Linkedin?
Good question, one I hear often- so I thought I would write a quick response.
The easy answer is, if your market is small and composed mostly of late adopters to social media, than spend your time and energy somewhere else. Even for the practice areas that have high social media usage – using social media alone doesn’t make much sense unless it is combined with traditional offline networking. You have to go where the people are, if they aren’t in social networks- than it may be a waste of time.
To dig a little deeper, you need to understand your market- what do you mean when you say the area of law is “relatively small?” What to you mean by “most clients don’t use” social media in your practice area? In a number of industries that seem less inclined to use social media (i.e. Real Estate Developers, Trust & Estates, Elder Law) you have very few attorneys using the internet effectively because they don’t think there is any business there. This may be an opportunity to jump into an online niche that isn’t being marketed to.
Remember the rule of contrarian marketing- market where your competitors aren’t.
This rule only make sense though if SOME of your ideal clients are using social media. If your industry doesn’t use social media in high enough numbers, the return on your time invested may not add up.