Single Tweet Wins Business for Regional Law Firm

Last week, a partner in an established VC firm told me “I chose a local law firm over a national law firm this week because of a single tweet.”

Let me preface this post by stating that I am a huge fan of Twitter and social media in general for business development. In fact, that may be an understatement. I wrote the book on Twitter for lawyers, literally. Way back in 2009. So, yes, I am biased towards social media. That said, one of the major lesson I’ve learned is to not to oversell Twitter. Many times I’ve said, “It’s not like a single tweet is going to win you business.”

I have now been proven wrong. Dead wrong. And I’m thrilled.

“It all came down to timing,” shared the VC partner. “I had just gotten a quote on a specific piece of work I needed done from a national law firm and, frankly, I wasn’t happy about the price tag. That same day, coincidentally, I saw this local firm, who I’ve done work with in the past, tweet about very similar work that they do. So I responded to their tweet and, not only did they win the business, but they are charging almost half of what the national firm charges for the same work.”

Serendipity obviously played a role, but doesn’t it always in business development?

“You’ve got to play in traffic if you want to be hit by a car” is one of my favorite business development quotes by Jim Durham (Previously CMO to McGuire Woods and Ropes & Gray and now Managing Director at GrowthPlay). Meaning: you’ve got be seen by clients and potential clients, and Twitter is just another great way to gain visibility and be in the right place at the right time.

Will a single tweet win business for you and your firm? Maybe not, but decision makers are out there and they are reading tweets. Those who are tweeting, sharing articles on LinkedIn and even Facebook are staying top-of-mind. In a moment referred to by branding and marketing experts as “the moment of truth,” buyers of all products and services are extremely susceptible to messaging. The right tweet at the right time can make the difference between your firm getting hired and losing out to the local firm right down the street.

Adrian Dayton is an attorney, author of Social Media for Lawyers: Twitter Edition and founder of ClearView Social, a software solution that makes it easy for firms to get busy partners sharing firm generated content to LinkedIn, Twitter, and Facebook. To learn more go to http://ClearViewSocial.com

The Innovation Test

Richard Susskind once said, “It’s tough to walk into a room full of millionaires and tell them they are doing it wrong.” Just look at Kodak, one of the most profitable companies in the world for a time. Or consider the biggest companies in the world sixteen years ago. Only one was a technology company. Now, every single one is a tech company. What does this mean for the most reputable firms? Not only do they need to innovate to stay on top, they need to innovate to survive. So what are the five most common ways firms fail the innovation test?

1. Productizing offerings

There have been countless articles, multiple books, and far too many meandering panel discussions over pricing, alternative pricing, success-based pricing, and the death of the billable hour. Most of these come at the problem from the wrong direction. They ask, “How can we increase our return per hour on our work?” Instead, the question firms should be asking is, how can we create a legal product bundle that will solve our clients’ problems, reduce risk, and make it more attractive for companies to purchase legal solutions? Many have argued that clients aren’t asking for alternative pricing, but Kodak’s clients weren’t asking for digital cameras and as Henry Ford famously said, “If I had asked the people what they wanted, they would have said ‘faster horses.'” Truly innovative firms understand that the product itself must evolve.

2. Project management

In the software world, there are two ways to manage large projects: the waterfall method and the scrum method. In the waterfall method, the entire project is scoped out, every task detailed in a massive Gantt-chart-style way. This is how a software product like Word Perfect is built. It’s extremely expensive and, at this point in time, considered antiquated. The second method is called scrum or agile software development. A great book on the topic, Scrum: Doing Twice the Work in Half the Time, explains how agile software development uses weekly sprints, or periods of focused work with daily stand-ups (meetings to evaluate progress), to not only save huge amounts of money but also for faster and better results. Can we agree that software companies have learned how to make money? Take notice that the waterfall method is practically extinct in software development. So why is it that every major deal and piece of litigation in law firms follows a process more similar to the waterfall method than scrum? Innovative firms will abandon neolithic forms of project management in search of a better way.

3. Knowledge management

Large law firms have actually made great strides when it comes to knowledge management. Innovation in knowledge management takes various forms now, from virtual deal rooms to cloud-based software to manage everything from litigation to cap tables. What is standing in the way of greater innovation? Fear of change and fear of sharing non-proprietary data. If firms are truly driven by greater client success, than sharing contract language, pleadings, and other legal writing between allied firms should be the norm. Unfortunately, it is all very siloed, which becomes a huge advantage for the very large firms and a liability to the small and medium-sized firms that aren’t willing to collaborate.

4. Leveraging data

Last night North Carolina beat Gonzaga the national championships men’s basketball game. Every minute of the game, I could view the statistical odds of Gonzaga losing or winning the game. In sports, we have such amazing data and it makes the game far more enjoyable. Why don’t we have similar data in law firms? When a case is brought to a firm, why can’t they tell the client or potential client the odds? I know that every case is different, but how is that different than the saying “any given Sunday?” Knowing the odds could help or hurt your chances of bringing in a new matter—but those are numbers that should be far more visible than they currently are. There has been some talk in legal about big data, but we aren’t even talking about big data here, we are talking about statistical odds on certain types of matters in certain jurisdictions. This is just one example of data that should be present in making business decisions but isn’t.

5. Marketing

Look at some of the most innovative companies in the world, like Tesla, Airbnb, and Uber. Can you separate the product from the branding? Impossible. Can you imagine AirBnB emailing out PDFs to sell their services? Can you imagine Uber drivers handing out folders filled with articles about their services? Or even Tesla having a car commercial during the Superbowl? These brands are winning because they are breaking the marketing rules. I love seeing the early days of Twitter when a law firm would put out a press release, “We now have a Twitter account!” or “We have an iPhone app!” Those are mere novelties. Is Uber so successful because they have a cool app? NO! They are successful because their product/marketing/geo-locating/customer service/communication and logistics are all wrapped into one extremely powerful piece of technology that fundamentally needs to be delivered through a mobile app. Law firms that want to be innovative in marketing need to realize that true innovation is not one Twitter account or twenty Twitter accounts, but a fundamental shift in how the firm uses technology to not only get their message and brand out there but to deliver value to their clients.

In Conclusion

I spoke to a firm in Las Vegas last week at the Legal Marketing Association and the firm’s Marketing Director said to me, “We are very interested in what you are doing because innovation is one of our firm’s goals this year.” That’s an extremely lofty goal for a twelve month period. I applaud the decision to add it to your list. The challenge is that innovation is not a task, it is a method of doing business. Truly innovative organizations are never truly done evolving. Does your firm pass the innovation test?

Adrian Dayton is the founder of ClearView Social, a software solution that turns all professionals in a firm into advocates. Adrian has spoken on Innovation to GlobalLaw groups in Davos, Switzerland and Taipei, Taiwan. Before law school, he worked for Harvard Business School Professor Clayton Christen’s (author of The Innovator’s Dilemma) consulting firm Innosight. Adrian is also the author of two books and more than one hundred articles on social media for the legal profession.

Moving Social Media Skeptics Up the Ladder

On a daily basis, I hear success stories of attorneys, accountants, recruiters, and other professionals who have brought in substantial business through their social media presence. One client reports that their professionals actively using social media are generating 300 percent more clicks to their firm bios compared to firm members who are not active on social media.  Another client found that content shared on social media by multiple employees received 20 times more clicks than those not shared through social media.

These results are substantial.

So why are companies having such a hard time persuading professionals to use social media? Where is the disconnect?

“What we’ve got here is a failure to communicate,” as said by the warden to Paul Newman’s character, Luke, in the 1967 classic, Cool Hand Luke.

image from IMDb

Let’s look at the steps on the social-media-usage-ladder and address some potential solutions to help move your professionals up this ladder, one step at a time.

THE COMPLETELY IGNORANT PROFESSIONAL

We assume that some professionals are skeptical of social media and need to be convinced. This is imprecise at best and completely inaccurate at worst. Skepticism is not the biggest problem. In fact, if people are skeptical it means at the very least they’ve recognized that social media exists. The bottom run of the social media ladder isn’t skepticism, it is complete ignorance.

You know this type…The professional who is just completely oblivious to the social media world around them. Admittedly, my own father was one of these. Up until about eight years ago, my dad would have his secretary print out all his emails and then dictate responses for her to type up. Other professionals are just so buried in their work, that they never consider marketing (and they certainly never consider social media as a corollary of marketing!).

So how do we remedy this?

Solution: Start with where they are and move up in baby steps. Do they understand fundamentals of the internet like how Google works, how search drives help people find information?  If not, start with building basic internet knowledge before diving into social media. Get them comfortable with the digital world and then build on that. Eventually, they’ll be ready for business development using social media…but not yet. We’ll get there.

THE DENIER

I remember working with a highly influential partner, let’s call her Carol, who completely refused to create a social media profile.

“Anybody that needs to know me can look up my law firm bio. I used to be the President of the State Bar…I don’t need social media.”

The denier is the well-established professionals who know social media is out there, but they deny that it will have any influence on their professional career. Many deniers think social media is just for social/personal use. In fact, they may even keep in touch with friends and family on social media. The disconnect, however, is that they do not see how social media can be used to strengthen their professional, work world. Not yet anyway. 

Solution: Use their own ego to make your case. With Carol, the professional mentioned above, we ran a Google search of her name and quickly identified that she did have a LinkedIn profile, but it was completely bare with a total of 10–TEN!–connections. She had completely forgotten she even had a LinkedIn account. Right then and there, we logged into her account and discovered there were more than 300 connection requests waiting for her.

“That is an incredible number connection requests,” I told her. “I think you have the record for the most I have ever seen.” After that, she was convinced that maybe there was something to this social media mumbo jumbo.

After that, she was convinced that maybe–just maybe–there was something to this social media mumbo jumbo.

THE SKEPTIC

Skeptics are perhaps the most likely professional to leverage. Skeptics are often the ones who ask the questions and make the statements that all the other teammates thinking. Skeptics have learned about social media, they’ve heard about the benefits and they want to believe, but they’re still not quite sold. They’re at the tipping point. Be grateful they’re engaged. You can work with a skeptic.

Solution: Often what skeptics need to cross over into believer status are knowledge and expert insight. Sometimes, success with a skeptic means convincing them to read a few articles you send their way with an open mind. Provide the skeptic with external sources they trust who can make the case for you. Harvard Business Review, Fortune Magazine, the Wall Street Journal–one of these is bound to be credible to the skeptic. You can also look for industry specific white papers or reputable blogs to share with them. Show the skeptic which of their peers–or better yet, their fiercest competitor–are actively using social media for professional gain. Skeptics may be closer than you think to becoming your next internal ally.

THE RELUCTANT PROFESSIONAL

“I’ve had a LinkedIn account for years, but it hasn’t brought me any business.”

I’ve heard this quote many times from professionals that fall into this category. These people are willing to have an online presence because they know there is something there, but they don’t do anything to build on it and to leverage it to bring in more business. I call this “the magic bean strategy of social media.”

image from bestcustomerconnection.com

Solution: For reluctant participants, start with their online profiles. Look at their LinkedIn bio, in particular, and make sure it is strategically aligned with their professional goals. Work with them to simplify and clarify their message so that people finding them online will know specifically what they and what type of work to refer to them. Reluctant professionals need a little help for their social media use to pay-off, but your time with them will likely be worthwhile.

SOCIAL MEDIA CONVERT

For these individuals, the light bulb has just come on. They get it. Maybe they have brought in a new client, or landed a speaking engagement randomly through a new connection on LinkedIn or a conversation with Twitter led to a new client. They are enthusiastic about the potential of social media, at least for the moment.

Solutions: Social media converts need to see results from their efforts. Show them data, provide feedback and give them continual encouragement. The first social media win can sometimes come in a fashion that seems fairly easy and straightforward, the second win might take more work. Make sure they have all the ammunition they need to continue to grow in their social media use.

SOCIAL MEDIA POWER USER

Every firm loves their power users and wishes they could duplicate these individuals. Power users write articles and/or blogs constantly, actively share great articles and content to their LinkedIn page and other social networks and have seen new clients, new strategic relationships and other positive results of social media.

Solution: Your firm will benefit by having a handful of these types–work to cultivate a few social media power users.Give your power users all the tools they need to be successful. Your social media power users can be your greatest asset in helping to convert reluctant professionals and the social media converts further up the ladder. Make sure the wins of these power users are broadcast far and wide to your organization.

CONCLUSION

Almost every firm I speak to wants to gain more traction from social media in 2017, but many of them don’t know where to start. Start by knowing where your professionals stand on the social media ladder and work from there to move them up to the next wrung. It won’t happen overnight, but you will see progress. Be patient. Take baby steps. And let us show you how ClearView Social can help every step of the way. You’ve got this!

5 Reasons Your 2017 Goals Will Fail

kilimanjaro

This year will be different. Except it won’t. This year you hope to do the thing, write the book, lose the weight, go on the trip, and maybe even leave your job to follow your dream. Then reality hits and nothing changes. Here are five obstacles dragging you down and keeping you from breaking through to reach your potential in 2017.

1. You are stuck in the same self-destructive routines.

“Inertia: An object at rest remains at rest.” – Newton’s first law of motion

As humans, we are creatures of habit, and years and years of hitting the snooze button, making unhealthy choices about our diet, and staying up late binging on Netflix can result in lowered willpower. We all want to hit the reset button in 2017, but this will require making new sacrifices. It isn’t enough to start your year with a written goal, you need to make at least one major change in your daily processes. For some this means waking up 30 minutes earlier, for other this means deleting Netflix or unplugging the TV in your bedroom. Here are 18 reasons this one choice could impact your life for the better.

2. You don’t know yourself.

“If you know your enemies and know yourself, you will not be imperiled in a hundred battles.” – Sun Tzu, The Art of War

What motivates you? If you can’t understand what personally lights a fire under you and triggers action, your goals are dead before they even get started.

Six years ago, I was in terrible shape. Getting laid off as an attorney and spending the next two years writing a couple of books and launching my first consulting business had been a great thing for my family and my career, but had taken a terrible toll on my health. After having back surgery and gaining a bunch of weight, one day a text message arrived from my father-in-law: “How would you like to climb Mt. Kilimanjaro with me next Spring?” My response was immediate, “Yes.” I found my motivation. Get in shape, lose weight, or die freezing on top of the highest peak in Africa. I call this my Kilimanjaro moment. I learned a lot about myself from this experience, I now know that I make far better progress with my goals when I have an event with a fixed date staring me in the face. Look back at your life. What has been your Kilimanjaro moment? When have you had great success breaking through and how can you replicate that?

3. You lack accountability.

“When it comes to privacy and accountability, people always demand the former for themselves and the latter for everyone else.”
– David Brin

Growing up, my family set goals once a year. We wrote them on a lined piece of paper, placed them in a folder, and then didn’t look at them until the next year when we repeated the process all over again. This was a great tradition, and one that I’ve continued with my own young family, but it lacks real ongoing accountability.  In software development, accountability has been perfected almost to an art form through a process called scrum. In scrum, teams set weekly goals: to build entire features or portions of the software. These are called sprints and each day the team has a daily stand-up to hold everybody accountable for their work and to remove any obstacles keeping them from completing the sprint in the designated one week timeframe. Almost every piece of software you use, including the software used to help you find this blog post was developed using scrum. We use a version of scrum at ClearView Social for our developers, but we also use it for our sales team and our client success team. It works. Check out Scrum: Doing twice to work in half the time to learn more

What if you don’t have a team? You still need an accountability partner, someone to keep you honest. Here are a few different types of accountability partners for hire: personal trainer, executive coach, life coach, and business coach. Can’t afford to hire an accountability partner? Find a friend that is willing to be your accountability partner and hold a weekly or daily phone call with this person. You need accountability or your chances of changing in 2017 will take a major hit.

4. You lack purpose.

“People who use time wisely spend it on activities that advance their overall purpose in life.” – John C. Maxwell

If you can’t articulate a clear and compelling purpose behind your goals, you will lack the motivation to achieve them. In Simon Sinek’s viral TED talk, “How Great Leaders Inspire Action,” he talks about getting to “why.” I’m not going to re-hash his message, but I want to invite everyone who has set big goals in 2017 to ask three questions: How will my life change in twelve months if I achieve this goal? How will my family be impacted for the better if I achieve this goal? How will I feel twelve months from now if I achieve this goal? If your answers to these questions inspire you, you may be on to something. If they don’t, not only are your chances of achieving them less, but they might not be the right goals.

5. You lack process.

“The step that we are on is only a step to the next place, and no step regardless of how massive is ever a destination.” – Craig D. Lounsbrough

What is the next step?  Break down your goals into an action plan. The next step may as simple as calling a personal trainer or buying good running shoes. Write out the steps, create a checklist, and start knocking them out one-by-one. “I want to go the gym three-days a week this year” is not a plan! Break it down. What are you going to do each day? 60 minutes of cardio? 9360 minutes of cardio in 2017? That’s a terrible plan. It’s too boring! You need a plan that changes the way you think about going to the gym and provides benchmarks along the way. Get your Vo2 max tested or body fat percentage. Find a new benchmark and a new way to think about your goal this year.

Your 2017 goals will fail unless you find new ways to breakthrough.

I’ll leave you with the words of Bruce Lee:

“If you always put a limit on everything you do, physical or anything else, it will spread into your work and into your life. There are no limits. There are only plateaus, and you must not stay there, you must go beyond them.”

10 Reasons To Share Articles to LinkedIn

light-coffee-pen-working

Is LinkedIn a waste of time? Is there really any point to sharing articles or thought leadership on LinkedIn? Sharing articles is a powerful marketing tool, and here are ten reasons why:

  1. 1. In-house counsel (“IHC”) are increasingly going to LinkedIn for news and information. “I get all my legal updates from Twitter and LinkedIn,” Dennis Garcia, Associate General Counsel of Microsoft recently shared at LMA Tech Midwest, “by the time I get emailed the same information, it is old news.” This isn’t an isolated incident either. In the 2015 Green Target/Zeighauser Group study, it was found that 68% of IHC used LinkedIn in the past week for professional purposes, 67% used LinkedIn to connect with outside counsel, and 51% used LinkedIn as a platform to receive new and information.
  2. 2. Sharing articles keeps you top-of-mind with clients, potential clients, and referral sources. Most people have many lawyers to choose from and rising to the top of the list requires effort. Sharing is a simple way to accomplish this.
  3. 3. Finding intelligent articles takes far less time than writing articles and blog posts, but still demonstrates your knowledge and intelligence.
  4. 4. By constantly sharing relevant articles to your industry, you show that you are on top of the latest trends and that your experience and skill sets are up to date.
  5. 5. Sharing is passive. This is a big plus because you aren’t bugging anybody or filling up their inbox, you are merely sharing content that you find to be valuable. What if nobody reads it? It’s ok, they will still see it and will think of you. Think of this as a Christmas card sent weekly. Staying top of mind without annoying people can be tricky, but passive sharing is a great way.
  6. 6. Sharing allows you to provide value to current clients off the balance sheet. When clients pick up the phone to call you, they know the meter is running. When you share great articles or information, they get great tips and insights from you without having to pay for it.
  7. 7. Sharing positions you as a thought leader. I know this term has been overused, but that doesn’t mean it isn’t important. There are too many generalists out there, far too many that are good enough to handle certain types of work. Sharing highly targeted content shows the world that you are not just one of many but at the very top. One secret of thought leaders? They have the courage to share content even when it wasn’t written by them. They understand that true thought leaders share the best information regardless of the source.
  8. 8. Sharing makes you better. It keeps you informed of your marketplace. When you are constantly finding the best news and information, you will be a more effective professional because of all you learn from the content you find.
  9. 9. Sharing multiplies your time and effort. You can only bill one hour for every 60-minute increment, but marketing can work for you while you sleep. Every time you share an article, it goes to work for you. Some articles will be shared hundreds of times until thousands of people have read them. One share has the potential to make a 100x impact and return on your time invested.
  10. 10. Share because the marketplace is changing. Younger and younger buyers of all professional services are emerging and they use LinkedIn to find information. They don’t do this because it’s trendy, they do this because social media tools are far more efficient. When they turn to social media to find information, you want to make sure that you have a chance to be their source.

Does sharing take time? Absolutely, but if done correctly, this is some of the best-spent time you can imagine. Sharing doesn’t bring success overnight, but for professionals that are committed to regularly sharing great content—it can make the difference between standing out and being overlooked.

Why do I share posts to Twitter three times?

Someone asked me recently, “why do you post the same thing to Twitter three times?” The answer is simple and backed by data. Articles shared three times to Twitter over three days get almost three times the clicks. Think about it, Twitter is this river of content with articles continuously flowing by. People will rarely go to your feed to look at every single article you have posted, they just notice what has been posted lately. So, when you have a new blog post, or you’ve found a great article you love and your audience seems to love, go for the triple post. Three times over three days, at different times of the day. You can use tools like Buffer or Hootsuite to schedule these, or our product ClearView Social has a built-in setting to automate triple-posting over ideal times.

But won’t it annoy people if you post the same thing three times?

Almost certainly not. Let’s look at this two ways. If one of your followers loves what you post, they don’t mind seeing it three times, especially if they missed it the first two times. Looking at it another way, if your follower hates the article you post, and his anger just grows each time he sees the article, he is likely to unfollow you. Is there really any value to having a follower that isn’t really into what you are posting? People that love you will want more of you, people that aren’t as committed—good riddance.

Will it look weird on your personal Twitter page that you posted the same article three times?

No. Think about it, do you have time to analyze someone’s Twitter page for duplicate posts? Me neither. Nobody notices, and if they do, at worst they will be curious as to why you posted the same thing multiple times. If they ask, maybe share this post with them?

Does this apply to Facebook and LinkedIn?

No. Facebook and LinkedIn are both very different networks because of their nature. Facebook is highly social, and posts are meant to be engaged with, not just read. You will annoy people by posting the same articles multiple times to either of these networks.

Conclusion.

Online people vote with their mouse. They click on the content they love and ignore the content they don’t. If you are sharing great content that is of value to your network, post it multiple times. The hardest part is creating or finding great content, the easier part is getting visibility from it. You just gotta get it out there.

Happy sharing.

Adrian Dayton is the author of two books on social media for professionals and the Founder of ClearView Social, the leading social sharing tool for the legal industry, with clients in accounting, recruiting, insurance as well as publishing. You can learn more at http://clearviewsocial.com

 

Five Levels of Social Media Effectiveness

“I’m a pilot.” This phrase can be used by a 12-year-old that operates a drone purchased from the shopping mall for $14.99 or it can be used by the individuals who make up the elite Blue Angels acrobatic F/A-18 fighter jets. Both are pilots, but with a Grand Canyon worth of experience and effectiveness separating them. Just as “I’m a pilot” doesn’t tell the whole story for those aspiring to fly, “We use social media for marketing” may not tell the whole story either. There are five levels of social media use by firms, which do you fall into?

Level 5: General Corporate accounts—lights are on, but nobody is home.

“We share to all the social networks.”

This phrase makes my skin crawl just a little. Firms think that by blasting every piece of news, charity, thought leadership, or award received to the firm’s Twitter, Facebook, LinkedIn, (and heck let’s blast it to Instagram and Snapchat while we are at it) they’ve checked off the social media boxes of their marketing plan and believe the delusion that “we are being social!”

Problem: Most of these accounts have no real audience. They’re being followed only by current members of the firm, students looking for jobs, and, if they are lucky, one or two local reporters. The real issue? Nobody wakes up in the morning and asks “I wonder what Firm X is sharing on their company Facebook page today?”

Level 4: Specialized Corporate Accounts

Firms that understand social media’s use for a strategic purpose will focus the right social media accounts on the right industries. Let’s take a new hot topic like blockchain as an example. (Blockchain is the system of shared ledgers that make bitcoin possible, and it’s a very hot topic in legal tech right now.) Blockchain is being discussed everywhere, and sites like Twitter are blockchain central with dozens of new articles being shared hourly about this new phenomenon that has the potential to threaten our existing monetary system.

Level 4 firms might create a Twitter account called “@blockchaintrain” that covers all the latest news and legal impact of blockchain. This would be a highly specialized account that would attract all parties interested in blockchain and help build a firm’s reputation in this area.

Problem: Corporate accounts don’t help build personal relationships. Nobody wants to chat with a corporate blockchain account, so firms are missing the chance to bring in business through their account.

Level 3: Specialized Lawyer Accounts

Level 3 firms skip right over the specialized corporate accounts and instead create law firm ambassadors in the form of attorneys who will be the face of blockchain news. These Twitter accounts are professionals profiles of the lawyer or lawyers that seek to be recognized as industry experts in blockchain. The Twitter account is just one small piece of their strategy. In addition to tweeting about important news regarding blockchain, they will also create a blog, attend conferences about blockchain, speak at events about blockchain, and seek to make the shortlist of national experts on the topic.

Level 2: Specialized Lawyer Accounts Combined with Firm Web Strategy

Level 2 firms have not only developed specialized lawyer accounts, but they have also built out all of the digital marketing infrastructure necessary to support them. They will specifically build landing pages onto their website to deliver white papers or drive sign-ups for webinars on the topic. Their Twitter use will drive traffic to the landing pages, the landing pages will drive sign-ups for their email list, and the email marketing will be used to grow deeper relationships with those on the list. As members of that list convert into paying customers, the firm will be able to identify a clear ROI from their social media efforts.

Level 1: All Hands On Deck

Level 1 firms recognize that social media isn’t just for those two tech-savvy lawyers, it’s necessary for the entire team. If the firm has three or four strategic areas for growth in the next year, they will enlist the help of every lawyer in the organization to share the content that has been created out to each lawyer’s individual social networks. They will use tools like ClearView Social (or some other employee advocacy tool) to prompt this internal sharing, and they will reward those who participate. In my experience, fewer than five percent of all law firms have arrived at Level 1.

Now that we’ve laid out the five levels of social media use, let me ask: if you were a potential blockchain client, would a firm using social media at Level 5 ever get your attention? Never. You wouldn’t even know they existed. So why are the vast majority of law firms still using social media at Level 5? Their claim to using social media falls as flat as the $14.99 drone ten minutes into its first flight. Social media can be as powerful as the F/A-18 fighter jet, so let’s stop going through the motions and add jet fuel needed by our firms to really make social take flight.

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