Combine Social Media Use with Offline Activities
During my presentations, consultations, and coffees, I repeatedly remind lawyers to integrate online efforts with offline efforts to reap the rewards of using social media. Why? Social media is only one tool in a lawyer’s networking, marketing, and business development toolkit. By combining information you learn online and offline, you can better hone your elevator pitch, strengthen your relationships, and improve your in-person and digital marketing activities.
So for the rest of the calendar year, which of the following will you be integrating into your plan to meet your goals?
1. Attend Events.
It’s very important to get out of the office to meet new people. Social media, such as Twitter, is an excellent way to learn about events to attend. That’s how I learned about this useful list of potential networking events compiled by Erin Cowling, freelance lawyer/writer and founder of Flex Legal Network: “Lawyers Looking for Leads? Some Upcoming Legal Networking Opportunities”.
Events do not need to be law-related. Think about who your target audience is, and what events they would be interested in attending. If you’re not sure what those events could be, take a look at the social media feeds of your target audience. You may find them posting about their interest in attending an event or even live tweeting at one.
Before attending an event, prepare for the event. Examples of how to do so using social media are found in my post “Change That Negative (Social) Networking Mindset”. The post includes tips from, and a short networking Q&A with, Keya Dasgupta, Learning & Development Director at Norton Rose Fulbright.
2. Meet-ups Over Coffee or Lunch.
It’s extremely convenient to meet others on social networking platforms without ever having to leave our office. A conversation, however, may help strengthen the relationship with those you met on social media. After all, there are no character count limits to worry about when speaking with another in person.
So meet up over coffee or lunch. If the person you want to meet is not in the vicinity, suggest a call instead. It could even be a paper bag lunch call.
3. Write or Speak.
To increase awareness of you, it’s important to write or speak. I know there are lawyers who are afraid of both activities. You have to pick one and overcome your fear.
If you’re afraid of writing, find someone who would be willing to review and edit your article, blog post, or paper. Co-writing with someone may be a good way to start.
If you’re afraid of public speaking, take a look at the valuable tips from communications coach and former lawyer Chris Graham in my post “Speak More Effectively and Build Your Speaking Portfolio for Social Media”.
Once your content has been published or you have presented, communicate your efforts on social media. This includes breaking down what you have written or spoken about and recycling some of the content in posts or tweets over time.
4. Think Outside the Box
Coffee, golf, and cocktail events are common ways to network. These types of activities may not always catch the attention of invitees when they are inundated with invitations to attend various meetings and events. So how can you make your invitation stand out?
Review the social media feed and engagement of those you want to nurture your relationships with. Can you see any areas of interest outside of the usual professional type of posts being revealed? Take that knowledge and invite that person to an event related to his or her interest. Also consider extending the invitation to others, such as family members. For example, if someone tweets about technology and family time, send an invitation to attend a parent-child computer class together.
More than half of this year is over. Review your business plan and assess whether you have achieved your goals. Determine how you can integrate social media into your objectives to meet your goals. It’s up to you to use social media wisely. Be purposeful, establish a routine, and think outside the box.
