Law Firm Marketing: How Social Media Helps Attorneys Grow Their Sphere of Influence

In their recently published book titled Social Media for Lawyers: The Next Frontier (ABA, 2010), authors Carolyn Elefant and Nicole Black found only 12% of law firms are using social networks to actively promote their law firms, while 83% of non-legal, consumer focused companies and 77% of business to business companies are actively using social media to generate leads and market their services and products. There is definitely an opportunity here for law firms who enter the fray early. As one of my clients says, this is like being one of the first attorneys to put up a website on the Internet back in the 1990's. As you look around, there's relatively little competition from other law firms, but it's a target rich environment! For most practice areas there are more than enough prospects for it to make sense for your firm to take another look at how to use social media. Social media is the fastest way to build your "platform" or sphere of influence. Your platform is defined as how many people know: Who you are Who you help Why you are different If you only have 20 people who know enough about you to send you the right referrals, then you are severely limited in how much you will be able to grow your practice. The scary part is that most attorneys rely on less than half that number to generate most of their referrals. Social media allows you to rapidly grow your sphere of influence.

 I was speaking with a client recently who is the Managing Partner at a small, full service law firm with several attorneys. They practice primarily in the areas of personal injury, family law, estate planning, and more recently they started up a bankruptcy practice. Several months ago they hired The Rainmaker Institute to build and run their social media campaign on Facebook, LinkedIn, Twitter, YouTube, Avvo.com and JDSupra.com. Before we started this program they only had a dozen or so active referral sources. By building their platform on social media, we have been able to connect them with well over 20,000 prospects and potential referral sources on Facebook, LinkedIn and Twitter in their local area. Just a few months into starting this program, their referrals had doubled and they had received 67 leads for their brand new bankruptcy practice! While I'm not suggesting all of these leads came from social media, building their platform on those networks has created a much deeper pond to pull prospects from…and most attorneys I know would love to launch a new practice and have 67 leads the first month! +++++++++++++++++++++++++++++++++++++++++++ Looking for more proven tactics from The Rainmaker Institute? Then subscribe to our FREE monthly e-newsletter. One click of your mouse will take you to our site where you can see the current issue and subscribe to our complimentary monthly e-newsletter that will be delivered to your inbox. Each issue is chock-full of legal marketing information you can put to use right away. I think you will find the information in every newsletter something you will want to share with your staff to maximize the effectiveness of your legal marketing plan. Tweet

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