In the past, we've wondered how a lawyer is meant to devote time to all of the various social media channels, and still find time for servicing clients (and enjoying a personal life). They say "law is a jealous mistress." Is social media any different?
The key, says MarketingSherpa, is to avoid engaging in social media for social media's sake, which leads to unfocused efforts. That is, it's not about building a Facebook page for the sake of having one up. Rather, the more effective tactic is to search out social networks populated by your target audiences and focus efforts on building visibility with those audiences.
On a related note, in a post published last Friday, our colleague, Jayne Navarre, asks: "Is Social Media Distracting Lawyers?" The concern raised is that the ease of social networking is causing younger attorneys to ignore honing the more difficultly acquired networking skills necessary for business development success in face-to-face settings.
It is true, as Navarre observes, that the prospective clients of young lawyers are active on social media sites, and so it behooves young attorneys to participate on those sites.
But as Navarre also points out, social media has not supplanted the need for strong language skills, as well as "human relationship" skills such as sincerity and empathy that are more effectively conveyed in a face-to-face context.
In short, social media is just a new tool that is not a substitute for fundamental business development training.