Lawyer Marketing & Social Media: How Web 2.0 Changes the Game

Lawyers are finding it difficult to let go of the older methods they use to market their services. It’s difficult to change habits we’ve grown comfortable with. I find this is especially relevant to lawyers promoting their services on the web. Again and again, I see lawyers that participate in blatant self-promotion. The effect is not what they desire.

Your blog, website, social media interactions, and videos shouldn’t be used as blatant tools of self-promotion.

The content you put out on the web can work for you in many positive ways. However, there is a downside as well. Just because people find your writing, doesn’t mean they have a favorable impression of you.

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Don’t write content that serves no other purpose than to “toot your own horn”.

The following are some suggestions to avoid egregious self-promotion.

1. Stop talking about yourself. By writing about the material you know best, by positioning yourself as an expert in your field, and by making your content creative and interesting, you will promote yourself indirectly. Think about the last article you read that you really enjoyed. I bet if you didn’t know the author before, at the very least you checked out who they were afterward. This is what lawyer marketing on the web is all about.

2. You have a very brief amount of time to make your point. People on the web have ADD. Make sure you can make your point quickly and concisely. You want to be interesting and informative, but not long-winded.

3. Post new content frequently, but don’t get consumed. Internet users and people that follow blogs expect new content more often than once every three months. However, it isn’t necessary to post new material six times a day either. 2-3 new posts a week is a good place to be. Doing the same with social media (2-3 activities a week) will increase the effectiveness of your content.

4. Talk with your own voice. In a nutshell, be interesting. The amount of information put out onto the web increases with every second. To rise to the top, you need to be interesting. When you speak in your own voice, the content will take on your personality and will differentiate from what others are writing.

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