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1. If you think that you don't need a social media strategy as part of your firm's marketing mix, think again. Regardless of your practice area, you need social media to draw in new clients from the general public.
2. Brand yourself and your firm. Social media is not about selling, it is about branding.
3. Don't talk too much about your legal services. Don't try and hard sell on social media because readers will resent it and you will lose potential clients.
4. The politics of politics. Your personal social accounts can (and should) be completely separate from your firm/attorney social accounts.
5. Websites are critical social media vehicles. Videos, links to your social media sites, and blog content are 3 pieces of content that can complements your social media efforts.
6. Speaking of blog content. Create a blog and update it frequently with valuable content, and enthusiasm.
7. Now is a good time to launch launch your social media efforts. Have you heard the quotation: “The best time to start was yesterday. The second best time to start is right now”? Other attorneys are already using social media, and people are going there to find them. It’s time.
8. You still have to actually talk to people. Engaging in social media doesn’t obviate the need for actual in-person networking. You still need to get yourself out there person to person.
9. A note on advertising ethics. The short answer is that the same advertising/solicitation/communication rules for your jurisdiction apply to social media efforts.
10. It isn’t Rocket Science. There is a new language to learn with social media, but it’s not difficult and you were smart enough to pass the bar exam, so you are smart enough to learn this.
11. Make the time. Because you don’t have time not to do this at this point. This bell isn’t going to un-ring itself.
12. The price of inauthenticity. If you have diluted your message by trying to be appealing to everyone, you run the risk of getting through to no one.