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The work of a lawyer is intellectually rigorous, demanding and you must be able to show that you have the intelligence and ability to absorb, assimilate and analyze complex material very quickly. And, the countess hours spent both inside and outside a classroom outweigh the societal norms of a “normal business week.” So, why should someone who has a pedigree education and background care anything about social media?
One reason, and 1 reason alone: Business Development. The traditional business development issue most small professional services firms have:
For many, this cycle is considered a cost of keeping the firm small.
A recent article by Kern Lewis outlined a test plan conducted with an attorney friend, Mark D. Poniatowski. Mr. Poniatowski agreed to dedicate the time to test Kern’s plan of incorporating social media into his daily activities while still managing the demands of his day:
The pace has calmed since he harvested that low-hanging fruit, but he reaped one other big benefit: Connecting with distant clients. Here is how Mark sums up his experience:
“I immediately recognized that I was able to connect with attorneys and clients that I worked with over the years and had lost touch with, so it was actually a fun exercise. Some of them were good friends as well and we’ve since gone to lunch. I think that the business generation aspect has been a natural fallout of reconnecting and will increase. I did find that the best LinkedIn for me is during the commercials while watching sports!”
LinkedIn does nothing for you but set up the channel of communication. You have to reach through that channel to electrify your network. It isn’t Rocket Science, but it does take commitment.
Thanks for sharing this example. I find the daily update emails from LinkedIn to be very helpful. It's an easy way to touch base with clients who are celebrating a work anniversary or other milestone.