5 Effective Ways to Find Your Target Clients Online

chat bubble.jpgSocial media is no longer a passing fad when it comes to law firm business development, marketing and client acquisition. It’s traditional marketing packaged differently - the same rules apply. One of the most important things you should do prior to opening your first social media account is to figure out where your clients, potential clients, colleagues and referral sources reside online. Doing so allows you to focus your efforts efficiently as possible.

1. Define your top ten clients first. What types of clients would you like to have? Be specific. Are you looking for specific individuals or multi-national corporations? Grab a pen and paper (or open a new Google Doc) and create a top ten list. Include business names, addresses, contact information, common connections, etc. Research your market’s demographics.

2. Research where your current clients hang out online. Look at your top 20 clients and see how they use social media. Do they use Facebook, Twitter, Linkedin, Blogging, etc.? Your target clients will most likely have similar styles and online habits. Take your time and do your research. Perhaps send a questionnaire to your clients asking them about their online habits. Get as much information as possible. You can also gain valuable client intelligence by checking out their social networks.

3. Do your competitors use social media to interact with their clients? You should definitely know the answer. Do a quick Google search and check out their social media accounts. How do they interact with followers and fans? Are some of your target clients getting cozy up with with the competition? Record where you find them and use this information later.

4. Does your target client have a website? It’s very common for businesses to now include their social media account information. Take note - these are the accounts you’ll want to open.

5. Search Twitter, Facebook, LinkedIn and “Google Blogs” for your ideal clients. If you find them there, create an account. It’s as simple as that. You should also check to see how up-to-date these accounts are. Have they posted in the last couple weeks? How often?

Determining which social media networks to use is imperative when creating your law firm’s social media strategy. Figure out where your clients, potential clients and referral soures “hang out” online. Re-evaluate every six months. New social media networks come and go - don’t jump on the bandwagon each time a new one pops up. From my experience, most law firms use LinkedIn, Blogging and Twitter. How about you? How do you find your clients online? I look forward to hearing from you in the comments below!

How To Create a Impressive LinkedIn Law Firm Company Page

linkedin-icon.pngHave you checked out what your law firm Company Page looks like on LinkedIn? If not, take a look.  More and more of your potential clients are doing their research online and one of the first places they look is LinkedIn.  

LinkedIn company pages used to be boring and static - not anymore.  There are lots of things you can do to create an engaging and interesting visitor experience. The goal is have users "follow" your page so that your comapny status updates are seen on their home pages.  Most businesses aren't using LinkedIn Company pages to their full potential and they are missing out on a great opportunity for business. It's free too!  Here are three easy ways to liven up your law firm LinkedIn Company page. 

Get More Followers

It's important to encourage users to "follow" your LinkedIn Company Page so that they see your company status updates. Add follow buttons to your blog, website, signature line, newsletter, etc.  Tweet a link to your Company Page if you use Twitter. Post it on Facebook - you get the picture.  

Post Status Updates

Post status updates from your LinkedIn Company Page every day.  These links can be blog posts, articles of interest, relevant news or anything else your followers might find interesting.  Don't post too often - you don't want to come off spammy.  It's important you enable company updates for you page as well. 

Add Practice Areas aka Services

LinkedIn Company Pages offer "Products" tabs.  These are designed to showcase products and/or services. Describe your practice area(s) and get creative.  You can add pictures and links. You can also put links to upcoming conferences, webinars, and/or classes.

Add the Blog RSS Feed

Does your law fim have a blog? Feature your blog's content automatically by adding the blog's RSS feed to your LinkedIn Company Page.  Your latest posts will appear on the overview tab.  Adding the RSS feed is easy to do.  Go into edit mode of your page's "Overview" tab, scroll down, and enter the URL of your blog's RSS feed.  Done!  

LinkedIn is definitely catching on when it comes to how to do social media right.  The abilty to post updates from your LinkedIn Company Page is a game changer when it comes to engagement.  Don't forget to check out how many people are viewing your page on the Analytics tab.  

Are you going to update your law firm LinkedIn Company Page? Let us know how it works for you and any other neat features you come across in the comments below! 

 

 

How to Create a Successful Law Blog by Emulating a Journalist

journalist.jpgCreating fresh content for your law blog can seem just as fun as cleaning the gutters for most lawyers.  Client obligations, billing targets and filing deadlines take priority leaving your blog stale and lifeless.  I'm going to let you in on a little secret. Most bloggers piggyback on newsworthy information to tie their business to a story that is currently generating a lot of buzz in the news. Keeping up-to-date in your practice area and becoming the first to write about breaking stories will gain you and your firm major exposure.

Hubspot recently wrote about how to jack the news to generate marketing buzz and they shared some interesting ideas.  They stated that the opening paragraph of your blog post should answer the who/what/where/why questions about the news story.  This information can be easily found on the Internet or a corporate website. The second paragraph is your chance to shine.  This is where you share your expert opinion aka original content.  If you have a credible source or valuable insight share it here and you'll have the chance to newsjack at supersonic speed.

The early bird catches the worm when it comes to breaking the news.  Yes, you will have to get up in the wee morning hours when the sun is first rising.  It's even better if you live on the East Coast! Follow the news, blogs and journalists in your industry and set up Google Alerts using relevant key words.  It's also a good idea to cozy up to your journalist friends and perhaps they'll throw you a bone once in awhile.  

The key here is to be first.  It's imperative you are #1 so that you become the "go-to" person for everything related to your practice area.  As soon as people start hearing about news in your industry they'll come to your blog for the latest info.  Allow comments and encourage discussion. 

Create a strategy on how to quickly write blog posts.  Perhaps you can brainstorm with a fellow associate or have an assistant do a quick proofing.  Either way, make it simple so that you don't get hindered by red tape or a dragged out approval process. 

Following the news can be a great way to create interesting and useful content in your practice area.  Let us know how it works for you!

How to Handle Critical Comments on Your Facebook Page

Facebook1.jpg

One of the biggest reasons lawyers and law firms shy away from using Facebook (and other social networks) for business development and client acquisition is the fear of receiving critical comments and not controlling the message. 

It's important to understand why critical comments may be left on your firm's Facebook page:

  • Inconsistency with expectations. It's important you don't "oversell" your services online.  Don't promise or guarantee anything online.  An under delivered advertised promise is sure to breed negative comments across all your social networks. 
  • Online conduct.  The lawyers and professionals who run your social networks must adhere to the highest codes of conduct. Their actions and words represent your firm.  Negative comments can definitely hurt your online reputation.  It's imperative you define standards and best practices on how to deal with all types of personalities.  You'll meet every type - trust me!

What should you do if you receive a critical comment on your firm's Facebook page? This is not to be confused with spam, slander or abusive posts - those should be deleted immediately.  Your first impulse might be to delete the post. Don't do it! You joined Facebook to "join the conversation". Deleting the post defies all social media logic. (Check out what happened to ChapStick here. They aren't a law firm but it's a good example nonetheless).

Here's what you should do if you receive a negative or critical comment on your firm's Facebook page:

  • What is the issue?  What is your reader upset with? Define the problem.
  • Take action quickly.
  • Reach out to the disgruntled poster. Don't ignore them!
  • Respond with a respectful tone and start a friendly debate. 
  • Stick to the facts.
  • Don't lose your cool. Ever.
  • Offer to take the conversation offline if necessary.

Having critical comments on your Facebook page can actually become a blessing in disguise.  How you respond demonstrates your integrity, ethics and ability to handle conflict.  You might even make a new fan!

Protect Your Online Reputation When Using Social Media

iStock_000011817723XSmall.jpg

Most of us don't think we need to worry about our online reputation.  It's only pop stars and political figures that need to worry right? Wrong. Any lawyer that works with the public (almost everyone) and especially those that use social media personally and professionally need to think about how to protect their e-reputation. Taking measures now can save you embarrassment and even your career in the future.

Larry Bodine recently wrote about 4 Things You Need to Know to Protect Your Online Repulation. His article is based on an infographic published in Mashable and you should definitely take the time to check it out here

Your e-reputation is how you are perceived on the Internet.  What do you do when you want to find out more about someone? You check them out on Facebook, LinkedIn, perhaps Twitter and so-on. Up to 48% of recruiters refer to personal websites when deciding whether or not to hire you. 

It's important to monitor social media sites, blogs and websites for what's being said about your and your firm.  A good presence can lead to increased business, promotions and respect.  A bad presence, or no presence, can damage your in person reputation - especially when your competition has a carefully cultivated presence.  

Your online reputation can be influenced by a number of factors. These include public images, comments about your character or work, articles, and/or your criminal history (if you have one).  

Having no presence at all online can also be incredibly damaging as I mentioned before.  When websites first came out most of us never thought we'd actually create one for our business - now it's a given. Not using social media for marketing and business development is becoming a thing of the past. 

Here's how Mashable suggest you protect your e-reputation:

  • Create an online presence using a website and/or blog. Join social networks such as Facebook, Twitter and LinkedIn.
  • Create a Google Alert for your name and your law firm's name.  You'll be alerted each time your name is mentioned on the web. 
  • Regularly post content that you want to be known for. 
  • Learn about SEO and how it can be used to raise the ranking of positive content.
  • Don't give anyone your passwords to online accounts and don't give out your personal information such as your birth date, address, etc.
  • Ask your friends to delete negative pictures that don't portray your professional reputation. 

LinkedIn Company Pages New Status Update Feature

linkedin logo.pngDoes your law firm have a company page on LinkedIn? If the answer is yes you definitely need to know about a powerful new feature called "Status Updates".  If you don't have a company page yet please go create one - it's a free, efficient way to reach clients and colleagues. You'll thank me later!

Page administrators now have the ability to post updates directly from their company overview page similar to Facebook and Twitter.  These updates will be seen on homepages of connections who "follow" the company.  They will also be seen on the overview tab on your company's LinkedIn page.

It's a good idea to integrate the Company Profile Linkedin Button on to your firm's blog and/or website to encourage readers to follow your law firm.  The button will display your firm's logo, summary and number of employees.  It's very easy to add the button. If you have issues contact your firms IT specialist or Google it. 

Use company status updates to share all the content your law firm creates.  This can be company news, blog posts, articles, promotions and/or awards.  Status updates support text and URLs such as websites, images, YouTube video, etc.  Posts can be up to 500 characters including spaces.

Be sure to include a link back to the origianl post.  Use tools such as Google Analytics to track how successful your LinkedIn status updates are. You can also track impressions and engagement directly on your company page under the Analytics tab.  An impression is the number of views your status update receives and engagment equals total interactions such as comments, likes, clicks, shares, etc.  The data appears approximately 24 hours after an update is published.

People that follow your company on LinkedIn have the ability to comment on your firm's status updates.  Administrators have the ability to moderate comments and can delete comments if they wish.  It's a good idea to moderate your page on a daily basis so you can respond if necessary.  

LinkedIn offers a complimentry guide to LinkedIn Company pages and you can download it here

20 Facts Canadian Bloggers Need to Know

iStock_000013098119XSmall.jpgAre you a Canadian lawyer interested in starting a law blog? If so, good for you! Blogging is a wonderful way to get involved in the realm of social media.  There are a number of things to consider such as which blogging platform you will use, determining your editorial calendar as well as permission from your law firm if needed.  

I read an article from the Blog Herald titled 20 Legal Facts Every Blogger Should Know and I felt it was worth sharing with you.  The article is based on US law but it's a good reminder on how to conduct yourself and your content online.

  1. Your content will reach a world-wide audience in every jurisdiction.  Remember that what is legal in one country may not be legal in another.
  2. Your content is being posted to a public forum.  The law largely treats it as public similar to if you printed it in the local newspaper.
  3. You are responsible for your content legally and posting anonymously may not protect you.  
  4. Copyright protects works of creative authorship and is a collection of rights over those works.  Rights include the right to make copies, the right publicly to display/perform the work and the right to make derivative works.  
  5. Copyright is given either to the author of the work or their employer if they are creating that work for their employment. (Contract work does not always transfer copyright). 
  6. By default, copyright blocks uses of a work. If you wish to give broad permission to use a particular work use a Creative Common License to let others know the terms they can use it under.  Likewise, if you are looking for a work that you can use, seek one with a Creative Commons license.
  7. The current term for copyright in the United States is the life of the author plus 70 years for individuals or 95 years for works of corporate authorship.  
  8. Fair use is an exemption to copyright that allows others to use copyrighted works without permission for certain limited purposes. There are no bright lines when it comes to fair use and a fair use is decided on a four factor test that looks at each case in detail.  
  9. The Digital Millennium Copyright Act makes it relatively easy to get infringed copies of your work off a site hosted in most countries.
  10. Defamation is the communication of any statement, presented or implied to be true, that is false and puts a person, business and/or entity in a negative light falsely harming their reputation.
  11. Slander is any defamation presented in a transitory medium, usually spoken word. Libel is anything printed, published or put into a fixed form.  
  12. Defamation can be communicated to one party or to a million. 
  13. Truth is an absolute defense against a defamation claim but it must be a verifiable fact.  Opinions are not libelous but they must be actual opinions.
  14. Libel is largely set on the state level.
  15. A trademark is a word, symbol, phrases sound or almost anything uses to identify a business or their goods/services. Registering a trademark helps protect it but it is not always necessary.
  16. Trademark law is designed to prevent confusion.
  17. Although trademarks protect things copyright can't, such as names and phrases, that protection is limited to uses that cause confusion.  You're free to talk about businesses.
  18. There are four types of privacy torts: intrusion and seclusion, misappropriation of image, publication of private facts and false light, the latter of which is similar to defamation.
  19. Once a fact has been made public, it's considered in the public domain and repeating it is not the same as making it public.  As such, any information you post to your blog, Facebook, etc. is considered public.
  20. Privacy laws vary state to state. 

How are the Canadian laws different when it comes to copyright, privacy, trademark and defamation? It's a good idea to know US and Canadian law as your work will most likely be read in both countries.  It's also a good idea to get all your legal questions answered prior to publishing your post. 

What Facebook's Updated Timeline Means For Lawyers

Facebook launched a number of profile and newsfeed changes much to the horror of its 750+ million plus users.  Most of these changes affect the single user experience but what about business pages? Will they be affected?

The answer is an astounding yes.  Law firms and lawyers that use Facebook for business by using Facebook Pages will have to start thinking more like publishers.  Status updates should inspire users to share and interact content.  This can be tricky when it comes to law firms but it is possible.

It's important to note Facebook has enabled a control in the top right of each story where users can check to unmark a top story.  Consider the number of status updates you post each day from your law firm page - will your fans find the information useful or a nuisance? Will your updates inspire conversation and action? They better.

Users are no longer able to view posts sorted by "most recent". Facebook uses EdgeRank to determine whch stories users will see.  Most Facebook users don't interact with business pages very often.  Facebook page owners will need to think up new ways to interact with their fans to be viewed more often.  How will you do this? 

My favorite update is the "Friend Activity Feed" located on the left hand column of Facebook pages.  It's easy to view how your page was interacted with: who liked your pictures, who shared a post, etc.  It's a good idea to take note of who your top "sharers" are and thank them!

What do you think of the new changes?

Lawyers, Do You Have Social Media Burnout?

Thinking.jpg

 

Kevin O’Keefe recently wrote an article, “Are There Too Many Social Networks for a Lawyer to Keep Up With?” It’s a great article sprinkled with the opinions of other lawyers, business owners and marketing professional, Brian Solis. Be sure to check it out.

Kevin’s opinion is that as a practicing lawyer, you should try a few networks and see which ones add value to your life. You don’t need to do them all.

I agree. With the explosion of social media it can be a daunting task to decide which network to start off with. Law is also an “oddball” of sorts where not all mediums are accepted or encouraged. Take Foursquare for example, I don’t think law firms should use Foursquare for business development. I know some won’t agree, and I guess it depends on your practice area, but I think Foursquare is more product driven (not professional services). Law carries a certain “trusted advisor” reputation and your social networks need to portray that.

Google Plus is one of the newest social media players. For now, Google is only allowing personal accounts. Business accounts are not permitted and this policy is strictly enforced. I’ve been playing around with it since the beta version was first released on June 28, 2011. When it comes to law firm marketing, I’m confident Google+ will have its place among the other networks. Especially because Google is so important when it comes to SEO. Perhaps business accounts will tie in to Google Places? We’ll see!

My advice is to start off with LinkedIn if you’re just starting off with social media. Create a comprehensive profile and then move on to blogging and/or Twitter. Master one before you move on to the next. These are my recommend choices. Let me know how it works for you!

To The Cloud: A Primer for Law Firms and SMEs

cloud-computing.jpgThe Cloud has been around for a few years now, but it has only been in the last 12 months that the Cloud has finally achieved critical mass in the commercial mainstream. And with the launch of Apple’s iCloud, awareness and use of the Cloud will only continue to grow.

What is the Cloud?

Simply put, the Cloud is a collection of IT services that are managed and housed by a third party; in other words, outsourced IT.  Typically the Cloud is a huge conglomeration of powerful, lightening fast servers (sometimes called “server farms”) situated in one or more locations.

Why migrate to the Cloud?

Outsourcing of any function is usually done because the outsourcer can perform those functions faster, better and cheaper.  Outsourcing to the Cloud has a similar rationale.  If you are an SME or law firm, there are definite benefits to outsourcing your IT services to the Cloud.  In the Cloud you can access your data from anywhere at any time from any device.  The Cloud is scalable – you are able to quickly scale your IT needs up or down.  The Cloud allows you to reduce your upfront capital costs for servers, network infrastructure, software licences as well as the staff resources to configure servers, and redeploy that capital to other areas of your business.  Software upgrades in the Cloud are performed automatically and seamlessly making it easier to migrate to another platform in the Cloud environment.  In short, for SMEs and law firms, IT services in the Cloud are far superior to those that could ever be cost-effectively created in-house. 

The concept behind the Cloud is to share space in order to achieve a higher level of service.  But sharing space means losing control - and you need to be comfortable with that.  However, depending upon your business, you need to weigh the loss of control against the business risk of not migrating to the Cloud.  In other words, not moving to the Cloud may be a bigger risk than moving to it, especially if your competitors are already using the Cloud.

How do you know if a Cloud provider is right for your business?

Migration to the Cloud should not be taken lightly and proper planning is required in order to ensure that the move achieves your goals.  As a first step, every business must ensure that the Cloud provider not only provides physical and electronic security for data, but that it also assures regulatory compliance.  There is a common misconception that  the Cloud makes your data less secure and less compliant.  In fact, the Cloud may actually make your data more secure and more compliant.  Think about it this way. The Cloud provider’s core business is providing a secure and compliant server farm.  Is data security and compliance your core business?  Or, is your core business something else but you dabble with IT in order to make that core business run well?  In other words, is your security really better than that of a Cloud provider? Are your compliance procedures really better than that of a Cloud provider? Are your back-ups, redundancies and disaster recovery really better than that of a company whose core business is to deal with these matters?

Beyond security and compliance issues, keep in mind that there are no legal regulations currently in place for Cloud providers.  There is no Cloud Act that spells out the rules, regulations and liabilities around Cloud computing.  And, there are no reported court decisions that set out what judges think about Cloud computing liability.

In terms of industry standards, there are only two that apply to Cloud providers: (1) the Statement on Auditing Standards No. 70 (SAS 70) which allows an auditor to evaluate and issue an opinion on the Cloud provider’s controls; and (2) an ISO 27001 certification.  However, neither of these is mandatory and Cloud providers can still operate their businesses without them.

I highly recommend that you spend a great deal of time working out your Cloud strategy and decide what it is that you are going to send to the Cloud, why you want to send it there and what you hope to achieve.  Some companies start slowly and place only non-mission critical business processes and applications (such as email, human resources and customer relationship management) in the Cloud.  Others move whole hog into the Cloud. Choose the path that makes you the most comfortable.

When selecting a Cloud provider, you should also perform the same due diligence on it that you would do with any other business partner.  How long has it been in business?  What security breaches have there been?  What does its current clients say about its service?

Contracts

Once you selected a specific Cloud provider, you will review two critical documents that govern every Cloud relationship; the Cloud Contract, which sets out the terms of the relationship; and the Service Level Agreement (SLA).  You must be fully aware of all the terms in each of these agreements and carefully consider how those terms impact your business. 

The following is a sample of issues to consider when reviewing the Cloud Contract:

  1. Do you have the ability to audit the Cloud provider or get copies of their SAS 70 or other audits?
  2. Who owns your data in the Cloud?
  3. What does the Cloud provider do with its usage logs or other statistical data it collects on data and clients?  Is it sold to third parties?
  4. What are the Cloud provider’s policies on access to data, including staff, outside consultants or other Cloud tenants?
  5. What are the Cloud provider’s security protocols for data protection, privacy, physical security and application security?
  6. Where is the data being stored (given that your data may be spread across many servers in many locations)?
  7. Is your data kept separate from that of other Cloud clients?
  8. Who owns the Cloud back-ups and who has access to them?
  9. What are the Cloud provider’s disaster recovery processes?
  10. How often does the Cloud provider back-up its servers?  What is its redundancy?
  11. What regulations can the Cloud provider verify that it adheres to?
  12. If data needs to be transferred back to my business, in what form will it be delivered?
  13. What happens to my data when the Cloud provider goes bankrupt?
  14. What are the notification procedures when the Cloud provider goes bankrupt, merges, amalgamates, or sells its business?
  15. What are the Cloud provider’s notification procedures for security breaches, either physical or electronic?
  16. Does the Cloud provider pay your costs of notifying your clients of a cloud security breach?
  17. What happens when I need to transfer data to another Cloud provider? What format will it be in? How long will it take? What assistance will be provided and is there a cost?
  18. What indemnification, if any, is available if the Cloud provider does not comply with those regulatory requirements to which your business is subject?
  19. What penalties are in place for a breach of terms of the Cloud contract? Are these penalties strong enough to motivate the Cloud provider to prevent breaches? In 2011, any penalties for breaches of the Cloud contract will likely be limited to the reimbursement of Cloud fees paid, or out-of-pocket expenses, if a Cloud client gets sued by its customers.

The Cloud provider’s SLA is the other important document governing your relationship and should also be read carefully.  The SLA should be negotiated and tailored to reflect the regulatory issues impacting your business, if any, as well as your specific day-to-day business needs.

SLAs will cover the following key areas:

Uptime: What does the Cloud provider consider to be “uptime”? Are there any exclusions to uptime, such as scheduled maintenance?  How does any downtime impact your business? 

Performance: How is performance defined by the Cloud provider? What performance do you require in order to operate your business? Determine which parts of your business you cannot afford to be without and negotiate specific terms for those areas.

Service/support performance: What are the hours for customer support? What support are you entitled to? What support do you require for your business? What are the performance metrics for support (call back in 15 minutes or 24 hours)?

Parting Words

Once you have selected an appropriate Cloud provider and negotiated the Cloud Contract and the SLA to a point with which you are comfortable, you will come to the final “gut-check” moment as you stand on the precipice of Cloud migration: it will not be possible or practical to migrate back to your old method of personally housing servers.  Once you are in the Cloud, your business needs and your IT culture will have inexorably shifted to a new paradigm making it impossible to migrate back.  In short, once you let the toothpaste out of the tube, you can’t put it back in.

 

Mitch Kowalski is an innovative thinker, lawyer, writer, lecturer, consultant and entrepreneur. He maintains a boutique law practice in Toronto and writes on a variety of legal and non-legal topics including The National Post’s blog, Legal Post.