Since we are in the personal services business, I remain skeptical of social media as an effective tool of legal marketing. Clients hire lawyers they know, like or trust (or are referred by someone they do). I think that social media is too impersonal, remote and time-consuming as a business development tool to cross that bridge. I know, I know there are those who would strongly disagree with me, but I believe the jury is still out on whether social media provides a reasonable ROI for time spent.
One could argue that a recent survey would bear that out. Attorney at Work reported today on its Social Media Survey conducted with its readers, of whom 450 responded (includes 340 lawyers). The results were interesting to say the least and informative. They are:
- 91% use social media, but only 60% said it was a part of their marketing strategy;
- LinkedIn was the top choice at 91% use, 73% use Facebook and 45% are also using twitter (Google+ only garnered 21% use);
- 39% claim LinkedIn “is the most effective client-getter.” HOWEVER, as to ROI, only 4% said that “social media is ‘very responsible’ for getting them new clients.” In fact, “31% said no social media platform is effective at bringing in new clients;” and
- 56% of lawyers in the survey think that “using social media for marketing is ‘more hype than reality.’”
Personally, I am not saying that social media cannot help bring in clients. It can be one instrument in the toolbox, but not a significant one in my opinion for all the noise and traffic it garners. Sorry, but I believe face-to-face meetings are far more effective. So, my suggestion is that lawyers spend less time playing with social media, get off their duffs, and get out and about meeting with clients, referral sources, and networking for prospects.
P.S. CALL FOR SUGGESTIONS. In celebration of the 10th anniversary of the Legal Marketing Blog, I have decided to ask my readers for suggestions on marketing and business development tips that they would like me to cover. So, SUGGEST AWAY!