I've seen this time and time again. So birthdays, work anniversaries and new jobs. People don't usually send emails anymore, when they get a new job, it's up to you to do the due diligence to find out where they've gone.
And that's a great reason to guys, today, I got three notifications just today on people getting new jobs. So I would send a congratulatory note.
And LinkedIn makes it so easy, you just have to hit a button, right. So these are touch points that enable you to get back in the realm of thinking with certain people. And I think it's I've seen it lead to new business. And I've seen people bring in business, I love my personal business comes from my presence on LinkedIn, helping others without the expectation of anything in return, posting content, and learning the tools, the algorithm of LinkedIn, how to use hashtags effectively, when to post and all of those things.
So if a lawyer doesn't think it's worth their while, I can show them five examples of how it could be worth their while. And it's certainly not the only thing they should be doing. Just like they shouldn't be relying on spreading articles or taking their clients for a golf game. It's part of the overall multi disciplinary marketing strategy today have a lawyer and a law firm that is necessary to build your brand and your business.
And that sort of ties into another thing I was hoping to sort of get your thoughts on. We've spoken about LinkedIn, but Twitter and Facebook are also pretty big social media platforms, how can lawyers and firms use those platforms more effectively?
Lawyers have a lot of trouble with Twitter, and Facebook and Instagram. And it's not easy to build your brand on any of these platforms. A lot of us post our personal stuff on Facebook, and if there's a way that you can tie personal and professional together, do it. If you worked on a real estate deal, take a picture of the building and say, you know, I'm so proud to live in this city or to have worked on this deal means a lot I've walked by this building a million times Never did I think I would actually work on this.
So I always tell people be alert that everybody and anybody can be a potential client or source of new business for employees. So on Facebook, I would say just don't sound boastful. It's not the place to post Super Lawyers. I don't think you should ever post that stuff personally, but but other people would disagree with me. And then on Twitter, so Twitter moves a mile a minute. To be successful on Twitter, you need to post multiple times a day.
And if you're not going to do that, then don't bother. But you could use Twitter as a news aggregator which I see a lot of people will do so follow the accounts of your competitor law firms.
Follow other lawyers and use ideas that you get from what they're writing. To inspire you follow industry publications as well, trade show conferences that are happening, obviously, the major news outlets because news is broken on Twitter, I get a lot of my news from just scrolling on Twitter, the lawyers can use it that way.
Lawyers can also use Twitter to build relationships with reporters, and congratulate them on things they've written and retweet them and stay in touch with them. I recommend you have two Instagram profiles, one personal that is private, and one Instagram that is for work. You will not be successful on Instagram if you don't understand how to use the different types of content, and hashtags.
That's it. So there's reels and IGTV and regular posts and stories. If you don't know what this means, you should not post it. I would tell law firms and lawyers to claim your name so at least you have the domain but don't post in places also where your clients aren't. Go where your clients are. You don't have to be on TikTok, please actually don't go on TikTok, if you're a lawyer, in my opinion.
You don't need to be on every platform, go where your clients are focused first. And you have to alter the message for the medium. You can't post the same image on Instagram, you have to make it a square and you have to change the text and you have to use the app side differently.
And if this doesn't make sense to you, that means you are not ready to do that. It's a jungle. I would tell you to just go where your clients are. And don't feel pressured to be on every platform. Yeah, one of the other sort of overarching themes of our podcast season is like just like there's no one size fits all solution, you have to be adaptable.
And remember, the word of the entire 18 months is pivot, right? You have to pivot, sort of like rounding out a discussion on social media, what strategies have really been your tried and true?
Yeah, so here's the thing, I never thought I would start my own business and you never know where your life is going to go. And I always worked in house at law firms, and I was always posting on social. Build your brand long before you ever think you need it. I was able to do consulting with law firms very easily because I had the presence on social.
My advice is to start using social to post even if you feel like oh, no one cares what I have to say. Why not you? Yes, they do. Certain people will. You won't be everyone's cup of tea. When people are like that, it's usually because something in you brings out something in them that makes them feel inadequate or insecure, or they're jealous about something. So keep going. There's no easy way to download every single LinkedIn post you've ever written, especially since like the dawn of time, you can download your articles, so like the long form ones, and you can download your contacts, but you can't do it with the posts.
And so I keep an Excel spreadsheet of all of my posts, and I reuse that. So don't reinvent the wheel every time - you can reuse your content. No one remembers, there's no way to spam anybody on LinkedIn. And even if they saw it, it's reinforcement then. So that's been another key to my success. And then the other one is helping others. It's propping up others. It's promoting others.
It's when I see somebody doing something great promoting and mentioning them on social. So for every three posts I do about something of mine, I'm promoting someone else.
And that's Women who Wow, for me, it's putting the spotlight on other people. That's how you build really great relationships on social and then people want to do good things for you because you're helping them. So all of these have been part of my strategy, but it's sort of evolved over the years and by the way, my posts sometimes tank completely.
And I'll tell you, it gets discouraging, but you just keep going, you show up, you try different things, you keep posting. You look at what worked and what didn't, you look at the time of day, the analytics, all those things and then just be open to pivoting again. It's not about the number of likes you get on a post. If I've helped five people, that's great. I don't need likes on a post.
That was a great conversation. Thanks again for joining us, Stefanie. We really appreciate it. In her role with the NLR, Rachel edits and manages client content, authors original thought leadership articles for the publication, and manages the production of the NLR's new legal news podcast, Legal News Reach. Additionally, this past year, Rachel spoke about how to launch a successful law firm podcast in a webinar with McDougall Interactive. Prior to joining the NLR, Rachel was a reporter for Becker's Healthcare in Chicago, where she covered the ambulatory surgery beat and authored custom content for Prior to joining the NLR, Jessica spent more than five years in the legal industry as a Virginia Circuit courtroom clerk and a paralegal in Virginia and North Carolina.
Prior to her years as a legal professional, she worked in communications as a writer, copy-editor, social media Skip to main content.
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