Blogging & Social Media for Business Development
Kevin O'Keefe, CEO of LexBlog, argues the case for social media and blogging saying that they focus on the same principals as traditional networking.
Professionals have always received
their best work by virtue of relationships and word of mouth. The
Internet did not change this. The Internet, when used properly,
accelerates relationships and word of mouth. Imagine an engagement
continuum where on the left side we have broadcast, one-way, and
talk at. On the right side we have listen first, two-way, and
Until blogging and social media, professionals did their Internet
marketing through websites and email newsletters. They lived on the
left side of the engagement continuum. Blogging and social media
focuses on the same principals as traditional networking.
Listening, conversing, and talking with people.
Imagine attending a networking event. Would you walk into the room,
tell everyone to be quiet, get up on a soapbox, and read
'regulatory updates' through a bullhorn? Of course not. You'd
approach people you'd like to get to know, politely listen to
conversations, introduce yourself, and, as appropriate, offer your
take on the subject being discussed. Look at blogging and social
media the same way.
Develop a strategy. What type
of work do you want? What type of clients are you looking for? Who
are the influencers of prospective clients and referral sources?
Engage clients and prospective clients by listening to the
questions and concerns they raise when speaking with you. Without
breaching confidence, answer questions in your blog in a
conversational tone. Your blog posts will be found on Google
Email a relevant blog post of yours to a client letting them know
you were thinking of them. Demonstrates your care as well as your
expertise. Engaging influencers of your prospective clients is even
more important than engaging prospective clients. 95% of people are
influenced by 5%.
What publications do your prospective clients read, what blogs do
they follow, what associations do they belong to, and what
conferences do they attend?
Reference relevant publications and blogs in your own blog; offer
your own insight and commentary on what they are writing. Reporters
and bloggers will notice you. Reporters will call for a quote and
bloggers will cite you in their blogs.
Highlight association activities and conferences in your blog. This
will endear you to association leaders and conference coordinators.
You will be invited to speak at conferences attended by your
prospective clients. Twitter, LinkedIn, Facebook, and other social media complement a
professional's blogging. Without a blog, it's difficult to
establish a credible web presence, offer a clear, consistent voice
for your practice, and get known as the "go to' person in your
Use Twitter to build social media equity by sharing the relevant
news you are reading. Connect with people on LinkedIn whom you meet
through blogging. Engage with friends, close business associates,
and relatives through Facebook. At all times, think engagement just
as in the real world.
How do you measure your success in
blogging and social media?
• Is your reputation being enhanced?
• Are your relationships growing?
• Are you being viewed as a subject matter expert?
• Are you landing not just clients, but high quality
The same way you measure business development success
Kevin O'Keefe is CEO and Publisher of LexBlog, the
leading provider of social media solutions and strategies to law
firms. The LexBlog Network, with over 7,000 members, is the world's
largest professional blog network.
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