Google+ is a social media site built by Google. It is an effort to stay competitive with the likes of Facebook. Google's stated mission is to organize the world's information and make it quickly available to everyone. Google+ boasts a user base of over 90 million. The site is adding approximately 600,000 new users every day. And if this trend continues, Google+ could total 400 million members by the end of 2012. There are several ways businesses can potentially benefit from a Google+ presence.

What is a Google+ Business Profile?

Google+ has made it possible for companies to claim a profile within their platform, similar to a Facebook business page. Those that follow the company’s business profile will get updates and media posted by the company. They will be able to engage directly with the brand, similar to other social media sites.

#1 search engine

Google is in the business of aggregating information. Google+ profiles are already starting to show up for certain search terms, particularly in personalized searches (results one sees when you’re signed into a Google account). And Google+ results will likely become more prevalent in the months and years ahead. As the popularity and usage of Google+ grows, we might even witness a Google+ business profile being served up for search terms even before your Facebook fan page.

You can claim your profile

This gives attorneys an opportunity to create a single profile page based upon various areas of practice. You can establish distinct profiles for Actos, PI and SSD all within one single location. Google+ influences search results to a limited extent currently, but that influence will become more prevalent as more and more people allow Google to serve up "personalized results". So there is no reason for you not to claim these spaces.

What does Facebook essentially provide their users with? An opportunity to socialize. Why do users want to socialize? They want to socialize because there is an emotional void for personal interaction and communication. This creates an interesting opportunity for big and small brands alike. Just take a look at some of the successful brands utilizing social media for branding purposes.

Why are non-profits so successful?

Think about it, most non-profits are centered around a passionate cause, filling an emotional void for the user. That void is connecting with other like-minded individuals. Take a look at The World Food Program Facebook Page for example. Not only do they have a substantial following at 112,000, but the engagement is exponential. Every post on their wall has people sharing, appreciating and commenting. You can have a million followers, but if they aren’t participating on your page, you are not influencing their opinion of your brand. 

Big brands have it figured out

Check out Coca Cola’s Facebook Page. Fans produce most of the content generated on their page, but when Coca Cola does post something, engagement goes through the roof. This is because two fans were behind the fan-page (Checkout Dusty & Michael’s story to learn more). True, they are one of the biggest brands in the world, which makes it much less difficult to prompt engagement, but there are brands that have built their following and identity in the social space.

Take a look at the different Sympoz facebook communities. What they did was take different verticals and built fan pages around them. Again, filling a void by creating a hub of like-minded individuals to engage with one another. They have grown their brand and their initial users via Facebook, which has resulted in revenue.

How do law firms fit into this model?

Don’t make the page about you, make it about the user. Find a theme that you can speak to that isn’t law oriented. The page may be named XYZ law firm, but the fans might go there to discuss their favorite local college football team, or a significant philanthropy project. Keep them informed about what you do by providing compelling stories not a sales pitch. Treat them as if you are socializing, not trying to win business.

Social media creates an opportunity for the little guy to compete with the big TV spenders. But in order to be successful you must give the audience what they want, a “social experience”. If you have not thought about it from this perspective, then you are missing the mark. If you need help with your social media strategy, contact Network Affiliates today.

 

 

Facebook is on top of the world right now. We've seen a major motion picture produced about the social network, a huge IPO and it's highly likely that you are a member of the social network. But does Facebook have staying power? Right now, most would be inclined to say *yes* but, if history is any indicator, Facebook will go the way of the Dodo eventually (see: MySpace, Friendster). We're not saying Facebook is going away. In fact, I think it will be around and will be relevant for quite a while. But what is around the corner? Let me introduce you to some other social networks that could benefit your law firm.

Google+

Google+ is a new social network being launched by, well, Google. The beauty of this network is the ease in separating contacts into different groups that can only see certain content you post. For example, your law firm could create a "law firm" group and a "clients" group that sees different content. This allows your firm to post only what is relevant to those particular groups and allows your firm to better manage its social media presence. Google+ is also tied to your Google account, so it could end up being better indexed by Google when compared to Facebook or Twitter.

Tumblr

Tumblr is a "microblogging" platform that also has social networking features. What is a microblog? It's basically a simplified blogging platform that is focused on short, quick posts and the ability to connect to other blogs. On Tumblr, you have a news feed like Facebook or Twitter that contains the posts of blogs that you follow. This allows you to quickly follow other blogs and comment or re-post their content. Your firm could use this platform to blog about new happenings at the firm, charity events your firm is taking part in or results from cases you are working on. Most Tumblr accounts are picture based, so if your firm has lots of photo content, this platform might make sense. Tumblr also can connect to your Facebook and Twitter accounts, so whatever you post on Tumblr can also be posted on Facebook and Twitter instantaneously. Go here to learn more about Tumblr.

YouTube

This isn't a new social network and is a service you are probably familiar with, but it amazes me that so few attorneys are using this platform. Your firm should be posting its testimonials, commercials, PSA's, any video content it may have on to YouTube. At worst, these videos will help your firm's SEO. At best, your firm might just get a case from long tail search. Video is the future of the web and as videos become more and more easily indexable by search engines, YouTube will become an increasingly important cog in your online marketing machine. If your firm doesn't have a YouTube account already, create one and get to posting. You won't regret it.

The beauty about these social networks is that content on one of these networks can easily be posted on another social network. It is a matter of copying and pasting or simply setting up the accounts to link with one another. Law firms who master social media will end up being the winners in the long run. Start educating yourself about these social networks now before it is too late. Contact Network Affiliates today to learn how to best use social media.

 

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I read an article this past week listing 10 reasons to not use social media.  Read this article and think about the points the author makes.  When everyone is talking about why you should be active in the social space, this article puts a different spin on social media.  This article also got me thinking about how this applies to attorneys and their use of social media for their law firms.

I think the best point the author makes is that if you aren’t willing to put the time and effort into a coherent strategy and follow up on it, social media is a waste of time.  I think this is a mistake many lawyers seem to make when it comes to developing a social media presence.  Merely having a Facebook page for your law firm doesn’t mean your firm will be engaging with its clients or potential clients.  In fact, the results could be quite the opposite.  If your firm creates a Facebook page and does nothing with it, it could actually cause more harm than good.  So, when embarking upon a social media campaign, it is important that your firm does so with a purpose and has a clear direction.  Otherwise, it’s like buying ads on TV without ever seeing the media buy.  It’s akin to shooting in the dark.  There is no way to tell if your social media campaign is successful without strategy and follow through.

The one thing I would add to this article is that social media is not for your law firm if your lawyers aren’t willing to be authentic.  What I mean by authentic is being a real person.  Social media is all about being real.  Companies that have failed at social media usually fail because they either don’t have a strategy, they aren’t consistent or they are not authentic.  People want to connect with other people on social media.  If they see your attorneys as being one of their peers or another person, then your firm has succeeded.  If your lawyers or law firm are seen as a generic brand trying to leverage social media for cases, then your law firm has failed.  It is simple.  Your firm should disseminate information that is useful to the average Joe and provides value to those who follow your law firm.  For an excellent example on how to use social media as a lawyer, visit Avera & Smith’s Facebook page (Disclosure: Avera & Smith was a Network client).  Their firm’s personality shine through with every post and they provide value with every post.  That is why Avera & Smith has so many followers.

Social media is not for everyone.  When used properly, it can be a huge boost for your law firm and help increase your brand’s top of mind awareness.  When used improperly, it can show that your firm is not serious about connecting with their clients and can cause damage to your brand.  It’s important to know whether or not your firm is ready for social media before diving in headfirst.  Do some research and make sure you have a strategy and can commit to social media fully.  Otherwise, you may be doing more harm than good.  If your law firm needs help developing a social media strategy or presence, please contact Network Affiliates today.