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3 reasons law firm executives ought be active on social media

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Technology PR executive, Beth Brenner (@bethbrenner), penned a nice piece on 3 reasons executives ought to be active on social media.

I thought her points especially pertinent to a law firms leader – managing partner, CEO, COO, or Executive Chair.

A study from CEO.com found that just 5.6 percent of the CEOs at Fortune 500 companies are on Twitter. Likewise, only 5 of the managing partners in the top 50 law firms have a Twitter account.

Most law firm executives don’t see social as part of their role. I’m busy and marketing handles social media for the law firm. If we are blogging, that’s for individual lawyers.

But having a social executive does a lot for an organization, per Brenner.

First, individual brands build personal connections.

Unlike the company Twitter or LinkedIn account, a social executive who shares things periodically can build closer connections on a one-on-one basis with prospects, partners, investors and industry influencers. The material execs share shows people what’s on their minds and what big issues they’re thinking about for the future.

In addition to establishing trust externally with clients, prospective clients, referral sources, and the business community, social builds trust with the law firm’s employees.

A study by BrandFog found that 77 percent of employees believe that actively social C-level executives create more transparency for the brand, and 83 percent believe that social media allows for stronger relationships.

Second, a social executive can amplify marketing and PR initiatives.

If a new piece of coverage about the company comes out, a social-savvy executive can significantly amplify the reach of that coverage through a single status update. The same goes for press releases, blog posts, case studies and any other collateral that supports the brand.

We have a great marketing director at LexBlog in Cara McDonald (@caramcdonald24). When Cara is getting the word out through her channels I am using my social media presence to elevate the visibility of her message. I’ll often surround it with a story here.

A law firm social executive can communicate directly, transparently, and immediately with their audience they’ve built over time.

Third, social conversations lead to business.

Business is all about building relationships. If execs take the time to follow and connect with industry peers or businesses that truly interest them and then interact by sharing content or tweeting a response to a conversation, that can create a ripple effect.

According to the BrandFog survey, 61 percent of U.S. respondents are more likely to purchase from a company whose values and leadership are communicated through exec participation on social media. Clearly, execs should choose to make the relationships on social media count because customers are paying attention.

Law firm executives know that business development is all about relationships and reputation. Both are earned through networking.

Through social, a law firm executive can be attending a networking event with an audience of their choosing at any time.

I’ll add a fourth to Brenner’s. Shine like a star as a social law firm executive.

Few, if any, law firm executives are going to take the time to create an active and effective social presence. They’ll not take the opportunity seriously.

While law firms are looking to differentiate themselves from other firms, here lies a real opportunity. Take the lead. Demonstrate you are innovative rather than just say you are.

You’ll be surprised with the trust and credibility you will build with your clients, your employees, and the business community as a whole. Let alone, the bloggers and reporters who will be writing about the firm having a social executive.

Today we’re talking about why law firm executives ought to be social. In a couple years, it will be the exception not to be a social law firm executive.

Image courtesy of Flickr by JD Lasica