Social media activity does not reflect a lawyer’s ability

Veteran journalist, Tess Vigeland (@tessvigeland), writes in the Guardian that people have been co-opted into thinking that our social media activity reflects our abilities.

Vigeland asked her agent how she could land more speaking engagements. The reply was to up her social media numbers.

No surprise in Vigeland’s response. How do followers tell someone I am qualified, talented and experienced and will do a good job for them? What do social likes say about my verbal skills and intellect? That’s how you measure my 20-plus years as an award-winning journalist and voice to millions of American radio listeners?

Sounds crazy, but it’s become reality — or at least perceived reality. The legal community included.

How many blog posts and articles have you seen warning lawyers that they need to build an online presence through social media? How many webinars and conference presentations have you attended or heard of that said one of the first places prospective clients look after getting the name of a lawyer is social media?

I fear many lawyers see such articles and presentations and conclude that blogging and social media is a game of getting subscribers, likes, and followers. Rather than building a practice by being a good lawyer, social media is like advertsing. An attention grab to get work, whether you’re a good lawyer or not.

Sure, a good lawyer should have an online identity that is the equal of their offline identity. But a lawyer’s online identity ought be looked at the same as their off-line identity.

Do you have a word of mouth reputation as a good lawyer? Do people view you as a trusted and reliable authority? Do you have a strong network of people with whom you have built personal and professional relationships?

You don’t earn a reputation and nurture relationships by having the most followers and likes. You earn a reputation and relationships online by blogging and using social media in a real and authentic fashion.

Do not be co-opted into thinking that the goal of a lawyer’s blogging and social media activity is subscribers, likes, followers, and attention. The goal is word of mouth and relationships.

Prospective clients are drawn to a lawyer’s ability, experience and care — word of which spreads by word of mouth and relationships.

Image courtesy of Flickr by Rosaura Ochoa