We operate in an increasingly dynamic and global business environment. Things are changing quickly and what is considered normal today only, a few years ago would have spun heads. Let’s face it, using 3D printers to create three dimensional objects, wearable electronics to monitor our health and communicate, and Facebook using lasers to beam internet access to dead zones were no more than outrageous fantasies of daydreamers even 3 years ago. The changes in every industry are happening so fast that many are still figuring out how to adopt the last launch before the next 3 have availability dates.
We understand that for the professional services world, adoption of new communication methods can prove even more difficult than in other industries. After all, this industry is meant to provide stability to clients; tweeting, commenting and posting for the world to see with no take-backs is not exactly natural. Some firms have decided that a “wait and see” approach is best. Data from the 2014 Greentarget survey says otherwise. Over 74% of in-house counsel mentioned attorney-authored articles and speeches as somewhat or very important in selecting outside firms for hire, and over 69% of in-house counsel listed attorney-authored blogs as somewhat or very important in selecting outside firms for hire. So now what?
- Start by doing your research and understanding your audience. Who you are writing for? Where are they getting their information and what problems do they need solved? What pages and content on your site are viewed most?
- Set objectives based on your firm’s/clients’ needs and desires (as opposed to everything that is possible); implement what makes the most sense and what the firm can handle (i.e., blogs, LinkedIn, Twitter).
- Provide regular, fresh content. Make sure your website and social media accounts are kept current and utilize a variety of formats, topics and experts.
- Leverage and promote content across firm and WSG channels. The number one rule today is to increase the impact of your content by leveraging it across sources that are highly viewed and regarded by your clients (not the world). Your affiliation with WSG helps to elevate your authority and relevance as a firm among the industry. Remember content in today’s world of cross referencing at your fingertips is only as good as what comes with it on the search engines.
- Set measurable short-term and long-term goals; determine and implement measurement tools; review regularly.
Know that the statistics are real, focus on what works for you and make sure you are optimizing the power and reach of the WSG network to efficiently and effectively distribute and promote your expertise and experience to the world.