At the last Great Legal Marketing Summit, one of the slides I put up during my talk on how I get things done said:
“Putting together a life of extraordinary results simply comes down to getting the most out of what you do, when what you do matters.” (Gary Keller, The One Thing).
I tried to make the point that we all have only 24 hours in the day and that if we were going to be successful with that 24 hours, we had to be working on the right stuff. I was then a little surprised to hear so many questions during some of the open Q&A (and then out in the halls) about how to do social media better. “How many Facebook sites should I be running?” “Do I post the whole article on Facebook or do I post it on my website and link to it from Facebook?” “How can I maximize the ROI on my tweets?”
Heaven help me. This is all the wrong stuff to be thinking about when you are at a marketing conference presumably working on your biggest chances to produce a better, more fulfilling, practice going forward. Social media is the big distractor. You already spend too much time reading it; don’t waste any of your valuable marketing time contributing to it until you have all of your other marketing systems being executed flawlessly. Show me that you have a process for every step that your prospect takes, from seeing your ad to becoming an evangelist after the case is over, and then we can talk about Facebook v. Twitter! I can’t emphasize this enough. One of the easiest things for me to do when I look at a new member's marketing is to find the holes that need to be filled. Believe me, we never have time to discuss social media on those calls because there is always too much work to be done in other parts of the marketing.
Twitter is what the hoi polloi works on, as evidenced by a ridiculous study published as "news" last year. Entitled How You Use Twitter Can Reveal Your Income Level, the article, based on a study by computer nerds at the University of Pennsylvania (and maybe even funded by your tax dollars), might be read by someone as supporting the notion that how you “tweet” can have an impact on your earnings. After all, it contained such gems as Twitter users making more money retweeted more content than Twitter users earning less and lesser-paid tweeters included links more often in their postings.
You are not the hoi polloi. Neither LegalZoom nor the giant advertiser down the hall will be eating your practice for lunch as long as you spend your thinking time on figuring out first what needs to be fixed and then on where you invest your next marketing dollar or hour in your marketing.