Twitter, LinkedIn, Facebook | Hype or not?

The latest ABA Journal talks about use of social media for lawyers. The journal says that there’s a growing consensus that it is overhyped, arguing that no credible ways to measure return on investment are available and that no data exists showing that social media has the capacity to create business or that the number of followers you have on Twitter or friends on FaceBook means that you are increasing your earning potential.

Naturally, there are pros and cons. From my perspective, those arguing for social media seem to be those who most profit from set-up of the sites. You’ve heard me say before that I’ve abandoned my Facebook account because I could not keep my family/friends separate from my professional Facebook. Although Facebook has now solved that problem by allowing people to create separate Facebook accounts, nevertheless, I’ve concluded that the benefits do not outweigh the effort, and I will not be reposting any Facebook, LinkedIn, Twitter, or other social media pages.

My conclusion is that the benefits I derive from my website and my blog, maintained on a regular basis, the time I spend in online discussion groups focused on family law—both mentoring and networking—are all of the marketing that I need. I don’t even spend money on yellow pages advertising anymore.

The comments that made the most sense to me based upon my own experience were those of Daniel Harris of Harris & Moure in Seattle and author of the China Law Blog, who says he sees real returns on his blog in the form of invitations to write for the Wall Street Journal and to speak at seminars.
What Harris says that makes the biggest impression on me is this:

“You learn, network, meet mentors and join associations. You go where there are people you could learn from. Social media are very effective for becoming a better lawyer, and it’s a very, very effective way of nurturing relationships with existing clients, which will bring in more work.”

Here’s a link to the ABA Journal article. You might want to read it for yourself before deciding to discard or to create any social media sites. G.M. Filisko. “Social Media or Snake Oil: Does Social Media Measure Up to the Hype?” ABA Journal, Jan 2011.

Comments

[Mark Hough]

Dear Jeanne,
There does seem to be a double standard in how the data is used. On one hand, a prominent Grand Rapids Atty promotes "links" (basically advertising) her webpage (through her firm) connecting through AAML to a title "Facebook 'em". I have noted that in my own case, my ex had posted pics of my kids on FB. Her atty had accused me of stalking her. I laughed it off as nothing but an intimidation tactic, as I was "pro se" in this case. Was she really going before the court claiming "stalking" while having to admit that she never spent the time reading FB's every changing policies and security measures? It lies in the individual, and most people don't even read the manual of there new $50,000 car. I use many SN sites, I am careful and have been a power user for many years, and that does not guarantee total protection. Oversight must be virtually non-existent and the people who cry "privacy rights" simply give it away for free. There are no need for implants, bugs and tracking. We have social networking!

[Jeanne M. Hannah]

Tim, thanks for sharing. Your comments made me reflect and I should moderate what I said. I should have said that Twitter, FB and LI don't work for me. The reason is that I already have what you describe in your comment and what my son calls "Google Juice." In other words, because I have been blogging since June 2005 and have made it a point to post frequently (at least 3 times/week), I don't need the boost that could come from using social media in the manner that you recommend.

For example, when I checked a search query that brought someone to this blog on April 5, 2010 (Michigan 100 mile rule) my website ranked No 2, and my blog ranked No 5 and No 7 out of 5,480,000 returns in Google!

For folks who haven't blogged as long as I have, using social media as you suggest might be just the thing for giving a boost to rankings, not only of their blog, but also their website(s).

Thanks for sharing, Tim. I look forward to your seminar materials, although I may just happen to be in Ann Arbor on January 11th to catch it live. Jeanne

[Timothy P. Flynn]

Interesting post. I've taken the opposite track. I do have a FB "fanpage" as well as linked in, twitter, and half a dozen other (more legally specialized) accounts. For the most part, all of these revolve around my law blog carried by the Oakland Press. My target audience is: client prospects, primarily, with a strong secondary audience of attorneys and judges. One of the things I like about the different accounts is that they are an excellent way to distribute my blog posts and overall newsfeed. In my humble opinion, such posts on a variety of sites enhances one's "search engine optimization". If you're looking for clients, you need to get picked-up by the search engines. In order to get picked-up by the search engines, you've got to post frequent, relevant content. In so doing, we all benefit.

Sometimes, I think the readers of the ABA Journal are the types that wave wands and expect things to happen around them in their (large) law firms. The senior partner demands: "Get us to the top of that Internet search result; NOW." Neither FB, LI or Twitter (I hate that name) are going to do it for you. As you point out in your article, it's the networking and genuine sharing of fresh content that does it. Information flies around the world now, passing through our professional circles, at the speed of light. Ideas now instantaneously disseminated and digested worldwide. It used to take months, even years, for professional information to percolate.

Of note: I will be presenting on this subject for ICLE in Ann Arbor on January 18, 2011. The seminar is sponsored by the Law Practice Management section of the SBM and titled: "How to Start a Law Practice". An interesting topic given these tough times. Your blog, website, and professional model will be features Jeanne; keep up the great work.