A few weeks ago I presented to a room full of litigators at a local law firm. The topic of the presentation was how they can use both social media and interactive marketing to effectively communicate with existing and new customers and grow their business. Around that time, I started following Kara Smith on Twitter. Daily, she posts informative links on social media PR for the legal community.

Prior to starting Karasma Media, she worked in Human Resources at Goldman Sachs and with their Equity Derivative attorneys. She received her MA in Media Studies while working as a marketing manager at TIAA-CREF. Her company, Karasma Media, works with legal marketers to create a more clearly defined focus and distinctive business strategy that will provide them with a competitive advantage for new business, higher reputation recognition, and enhance their ability to attract, win, and retain the clients they really want.

We spoke with her recently about her perspective on social media for the legal community.

1.   Does a law firm have to have an open culture for social media to work?

If by “open culture” you mean, “have a willingness to be transparent”, then yes. In today’s business paradigm, we as consumers are not longer tolerating hidden or miscellaneous fees, and the anonymity of those managing the organizations we spend money with. Communication is key.  While the legal industry may have considered themselves immune from the expectations of corporate business in the past, clearly this is no longer the case. So, now more than ever before, open communications and transparency is necessary for firms to gain and retain their clients.

2.   What are some common objectives you receive from members of the legal profession regarding using social media?

Quite simply, like everyone else, they want to know how they can use social media to increase their bottom line.

3.   What do you wish more lawyers knew about social media?

1) They had a clearer comprehension of how incredibly important it is for them to be actively using social media to communicate with their current clients, and attract new ones. Using social media, prospective clients who call them will be the ones that they want, and be ready to do business. There’s no better ROI than that.

2) I wish attorneys had a greater comprehension of how social media works. The more they understand how it works, its cost effectiveness and the time saving techniques available to them, the more satisfaction they’ll have on multiple levels. Mastering how to utilize it and being able to attract the kind of clients they want took me years of study and ongoing personal communication. And what I do for myself, I do for my clients.

4.   What makes social media for law firms different from social media for other professional groups?

The most prominent differences are due to the history of the legal industry and the nature of their business. For one thing, lawyers have been marketing their services for the last 100+ years the same way, and until very recently, have been doing so very successfully. Secondly, the legal industry is extremely comfortable using online platforms like FindLaw.com, LegalOnRamp, JD Supra, and Plaxo that are “closed to outsiders” and cater specifically to their industry.  Once they step outside of that comfort zone, social media moves away from being simply a networking tool to being a public relations outlet.

It’s understandable that because their business is law, many attorneys are cautious about making themselves available on a platform that they perceive to be “open to public scruitiny”.  The truth of the matter is, if you are not at the forefront of your online conversation someone else is going to be. Holland and Knight learned that the hard way to be sure.

5.   What is the least intuitive aspect of social media for the legal profession?

It’s important that their target audience be narrowed down as much as possible, and this is a difficult concept for many firms to grasp. Today’s consumer is savvy, very aware of his options, and extremely customer service conscious.  In order to stand out from their competition, it’s mandatory for firms to satisfy information needs, and address concerns directly.

Once the audience is identified, a blog should be created that’s specific to that audience. The blog’s content should be made up of useful information and resources; build relationships and trust, along with positioning the firm’s principals as experts among your target group.

They’ll continue expand their firm’s online footprint using other new media tools such as eNewsletters, online surveys/polls, traditional and new-media public relations, presentations, downloadable whitepapers, YouTube, and article marketing.

In order to be successful, they need to understand that motive matters, these tools need to be used correctly. Also they wont be effective unless they are used consistently.

When other firms are cutting back, there is no better opportunity to pick up new clients, increase your agency’s profile and market share. You can do more online with a fraction of the cost of any other advertising of PR campaign.

(Image: In the sandbox by Zesmerelda on Flickr)

I work and play in the same sandbox. At least 30% of our clients follow me on twitter or Facebook.

In the future I wonder if agencies will create a simple list of expectations for clients called, “If you follow us online here’s what to expect…”

Here’s what mine would say:

I will tweet about music, food, revenue generation, fashion and wax poetic hourly
I will post pictures to Facebook that may not interest you, of doors, fire escapes, pigeons and the rain
If you ask me a work question publically (i.e., on twitter), I’m going to call you to answer it, usually, or DM you, but seldom reply publically.
I will not stay “on topic,” in a social network but rather weave in and out of conversations fast and freely
I will help you use whichever social network we’re connected on most effectively – not because I have to but because I love it.

What should clients, or friends in general, expect when you follow them online?  I would love to hear your take.

A friend of mine shared an anecdote on this topic.

“Bob” helped his mother create a Facebook account. Apparently Bob’s mother was only friends with Bob and no one else on Facebook.
Every time he updated his status, Bob’s mom thought he was talking directly to her.
And so, she called him.
Every time.

Gabriel Rossi understands branding. He shares articles, insights and encouragement about branding via twitter every day.  He consistently ads value, which is why I follow him. If you like what you hear, he’s @gabrielrossi. Introduce yourself and continue this conversation.

1. Please name a few companies who are effectively branding right now and why would you call their branding effective?

A. The Marketing Store: They are one of the world’s largest integrated marketing communications companies. Martins Vieira Jr (Their CEO in Brazil) is a dear friend of mine and someone who really believes in the importance of internal transparency and solid bonds with his team. What’s the result of emotional connections with your employees? The brand delivers on its promise with outstanding performance. The Marketing Store doesn’t put lipstick on a pig.  They fulfill high expectations. That’s why I like the brand.

B. McDonald’s: I must confess that my consumer side sometimes gets very critical about their customer service. It’s also true that McDonald’s needs to improve its online posture (more friendly and accessible feedback platforms, for example). However, the giant made a very smart move by coming back to the basics. Instead of blindly relying on growth, they focused on what made them so strong during all these years, better exploiting ‘the infant’ archetype as well as starting to pay more attention to things like quality, cleanliness etc..

C. Hyundai: The brand understands the vital importance of creativity when facing tough times. Hyundai’s recent Assurance program was very smart and a sign of truly consumer centric approach.

2. If a company wants to rebrand itself, what are a few things it should consider?

Rebranding is a bit more than changing the design of your logo. Rebranding is a long process (usually takes years) and always requires an inside-out response. You need to craft your brand again from the inside-out. It can be quite challenging, tricky and dangerous. Do it quietly and patiently… I advise companies to invest time in sorting internal issues out first of all. Ask your employees what the company represents to them. Do they understand its story and ambitions? What kind of dreams do they have for the future? Where does your organization want to go taking into consideration the current market place?

 3. Is the process individuals use for personal branding different from the one companies use?

The concept of ‘Personal Branding’ was introduced by Tom Peters over a decade ago.  It’s a pity that it’s so misused and banalized by self-aclaimed ‘leading experts’ and gurus.  Me me me me… Your brand is a lot more than what you want to generate by the color of your blackberry or the price of your suit… Your brand is about who you really are inside people’s minds and hearts. It’s not about me, it’s about THEM. A personal brand is what they are going to say about you when you turn your computer off…

On one hand, we are considering people’s gut feelings about an organization or its products or services. On the other, we are talking about people’s feelings about you as a human being.  Have you performed a self-assessment of your strengths, weaknesses and ambitions?  Are you an authentic and happy person? Have you let people down?

4. What is the compelling sales benefit for a branding investment in this economy?

I’m a marketer. I’m a huge believer in profit.  If a brand doesn’t serve the sales force, it’s like putting the cart before the horse.

“…. Profit is not the primary goal, but rather an essential condition for the company’s continued existence”  – Peter Drucker

5.  Who should participate in branding a company?

A Brand is a collaborative process. In other words, a Brand is generally made by strong relationships with all its stakeholders. It takes not only the marketing department, but also the internal force, communities, media, investors, in some cases Government or even the local Church.

6. How does a business owner know whether she has effectively branded her company?

I think quality Branding coupled with a solid and competitive business plan should define whether a company will survive or not in this ‘new digital era.’  We (consumers) need shortcuts that help us simplify our choices. Clutter gets worse every day and we lack time. Decreased price sensitivity, increase of profitability and market share are just some examples of the power of a strong brand.

7. Should companies think differently about branding when it comes to twitter?

The basic principles of branding in Social Media are very much the same. Lessons that guys like Drucker, Levitt and Al Ries taught us have shown to be immutable. For example, listening and talking to your consumers are still vital things to do before starting any Branding effort. Allen Adamson makes a really good point on his new book ‘Brand Digital’:

“… Given that the primary objective of any organization should be to get a better understanding of human thought and behavior in order to serve people’s unmet needs, the magnifying power of digital is a very good thing, if it is used in this manner. It is a good thing if an organization uses it as it should ne used to gain meaningful insights about its core audience and its primary competitors…”

I would go further and say that good Branding Professionals go outside their offices and come back with their hands full of dirt, brains fueled by consumer’s stories and their feet in need of recovery.  No brand has any value without market validation. Powerful Brands in the digital world don’t rise from mirrored offices. Go outside and remove the illusion of separation between you and your consumer. Digital Branding is not about us. It’s about THEM! It’s a symbiotic process that has only any value if it fulfills needs and expectations. Windows instead of mirrors always folks.

8. Can you recommend a few articles that help a small to medium sized business understand branding?

Classics

‘Marketing Myopia‘ by Theodore Levitt

Recent

‘In Praise of Marketing‘ by John Quelch (one of the best articles about Modern Marketing I’ve read in ages)

Books

‘Building Strong Brands’ by David Aaker.
‘Corporate Religion’ Jesper Kunde and B.J. Cunningham
‘Brand Digital’ and ‘Brand Simple’ both by Allen Adamson
‘Brand Aid’ by Brad VanAuken
‘Authenticity’ by James Gilmore
‘Zag’, ‘The Brand Gap’ and ‘The Designful Company’ by Marty Neumeier
Positioning by Ries and Trout (One of the most important books in the history of Marketing & Branding)
‘The Practice of Management’ by Peter Drucker (Chapter 5 is responsible for what we call Modern Marketing today)
‘A Clear Eye’ by Tom Asacker
‘The Brand Bubble’ by John Gerzema and Ed Lebar
‘Taking Brand Initiative’ by Hatch and Schultz
‘Surviving is Not Enough’ by Seth Godin
‘The Open Brand’ by Kelly Mooney
‘Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today’s Consumer-Driven World’ by Pete Blackshaw

(Image: sharapova tennis return 0874 by *etoile on Flickr)

The next time you are asked about the ROI of social media, I’d like you to try something. Ask the person asking you that question what type of return is valuable to them. If the “R” they are measuring is revenue, ask what contributes to revenue. Which products are they trying to sell? Who are their sales people calling on? What information would help them better understand the client and the marketplace? Then show how social media can introduce those products to people who care about them, or can start a conversation that engages those people. If sales depends on the perception of the company, or involves knowing information that the competition does not, show how social media can change perceptions and unearth important, actionable insights.

If the person asking you this question does not measure return as revenue, but rather looks at some other metric: placed stories in PR, the ability to recruit talented employees, as a means to retain employees, as a way of engaging existing clients, then demonstrate how social media can achieve these benefits.

The ROI of social media starts by defining return.

After the return is defined, then connect the best social media tools to achieve it.
Here are a few relevant articles on this topic:

How to Measure Social Media ROI for Business

What is the ROI for Social Media

Social Media ROI—What’s the ‘Return on Ignoring’?

Leading digital agency Wunderman, owned by WPP, is using Twitter to recruit talent.
Check out their dedicated recruiting twitter account WundermanTalent.
If you’re a creative digital agency, the talent is on twitter.
Hat tip =)