Social media offers lawyers a wealth of opportunities, from invitations to pay your own way to speak at legal conferences to the promise of a one-day training certificate in Thought Leadership. And, once in every 476,935 posts* to Twitter or Facebook, a lawyer gets a client referral out of the deal.
But how does a non-tech savvy lawyer achieve such near-miracles in a manner that makes for worthwhile Return on Investment (ROI)? Two words: name dropping.
If you want to break through the noise and get noticed, you’ve gotta name drop. The most efficient way is to drop the names of gurus and mavens, as they have the most influenceness. Tag social media celebrities in Facebook photos. #FollowFriday them. Even talk @ them, because they’ll probably notice you and then use a filter to put you in the “yeah, sure” pile. Especially if they have more than 100,000 followers.
Tweet about your phone conversations. For example: “Just had a great convo with @lizstrauss. I went to her conference in 2009 and even saw her house once.”
If no one important wants to have a conversation with you, stick to tweeting web celebrity sightings. For example: “Just saw @kevinokeefe having a convo with @adriandayton in the hall at #ABATechShow.”
Have no important friends and can’t afford to attend a social media conference? Just tweet about things you’ve read that were written by trending quasi-experts. For example: “Reading @nikiblack ‘2011 Tech Trends for Lawyers’ http://bit.ly/gvULIh”
The “real” social media experts like @chrisheuer, @briansolis and @shelisrael have been doing this crap since 2006, and some of the legal marketing gurus are about to catch on. Most of them are still unemployed and clientless, but online namedroppage will nonetheless constitute a paradigm shift for lawyers who discover the internet in 2011.
To make it appear we have researched this concept, we interviewed a few lawyers that we’ve name dropped before. As expected, real practicing lawyers are far behind the tech and legal marketing curve.
Recent ABA 100 blawg award winner @mirriam71, when asked how many referrals she’s obtained by dropping the names of Social Media Rockstars like @kevinokeefe and @chrisbrogan into her tweets, told us “I don’t know who those people are.” She then accused us of making them up.
Real lawyer @btannebaum, when asked about his ROI namedropping strategy, told us “I’m hoping to get more clients hitching my wagon to @mirriam71 and her new ABA award.” He then added, “I came in 5th place in category 9 in the ABA 100. Please retweet.”
We also asked two of the 2.7 billion people on Twitter. Patent lawyer @Pandersonpllc, whose blawg has a picture of a football on it, twittered back, “Since I namedropped conversation w/ dontfileapatent.com, clients r hiring me to not file their patents.” We’re not sure what this means, but we think it sounds promising and is a testament to name dropping power.
@ScottGreenfield, who had no comment at this time but who often posts about pressing social media marketing issues on his infamous Simple Justice blawg, once said, “How can I ever get that three minutes of my life back?”
We think that pretty much sums up this piece and hope you’ll namedrop us (@biglegalbrain) on Twitter. We promise to namedrop you back.
* Since there are no case studies on this, we made up something that sounded plausibly impressive. Please let us know your success rates if you try it out. We’ll put together a Venn diagram or infographic.