Archive for the ‘Personal Branding’ Category

With so many professionals using social media and posting articles, blogs, and ebooks today, part of your social media strategy should be making sure that nobody else is plagiarizing the work you submit online – and, also, that the work you submit is not already out there, so that you don’t get accused of plagiarism.  If you outsource any of your social media plan, having a tool to occasionally check what is being submitted under your name is especially helpful.  Check out www.copyscape.com, where you can enter search terms or your own blog page, for example, and see whether or not others are taking credit for your work.

You could also use that site as part of your online reputation management strategy.  What if someone has a running negative commentary regarding your blog or your practice?  You’d find such a site using a tool like CopyScape.  Consider implementing a site like this into your social media strategy, to protect the content you work so hard to produce.

One thing that I get asked a LOT is how to gain clients through social network sites like Twitter, Facebook and LinkedIn.  Well, the short answer is that you don’t.

Let me clarify.

You don’t go into social networking with the mindset of getting clients.  You go into social networking with the mindset of sharing, educating, getting to know people and allowing people to get to know you.

In this post, the focus will be on the social network called LinkedIn.  LinkedIn is considered to be the more “professional” of the networks.  Even so, you shouldn’t consider LinkedIn as a platform to push your estate planning services.

Just like any other social network, LinkedIn is really about developing relationships—not pushing products and services.  While it is very possible to gain clients through LinkedIn, it doesn’t necessarily happen quickly.  So, when developing your LinkedIn profile, you should treat it like your blog, your Facebook fan page, and Twitter; do what you can to increase your exposure (not push you r services) and educate people, and clients will follow along naturally!  Here are a few things to consider when using LinkedIn:

1. “Pimp out” your LinkedIn profile.  Make sure that it is written with the client in mind. A lot of people use LinkedIn as sort of an online resume. T his is great if you are a job-seeker, but if you are a business owner, you really want to be talking to clients and referral sources.  Be sure to keep in mind that everything you write should spell out the benefits of the services that you provide, not the services themselves.
2. Join Groups in LinkedIn.  For example, if one of your service areas is planning for special needs kids, then do a search on “special needs San Francisco” (or wherever you live).  Then, after you join groups, actually PARTICIPATE.  This is where many professionals lose out on the chance to educate people and build credibility.  Participation in groups is important on LinkedIn, just as it’s important on Facebook and any other niche groups you find.
3. Search LinkedIn questions on a daily basis.  LinkedIn has a great “Questions and Answers” area where people post questions.  Do a search for the keywords on which you are focusing.

Doing all of these things will result in getting really good (targeted) connections and  not just a bunch of random  people who want a large number next to their “Number of Connections” field.

When you have a really good foundation built, you will find some of the more direct promotional types of things are more effective.  Then you can:

• Post your upcoming events.
• Link your blog to your profile.
• Use LinkedIn to find referrals for YOUR clients (think reciprocity).
• Start your own LinkedIn Group – but I caution you to only do this if you plan to update it on a regular basis and keep it active. These groups are like blogs-if someone visits and notices that it hasn’t had activity in months, the chances of them returning are slim to none.

Remember to think of social media not as a sprint, but more like a marathon.  In social media, slow and steady will definitely win the race.

Facebook has expanded their ‘tagging’ feature beyond photos.  Now there is a powerful new way to create live links between pages, profiles and groups.  What this means is that you can update your personal profile status and point your friends to your fan page with an actual live link.   This allows you to direct even more people to your fan page and from there you can continue to educate your community about estate planning.

Using the tagging feature is very similar to the Twitter @replies, so using it is pretty easy if you know or remember the person or group’s username.  Simply type the @symbol and the first few letters and Facebook will generate an auto-suggest dropdown menu:

Once you see the group or person that you would like to tag, click on it and it will appear as an active link.  Then click “Share.”   Then your status will appear on your friends News Feed:

This is a great way for you to highlight upcoming workshops, special offers, or news about your firm.  But as with everything in social media, use this feature sparingly.  Don’t spam your Facebook friends with your marketing messages!

You may remember back in the olden days of Twitter (like about 6 months ago) where everyone pretty much followed everyone else?  Those days are long gone.  You should know that people are becoming a lot more selective in who they add to their list. To increase your chance of getting relevant followers, you should create really great bio.