Lately there has been in influx of lawyers, CPAs and physicians into the social media arena. Facebook, Twitter, LinkedIn, etc. are now being used by these professionals in an attempt to connect with each other and potential clients. I say attempt because their intentions are good, but their execution leaves much to be desired.
Professionals in these fields are not marketers, nor are they the ‘average Joe’ on the street. What they have to offer is expertise and insight. It’s a shame their tweets and status updates don’t reflect this expertise.
Example: An attorney starts a Facebook Fan Page, but can’t figure out why clients aren’t lining up to follow it. Or this: a client begins to receive Twitter messages from their physician, about things that have nothing to do with health. This is just plain silly, and somewhat off-putting to the clients and patients.
There is no better way for a lawyer, accountant, or physician to demonstrate their expertise, establish themselves as a thought leader, and get new clients by word of mouth than through a blog. The blog also offers the highest ROI for online marketing for professional services.
Why? Because the blog offers the professional an opportunity educate their reader/client/potential client. Insights about Small Business Law with an occasional opinion thrown in can escalate an attorney from #15 in a firm of 30, to #1 because he/she is the only one connecting with that market. A post about the latest diagnostic technology being used successfully by a local physician will guarantee a response from potential patients with the symptoms described in the post.
My recommendation to these professionals is to not put the cart before the horse. If you want to use Twitter, at least have a good blog post to tweet about. If you want to use Facebook, at least have a good blog to send your Fans to. And, if you’re going to use LinkedIn, then a blog will enhance your professional standing within that business community.