Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.
As I prepare my remarks for next week’s monthly meeting of the San Diego chapter of the Association of Legal Administrators (ALA), I’ve been pondering: How can I provide the most valuable advice about Social Media in 50 short minutes? If I get too tactical, we’ll get lost in the weeds; I could spend an hour alone on Linked In. And, as a communicator, I know that charts, graphs, and statistics often fade away shortly after the presentation concludes.
Instead, I’m going to focus on three simple points that I believe will keep any social media strategist on the straight and narrow:
1) Social/Digital media for the legal industry is about building relationships, not about marketing;
2) You don’t have to do it all. You don’t have to be blogging, tweeting, YouTubing, Facebooking, and Linking In simultaneously. But if you do one or two things really well, it can make a significant difference; and
3) You must have a plan and a strategy.
Many lawyers and law firms have been slow adopters of new media. It’s understandable. Social/Digital media is a “monster” of an environment, rife with potential and peril. This new territory presents unprecedented opportunity juxtaposed with ongoing risk. Applied well, Social and Digital media can help the legal community make remarkable strides in client services, customer experience, and relationship building.
According to a 2011 executive summary by Forrester Research, in 2010 we left the Age of Information and entered the Age of the Customer. As the report states, “Customers have more power than ever. With online reviews, social networks, and mobile web access, it’s easy for customers to know about your services, products, and competitors. Empowered buyers demand a new level of customer obsession.”
How well lawyers and legal firms manage the Age of the Customer may determine their future survival.
Communication begins here.
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I brought Leah on board to help my business grow to the next level. With her brilliant marketing techniques and drive, Leah has helped me transform my business into a thriving 1031 Exchange firm and allowed me to focus more on my clients. Leah has been instrumental in my PR, branding and marketing initiatives and I have come to depend on her extraordinary marketing contributions. She is a delight to work with and her tenacity is extremely motivating.
Bill Exeter, President and CEO
Swearingen Communications provided us with both solid marketing strategies and creative ideas and implementation. This spanned our branding, website, and more. Leah Swearingen helped us think differently and see our company from a client’s perspective. We thoroughly enjoyed our professional relationship with her and highly recommend her services.
Jack Shirley, CPA, CGMA, Friedman Brannen LLP
You are the epitome of professionalism, and your work is of the highest quality.
Patricia J. Lane, Director of Administrative Services, DENTONS, Past President, Association of Legal Administrators
One of the best marketing people I know is Leah Swearingen, of Swearingen Communications. She shines when it comes to professional services firms. I personally have seen the work that she has done on behalf of a wealth management firm and a law practice. Great stuff.
James E. Tenuto, CEO, Renaissance Executive Forums
I retained Leah in my role as Executive Director of a prominent San Diego law firm. Leah successfully led the firm in developing a firm-wide marketing culture, marketing plan, and guiding our attorneys. When I launched my own company, Leah was instrumental in helping me create my brand, communicate my services, and develop marketing collateral. My company continues to benefit from her outstanding work.
Nancy Thornton, Founder, Foster Thornton LLC
You make a huge difference in the way our company is perceived in the marketplace. From your good ideas to your execution and follow through, it is fortuitous to have you on board. We have great things to say about you and don't mind shouting them from the rooftops.
Craig Brown, President, Rancho Financial Mortgage