ServeNow

In the past 5 years, the internet has gone from a place to discover information to a place to share information. This shift has resulted in what is commonly called Internet 2.0. What does Internet 2.0 involve? Everything from being able to comment on articles, write product reviews on sites like Amazon.com, and being able to network with others via sites like MySpace and FaceBook are included in Internet 2.0. While this might seem irrelevant to you, it is not. As the internet is quickly moving out of the home and office onto our phones, more and more people are turning to the world wide web as a networking source. Instead of asking their co-worker for a suggestion of where to eat later that night, people are turning to their online friends for suggestions and reviews. A good (or bad) review can spread farther faster than it has ever been able to. A recent study by the Altimeter Group and Wetpaint shows that “companies that are both deeply and widely engaged in social media [or Internet 2.0] significantly surpass their peers in both revenues and profits.” What does this mean to you? If people are going online to share information, you want to be a part of that conversation.

Step 1: Listen

The first step of joining any conversation is listening. If you are not listening to a conversation before you join it, you don’t know what is being talked about. What can you gain from listening? You can hear what people are saying about your industry. You can hear if people have a problem you’d be able to help them solve. And, most importantly, you can hear what people are saying about your company. If they’re happy, you can take the time to thank them for their support and potentially use them for a testimonial. If they’re unhappy, you can respond to their complaint immediately – excellent customer service and attention might be enough to change their attitude. The easiest way to listen is to be a member of the communities where these conversations are taking place and utilizing a few simple, free tools to keep track of the conversation online. One such tool is Google Alerts, a free resource that searches the web for mentions of certain keywords. Another tool is Twitter Search, which allows you to see what people are saying about certain keywords on Twitter in real time.

Step 2: Interact

After you have been listening to the conversation, feel free to jump in. There are many quality business relationships that can be made via the web. Many attorneys and paralegals are actively using social media to share information and promote their own services. Sites such as Facebook and LinkedIn allow you to create a profile about yourself and “friend” others. LinkedIn, a social networking site geared towards professionals, lets you list your professional resume, make industry connections and share industry knowledge. Facebook, while more personal than professional, is the largest social networking site. Chances are the majority of your clients are currently on Facebook. Consider setting up a “Fan Page” for your company and invite your clients to become a part of the page. You can share company news, upload pictures of your staff and interact with clients in a new way.

Step 3: Contribute

Now that you are online and connected to people, how do you build these relationships to better your business and establish yourself as a leader in your field? In the internet world, it’s not just about how many connections you have, but the value you have to these contacts. To create value, provide people with information that is of interest to them. How can you do this? One of the best ways is by starting a blog. While a blog is a place to write about anything you want, it can be especially useful as a way to write about what is going on at your company and in the legal industry. The best thing to remember when you start a blog is that it requires work and upkeep. If it is not something you think you will be able to keep up with, ask within your company to see if anyone would be interested in running it – you may be surprised by who volunteers. Try to update your blog at least once a week, as readers will lose interest if they never see fresh content on your blog.

If a blog seems like too much work, you can also connect with legal professionals on Twitter, a microblogging site that allows you to send updates in 140-characters or less. Why is it a good idea to establish yourself as a professional in the process serving or private investigation industry on Twitter? Many news outlets are using Twitter as a way of finding sources for news stories, and the relationships you create on Twitter can potentially lead to many opportunities. You never know when someone you interact with on a daily basis online may need papers served or an investigation carried out in your area. A great place to find legal professionals online is TweetLaw. TweetLaw is a Twitter application designed specifically for the legal community. You can create an extended profile and then put yourself in up to four categories.

It is important to remember above all else that social media is a conversation. The best way to promote your professional services and expertise is to engage in conversation first, and advertise your services later. Social media is often referred to as an “online cocktail party.” Just as you wouldn’t go to an actual cocktail party or networking event and break into a conversation with a commercial for your company, nor should you do so online. By taking the time to cultivate relationships and establish yourself as an industry professional, the marketing side will come organically. If you feel like one social site is not working for you, try something else. By taking the time to establish yourself on various social media sites and engaging in the community, you have opportunities to reach more people. By listening, interacting and contributing, you can easily work social media into your online marketing efforts.