Social Media: "I Don't Think Hank Done It That Way"
Have you seen Crazy Heart yet? Since I saw it, I can't get Waylon Jennings song "Are you sure Hank done it this way" out of my head. I sing it until Nancy asks I find another tune. If you never heard of it, you can find it in Youtube. Click and take a listen and understand why Waylon wrote it.
Ok, by now you are wondering what the lyrics "I don't think Hank done it that way" has to do with being a lawyer. In an era of increasing use of social media as a tool to get business, the old fashioned client development tools and strategies are more important than ever.
I began my practice in a city of 100,000 people. If you are practicing in a city that size or in a smaller town where everyone knows everyone, you want to be visibly active in the community. You should consider being active in the Bar and being active in things the community movers and shakers value.
If, you are in a larger city, especially one where people leave the city and go home to a variety of different suburbs, it is more difficult to be involved in a community organization. After all, when your work day is done, you want to go home and be with the family. I have known lawyers who have been active, but they are the exception, not the rule.
I know several lawyers in big cities who have raised their visibility by being active in the Bar. I also know lawyers in big cities who have raised their visibility by being a leader in their college alumni association. I am a Virginia Tech grad (the college that finished third in the ACC with 10 wins and is playing in the NIT) and we have a very active alumni group in Dallas.
I believe it is more important in a big city to find a niche that suits your talents, passions and client needs. The best thing I ever did was go from commercial litigation to government contracts to construction contracts to transportation construction contracts. Each time I narrowed my focus I was better positioned to discover client needs and write and speak about them.
So, even if you are using social media as a tool, you should find other ways to become visible and credible to a more narrow target market. Get involved in something you are passionate about. Write articles, speak at industry meetings and create valuable guides are three additional ways to do it.
I don't think Hank done it that way. Neither Hank nor Waylon needed social media as a tool to build their fan base. Even contemporary country singers who use social media use the old fashioned tools to reach out to fans. You should keep using those old fashioned tools also. Make a list of tools and create a plan to use them.
I love that song. One of my favorites.