For those of you who’ve been regular readers of Zen, you may know that I’m a fan of social media marketing for lawyers. Last year, Anthony Marrone, II, Esq. sent me a copy of his book, The Social Media Marketing Blueprint for Lawyers, and I really should have gotten around to reading it before now. Whether you consider yourself a social media maven, or you’re still wondering what “the twitter” is, this book will offer you some valuable insights into how to successfully and effectively market your practice using some of the newest tools available. Obviously, since it took me a year to read it, there are a few updates that have come out since then that Marrone hasn’t covered, but for the most part, all of his recommendations and advice still holds true. 

Things that really resonated with me about this book:

  • Marrone’s emphasis on storytelling with your social media. He says himself:

    Using social media successfully first and foremost requires good storytelling. As lawyers, this should come somewhat naturally to us. We are constantly weaving the narrative tapestry of our clients’ businesses or estates, or writing a persuasive brief to a court to present our client’s case in a favorable light. Successful social media marketing is not altogether that much different.”

  • He recognizes that social media requires regular attention and engagement, likening it to a garden – it’s not going to produce flowers the day after you plant the seeds, and you’ll need to keep a careful watch and sometimes do some weeding to get the results that you want. He further points out that only celebrities can generate audience loyalty without ever interacting with their followers and connections – lawyers don’t get the same luxury.
  • While I might have lead with the planning chapter of the book, Marrone’s look at the top social tools out there all follow the same formula – how the platforms function, how lawyers can use and benefit from it, and real life examples of successful campaigns. He includes Facebook, Twitter, LinkedIn, Instagram, and Snapchat, and also discusses blogs, legal directories and your website, while recognizing that with the exception of your website, lawyers don’t need to be using every single one of the other social tools to be successful. Interestingly Marrone omits chapters on Pinterest and YouTube, though I think he considers YouTube to be an extension of your activities on the other sites.
  • Marrone also includes a valuable chapter on the ethical considerations to bear in mind when executing a social media presence. He’s taken a broad look at the national landscape of social media ethics rulings in the United States, but it’s always important to understand the rules for your state, as well as anywhere you may be reaching clients.

It’s clear throughout the book that Marrone is bursting with energy and enthusiasm, and that the good ideas for marketing your practice just spill out of him (such that, at times, you wish he would have slowed down and edited a little more closely), but if you can keep up with the ‘stream of consciousness’ pace, you’ll walk away with some useful tips.

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry, and was recently included in Clio’s list for “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful and useful.” Ms. Griffiths was recently chosen for as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.