1.“There’s no ROI”
There is ROI for blogs and social media, you just have to enter into the social space having previously determined what you want to track and get out of social media. Without some kind of benchmark such as conversion rates, traffic to your site, likes or engagement on a post, calculating an ROI IS going to be impossible. Tools like Google Analytics, Google Alerts, Bit.ly etc… can help to track interest, click through rates, demographics and where/how people are talking about your firm/lawyers.
2.“The Metrics aren’t reliable”
I don’t really understand why people would think this, because Social Media data is some of the cleanest and pinpointed data there can be. There are hundreds of applications that can tell you how many people have clicked a link, who’s clicked it, where they’re from, engagement statistics, which content got the most activity etc…basically that argument is just not sound.
3.“Social Media is still too young”
…So is the Internet, so is mobile. Does your firm use email, online journals, or other websites for research? I’m sure the answer is yes, and Social Media is no longer just for the innovative law firms–it has become mainstream. Did you know that 81% of law firms are now using some kind of social media platform? If your law firm doesn’t adapt to this social shift, you will be at a significant disadvantage.
4.“Social Media is just another trend that will pass”
A recent survey from The Nielsen Company stated Americans spend nearly a quarter of their time online on social networking sites, including blogs. This is up more than 40% from just last year! With the way social media is growing, there is simply no chance it’s going anywhere anytime soon. Social Media is all about adapting to our communication needs, and as long as people are conversing there will surely be social media.
5.We need to control our message
I was watching a webinar with Gary Vaynerchuk last week and he discussed this very topic. He explained that because of the way social media is molding traditional marketing tactics, we too need to adapt to the way with which messages are dispersed and received. We can say whatever we want about our brand, but we have virtually no control over what people are saying about us. This can be scary, but it also allows your brand to grow and adjust your product/services to fit the needs and desires of your consumers.