The problem with social (digital) media is that the field of endeavour is replete with one platform after another, all vying for your attention and all (supposedly) offering the silver bullet of sales-led success.

Before you know where you are, you have clambered down one rabbit hole after another, and all you have to show for it is a lot of unsociable hours, and a rag bag of numbers.

It is important, like any business enterprise, to understand your market and don’t assume that the more places you appear (Pinterest, Tumblr, YouTube, Google+, Twitter, Facebook and a blog) will result in greater success. Your time would be much better spent on one or two platforms where you earn the trust of your followers by creating remarkable content (no more marketing ‘sizzle’ please).

But the critical component is making sure that you show up.

Too often you see people come and go as if they are aloof from the action. Being consistent is key, as well as being focused on the value added or better still asking yourself each and every time “How can I help?”

One of my old mentors, who was a canny businessman, always used to say to me: “softly, softly, catchee Monkey.” At the time, as a thrusting 20 something, I didn’t really it. But, just like the old Aesop fable of Messrs Rabbit and Hare, success doesn’t always go to the fastest or most slick but the person who is prepared to persist in the face of extreme odds, even if it means said victory takes a lifetime.

If you want to be successful with social media then showing up every day is far more important than entering the fray in a blaze of glory, and fading out after a couple of months. You only have to look at the number of redundant blogs and Twitter profiles (those bloody eggs) to understand the point.

Of course asking ‘Why’ social as opposed to something more profitable is a perfectly good question, particularly if you are still waiting to land that monster deal, but it is the ‘Why’ of your business (your belief) that should fuel your endeavour, not the other way round.

I will leave the last word to Calvin Coolidge:

“Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan “press on” has solved and always will solve the problems of the human race.”

Quote from a program at a Coolidge memorial service (1933); cited in The Oxford Dictionary of Quotations (1999)

(although it might look and feel like that judging by the number of times it gets talked about!).

indeed, if you think like that – constantly looking left and right (“have you seen what they are doing!”) - then you will fail, every time.

neither is social media about the tools – you can’t hope to stay on top of every new iteration. Pinterest might be the flavour of 2012, but you can bet there will be something in production that the (young) inventors hope will be a gazillion times better, and more profitable.

no, social media is about:

• being an artist (“no, not that type – Hofmeister isn’t sold any more, is it?”);
• being passionate about something (on the cusp of being a zealot, perhaps);
• having an idea worth sharing;
• wanting to make a dent in the Universe;
• producing something remarkable;
• adopting a giving mindset; and
• staying curious.

if all you see is £/$ then it will become just like the t.v. industrial complex where you set out to bug the life out of people, resulting in more than just a set of disillusioned fans.

of course, not all sectors (or people) are right for social, and it shouldn’t be forced on you (or your audience).

and, if you are having second thoughts about the reason why you started down the road, then embrace the moment, take stock and ask yourself, why.

why social as opposed to delivering WOW service?

why social as opposed to MBWA (Managing by Wandering About)?

why social as opposed to showing leadership and not managing the status quo?

why social as opposed to speaking out to a few more people (if you must put it up on You Tube then fine but it is the passion, mission and vision that comes first).

finally, as i have been saying for a while, once everyone gets social and all websites are adorned with the same platforms then how will i be able to differentiate your offering?

the people that will be uber successful will be those people that get in early (having crossed the chasm), put down a few markers, built their tribe and understand the paradigm. at that stage they will be able to rely on the permission asset, acquired over many years, to continue building a successful business.

Don’t be distracted by the 3rd level connections on LinkedIn – that counts for nought.

You are earnest in your endeavours.

You go niche.

You seem obliging, and embrace the Givers mentality for all it’s worth.

And then you go Hell for Leather to attract attention:

“Look at me.”

But, sooner (hopefully), rather than later, you realise that the same people (your close fans) who are in love with you are unlikely to be the people you want to reach.

Some people resort to bugging the crap out of their followers, but, in case you haven’t realised, that is antithetical to the paradigm that you are so keen to proselytise. You may not care a fig, and that is fine if you use social for social reasons, but most – no make that everyone – uses social to develop their business.

If you are expecting to scale social media then the only thing that will enable you grow and leverage your intellectual capital is to create remarkable content. And I don’t mean the normal marketing ‘sizzle’ but rather the sort of material that is focused on earning attention and differentiating your presence in the market.

A manifesto is a good place to start (have a look at the ChangeThis site) and so is free content which has import.

Pass it along, aka your idea going viral, does work but only if you create something worth passing on.

How many times a day do you find yourself having a conversation with yourself?

Buddhists call it monkey brain, the ceaseless chattering of the brain.

At times, you wish it would shut up so you can think!

I have blogged about the work of James Allen who wrote As A Man Thinketh. I won’t repeat my previous posts, but his thesis is that if we change our thoughts we can develop a more positive and productive life.

But this riff is more about the chatter that stops you from doing things.

“I’d better not try that in case I fail.”

“I will look stupid.”

“I might lose my job.”

Seth Godin calls this the Lizard Brain, and Steven Pressfield the Resistance (with a capital ‘R’). It’s the voice inside your head that speaks to and reinforces your greatest fear(s) and persuades you not to try something, do something different or speak out when you know you should.

What I have come to realise is that if you can find a way to properly tune into this chatter, you will understand what it is that you should be doing that isn’t wrapped around the meme of necessity. In other words, the voice that speaks to you most loudly, is the voice that is holding you back. You have to act diametrically to this voice (the Resistance) and use it as the touchstone for action – simple to say, but much, much harder to action.

In a practical sense, when you think about something that might change your life for the better, you will immediately discover that your internal voice seeks to persuade you that said action is folly. It is at that moment that you have to turn your face against the chatter, and go do precisely what ‘it’ says you shouldn’t.

Even if you move part way in that direction – but enough to challenge your fear – it will give you the confidence to try and try again.

I appreciate that this sounds pretty metaphysical, but all I know is that by doing more of the things that the Resistance is constantly talking you out of is the only way to overcome self-doubt, procrastination and our self-limiting actions.

any more than you should rely on social media to turn round your business.

Having spoken a great deal on social media, all the questions I hear are posited at the wrong end of the answers spectrum;

namely

“What is it/this?”

as opposed to

“How do we do it in a remarkable way?”

or, better still,

“Why the hell are we doing it in the first place?”

And don’t think I am playing my Hitch-hikers Guide to the Galaxy question – 42 and all that stuff – but, rather, questioning your rationale for wanting now to embrace a way of doing business that is, in large measure, alien to you. Also, most owners think that it’s not for them – wearing the Luddite badge for all it’s worth – and they delegate it off to the ‘staff’, without answering the Why or the How questions (but then if they are not personally involved how can they?).

But, frankly, none of this matters a jot if your product/service is anything other than excellent. If you aren’t focused on being the best then social media will become your nemesis: just wait until someone works out that you have Twitter, Facebook and LinkedIn and decides to let rip with a tide of … “your business sucks”.

Are you ready for that … and some more?

For me, there are few definite answers, there is just a constant striving to get better, love what you do and share your passion with the World (your world).

• Has a Twitter feed which doesn’t just spew forth the firm news that appears on the website;
• Has multiple Twitter feeds for their departments and there is active dialogue with their followers;
• Or, better still, has allowed every person in the firm to have a Twitter feed (and there is demonstrable evidence of its use);
• Has a RSS feed on their site;
• Has multiple RSS feeds;
• Has a blog with a RSS feed;
• Has multiple blogs to perhaps mirror the Twitter feeds (see point 2) and allow comments;
• Has a LinkedIn Company page that doesn’t just replicate the what is said on the news feed or the blog(s);
• Has a YouTube channel;
• Has multiple YouTube channels for the different departments (see point 2);
• Has a Slideshare account for any (or all) presentations that have been given by the firm or its fee earners;
• Has a Scribd account where their news or free downloads have been uploaded;
• Has a Pinterest page (see point 2);
• Has a Audioboo account and has uploaded any or all MP3 or podcasts; and
• Ditto Soundcloud.
• And there is a way of knowing without doing multiple searches exactly what social media accounts they do have.

Scrap that…

How many firms have even thought of spending time in developing their website (I long for something more creative than the usual turgid material) so that it does something more than provide a contact number and a place for partners to post up their Uber credentials?

Social media is not just another shiny thing – it is a window on the World (not just your world) that allows you to connect with your buyer personas, earn attention, and, hopefully, turn that new found trust into [insert] – you fill in why you think social media is for your firm (it isn’t just for winning new work, I hope).

I worked for 5 law firms, and each one fretted about differentiation or brand positioning. I would wager that the conversations haven’t changed much; but hold on. If the ‘How’ question is centre-stage, then apart from the obvious – we have it and they don’t – by producing, dare I say, remarkable content, surely that provides all the ammunition you need?

The thing is about business, not just the business of law, we all want to bet on a certain outcome, particularly if it’s your money at stake. But that is just folly. Just imagine how many businesses have been held up as the model for their sector only to die a slow and painful death. I can think of dozens of companies that I acted for in the late 1980s and early 90s that no longer exist (Wang and Digital to name but two). Just imagine how foolish you would feel if you had proclaimed that your business should be just like XYZ Ltd only to discover that their model was just as hopeless as yours.

“Whoops there she goes!”

Now I don’t expect anyone to step forth and own to up that strategy, but how about this one:

“We don’t have the resources.”

To do what?

Spend time on:

• Creating remarkable content;
• Making sure you speak to potential clients; or
• Give us an edge with a slew of free tools.

I know, you just think me a nasty cynic, but the issue isn’t one of resources, it’s more a question of apathy or expecting someone else to deal with social media.

Come on, own up.

I’m obsessed with Brand You, not because I think it makes me sound cool, but, rather, it’s where you can make the biggest difference with your business development. If top down is the traditional model then social media inverts certain but important parts of the business to everyone who has the heart, passion and guts to share what they know, reach out and connect and earn the attention of people who they believe they can help.

If you take a look again at my list above, you will recognise that that modest marketing budget can only be stretched so thin before it breaks. You might be content to say “we can’t cover everything” but instead of going through the usual hand-wringing exercise, why don’t you sit down with your various department heads and ask them what they want to do. I can’t believe everyone will say it’s not for them or their team (I hope that some people have already stolen a march and have embraced a few of the tactics that make social media such a game-changer).

It might sound simplistic but social media doesn’t just have the power to transform the external shape of the firm, it also enables all your staff to be truly empowered and to feel connected to the business. Of course, you will want to put in place a Bells and Whistles social media policy, but before you agonise over that why don’t you check out the UK Government’s Twitter policy. It may just save you a lot of work and unnecessary heartache.

My challenge to all law firms is rather than pontificate, just make a pact with self to do something different to what you did yesterday. Even something as simple as showing an interest in the website would be welcome. From there you might want to know a little about Search Engine Optimisation (SEO) and how using the appropriate copy and tools can generate more enquiries to the firm.

Perhaps I should leave the last word to Seth Godin (you must have bought at least one of his books by now?):

“New technology is a threat. New competitors and a changed landscape are things to be feared. For now, most of us have chosen to live with this fear. It’s long-lasting, certain and chronic. There’s an alternative, though. The alternative is to reorganize for change, go through the pain and suffering of just one more change, and then be done with it.”

Survival is Not Enough, Shift Happens,

This saying should be killed off. It is dehumanising, contradictory and does nothing to restore my faith in people. In time, if repeated often enough, it leads to an arms race of (perceived) financial success. You are rewarded for increased billing, not better service, excellent client skills or a pattern of ethical behaviour.

My days in professional practice, and before that recruitment, were testosterone fuelled, where fee earners seemed more interested in outmanoeuvring one other, and getting to the top of the billing rankings, rather than being encouraged to do the best by their client.

But, sticking with the theme. Let’s just say that the person has had a lousy month, they haven’t billed a fraction of what was expected and they know you will be having a word in their ‘shell-like’.

How will you deal with the scenario?

Please not the dreaded, ill-mannered memo. Or the ubiquitous email that is shoehorned in such a way as to denude you and the organisation of any humanity.

No, the answer is simple – go and talk to them. And promise me once you have asked the first few questions you shut up and listen.

To begin with, no doubt, you will hear the usual bland, insipid response, but, if you wait long enough and show you care, it may well be that the person opens up. Don’t worry if you get the usual jam tomorrow excuses – all people who are backed into a corner will rely on that old chestnut – but try to find out what is really going on. Don’t keep banging on about the fact that this month isn’t as good as last month or what your budget says it should be. May be I am being delustional and you will resort to the carrot and (big) stick but business is about playing the long game, not focusing relentlessly on yesterday’s results as a guarantee of tomorrow’s triumph. Don’t forget you are dealing with people, not machines! And of course, once you find out the real reason it may just build a connection that does much more than a quick pep talk.

But perhaps there is another issue at stake – what lies ahead may just mean that yesterday’s results cannot be sustained. No business is immune from change and perhaps you need to look at the strategic issues in more detail. You may have to consider greater technological change, outsourcing in one shape or another or taking a different tack with your clients. If any of these resonate then have you got the right people on the right seats on the bus? It is highly unlikely that what they are doing today will half-resemble what they are doing in a few years time.

My advice: stop judging people by what they did yesterday, and instead look re-imagine a better tomorrow.

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Seth Godin, Linchpin

Which comes first:

1. The service; or

2. The marketing?

I think we have lost the thread.

Worse still we can see the Emperor is naked but fail to speak out.

“Get me more clients, now.”

“We need more work.”

The clock, time-sheet and performance criteria have brainwashed you to believe that there is only one way to success. What you need is to rediscover your passion. The rest will follow.

Go back to the start.

Did you really set out to line your pockets with gold?

Or was it your passion to help, to make a difference or change opinion?

[Note: Here is an inspirational talk from a barrister at the recent Tedx Exeter conference]

I have said from the beginning that everyone is in marketing, but when your service is your people that takes on new meaning.

Can you imagine an outside agency with the mindset of your people? The type of people who can’t even raise a smile, or show an interest in what they are doing?

Why do you tolerate it?

Fear.

The fear that comes with change.

You think that if you address the situation that you will bear witness to an implosion. But is that likely?

Change is thick in the air. It goes beyond  a ‘sense’ of the future, you can now see the shape in certain quarters.

Do you have a strategy?

I know the one I would put my weight behind.

And it isn’t the one that starts and ends with bugging for attention or buying your way out of trouble.

No, you need get down in the trenches, lean into the people problem and show leadership.

People are screaming out for leadership. It’s not a question of inspiration – the odd email just doesn’t cut it – but instead stepping outside your comfort zone, sending out honest signals and painting a picture that is inclusive.

Leaders need to reconnect with their emotional side, and stop holding on to the safety net that comes with a slew of numbers. The more you seek solace in performance criteria that dehumanise your connection, the less likely it is that anyone will be inspired.

If you can illuminate a scene that everyone believes in, is demonstrative of something better and has the power to change lives, then the tools of marketing become the internal furnace of everyone.

It might sound a bit cuckoo to turn the marketing conundrum on its head, but that is exactly what you should be doing. If you don’t then you will find that the budget will fail to do anything save make lots of noise that no one is interested in.

flickr

“Yet all things must die.

The stream will cease to flow;

The winds will cease to blow;

The clouds will cease to fleet;

The heart will cease to beat;

For all things must die.

All things must die.”

Tennyson, All Things Will Die

Everything dies (apologies for the sombre, melancholic note).

And that includes companies.

No company can de jure say that their service guarantees a continued place in the market.

You can wax lyrical about innovation, but there is a dearth of companies willing to break apart their profit-earning model in the hope of building something remarkable.

Companies are over managed but under-led. Who wants to fail; but, sometimes, any decision is better than no decision.

As to Total Quality Management, the lemon can only be squeezed so hard before it bleeds dry.

To create something truly remarkable, you have to give yourself space to think (your desk is your biggest competitive threat!).

There is no such thing as a bad idea until it has been allowed to breathe beyond the usual sand-box.

The past is no predictor of future success. Act accordingly.

You have to come to the paradigm, lean into the humanity of sharing remarkable content and develop your tribe.

Social media = people + people + people.

Look at your LinkedIn statistics (the 3rd level connections look particularly impressive), and you will understand what I mean.

If you think you can Tweet yourself to fame and fortune then you are deluded. Twitter just plays to the Resistance – that gnarly voice inside your head which stops you doing your best work. Ditto Facebook, LinkedIn, You Tube, Tumblr, Slideshare, Prezi, Google+.

It doesn’t matter what business space you occupy – professional services or otherwise – your fans want to be WOWed with the value of your offering, or understand how you can help them.

Content is fine – no its more than that its the sine qua non of your engagement – but you have to go beyond the ubiquitous nature of sales led content (which is ego driven: “we are the best”).

You have to earn attention, and give people a reason to comment, share and eulogise.

Any runaway rarely mutates that way by dint of the web; WOM is key.

Next time you are huddled round the PC, tablet or mobile, just imagine what would cause you to tell someone else about what you just read, view, or listened to. If you find yourself y-a-w-n-i-n-g then it’s unlikely that you will scale your offering.

Social media is hard. It requires proper resourcing, an understanding of the psyche of your audience and an innate curiosity.

If all this sounds looks and feels too hard or just plain dumb then stop kidding yourself, stick to the knitting and make bigger promises and stick to them time after time.