The emergence of social media has changed everything. According to Deirdre Breakenridge, Chief Executive Officer of Pure Performance Communications and the author of Cyberbranding: Brand Building in the Digital Economy, “Professionals now realize in order for their brands to capture attention, they have to create much more compelling and relevant stories, develop content to spark passion and emotion, and share information that would solve an issue or help someone make a decision. Consumers are no longer willing to accept “spammy” messages from their brands, but demand valuable information from people (the humans behind the corporate walls).”
A firm and its employees must be strategic about its participation in social media. Blogs need to have a centralized theme, tweets should express a valid point of view and posts on LinkedIn or Facebook should present information of value to the reader. In the social universe, the message is more important than the number of followers or “likes.” If the company is not communicating its key message, then the social media effort is a waste of time. No one is interested in knowing where you are or what you are doing throughout the day. What they are interested in is how you can help them overcome a challenge or make more money.
Social media, if used correctly, can enhance a firm’s position as a thought leader which is incredibly important to any professional service provider. Clients buy your expertise and want to know that your partners and staff are thoroughly knowledgeable in your area(s) of specialty. The Internet allows prospective clients to research and validate your firm’s knowledge base and reputation before scheduling a meeting with you. Presenting information of value on your website, LinkedIn and Facebook profiles, and blog can help convert a prospect into a client before you even meet with them.
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