Are you a beer-worthy attorney?
If not, get to it.
In his new book, Social Media for Lawyers: Twitter Edition, Adrian Dayton promotes the idea that clients are more likely to hire attorneys who are beer-worthy--people with whom they want to have a drink, enjoy talking to and strategizing with, and generally like being around when not dealing with professional matters.
How can you convey this image to your potential clients?
Obviously, Dayton suggest taking to social media. However, that alone won't project a beer-worthy image.
If you can't appear likeable in person, you probably won't be able to do so online. So if you're a little low on charisma, a bit shaky when it comes to non-legal conversation, or simply don't know how to read people, consider taking a seminar that specifically addresses these issues.
There's absolutely no shame in building the skills necessary for a successful practice.
Once you're feeling comfortable using these skills in person, or if you already had them, definitely consider jumping into the social networking game.
However, you need to do more than just create a basic web presence--you need to use social media to exhibit your beer-worthiness.
Send your potential clients and followers to interesting websites and articles; let them know a little bit about you and your hobbies; respond with empathy and humor; be engaging.
In the end, you can either choose to buy your own beer, or you can choose to be a beer-worthy attorney. The latter seems like the better option.
- Are You Beer-Worthy? (JDSupra)
- How to Use LinkedIn, No. 2 US Social Network, to Market Your Firm (FindLaw's Strategist)
- Google+ + Law Firm Marketing = Increased Firm Income? (FindLaw's Strategist)