Developing an online presence

Smart Working

Developing an online presence

In my usual training programmes, I compare developing an online presence to going on a diet; whether this is to lose weight, gain muscle etc. When you want to make a lasting change, eating healthily for a few weeks and going to the gym once or twice isn’t going to make a big difference. It’s the same with an online presence, if you want to see results you must create a plan to reach your goal.

Here are some of the most important elements of developing a solid online presence.

Consistency

Before you even start planning what your online presence will look like, you must consider how much time you can devote to it. This is critical because of the way search engine and social media algorithms work and you need to train them to your schedule. There is no point posting every day for two weeks only to burn yourself out and then you go down to once every other week as it’s actually detrimental to your progress. A bit like going hell for leather at the gym for a week only to find you are exhausted and can really only manage twice a week.

I post on LinkedIn twice a week on set days and post on Instagram once a week. I find this is a manageable amount and any more than this would be too challenging. You need to consider what would work for you and build that into a weekly plan. There isn’t a right or wrong answer to your schedule, but you must be consistent with it.

Selecting your platforms

Before you decide where you want your online presence to feature, you need to consider your audience. If most of your work comes from referrals from other solicitors, then LinkedIn is a natural place for you to focus on. Alternatively, if you are a media lawyer and want to reach journalists then you could consider twitter. Whichever platform you decide on, make sure you claim your handles across all platforms.

And back to my diet analogy, think about all the different types of exercise you can do. I doubt anyone does a different sport every day of the week and it’s the same with an online presence. Be selective in which platforms you choose and make sure they work for you.

Open platforms

Open platforms are platforms which you don’t need an account to access. I find that these are often overlooked but are very powerful. I use these for my other business to great success. Google and Youtube are the most popular open platforms. If you are recommended by word of mouth, the likelihood is that person will google you before contacting you. Having your firm profile updated and even a Youtube video, introducing yourself, is a good way of ensuring that they will pick up the phone and contact you.

Don’t be afraid of making a mistake

About 6 years ago I shared my first video on Instagram. Looking back at some of my old videos I do cringe a bit but it was all good practice and it means I can do a video in one take today. You have to find your way and see what works for you. Remember if you are looking back at older content, do not delete it but instead archive it. Please do connect with me on LinkedIn and let me know if you have any questions.

Eileen’s bonus tips

Hire a photographer and get a batch of photographs done. It will be the best money you will spend, trust me. I use the same batch of photographs across my social media usually when I’m sat at home with my hair in a ponytail with my leisure wear on. I can recommend Tugce.

You can reuse the same posts. No one will remember what you posted 6 months ago so if it was a popular post, you can tweak it and use it again. I do this sometimes when I have a very busy week ahead and don’t have time to create new content.

Everyone and their granny have heard of Snoop Dog, haven’t they? It’s not because his music is amazing for everyone, it’s because of his collaborations. He has collaborated with such a wide range of artists that he taps into their audience. The same with your online presence, when you’re building your presence up ask to guest blog or appear on others’ social feeds. This will give you access to their audience to help you grow your own.

Eileen Donaghey

Eileen Donaghey

Consultant Donaghey & Chance

www.linkedin.com/in/eileendonaghey/