Finding Yourself On the Internet 5 Steps to build a professional online brand BY JEREMY EVANS e live in an age where your first reaction when posed with a question that you do not know the answer to is to “Google it.” We use our phones, tablets and computers to use applications, search for and view information, and connect on social media, not to mention the communication resources of texting, calling and emailing. In our world, it is more likely that you will watch a live sports event on Twitter or Facebook than on your television, and that your first view/meeting of a person or their website is through a social or professional media application like Instagram or LinkedIn or via Google Chrome and Safari.
both mobile- and web- (e.g., computer viewing) based platforms to view information. Word to the wise: You can tell the difference when a website is not both mobile- and web-based as the conversion when viewing a web-based site on a mobile device will look cheap and outdated. With social and professional media applications like Facebook, Twitter, Instagram and LinkedIn, keep in mind that the companies who developed the products have already done mobile/web viewing work for you. All you have to do is set up your account(s). (Helpful tip: make sure you have access to your website to make changes so you are not relying on someone else).
platforms. For example, when you update your job or add a new board position on LinkedIn or Facebook, it will automatically update your contacts. People and clients will see this and remember you for their next legal or business matter. Remember, if you want to be visible, you must regularly update and post to your online profiles. (Helpful tip: Instagram allows you to automatically post to Facebook and Twitter; Facebook and Twitter allow you to simultaneously post to one another; LinkedIn allows you to simultaneously post to Twitter; Hootsuite allows you to post to multiple platforms).
Therefore, when personalizing your law firm website and social media profiles, we must keep in mind that people will (1) most likely be viewing and seeing you and your information for the first time while using their hand-held cellphone, and (2) your first impression is now digital, but not impersonal just because you are online. This scenario creates a few different things to consider. First, viewing a website or using a social media application on a mobile device is different than when viewing from a desktop computer. The fonts, size and appearance are all different. Second, because information about you and your law firm is so easily accessible, a person, prospective client, etc., is likely to meet you first digitally before meeting you in person and therefore content and visibility is king.
2. Accounts: Speaking of accounts, you must/
Remember the three “P’s” for social and professional media and websites: Professionalism in all Pictures and Posts! We all know the folks who are consistently (1) too salesy, (2) too political and (3) too personal.
Practically speaking, we need to know a few things when building an online profile in any format.
1. Viewing Pleasure: Make sure your web developer or the system you are using has
should have separate accounts for your personal and business profiles. Look, just because the internet has made everything, including information about you, more accessible, does not mean that your public and private relationships need or must be public. The old adage that you do not mix business with pleasure still applies regardless of social media applications and websites.
3. Branding: The number one rule in branding is consistency. Your profile picture and information (i.e., bio, organizations, etc.) on each platform and on the website should be the same so people can recognize you and it creates an image of someone who has their stuff together and manages well. People like that. Clients like that.
4. Marketing: The number one rule in
5. Above All Else: Professionalism is key.
Like everything in life, it is what you put into the thing that matters and shows results. People know when you are being genuine and genuinely like to connect and meet new people. In an age where our information is easily accessible, we need to (1) embrace that by (2) controlling our own message through information, images and visibility. Nothing is more frustrating than not finding someone online that you want to connect with in person. Jeremy Evans (email@example.com) is managing attorney with California Sports Lawyer.
marketing is regularity. You must be consistent about regularly updating your website and social and professional media November/December 2017 SAN DIEGO LAWYER 19
Inside this Issue: Small Firm - Big Business, Reports From Our Local Bench, What to Do When a Reporter Calls