Why Does Social Media Work?

In my earlier post (and press release) about our award for a marketing campaign for a CPA firm that includes a blog, I used the term "social media" a couple times.

I even used the term related to recruiting. <gasp>

So what does social media have to do with professional services? Everything. With the exception of the very largest mega-firms who are hired for their "name," most people agree that law, accounting, wealth advisory, and other such services are relationship-driven businesses.

Toby Bloomberg on her Marketing Diva Blog had a short, sweet, and solid explanation of social media:

Many people don't understand how the internet works as a catalyst to build relationships which can lead to friendships which can evolve into a community.

Why is that important from a business perspective? Simple. People like to do business with people they like. (That extends to brands.) Building a business community is not necessarily about singing Kumbaya but expanding a resource network.

It's true that blogs lead to real relationships, friendships and business collaboration.

In the two years I've been blogging, I've shaken hands with, and looked directly into the eyes of, dozens of bloggers whom I follow and admire, as well as readers of this blog (of course I admire you, too!). Some have referred work (yes, the kind that pays), others have published my work or syndicated it, and several have shared their books, ideas and advice with me. And still others have become friends with whom I communicate daily or close to it.

Blogs and other social media give a glimpse into a person's mind and personality. And you can do this any time of day or night even when that person is on vacation. What better way to preview and select your next Intellectual Property attorney or your company's accounting advisor.

And what better way to be previewed and selected!? A self-selected lead who already knows he or she would want to do business with you. Nice.

Comments

[Toby]

Michelle - Congrats! on including a blog as part of the marketing plan for your client. Especially for service companies, blogs make so much sense. What do you really buy from a service firm? Expertise .. sure but the world is full of talented people. It's the relationship that makes the difference. As you point out, blogs can jump start the process.