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We are constantly trying to think of ways to convince people to overcome their resistance to participating in social networks to make connections and generate referrals for their business. The trick seems to be finding a way to convince attorneys, CPAs and other professionals they are using, at best, 20th century communication/marketing techniques when they could join us in the real world and employ 21st century techniques.
Some may remember, or have learned in school, there was a time when the television remote control did not exist. This may come as a shock, but, there was a time when people actually had to get up off the couch and change the channel on the television. There was also a time when people played a plastic disc on something called a turntable in order to listen to music. This, of course, was long before the invention of the CD or the iPod.
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With some time and effort, many people (not everyone, mind you) learned how to use the television remote control, play a CD. Some have even been able to transition to listening to music on an iPod. If you are willing to spend some time and effort, you could learn to take advantage of some 21st century communication techniques.
Attorneys, CPAs and other professionals should consider starting with LinkedIn on their first foray into the 21st century. The LinkedIn network may seem familiar in several ways. People create profiles and include information you may see in a resume, something you are familiar with. People try to build a network of possible referral sources. Networking is something attorneys, CPAs and other professionals are familiar with. Joining LinkedIn “Groups” is much like your membership in the local Chamber of Commerce or trade association.
There are similarities with things you are already doing, but there are differences too. Few of us are able to network with others twenty-four hours a day, 365 days a year, but LinkedIn is. Not all of us are able to meet a prospect in a coffee shop and immediately establish ourselves as an expert in our field. Generally, these meetings are quick introductory meetings where you leave the prospect with a brochure or some other collateral materials. LinkedIn “Groups” and “Answers” lets you thoughtfully and quickly establish yourself as an expert in your field.
There are many other ways to use LinkedIn and other social networks to grow your business. Learn one, then branch out to others. Take advantage of 21st century communication techniques, and learn how to use them. The next time you use the television remote or listen to music on your iPod, remember it wasn’t always so easy. Then commit to taking advantage of at least one social network. Test it out. See how it goes. Then learn another one.
Maybe consider adding this to your list of New Year’s resolutions. Join us in the 21st century. What do you have to lose?
