Twitter Is Like Skywriting, Only Better

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

On the way to our hotel from Orlando International Airport for the 2014 Legal Marketing Association Annual Conference, a colleague of mine and our driver, a hospitable immigrant from London, tried to decipher the skywriting that appeared in the sky before us. Seems that skywriting as a marketing message is quite popular in these warmer climes. In the past, my …

My Law Firm Is Better Than Yours … At Social Media

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

Anecdotal evidence says that professional services firms – notably law firms – are not setting the standard when it comes to using social media. For professionals whose jobs are to reduce risk, embracing what is perceived as “risky” Social Business doesn’t come naturally. And yet now we have some comprehensive data to back up this notion. Good2BSocial, a social enterprise …

5 Ways to Measure Your Social Media ROI

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

“Social Media – why should I bother?”  In other words: What will I get out of it? What’s my return on investment (ROI)? It’s a good question that is often asked by those many professionals who so easily and blithely dismiss the need to even create an accurate and updated LinkedIn profile for themselves. So, what’s the answer? Strictly speaking, the …

Why Content Marketing Is Very Sustainable – Via the Long Tail of the Internet

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

On January 6, social media consultant Mark Schaefer published a fascinating article titled “Why Content Marketing Is Not a Sustainable Strategy” in which he stated that the supply of content marketing is outstripping the demand for that product. With the ever-increasing numbers of blogs, videos, and social media content being produced, his point is that content marketers are having to …

5 Rules of Engagement for a Social Media World

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

We’ve all been there. After a nice conversation at a cocktail reception or business event, you get the hard sell within the next day or two. Sometimes it’s expected, sometimes it’s not. It can come in various forms. For example: Someone wants to immediately “partner” with you (translation: please give me work, now, even though I haven’t asked you questions …

LinkedIn Success Starts with Japanese Footwear Habits

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

Seems people are accused of being too superficial, if anything. Of caring more about the cover than the book. You almost never hear people say, “She’s way too deep for me.” But I say too many businesspeople and professionals don’t care enough about their looks. The American Way I recall that classic image from the early 1980s: career women in …

How to Use LinkedIn to Promote Your Professional Services

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

The conversation went something like this: Marketer: “And then use this ‘Share’ button in your LinkedIn account to share with your network the links to articles and blog posts you’ve written.” Fee-earner/professional, with look of mild horror on face: “But, I can’t do that. That’s spamming.” Marketer: “It’s not spamming. This is your network to communicate with. Either you asked …

Marketing the Professions ‘Hors d’Oeuvre’ Style

Nicholas Kosar Content Marketing, Law Firm Marketing, x

In the first part of this three-part series on new media professional services marketing, I explored the unique nature of professional services firms and why lawyers, accountants, and others generally find digital and social media marketing so challenging. This time around, I’ll explore two characteristics that are a mark of successful digital marketing: keeping your outreach in bite-size portions, and …