Practice Management

You should. And, you should do it with a degree of useful brief information and frequency that works. Blasting an email once in while does not work well. So, it take a small degree of dedication. Relying simply on social media is a mistake as well.

Part of the skepticism comes from the belief of some that the inbox is becoming irrelevant. It is not. In fact, at least in business and the practice of law, it is the default mechanism used by people to run their businesses. Deadlines reminders are sent via email. Notices from the courts are sent via email. Sure there is chitchat over social media, but if you wishing to get the attention of a referral source, it is still email. Do not forget it.

Now this does not mean you need to be a pest. Too many emails, emails that are too long or complicated, emails that are really nothing but pure advertising, and emails that do not offer useful information, are not going to help. But, short, regular, informative blasts work very well over time in building your practice.

Sure you have to build a list. That takes time. More importantly, it takes a vigilance most attorneys are just not willing to expend to collect the information and keep it updated. If you will, however, my point is that this pays off very well.

Social media might be all about casual connections. I am not saying your should not have a blog and a Facebook or Twitter account you keep updated. That helps too. But, email concerns itself with building professional connections. It represents direct communication with the people, groups and organizations that matter most.

When someone opens up their email, you have their undivided attention, at least for a moment. With social media, however, you do not have someone's undivided attention.

The point is that social media compliments email, and will ignore email at your own detriment.