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The Google Digital Footprint

By Greg Sutphin
July 02, 2014

Social networking sites have not only changed the way people interact and communicate, but also transformed the way business is done.

Social networks have also influenced service sectors ' and the business of law is no exception. All social networking platforms, such as Facebook, LinkedIn, Twitter, and Google Plus are trying to establish themselves in personal as well as business niches.

Google Plus Whaa?

What makes Google Plus different and more beneficial for marketing purposes is the fact that it is part of a company that affects the largest digital footprint and brings many Google services under one umbrella. With its unique features, Google Plus is in many ways beyond other social networks when it comes to establishing a digital footprint for attorneys.

While recent news, not directly from Google, might indicate that Google Plus is no longer trying to focus efforts to develop the next Facebook, it is still an important “social layer” (Google's words). Whether or not a lawyer chooses to create and participate within his or her Google Plus profile, it is critical to be part of the largest and most influential digital footprint that Google encompasses.

Since lawyers are slow to use social media marketing to build a reputation and connect with others, Google Plus is a great platform for legal professionals to interact, engage and connect with friends, clients, potential clients and other legal professionals.

The bottom line is that social media (including blogging) increases client retentions and referrals. According to the ABA Tech Survey 2013, 39.1% have retained legal services or a referral as a direct result of legal topic blogging.

Features of Google Plus

Hangouts

One of the most common hurdles faced by lawyers and their clients is regular communication. Google Hangouts is a secure and convenient way in which lawyers can stay in touch with their clients.

Video chat by Google Hangouts allows an attorney to talk to a client face-to-face anytime. That means every time you schedule a meeting, you do not have to visit the client or call him or her to your office; you can organize a video chat instead. It not only saves times and effort, but is a great, flexible way for face-to-face interaction that several clients might appreciate. As we all know, legal discussions can involve more than two people. This makes Hangouts even more important, as you can create a group chat that incudes up to 10 individuals. This type of video conferencing can take place without a client having to leave the comfort of his/her home or business. The only thing required is a free Google Gmail account, and the interface is fairly simple to use.

Another benefit of Hangouts is that it allows you to keep track of client-attorney interaction. When a lawyer meets a client in Hangouts, a transcript of the discussion and copy of the video interaction is available in the client-attorney dashboard on Google Plus. So, whenever any attorney needs to refer to the Hangout discussion or revisit some points that were discussed, she can access the video and transcript.

Circles

Just like Facebook has “Friends” and Twitter has “Followers,” Google Plus has “Circles.” These can include people with whom you want to share particular information, and you can choose followers who can view your posts.

Lawyers can create multiple circles, and categorize people based on the purpose of those circles. For instance, while you can create a circle for your personal friends, you can also create separate circles for your potential client base. You can choose which posts and status updates made by you are visible in which circle, thus allowing unified communication with a relevant group of people.

With Circles, specific content can be shared with people who will be interested in that content. The more engagement you have with your Google Plus profile, the more followers you tend to get, which is good for creating visibility and brand awareness. Interacting with other legal professionals and following legal experts helps in creating a network and building relationships.

Google Plus One

Google Plus One is a great way to establish your brand by establishing your authority over content. This sharing feature works in a simple way and also helps people in your circles to look for relevant articles on the web. When lawyers are posting articles on their website or other sites, the G+ button below the article allows readers to share that content with their circles. When a user clicks the G+ button, it indicates he or she approves that content, and wishes to share it with others. If anyone from the lawyer's circle searches for a particular keyword, he will see the Google Plus One shared articles relevant to that keyword. The more people share, follow or comment on your content, the higher authority you gain on G+, which is an effective way of gaining trust and respect online.

Google Plus Communities

Any Google Plus user can easily create and host his/her community on the cloud. The communities can be created as public or private. There are numerous private legal communities that already exist and are broken down to specific sub-categories of the law. This venue is a great way to share ideas and ask questions among your peers in a public or private setting. A Google Community is a great tool to help build your reputation among your virtual peers with good content and substantive discussions and feedback.

Google Plus Business Page

Although not part of an individual Google Plus profile, all law firms should claim or create their free Google Plus Business Page. Why? Google includes “local listings” and Google Plus pages in search results. Whether or not functionality of an individual G+ profile like “hangouts” or “communities” is used, a G+ business page is one of the most critical Google digital footprint pieces for any business.

Although a G+ business page may not be perceived as one of the “big 3″ socials like a Facebook page, LinkedIn business and personal profile or Twitter, the opportunity to grow your business online through a G+ page has enormous potential that many law firms are not harnessing.

Google Plus business pages can be created or claimed for each office location. The page can be customized and updated. It is also the Google property that hosts Google Reviews. Keeping in mind that Google Reviews speak mostly to consumer-based areas of law, 92% of users read online reviews before selecting a business.

Reviews

Should reviews have any less of an influence for choosing legal services? An attorney and law firm should be aware of what clients are saying about them on the Internet. Users say they will not select a business with a poor reputation. A one-star difference in reviews results in 5%-9% change in revenue, according to the Harvard Business Review.

Conclusion

Based on the ABA Tech Survey 2013, 81% (individual attorneys) now say that they use social networks for professional purposes. Create, engage, and share using tools with the company that still has the largest digital footprint and online influence to date ' Google.

Greg Sutphin provides digital marketing consulting and online marketing advice for law firms. Reach him at 610-757-8411, greg.sutphin@getlegal.com, or at http://www.linkedin.com/in/gregsutphin.

'

SPECIAL OFFER: Twitter, LinkedIn, Facebook and Google+ followers can get an online subscription to Law Firm Partnership & Benefits Report for only $299. Click here, select Digital Only and use promo code LFPBOL299 at checkout. This offer is valid for new subscribers only.

'

Social networking sites have not only changed the way people interact and communicate, but also transformed the way business is done.

Social networks have also influenced service sectors ' and the business of law is no exception. All social networking platforms, such as Facebook, LinkedIn, Twitter, and Google Plus are trying to establish themselves in personal as well as business niches.

Google Plus Whaa?

What makes Google Plus different and more beneficial for marketing purposes is the fact that it is part of a company that affects the largest digital footprint and brings many Google services under one umbrella. With its unique features, Google Plus is in many ways beyond other social networks when it comes to establishing a digital footprint for attorneys.

While recent news, not directly from Google, might indicate that Google Plus is no longer trying to focus efforts to develop the next Facebook, it is still an important “social layer” (Google's words). Whether or not a lawyer chooses to create and participate within his or her Google Plus profile, it is critical to be part of the largest and most influential digital footprint that Google encompasses.

Since lawyers are slow to use social media marketing to build a reputation and connect with others, Google Plus is a great platform for legal professionals to interact, engage and connect with friends, clients, potential clients and other legal professionals.

The bottom line is that social media (including blogging) increases client retentions and referrals. According to the ABA Tech Survey 2013, 39.1% have retained legal services or a referral as a direct result of legal topic blogging.

Features of Google Plus

Hangouts

One of the most common hurdles faced by lawyers and their clients is regular communication. Google Hangouts is a secure and convenient way in which lawyers can stay in touch with their clients.

Video chat by Google Hangouts allows an attorney to talk to a client face-to-face anytime. That means every time you schedule a meeting, you do not have to visit the client or call him or her to your office; you can organize a video chat instead. It not only saves times and effort, but is a great, flexible way for face-to-face interaction that several clients might appreciate. As we all know, legal discussions can involve more than two people. This makes Hangouts even more important, as you can create a group chat that incudes up to 10 individuals. This type of video conferencing can take place without a client having to leave the comfort of his/her home or business. The only thing required is a free Google Gmail account, and the interface is fairly simple to use.

Another benefit of Hangouts is that it allows you to keep track of client-attorney interaction. When a lawyer meets a client in Hangouts, a transcript of the discussion and copy of the video interaction is available in the client-attorney dashboard on Google Plus. So, whenever any attorney needs to refer to the Hangout discussion or revisit some points that were discussed, she can access the video and transcript.

Circles

Just like Facebook has “Friends” and Twitter has “Followers,” Google Plus has “Circles.” These can include people with whom you want to share particular information, and you can choose followers who can view your posts.

Lawyers can create multiple circles, and categorize people based on the purpose of those circles. For instance, while you can create a circle for your personal friends, you can also create separate circles for your potential client base. You can choose which posts and status updates made by you are visible in which circle, thus allowing unified communication with a relevant group of people.

With Circles, specific content can be shared with people who will be interested in that content. The more engagement you have with your Google Plus profile, the more followers you tend to get, which is good for creating visibility and brand awareness. Interacting with other legal professionals and following legal experts helps in creating a network and building relationships.

Google Plus One

Google Plus One is a great way to establish your brand by establishing your authority over content. This sharing feature works in a simple way and also helps people in your circles to look for relevant articles on the web. When lawyers are posting articles on their website or other sites, the G+ button below the article allows readers to share that content with their circles. When a user clicks the G+ button, it indicates he or she approves that content, and wishes to share it with others. If anyone from the lawyer's circle searches for a particular keyword, he will see the Google Plus One shared articles relevant to that keyword. The more people share, follow or comment on your content, the higher authority you gain on G+, which is an effective way of gaining trust and respect online.

Google Plus Communities

Any Google Plus user can easily create and host his/her community on the cloud. The communities can be created as public or private. There are numerous private legal communities that already exist and are broken down to specific sub-categories of the law. This venue is a great way to share ideas and ask questions among your peers in a public or private setting. A Google Community is a great tool to help build your reputation among your virtual peers with good content and substantive discussions and feedback.

Google Plus Business Page

Although not part of an individual Google Plus profile, all law firms should claim or create their free Google Plus Business Page. Why? Google includes “local listings” and Google Plus pages in search results. Whether or not functionality of an individual G+ profile like “hangouts” or “communities” is used, a G+ business page is one of the most critical Google digital footprint pieces for any business.

Although a G+ business page may not be perceived as one of the “big 3″ socials like a Facebook page, LinkedIn business and personal profile or Twitter, the opportunity to grow your business online through a G+ page has enormous potential that many law firms are not harnessing.

Google Plus business pages can be created or claimed for each office location. The page can be customized and updated. It is also the Google property that hosts Google Reviews. Keeping in mind that Google Reviews speak mostly to consumer-based areas of law, 92% of users read online reviews before selecting a business.

Reviews

Should reviews have any less of an influence for choosing legal services? An attorney and law firm should be aware of what clients are saying about them on the Internet. Users say they will not select a business with a poor reputation. A one-star difference in reviews results in 5%-9% change in revenue, according to the Harvard Business Review.

Conclusion

Based on the ABA Tech Survey 2013, 81% (individual attorneys) now say that they use social networks for professional purposes. Create, engage, and share using tools with the company that still has the largest digital footprint and online influence to date ' Google.

Greg Sutphin provides digital marketing consulting and online marketing advice for law firms. Reach him at 610-757-8411, greg.sutphin@getlegal.com, or at http://www.linkedin.com/in/gregsutphin.

'

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