The savviest social media marketers only craft social media posts with a strategic mindset to support their firms’ and their lawyers’ business development efforts. If the post doesn’t support your firm’s strategic goals, immediately abort mission.

Now, that being said, not every post you create should solely focus on your firm’s work and its substantive news, events and publications – that can make your firm seem dry and devoid of personality and heart.

…if the post doesn’t support your firm’s strategic goals, immediately abort mission.

Firms should also showcase their “softer” side, which can support their business development efforts as well, because clients want to see that their outside counsel has multidimensions to their firm.

Showcasing the softer side of your law firm humanizes your firm and makes your lawyers more relatable. For example, intersperse posts about firm life, pro bono and community service activities, as well as profiles on current lawyers and alumni, and photos from firm events depicting individuals at the firm engaging with each other socially.

In this installment of the Women Who Wow series, get to know Nita Sanger.

Nita is the Chief Executive Officer of Idea Innovate Consulting, a boutique strategy consulting firm transforming businesses for growth in professional, financial and legal services. In addition, Nita is a Managing Director at Corporate Legal Innovation Consultants (CLIC), a consulting company focused on the legal industry and the Chief Operating Officer at In the House, a community for innovative general counsel.

Nita is a C-suite expert with more than 20 years of strategy and operations experience, transforming and scaling businesses for growth at global large and mid-sized corporates, and start-ups. In her previous roles, she assisted businesses to redesign their processes, reduce costs, optimize M&A /post-merger integrations, and drive talent and change management.

No matter how brilliant a lawyer is, he/she is unlikely to steadily bring in business throughout their career solely through providing high-quality legal services.

In any relationship-driven business, the vast majority of work goes to those who not only do great work but who understand their clients’ businesses inside and out, make their clients look good both internally and externally, and are the kind of people with whom clients genuinely like working. That being said, building relationships takes patience, persistence and a personal touch, which are skills that all of us can refine and polish.

I’ve put together tips for lawyers at any level focusing on cultivating and strengthening relationships (although they can be adapted to anyone in pretty much any field). I hope they inspire you (and lead to new clients)!