Amy Jo Martin had been through several sports marketing jobs when she found her calling as a social media strategist. She started dabbling in social media back in 2008, much to the chagrin of her boss who found her enthusiasm for the internet’s relatively virgin waters a bit risqué. But Ms. Martin persisted. When her boss called her a “renegade” she took it to heart—and to the bank.
Ms. Martin founded Digital Royalty, launched Digital Royalty University (offering customized social media education) and in 2012 published the New York Times Bestseller, Renegades Write The Rules. She speaks worldwide about social media trends, strategies to monetize social platforms and how to build a personal brand through various social networks.
In her book, Ms. Martin covers her journey in social media and how to forge one’s own path, the “renegade way.” The focus of the tome is the eight essential Renegade Rules:”
Rule 1: Be the Media
Rule 2: Show Some Skin
Rule 3: Unmask Your Motives
Rule 4: Get Comfortable Being Uncomfortable
Rule 5: Ask Forgiveness Rather Than Permission
Rule 6: Consensus Is The True Authority
Rule 7: There’s a New ROI in Town
Rule 8: The Act of Good Can Be Scaled
I won’t go into them here, but suggest this video to give you the full Renegade primer, focusing on the eight rules. The full video is just over 33 minutes long.
Renegades Write The Rules is simply written and a quick read. It’s helpful if you’re looking to delve deep(er) into social media on your own, but what can we derive for legal marketing? As legal marketers, we know that there can be a limit on how rebellious we can be in the workplace; it’s the nature of our business. But I discovered three main takeaways, among others, that aren’t limited to social media.
- Innovative brands start with “why.” Innovative firms have an inverse approach to the proverbial first date. Clients can get a better sense of “who” your lawyer or firm is by her or its underlying intent. Encourage your lawyers to try out the “why, how, what” sequence with potential clients and see what results are yielded.
- Beware of “shiny object syndrome” (SOS). We should all know the difference between an opportunity and distraction. It’s great to chase that next big client or deal, but is it a good fit? Sometimes the best chances are the ones often taken for granted (e.g. a long-term, profitable relationship versus the quick and short-lived brand-name deal).
- Communication (no matter its form) is key to any successful relationship. I’ll leave it to Ms. Martin to pontificate here: “Not having a strong, two-way communication strategy is like not unlocking your doors for business or answering the phone when customers call.” Enough said.
Whether looking to bolster your social media involvement or uncovering insights on gaining the edge in business, Renegades Write The Rules is an easy read that covers the basics.
By: Kristin Keen, Director of Marketing and Business Development, Watt, Tieder, Hoffar & Fitzgerald for the September/October 2013 Issue of the Capital Ideas Newsletter.