#100 – Your Social Media Is a Trust Check, Not a Lead Machine with Brian Glass

Brian Glass and I did not know we were recording the 100th episode of Sharp Strategies, Sweet Success.

We also did not plan to land on one of the cleanest explanations I have heard for why lawyers should use social media.

Brian is a partner and personal injury attorney at BenGlassLaw. We talked about the “Google tax,” intake automation, AI, delegation, travel, and building a law firm that does not require the owner to hold every task together.

But the idea that stuck with me was simpler: Social media may not be where the right client discovers you. It may be where that client decides whether to trust you.

A referral isn’t the end of the relationship

A potential client hears your name from a friend, another lawyer, or a former client. Then they search for you. They look at your website, your reviews, and probably your social profiles.

They are not necessarily hunting for a 90-second explanation of underinsured motorist coverage. They are trying to answer a more basic question: Is this person credible, understandable, and someone I can imagine calling?

That means social media has a different job. It does not always have to create discovery. Sometimes it just needs to confirm:

* This person is real.

* This person knows what they are doing.

* This person is not going to make an already stressful problem worse.

That is a meaningful marketing job, even if the post never produces a directly attributable lead.