Professional services firms have typically avoided social media communications. For many reasons, however, communicators working in these spaces today must now act like publishers and familiarize themselves with the content needs of their audiences.

Demanding regulators. Difficult clients. Elusive prospects. Vocal antagonists. Skeptical employees. Depending on the category in which you operate, these are just some of the reasons why professional services firms have largely avoided the realm of B2B social media communications.

You may have heard the following:

"We're a conservative brand with conservative clients, so social media isn't right for us."

"Our clients aren't using social media, so why should we?"

"Social media is for consumer brands, not professional services firms."

"Social media poses too much risk and too little reward."

Sound familiar? As a strategic communications company that caters to professional services firms, we've heard it all. The objections are plentiful and the excuses are easy. However, when it comes to social media communications, it's not an issue of why or when — it's how and where. The rewards for agencies that embrace social media successfully can be handsome, and should no longer be ignored.

If your firm — be it law, consulting, finance or accounting — has stumbled out of the gate trying to create a meaningful social media presence, or are considering stepping up its efforts, you may have questions. Here are three common ones your senior leadership team is likely asking.

How can my company and employees publish and circulate content over social media and not run afoul of regulators?

Regulators are often cited as one of the top reasons why professional services firms — especially ones that operate in highly-regulated industries — don't embrace a proactive social media effort. However, technologies and platform companies such as Hearsay Social and CommandPost make it easier for firms to track and report social media activity and adhere to strict compliance demands. What's more, proper social media training and focusing content on thought leadership rather than ‘conducting business' will also help manage compliance issues and avoid the wrath of regulators.

How do I convince naysayers in my firm that social media is a worthwhile investment when our clients — who are mostly senior level business executives — don't use it?

If one of your communications goals is to enhance and increase the quality of media coverage of your firm and its leaders, social media is a vital tool. It's the conduit for the brand and its lead spokespeople to engage with media on topics and issues that are driving much of their coverage. If you're not present on social media, you're missing a golden opportunity to build relationships with media, analysts, academics and other influential figures.

Yes, it's accurate to say that most senior-level business executives are not visibly active on social media, but more and more are passively using platforms like LinkedIn and Twitter to discover smart news and commentary. And almost all executives (or their assistants) consistently use it to find information about pressing business issues and individuals with whom they may do business. This is precisely why digital profiles of professional services firms and their leaders are so important — particularly considering how search engines are increasingly giving weight to content from social media.

How do I develop, on a regular basis, content that my audiences will actually care about and provide a healthy ROI on social media communications?

Professional services firms must act like publishers and get to know the content needs of their audiences. Success in social media requires an altruistic approach to providing content that will add tangible value to the reader and focus on the needs of the audience, not the marketer. In other words, you have to be able to address the content needs of your audience … which, most often, isn't information about your products and services.

What topics and issues will resonate most with the audience? What complex business problems are they eager to learn more about? What type of content do they prefer, and what devices do they most often use to consume it? Answers to these questions can help marketers develop a targeted content strategy that results in the best content formats, the most effective content channels and the most relevant topics on which to focus.

As marketers, our job is to educate, influence and prompt action among prospective clients or those who influence them. An insufficient amount of social media in the marketing diet can limit a company's ability to achieve success in raising awareness, differentiating itself and driving interest working with the brand.

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Ted Birkhahn is a Partner and President of Peppercomm.