I came across this interesting video discussing lawyers and emotional intelligence on Youtube.

As the video articulates, emotional intelligence is a very important skill set for attorneys and one I think is often overlooked when evaluating what makes a successful attorney tick.  

What Is Emotional Intelligence?

To me, emotional intelligence is the art of understanding people.  It's the ability to "put yourself in someone else's shoes".  It includes all the skills necessary for managing employees, convincing prospects, leading others, listening, relationship building, engendering trust, etc.  Some argue emotional intelligence is a skill that can be learned and nurtured while others believe it is something you are born with.  I believe that while there are individuals that are gifted with a high level of emotional intelligence, it certainly is a skill that you can work to improve.

Why Emotional Intelligence Is Important For Your Online Marketing

I don't think I need to go into a lengthy explanation about why interpersonal skills, listening, and relationship building are important to lawyers.  However, it's helpful think about emotional intelligence and how it relates to law firm marketing online.  

Most lawyers look to outside sources for answers to their online marketing problems.  For instance, they seek higher rankings on Google, they set up profiles on social media sites, or they pay a company to run paid search ads for the firm.

What often gets skipped over is a thoughtful consideration of where their target client is and how they are interacting with each medium.  There is too little emphasis on how to transfer valuable interpersonal skills for use online.  The thought is that simply being there is enough.  If you show up in Google or on Facebook you will get hired.  This is no more true than the idea that simply being an attorney, talking to a prospect, or hiring an employee will lead to success.

The real work takes time.  It's using these online mediums to foster new relationships and connections.  It's tapping your interpersonal skills and putting the time in so that your online persona reflects the knowledge, expertise, and trust that you have built for yourself offline.