Winning the Internet with Social Media
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It is no longer surprising to find your mother or second-grade gym teacher on Facebook, nor should we be surprised by the rise in attorneys on Facebook. Bar associations have also become engaged and vocal in the social media world, frequently updating their ethics and professional responsibility rules to address marketing on the Internet and using social media to generate client leads. For example, see the recent amendments to ABA Model Rules of Professional Conduct 1.18, 5.5, 7.1, 7.2, and 7.3.
A law firm is a brand, and social media can keep it first in your clients’ minds, current and prospective alike. Grow your audience by posting regularly, being mindful not to overwhelm your followers or bombard them with information irrelevant to them. Done well, social media can establish you or your firm as experts in your areas of practice. Given the reputation of attorneys for being dry, boring, and robotic, social media can be an opportunity to show your audience another side of your firm.
Whether your firm should use social media depends on a number of factors. Consider the upsides and downsides carefully. Nothing says you must use social media; it is sometimes better to opt out than to do it poorly and create a negative impression or risk running afoul of your jurisdiction’s bar counsel. If you do choose to speak in the social media setting, impart useful, interesting information that leaves an impression. Ask yourself: What is my objective? To inform? To entertain? To raise brand awareness? To show the human side of my firm? How does this fit into my overall communications and marketing strategy?
Effective use of social media gives you the chance to build a second voice for you and your firm, one that can speak to clients well after the office closes. Use social media to attract clients by starting conversations about things that matter to them. Answer questions that they might ask. Talk about changes in the law. Give them value before they even hire you. Linking your page to material that is relevant, engaging, and informative for prospective clients greatly increases the likelihood that your firm will leave a positive impression on them.
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