Social media is all the rage these days for online marketing. Lawyers are finally getting on board with the idea that they have to utilize at least some social media methods. Their potential client is spending more and more time online and in order to get in front of them on a regular basis, they have to do the same. And that means having more than just a website.
Other tools lawyers can use to get in front of prospects are Facebook, Twitter and LinkedIn. Unless you’ve been living under a rock for the last 3 years or so, you already know that. But you might want to think about a few things when you’re using them. Not just to reach your clients but to protect your reputation and your practice, too.
1. Have a Consistent, Professional Message
Always remember that what you’re putting online is going into the home of a potential client. While you want to be genuine and approachable, you are a professional. Your image online is the first impression many of your clients will ever see. Make it a positive one. And make it a consistent one. If you don’t have a social media plan in place for your practice, design one now.
2. Find Out What Your State Bar Guidelines Allow For The Use of Social Media
Social media is a whole new world for state bar organizations. Many are just now putting policies in place to govern how their lawyers use social media. In many ways, it’s a type of advertising and lawyers are subject to very strict guidelines regarding their use of advertising. State bars are now finding themselves in the position of policing how their members use social media, just as they would other ways to advertise.
Especially with regard to Facebook, you might want to consider a disclaimer on your page that points out that Facebook is a unique forum and is different from your firm website. Make sure that people contacting you by direct message on Facebook understand that sending that message does not constitute an attorney-client relationship. That may seem like overkill but it’s better to be safe than sorry, especially when it comes to possible grievances.
3. Get Onboard But Don’t Go Overboard
Social media sites can be addictive. If you tweet constantly with personal information or compulsively update your Facebook status, you might want to think twice about that. How would it look to potential clients if their lawyer had that much time to sit and chat on social media instead of working on matters for clients? Update what’s really important. You can schedule your updates using HootSuite or TweetDeck and it will update periodically throughout the day when you set the time for updates.
One more note, if you farm out your social media to a virtual assistant or a copywriter, make sure they fully understand the message you want to share and the image you want to create. Don’t leave your reputation to chance.
Remember that what you put online stays online. And it’s available for pretty much anyone with a computer to see. Make sure they see the side of you that brings them to you when they need a lawyer.