As we’ve watched social media networks like Facebook and Twitter grow in popularity over the last couple of years, many law firms— and many companies that simply aren’t as hip as Starbucks or Coca-Cola— are asking themselves, “How do we fit in?” The truth is many law firms are missing the social media boat at the moment.
One of the primary reasons for this is because law firm decision makers who direct marketing, advertising and PR efforts are less likely to use social networks the older they are. Chances are your 20 or 30-something associates have a better understanding of social media. Now don’t get offended; this is a fact.
In a Forbes Insights study called “The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information,” executives from the country’s top-grossing companies were surveyed on their blogging, Twitter and web video usage. Results showed that 1 percent of participants over 50 years of age contribute to daily, work-related blogs. This statistic went up with younger executives, with 35 percent usage for 40-to-49-year-olds and 56 percent usage for those under 40. Statistics are the same with regard to Twitter or microblog usage; however, there was a two-percent increase in the activity of 50-plus-year-olds.
Social media is sharing information in real time while also making friends with clients, the media, business affiliates, and so on. To have an outlet to post articles, blogs, videos and press releases for free and instantaneously have your entire social network see them is priceless. For decades, marketers and public relations professionals have been aching to get this kind of access to their targets. And when Web sites like Facebook have 400 million active users; information certainly spreads like wildfire.
Making your law firm accessible via social networking sites will give you complete exposure to audiences, which will allow this to happen:
• A culture will develop among your social networks where you and users can connect and share ideas.
• You will have opportunities to provide value to your network by posting links to relevant resources and information.
• You will become more trusted by your clients, associates and the media because social networks help people to feel less intimidated, more equal and connected.
• You establish a leadership role among users and are able to listen to and follow others.
Simply put, if done right, establishing and maintaining social networks on Facebook, LinkedIn, Twitter and similar networks will enable you to become good friends with your marketing targets and the media, which should really be the core concern of any business.
We want your thoughts
What do you think about the use of social media and law firms? How are you using social media? We’d like to hear your thoughts and experiences so please feel free to leave a comment here.
great post as usual.thanks.
A lawyer using social media for professional purposes should definitely be aware of the Model Rules of Professional Conduct, namely rules 7.1-7.6. The rules do not mention social media either directly or in its comments. However, there are general prohibitions on “advertisement,” stemming from the bar’s general discomfort with lawyers’ solicitations.
Admittedly,ethics committees rarely pursue attorneys for ads these days and even less attorneys get in trouble. That being said, I imagine they haven’t had the chance to bring a case based on social-media solicitation in violation of the rules. They may try to test the waters, they may not.
My advice is to be aware of the rule — especially if directly contacting potential clients. They are especially wary of direct communications.
Here is a link to the model rules. also check your local jurisdiction’s ethics code and decision.
http://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_3_direct_contact_with_prospective_clients.html
A lawyer using social media for professional purposes should definitely be aware of the Model Rules of Professional Conduct, namely rules 7.1-7.6. The rules do not mention social media either directly or in its comments. However, there are general prohibitions on “advertisement,” stemming from the bar’s general discomfort with lawyers’ solicitations.
Admittedly,ethics committees rarely pursue attorneys for ads these days and even less attorneys get in trouble. That being said, I imagine they haven’t had the chance to bring a case based on social-media solicitation in violation of the rules. They may try to test the waters, they may not..
My advice is to be aware of the rule — especially if directly contacting potential clients. They are especially wary of direct communications.
Here is a link to the model rules. also check your local jurisdiction’s ethics code and decision.
http://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_3_direct_contact_with_prospective_clients.html