5 Social Networking Tips for Lawyers
Posted 05/19/2010
In Social Networking
Social networking sites like Facebook and Twitter are more popular than ever, and people are increasingly using social networking sites to connect with brands, businesses or companies. There is no reason why lawyers and law firms can’t use social networking to build a fan base and generate new business as well!
But how do lawyers go about creating fans on social networking sites? It’s easy for celebrities and other well-known public figures to get fans and followers, but lawyers can do it too. To start, follow these tips:
1) Be Authentic & Compelling
Sure, a main goal of social networking for lawyers is to generate business, but messages should move beyond just sales pitches. Direct sales pitches can be off-putting to social media users.
Instead, offer news or information that is timely and answers questions. Participants in social networking will begin to look forward to your output of information, and you will become a friend and trusted source.
2) Find an Online Medium that Works for You
Some lawyers have a successful social networking experience with Twitter because they find it easy to put out several short messages a day to connect with people. But maybe Twitter isn’t your strong suit. It’s OK!
Maybe you prefer audio or video to writing. Posting podcasts on your website or videos on a YouTube channel are popular ways to get fans and followers. Then use your preferred medium to direct those followers to your other sites — your blog, Twitter account, Facebook page and main website.
3) Stay Consistent
Social networking participants come to trust the people they follow because they are consistent in their updates. They can expect regular updates, messages and advice on a schedule.
Lawyers using social networking must also stay consistent in the content of their messages. It may be tempting to spout off all of your knowledge on a variety of subjects to show how well-rounded you are, but try to focus on one subject at a time when writing a blog post or making a video.
4) Help Your Fans Get More Involved
Celebrities often send messages on Facebook or Twitter that their fans appreciate and understand. Fans feel more connected to celebrities when they know that they are writing messages especially for them.
While lawyers may not have the social networking pull of actors or musicians, they can also make their followers feel special. Once you have used social networking to connect with people, use these same sites to offer special discounts and deals.
5) Make a Habit of Listening & Responding to Your Fans
Once you acquire fans or followers, you should keep up with them. There are many easy ways to stay connected with your audience:
- Follow your audience on Facebook, Twitter and LinkedIn and pay attention to your news feed. (You can start by following Legal Language on Facebook and Twitter!)
- Read any blogs your followers might have.
- Set up Google Alerts to notify you of any information relevant to your interests.
If you stay connected with your audience, you will be able to create content that they will really appreciate and connect with!
It may seem daunting to get started, and there are always legal social networking issues for lawyers to keep in mind. But the benefits can really outweigh the risks!
NEXT: How to Create a Trust
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May 19th, 2010 at 1:17 pm
Great advice. I would also add that attorneys need to be aware of local bar association rules, as well as being sure to not to create a perceived attorney / client relationship.
May 19th, 2010 at 4:17 pm
Thank you Chuck! Those are definitely some tips to keep in mind. You don’t want to do anything that could mislead potential clients or get you in trouble.
May 27th, 2010 at 9:37 am
Hi Chuck!
Glad you chimed in here and I want to amplify your point as I’ve been presenting on this issue recently.
Pay attention to your state bar ethics rules going forward. Currently, there isn’t much guidance out there but for California lawyers, the attorney client relationship issue breaks down into two points:
1. Make sure that you include disclaimers that no client engagement is occurring when someone sends you an inquiry. Most social networking sites handle such inquiries through the email address you initially set up for that site. You don’t want a prospective client claiming they hired you simply by sending an email.
2. Make sure that you are extremely clear that no confidentiality applies to any communications a prospective client sends to you in a separate sentence as part of your disclaimer. You don’t want a conflict situation to arise where one party (particularly in a divorce setting) divulges information about the other when you may represent one party already.
May 27th, 2010 at 10:10 am
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