Attorneys and the firms they manage have long resisted social media as a way to share their "brand" with clients. Using social media to market their practices has even met with greater resistance. After all, wasn't it just a few short years ago that "marketing" was the "M" word that no attorney was allowed to speak?
Well, things have changed, and in a big way. Now the American Bar Association not only supports attorney's use of social media, but the ABA blogs about it, publishes guidelines about it, and goes so far as to say that firms who delay social media use "let others gain a competitive advantage." Well, no self-respecting attorney I ever knew would let that happen.
So, here's the low-down on social media for attorneys: not Law & Order, but Law & Social. Get it? Well, never mind. Here we go:
First, don't just rely on the advice of a studio like us to give you legal/ethical advice. Check out the ABA's Social Media for Lawyers, which is literally titled "Social Media 101".
Second, check with your malpractice carrier. We are 100% certain they will have guidelines for you to follow, and probably can provide with you a template Social Media Policy, infra.
Third, have a written Social Media Policy. All boiled down, it's doing to sound like this: no confidential communications, no sensitive communications, no client bashing, no venting... well, you get the point. There will probably be a pecking order set: who gets to approve posts, who gets to generate content, and who monitors the platforms.
And with all the lawyerly-legalish stuff said, lastly you need to: show your style! Show your brand: the who and what you are about. Show the "culture' of your firm. Is there a Friday afternoon tournament at that ping-pong table in the back room with the old files? Then show it! Do your people like to golf/garden/read/yard-sale? Tell something interesting about it! People want to do business with other PEOPLE, not some law firm. So, show them YOU.
If you're not having some fun or not sure who you are or what you're about, then that is a whole other topic too broad for this post. We probably need to talk about that over coffee.
Contact us at Caney Creek Studio for a free consultation on how to use social media, video production, and digital marketing to promote your law practice. Yes, we are that cool.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.