A law firm is different than other businesses. Florida’s Judicial Ethics Advisory Committe advising Judges to “defriend attorneys” on their Facebook clearly delineates the practice of law from other businesses. I won’t waste your time examining the sanity in such advice, as we’ll agree in the end that this is merely an effort to manage the public’s perception of attorneys. I offer this as a concern for law firm considering having a social network presence. With such opinions being issued, would it not be more easy to just stay clear?
Many law firms are finding the level of competition to make building law firms the old fashion way, by past client referrals, a losing proposition. The mega marketing firms buying TV time for syndicated commercials with TV stars haven proven that you can sign a ton of new client without referral. Social Networking sites are the modern day equivalent to the water cooler or the check out line at the grocery store. They can help drive new clients. Google Social Search launched Q4 2009. You’ll see that it is adding to page 1 results s law firm with whom I have a connection.
I recommend that any law firm ask it self the following questions before beginning a social networks strategy. I will elaborate on the implication of each in the coming days.
- What is the the appropriate network(s) with which to create a presence?
- Who would maintain said presence?
- How would this integrate into your existing internet campaign?
A firm should have clarity on these key point before moving forward.
