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Social Media for Attorneys:
Dont be a Luddite Lawyer
A Thomson Reuters Business
FOR LEGAL PROFESSION
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Social Media for Attorneys:Dont be a Luddite Lawyer
Concerns Attorneys Have About
Social Media
1. Social Media is not relevant to my practice.
2. I dont even know what I should be aware of.
3. I dont know where to begin.
4. Tere are so many choices out there. What do I need to
think about for each one?
5. With all the other demands that come with my law.
practice, I just dont have time for Social Media.
6. Im worried Ill make a mistake.
7. What ethical considerations do I need to be aware of ?
8. Any other considerations?
1. Social media is not relevant to my
practice.
A. Competent Representation
Have you ever received a call or letter rom opposing counsel,
kindly advising you that they discovered an incriminating
photo on your personal injury clients Facebook page that
shows your client perorming ski jumps at a time when theywere allegedly injured and unable to work? Not a un conver-
sation, at least rom your standpoint. Opposing counsel can
hardly contain their glee as they suggest that you agree to settle
or waiver o costs, while you remain verbally nonchalant and
hope that counsel did not just hear you smack your head on
your desk.
Social media is changing the law. Opposing counsel are not
above trolling through your clients social medial accounts
to find anything to use against them. Tis scenario is not just
limited to personal injury. Family law, workers compensation,employment law, trademark inringement, and deamation are
also areas where social media ofen plays a actor. Attorneys
should not only be aware o clients accounts; opposing counsel
may also look at connected accounts.
Are you a Luddite lawyer? Does the term,
social media, cause you to have panic
attacks about privacy and confidentiality?
Or do you have a list of excuses for why you
dont care for social media? Attorneys went
to law school for a reason, right?
Regardless of the reason, attorneys need to
understand how social media works, not only
to competently represent their clients, but
also to benefit their practice.
This guide will walk you through some of
the top concerns attorneys have about social
media, and provide you with a framework ofwhat you need to know about social media,
what to avoid, and how social media can
help your law practice.
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Social media is even creeping into the world o securities and
corporate law, with the SEC now allowing corporate disclo-
sures via witterand other social outlets.
Obviously, as an advocate, your job is to counsel your client
on the best legal strategies or their case. Some o this advice
will be o the dont lose your case by acting like an idiot, in
the real world or online variety. Lawyers are also ofen tasked
with investigating the other side, such as when a skip trace is
perormed to locate assets.
What i the most valuable evidence you could possibly locate
lies in social media? Are you doing your client a disservice by
not understanding the intricacies o tweeting, the snapshot
streams o Instagram, or the persons pining to pin posts
on Pinterest? Te beauty and danger o social media is thatusers are uninhibited about over-sharing. Instagram now, get
arrested or identity thef later, right?
Te ABA has weighed in on this issue. In 2012, the ABA
amended Model Rule 1.1, Comment 8 on Maintaining Compe-
tence so that it reads:
o maintain the requisite knowledge and skill, a lawyer
should keep abreast o changes in the law and its practice,
including the benefits and risks associated with relevant
technology, engage in continuing study and education andcomply with all continuing legal education requirements to
which the lawyer is subject.
More and more courtsare allowing discovery into social media
accounts, regardless o whether the accounts are public or
private, so it is becoming increasingly imperative that attorneys
not only understand how social media works, but also how to
conduct their own research on the various sites.
Understanding social media is clearly critical to competently
represent clients. Additionally, social media has marketingbenefits or attorneys too.
B. Marketing Benefits for Attorneys
Social media can benefit your practice in several ways. Social
media is a unique medium which can allow you to interact
with others, set yoursel apart in your field o practice, and
may increase your overall online visibility. As is discussed in
more detail below, activity on social media sites, may make it
easier or potential clients to find you.
Will clients choose you solely based on clever tweets?
Probably not. But, blogs, tweeting, and other orms o online
interaction can lead directly to client inquiries, particularly i
you post on a topic that resonates with a potential client.
For example, look up DUI deense lawyers in your city on
Google. Unless you live in Wasilla, Alaska, there are probablyat least a ew dozen lawyers, each with their own webpage.
Each has experience, most appear mildly non-sleazy, and
none really set themselves apart, at least with their online
presence.
A great blogcan do exactly that. Clients can read your
ramblings on ype I Diabetes as a deense to a ailed Breatha-
lyzer test. Tey can read about Supreme Court decisions on
orced blood draws. Getting the picture yet? Even i they dont
understand hal o what youre writing, you at least give the
impression o knowing what youre talking about.
And while you wont get CLE credits or writing a blog, you
will, however, learn more about your practice areas and stay
up to date with relevant cases. By setting aside even a single
hour each week to prepare and author a post, youll guarantee
that you learn something new every week. Whether your blog
posts are based on novel arguments, noteworthy cases, or
appellate opinions, youll quickly become an expert in your
field by keeping up with the latest legal developments.
Writing posts can also bring about change in your fieldo practice. Tough most bloggers are best compared to
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someone yelling in a orest, using your newly ound expertise
in your chosen practice area to argue or change can be thera-
peutic. And who knows? Maybe youll change the mind o the
person who will eventually make things right. I not, theres at
least something to be said or catharsis.
Another place where these services can truly help is with
proessional development. Become a voice in the legal
community and people will turn to you or advice and assis-
tance. I you have a unique practice area, make that known to
others. Social networking is networking without the booze,
dress shoes, and social awkwardness.
2. I dont even know what I should be
aware of.
Te most common services that will be useul or an attorney
are: a website, blog, LinkedIn, Facebook, witter, and Google+.
But dont panic just yet Luddite, we will get to each one and
walk you through it.
3. I dont know where to begin.
A. Basics
1. Get a Proper Headshot
First step, get a proper headshot. And beore you
think such vanity! note that your headshot actually
can make a difference in search engine reerrals
to your page, especially i you have Google Authorship
enabled(which your resident tech geek really should).
Still not convinced? Here is some hard and humorous
data rom an SEO experton how variations on his
Google+ profile photo helped his traffic numbers.
So, what does your picture need? Obviously, proessional
attire is a great start. Ten, i you know a great Photoshop
wizard, have them try a ew things with the background.
Even without Photoshop, youll want a ew variations to
try.
Now, were going to assume that you arent an advanced
search engine analytics geek. Tere is an easier way to
pick a picture besides analyzing click-through rates.
Meet MyBestFace, a ree product courtesy o OkCupid!,
an online dating service. Tey created the service to help
your online mating game, but its (a) ree and (b) tells you
which picture is the prettiest.
Te concept is simple. Upload a ew variations. Ten, you
have to vote on others pictures in order to earn your
report. Te report will tell you which o your pictures
scored the highest.
Obviously, this isnt exactly scientific. In act, the margin
o error seems to be higher than the standard deviationbetween scores ran across multiple tests, but i you dont
want to dig through SEO analytics, this is your best bet,
besides asking your paralegals, Does this photo make
me look at?
A ew pictures, twenty minutes or so o judging others
aces, and you have your new online avatar or all o your
social media and website needs.
2. Write a Good Lawyer Bio
Second step, write a good lawyer bio. Here are five tips toget you started.
a. Pedigree.Prospective clients want to know where you
went to law school. Lawyerist recommends listing the
law school you graduated rom, as well as your gradu-
ation year. Clients dont care as much about clerkships,
but they love buzzwords. I you clerked or your states
Supreme Court -- or the U.S. Supreme Court -- include
that inormation in your biography.
b. Practice Areas.Your practice area(s) should be in thefirst line o your biography. Someone looking or a
divorce attorney doesnt want to read three paragraphs
about your dedication to the pursuit o justice beore
finding out that you do trusts and estates.
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in Cityville. Done. You just got a reerral based on your
social circle.
But lets take the hypothetical a step urther. Perhaps
you havent seen Danielle since your high school reunion.
She thinks that youre an attorney practicing in Cityville,
but she was a little tipsy during that what-have-you-been-
doing-or-the-last-however-many-years conversation.
I you include your occupation and city on your
Facebook page, Danielle can confirm that you are an
attorney in Cityville and connect you with om. Without
those two pieces o inormation, you might not receive
that reerral.
B. Strategy
Now that you have some o the basic inormation taken
care o, its time to go to the next level. Here are five
stepstoward launching an effective social media business
strategy or your law firm:
1. Decide what you want.For most solos and smallfirms, the goal is just to bring in new clients. But
your goals may also include expanding your client
base in a certain practice area, targeting an under-
c. Make it Personal. ell a story. Create a connection.
You could list your legal victories as a series o bullet
points, but Lawyerist advises that youre better off with
a short paragraph with a touch o personal.
d. Skip the Jargon.In law school, you learned how to
write like an attorney. Can you please orget that now?
For goodness sake, leave the jargon out o your bio. Cut
the rsum lingo, too. How many times do you have to
read the phrase results-driven challenge seeker beore
you bang your head against your desk? Rsum lingo
doesnt ool anyone.
e. Avoid Passive Voice. Its okay to admit that you orgot
the difference between active and passive voice. Its not
okay to let your ignorance o good grammar intererewith a good attorney bio. Passive voice: Te case was
won by me. Active voice: I won the case. (I you need
a more extensive reresher, check out Grammar Girls
explanation.) Some people think that passive voice
sounds more ormal. In reality, its bad writing and its
hard to read.
3. Include Two Pieces of Critical Information in Your
Social Media Profile
According to a 2012 Nielsen study, people trust their
riends above all other orms o advertising, Te Atlantic
Wire reports. I you are trying to grow a law practice,
you should make it easy or your riends to recommend
you as an attorney by including your occupation and
location in your social media profile.
Lets break this down with a hypothetical. om needs a
lawyer, and posts a status update on Facebook asking his
riends i they can recommend someone in his town,
Cityville. Your riend, Danielle, sees oms question, andremembers that you practice law in Cityville. Danielle
can easily message om -- or introduce the two o you
online -- to say, My riend is an attorney who practices
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served market, or branching out into new geographic
areas. You wont know i youve succeeded unless you
know what youre aiming or.
2. Choose your audience.Once you know what youre
hoping to get rom social media, consider what
kind o audience will help you reach those goals.
Tis typically means either prospective clients with
certain needs, or people who live in a certain region.
Once youve selected your target demographic, you
can then decide on how best to reach this group.
3. Create targeted messages. You know your audience,
so make sure you target your messages to them. For
example, i you think potential clients would want
to know more about particular laws or deenses, youmay want to link them to useul legal inormation or
blog posts on your website. Whatever you choose to
do, make sure you keep your audience in mind when
creating targeted messages.
4. Share on social media.Publicize what youre
doing on various social media platorms. weet it
out, post it on Facebook, and publicize it on your
firms LinkedIn page. Sharing the inormation on
multiple platorms means you can reach more
potential clients. (Tis is where FindLaws SocialMedia Solutions comes in handy, by offering a way
to manage all your social media accounts rom one
simple-to-use platorm.)
5. Interact.It may take a ew months to build the
audience youre hoping or, but once you have them,
take some time to interact with your ollowers.
Encourage comments and respond when you get
direct messages, as long as you stay within ethical
guidelines, o course. Making a personal connection
online can be just as powerul as meeting a potentialclient in person.
Remember that i you are looking to gain new clients and
expose a broader audience to your expertise, then posting
inormative content devoid o legaleseis the way to go.
But how do you do it? Start by looking at the main topics
in your chosen practice area and begin posting around
those topics with the goal o creating inormation that is
helpul and your ollowers will want to share with others.
Crafing consumer-riendly content is easier than
you think and creativity on social networks is always
rewarded. For example, or blogs just talk about an aspect
o the law in plain English. For Facebook, you can craf
status updates around the general definitions in your
practice area. For witter, take some time and find people
looking or legal inormation in your area o expertise
and answer their questions.
4. There are so many choices out there.
What do I need to think about for each one?
A. Website
Te way most clients will find you is by searching on the
Internet or a lawyer. Hopeully theyll narrow their
search by area o law and location, but even then, there
are lots o competitors out there. Having a proessional
and inormational website can be a great way to getclients, but it does not work i no one sees it.
Getting a proessional consultant to manage your
websites search engine optimization can be a valuable
way to improve your online visibility. But you can also
help yoursel by stepping up your social media presence.
Social media posts offer an another way to get more
traffic and may also increase your overall online visibility.
A quick post asking your ollowers a question or linking
to an article on your website may also increase traffic.
With additional traffic to your website, youll hopeully
also get some extra business. But even i your new
audience doesnt hire you right away, at least they are
helping you increase your online visibility.
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B. Blogs
Tere are many things to consider when managing your law
firms blog, rom tone and audience to post type and requency.
1. Audience. Are you writing or other lawyers (to
increase your reputation amongst the seven or
eight lawyers in the world with enough time to read
blogs), to attract clients (by demonstrating your vast
knowledge in an accessible manner), or to rise higher
in Googles search results (harder than it sounds)?
2. Tone.Tis ties heavily into your target audience,
but also depends on your personality. Some lawyerscarry themselves with a constant stoicism and proes-
sionalism, while others use their personality to ingra-
tiate themselves with clients and ellow attorneys.
Your blog should reflect your proessional image.
3. Topic.Tere are many types o blog posts that you
should become amiliar with. Tere are the continu-
ously-relevant posts on a legal topic, such as diabetes
and diet triggering alse positives on Breathalyzers,
or there are news-based topics, such as questioning
why George Zimmermans lawyer told that awul,awul joke. News-based topics can get you traffic
now, but topical posts stay relevant over the long
haul.
4. Writing and Formatting.Te utmost consideration
here is length. Short posts appear spammy. Long
posts will put your readers into a legal coma beore
they reach the end o the page. Aim or somewhere
between 300 and 1000 words, with longer posts being
the exception. MV Generation, olks: we have no
attention span (maybe). Longer posts, o course, willbe easier to read i you break them up with headings
or use lists. Weve ound that our Five Tings posts
tend to be more popular than longer narratives.
5. Frequency of Posting. Tats easy: as ofen as
possible. I you cant update your blog at least weekly,
you either shouldnt have one, or should hire an
intern or clerk to do it or you. Sporadically updated
blogs can appear abandoned, which hurts the
visitors perception, as well as Googles. Per SEOmoz,
Google loves the reshness actor.
C. Facebook
Many attorneys already use Facebook, but that doesnt neces-
sarily mean they all know how to maximize the benefit o
Facebook or lawyers.
Tats the idea behind a book rom the American Bar Associa-
tions Law Practice Management Section, entitled Facebookin One Hour or Lawyers. Even i youre already a Facebook
user, this book does an excellent job o showing ways o taking
advantage o the social network that you may not have thought
about beore.
Still not sure i its worth it? Weve put together a list o our top
five tips gleaned rom the book:
1. Consider your audience. In some practice areas,
your client base will include people who use
Facebook. But i your clients are generally nottech-savvy or dont embrace this social tool, then
you may not find many clients on Facebook. Tat
doesnt mean you cant use it to your advantage, but
it is good to consider your audience when making a
page.
2. Create a personal page.Many attorneys rush to
set up a page or their office and thats a good idea,
but this book reminds readers that personal pages
can be a powerul tool too. People are more likely
to recommend attorneys they know and trust. Tatalso means those people are more likely to come to
you when a legal issue comes up. Connecting on
Facebook gives you another way to show that youre
that kind o trustworthy person.
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3. Encourage interaction. Connect with people online
and encourage them to keep the relationship going.
Post questions or surveys on your profile and upload
pictures when you have them. Photos that arent
law-related may seem like a strange fit, but they show
that you are a real person. Just avoid the ones o you
tossing back drinks at the bar or acting gooy at your
best riends bachelor party.
4. Check the fine print. Teres a whole chapter on
how to manage the privacy and security settings on
Facebook, which highlights how important it is to
read the fine print. Tose policies change ofen and
they can be hard to maneuver. ake the time to read
them thoroughly so you know how your profile is
used and shared.
5. Beware of ethical breaches. Facebook can seem
like a small community i you careully curate your
riends list, but never orget that the Internet is a
public space. Beore you post anything, consider
what kinds o legal advertising and interactions are
permitted in your jurisdiction. Ten make sure what
you say online stays within the rules.
D. Twitter
Here are some tips on how witter can help build your legal
business:
1. Choose an account name. Dont be araid to keep
your personal and proessional lie separate on
witter. While @LawyersAreCool may be clever and
witty to your riends, you may want to select a name
that is more serious or your proessional account.
Tink o yoursel as a legal brand and use your name
as your witter handle.
2. Have a picture.When you create your account its
important to upload a profile photo. Whether its
a photo o yoursel or something abstract, rom a
lawyer marketing perspective its really important
to have some imagery to represent you. witter
accounts without photos uploaded immediately look
like spam accounts.
3. Create a good bio. One o the first things
prospective ollowers read on witter when deciding
whether to ollow you is your bio. You basically have
160 characters to convince weeters to ollow your
account. Make it clever, simple and to the point.
4. Find your voice.Who are you trying to engage with?
Prospective clients? Other legal proessionals? News
media? Keep your audience in mind when crafing
your tweets. Always stay relevant, always stay on
point.
5. Keep it simple. Because o the 140 character limit on
witter, youre basically orced to keep your thoughts
concise. #seewhatimean
6. Use hashtags. Hashtags are a great way to ampliy
your tweets and gain more ollowers with very little
effort. Tink o hashtags as the subject o your tweet
-- once you put a # in ront o that word, anyone who
searches that hashtag will see your tweet.
7. Time your tweets. weeting regularly helps you
build your audience. So what i youre busy and
running rom meeting to meeting? ools like
Hootsuitehelp you schedule posts hours, even
weeks in advance. Scheduling tweets is a great way
to be consistent and efficient because you can draf
a weeks worth o legal tweets in one sitting. Also
schedule your tweets or hot hours -- usually in the
morning or afer lunch time.
8. Interact and engage. Replying to other witterusers is a great way to interact and engage with your
audience. I you are trying to gain more clients or
put yoursel out there as an expert then make sure to
get back to people that write to you.
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Hashtags are a particularly important aspect o witter,
although Facebook has also adopted the practice. Beore you
get too pound-sign happy though, keep in mind that its not as
easy as it looks. Here are some basics rules about hash-tagging
that you may want to know first:
1. Hashtags are an organizing tool. While many do
like to use hashtags as a orm o sel-expression and
not so much to have their viewers click on it, this
shouldnt be your firms goal when using hashtags.
As a proessional organization, your hashtags should
mostly be un-ironic and meant to actually draw
viewers rom a conversation using the tag to your
post.
2. Dont go overboard.Tere is no hard and ast ruleon how many hashtags to insert into your material
-- but, use your best judgment. Obviously hone in
on the more particular keywords that you yoursel
would be looking or. Dont #get #crazy and #hashtag
#everything, it is #quite #distruptive. Focus on what
the crucial #topic actually is. Not only do too many
hashtags clutter up your page, they are an eyesore
and are incredibly unproessional looking.
3. Avoid punctuation. witter and other sites actually
cut off your hashtag i you add any punctuation(periods, commas, apostrophes, etc). While this
may seem like a cause or concern or proessionals
looking to use hashtags, this just means that you
should get creative. Focus on the proper phrases that
dont need punctuation that are still relevant and key.
4. Look for commonly searched or trending terms
to hashtag.Hashtagging not only requires that you
insert them into your own, original content, but its
a two way street in that you may need to ollow suiton certain terms that are already trending. Most
sites have a section listing the trending topics o the
moment -- i any are relevant to your firms content,
pop them into your posts.
5. Stay relevant and on-topic. While you should
be looking at whats trending in your field and
using hashtags as a way o marketing and drawing
attention to your content, its important to remember
that theres a fine line between fleshing out content
and being completely irrelevant.
E. LinkedIn
LinkedIn is an increasingly popular social media tool or
proessionals like attorneys.
As you may know, a LinkedIn page is essentially an online
resume, and it makes connecting with work colleagues, ormer
colleagues, clients, and anyone else really easy.
How can LinkedIn help you and your legal practice? Here are
three waysyou can utilize the website or its maximum impact
and potential:
1. Set up your profile to reflect your expertise.Your
LinkedIn profile is relatively customizable. You can
actually add different sections to your profile. Tese
can help highlight what your skills and experiences
are -- and what youre an expert in. You can also use
your profile to demonstrate your expertise in a given
subject by including articles and other updates withregards to your practice area.
2. Get recommendations and connect with past
clients. Many o your ormer clients may be on
LinkedIn. Tey may even want to recommend
you on your LinkedIn profile or the services you
rendered. Tis is a good opportunity or you to
showcase your skills. Its also an opportunity or you
to get a good -- and unbiased -- review. Potential
clients may come across your profile and choose to
contact you based on the glowing words written byyour ormer clients.
3. Find out about events and join groups to make
new connections. You can join groups that are
suitable to your interests. You may be able to
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network online and find new experts that can
help out with your practice. You can also find out
about relevant events on LinkedIn. Te site will
recommend events to you based on your industry,
network, and location. You can also search through
events.
Attorneys on LinkedIn can reap the benefits o the social
network. Maximizing the usage o the site can help your
practice expand. However, with the connectivity o LinkedIn
comes specific dangers or attorneys. Here are three thingsyou
should consider when incorporating LinkedIn into your legal
marketing strategy:
1. Know that everything you write may go viral.
When you publicize things on LinkedIn, like yourwork experience or general competence, you should
assume that everyone in the world can read it. In
addition, you should be aware that your inormation
on LinkedIn is not necessarily available to only those
who actively seek you out. Instead, when you make
changes to your profile or post an article, the social
media site will automatically notiy all your connec-
tions o your updates.
2. Dont expect a lot of privacy.LinkedIn has settings
that allow members to see who has visited theirprofile and when. So i you use LinkedIn to vet
potential clients, opposing parties, or anyone else,
you should be aware that that person will likely know
that youve been looking.
3. Realize the differences between LinkedIn and your
resume.You should not conuse the two, nor should
you simply post your resume on LinkedIn. With a
physical resume, only the people you want to read it
will read it -- so i you exaggerate or make yoursel
seem more important, only a potential employer ora targeted audience will see it. However, i you make
these same exaggerations on LinkedIn, be aware that
a ormer supervisor or a client will be able to see it.
F. Google+
Google+ operates differently than other social media sites,
Instead o adding users to one generic riends list or
ollowers list, you can actually sort different people into
different circles. Circles can be made or people like clients,
riends, ollowers and employees. Basically, i you can think o
a category, you can create it on Google+. And the interesting
thing about the circles is that you are able to share inormation
with specific circles. Want your clients to know about a new
case that can be beneficial to them? Share it to your client
circle.
And, Google+ has a hangout eature that lets you video chat
with multiple people at once.
I you havent already incorporated Google+ Hangouts into
your practice, you should know that it is a videoconerencing
tool similar to Skype. However, Google+ Hangouts offers many
added benefits that can appeal to attorneys. For example:
1. Google+ Hangouts allows users to talk to up to
10 people at once, which can be great or lawyer
teleconerences and client calls.
2. It has screenshare capabilities, so attorneys can show
their screens to clients.
3. Te greatest part? Its all ree.
Google+ Hangouts can act as a great equalizer allowing small
law firms to have the same capabilities as their larger compet-
itors.
5. With all the other demands that come
with my law practice, I just dont have time
for social media.When it comes to managing a law firms social media schedule,
prioritizing is key. From pokes and pins, to tweets and digs,
managing your social media presencecan eel daunting
-- unless you have a solid checklist that outlines your social
media activity.
http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://practice.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://corporate.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://www.lawyermarketing.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://www.findlaw.com/casecode/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://caselaw.findlaw.com/summary/?DCMP=CCX-MGLP-004http://blogs.findlaw.com/strategist/2012/12/3-things-for-lawyers-to-consider-when-using-linkedin.html?DCMP=CCX=MGLP-004http://blogs.findlaw.com/technologist/2011/06/social-media-guide-for-law-firms-which-way-should-your-firm-go.html?DCMP=CCX=MGLP-004http://blogs.findlaw.com/technologist/2011/06/social-media-guide-for-law-firms-which-way-should-your-firm-go.html?DCMP=CCX=MGLP-004http://blogs.findlaw.com/strategist/2012/12/3-things-for-lawyers-to-consider-when-using-linkedin.html?DCMP=CCX=MGLP-004http://caselaw.findlaw.com/summary/?DCMP=CCX-MGLP-004http://www.findlaw.com/casecode/?DCMP=CCX-MGLP-004http://www.lawyermarketing.com/?DCMP=CCX-MGLP-004http://corporate.findlaw.com/?DCMP=CCX-MGLP-004http://practice.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004https://twitter.com/findlawLP?DCMP=CCX=MGLP-004https://www.facebook.com/FindLawLegalProfessionals?DCMP=CCX=MGLP-004http://lp.findlaw.com/?DCMP=CCX=MGLP-0048/12/2019 FindLaw Social Media for Attorneys Miniguide
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Page 10 of 12
In an e-guide by Attorney at Work, author Gyi sakalakis
thinks a schedule will give you a better eel or how much time
to spend on social media.
Heres a (modified) checklist on how sakalakis thinks it best
to prioritize your online activities:
A. Daily
1. Be active. Tis might mean setting aside thirty
minutes per day to check your social media accounts.
Maintaining accounts is crucial; nothing looks worse
than a graveyard or a social media account!
2. Check Google Alerts. Google Alerts can help you
track your name, firm name and topics that are inyour field o expertise.
3. Write an informative comment. Comment on
an article or post that is pertinent to your field o
law. Dont make a shameless plug, let the insightul
comment do the marketing or you.
4. Use a feed reader. A eed reader is an excellent way
to stay on top o blogs, news and industry websites.
O those you skim, pick one to share with your social
networks.
B. Weekly
1. Write one detailed blog post or article. Write on
a resh topic in your field that isnt overly saturated.
ry to keep the word limit to 500 words and be sure
to use subheadings.
2. Comment on fun posts. Its important to connect
with people you know in real lie. Commenting
on random, un posts is a great way to show thatyoure personable, breathe air and eat -- just like real
people! You wont be a aceless law firm when you
comment on a riends breathtaking Big Sur beach
photo.
3. Start a conversation thread. Rather than a standard
blog post, an interactive, engaging and pithy way
to connect with people you know in real lie is to
have a short conversation via social media. Tis goes
without saying, but keep the conversation more open
and engaging, and less snarky or argumentative.
C. Monthly
1. Blast an email newsletter. Send out a newsletter that
discusses hot topics, local events that are relevant to
your field o law, pro bono opportunities, and insider
tips and tricks.
2. Create and share one piece of non-text content.
Te non-text content can take the orm o an e-book,SlideShare, deck, video, webinar or white paper.
3. Arrange a casual event. o meet people youve been
interacting with online, have a small event like a
happy hour. Tat may extend the handshake needed
to pull the relationship rom the 2-D world into 3-D.
D. Yearly
1. Speak to an audience on a topic that involves your
expertise. Publish the slides or video recordingonline. Tis can range anywhere rom a Youube
production to a ancy EDx talk.
2. Write a year-in-review post. Sum up the year
or people both inside and outside o your firm.
Highlight what you all have accomplished this year.
It may drum up some new loyalty.
3. Reflect.Honing your social media habits will require
practice, time and patience. Go back over your
checklist and tweak it. Use what works, axe whatdoesnt and always stay hungry and on the prowl or
new social media tools.
http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://practice.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://corporate.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://www.lawyermarketing.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://www.findlaw.com/casecode/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://caselaw.findlaw.com/summary/?DCMP=CCX-MGLP-004http://www.attorneyatwork.com/years-best-marketing-advice-be-authentic/?DCMP=CCX=MGLP-004http://www.attorneyatwork.com/years-best-marketing-advice-be-authentic/?DCMP=CCX=MGLP-004http://caselaw.findlaw.com/summary/?DCMP=CCX-MGLP-004http://www.findlaw.com/casecode/?DCMP=CCX-MGLP-004http://www.lawyermarketing.com/?DCMP=CCX-MGLP-004http://corporate.findlaw.com/?DCMP=CCX-MGLP-004http://practice.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004https://twitter.com/findlawLP?DCMP=CCX=MGLP-004https://www.facebook.com/FindLawLegalProfessionals?DCMP=CCX=MGLP-004http://lp.findlaw.com/?DCMP=CCX=MGLP-0048/12/2019 FindLaw Social Media for Attorneys Miniguide
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Page 11 of 12
6. Im worried Ill make a mistake.
Youve fired up the keyboard and are ready to begin blogging
on your firms website. Youve read all about the benefits o a
blog, and weighed the vital considerations o audience, tone,
topic, ormatting, and requency. Youre ready!
Except wait. Wouldnt it be nice to learn rom others mistakes
first? Here are five things youll want to avoid when becoming
the Internet voice o your law firm:
1. Burning Bridges.Perhaps youre writing a post or
other attorneys. Maybe it is a primer on how not
to be a terrible, annoying opposing counsel. It is
very easy to accidently air some dirty laundry on
the Internet. Beore writing online criticisms o aperson in your local community, wed recommend
letting post sit or a day or two, just in case passion
is overcoming reason. Afer all, you wouldnt want
your venting about a local judges idiotic rulings in a
current case to influence uture cases.
2. Client Confidentiality. When discussing cases
online, such as when trumpeting a success, or
discussing a novel legal issue, make sure not to
include too much detail about the client. For
example, i you are deending a pizza delivery driversDUI case, and want to discuss the impact o the
charges on his ability to drive company vehicles,
perhaps consider changing his position to a car
salesman or a taxi cab driver. Even better, go beyond
the case and write a topical post on how a DUI
affects different types o licenses. Tough it may
be legal to discuss client cases in public orums, it
probably wont go over too well with those clients.
3. Speak English. We hate legalese. Judges hate
legalese. Clients? You can be completely sure thatthey hate legalese. Approach your blog topic as i you
were explaining the topic to a 10th grader. Even i
your audience is capable o understanding something
more complicated, they might not want to dig
through verbose, Latin-filled expositions.
4. No Promises, Only Disclaimers.Tis is a big
one. In 2013, the Virginia Supreme Court got the
attention o law bloggers everywhere, holding that
attorney Horace Hunters practice o blogging about
past closed-case clients was protected by the First
Amendment, but that his blog should have had a
results not guaranteed disclaimer. Tough your
states ethical rules may vary, it shouldnt be very
difficult to add a small disclaimer to the bottom o
your page.
5. Double Check Everything. Who are the biggest
jerks on the Internet? Wed guess lawyers that arerustrated by a lack o clients. Youll write thousands
o words about the law -- and your rivals will be
analyzing every bit o it, searching, hoping, and
praying or a mistake that they can call you out on.
Even worse than legal trolls, however, are disen-
chanted clients. In the rare instance that your
mistake misinorms someone, theyll lose trust in
your knowledge and abilities.
7. What ethical considerations do I need to
be aware of?
Attorneys should remember that proessional responsibility
rules apply with the same orce to online behavior. Attorneys
must stay within ethical guidelineswhen using social media,
including maintaining privacy and client confidentiality,
adhering to advertising and solicitation rules, and using
cautionary language to avoid unintentionally orming attorney
client relationships.
In 2012, the ABA adopted clearer guidelines about whatonline behavior is acceptable and what might lead to an ethical
dilemma.
http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://practice.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://corporate.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://www.lawyermarketing.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://www.findlaw.com/casecode/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004http://caselaw.findlaw.com/summary/?DCMP=CCX-MGLP-004http://blogs.findlaw.com/strategist/2013/08/five-mistakes-to-avoid-when-posting-on-your-law-firm-blog.html?DCMP=CCX=MGLP-004http://blogs.findlaw.com/greedy_associates/2013/07/studies-show-judges-hate-legalese-so-do-we.html?DCMP=CCX=MGLP-004http://caselaw.findlaw.com/va-supreme-court/1624547.html?DCMP=CCX=MGLP-004http://caselaw.findlaw.com/va-supreme-court/1624547.html?DCMP=CCX=MGLP-004http://blogs.findlaw.com/strategist/2012/08/an-older-attorneys-guide-to-ethical-social-networking.html?DCMP=CCX=MGLP-004http://blogs.findlaw.com/strategist/2012/08/an-older-attorneys-guide-to-ethical-social-networking.html?DCMP=CCX=MGLP-004http://caselaw.findlaw.com/va-supreme-court/1624547.html?DCMP=CCX=MGLP-004http://caselaw.findlaw.com/va-supreme-court/1624547.html?DCMP=CCX=MGLP-004http://blogs.findlaw.com/greedy_associates/2013/07/studies-show-judges-hate-legalese-so-do-we.html?DCMP=CCX=MGLP-004http://blogs.findlaw.com/strategist/2013/08/five-mistakes-to-avoid-when-posting-on-your-law-firm-blog.html?DCMP=CCX=MGLP-004http://caselaw.findlaw.com/summary/?DCMP=CCX-MGLP-004http://www.findlaw.com/casecode/?DCMP=CCX-MGLP-004http://www.lawyermarketing.com/?DCMP=CCX-MGLP-004http://corporate.findlaw.com/?DCMP=CCX-MGLP-004http://practice.findlaw.com/?DCMP=CCX-MGLP-004http://technology.findlaw.com/?DCMP=CCX-MGLP-004https://twitter.com/findlawLP?DCMP=CCX=MGLP-004https://www.facebook.com/FindLawLegalProfessionals?DCMP=CCX=MGLP-004http://lp.findlaw.com/?DCMP=CCX=MGLP-0048/12/2019 FindLaw Social Media for Attorneys Miniguide
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Page 12 of 12
Te changescover issues o client generation that can come up
with online marketing and deal with managing expectations.
Changes to Rules 1.18 and 7.3 deal with communica-
tions between a lawyer and a potential client. It expands
the definition o who is a potential client to include people
solicited online either with live chat or in the absence o direct
contact, such as through an online orm. Appropriate disclo-
sures are necessary to avoid inadvertently creating an attorney-
client relationship.
Rules 7.1, 7.2, and 5.5, have also been changed to expand a
lawyers duty o honesty. Attorneys now have a duty to the
public, rather than just to prospective clients, when it comes to
not misleading or misrepresenting acts.
It is important to keep apprised o any developments in rulesgoverning this quickly changing area o law.
8. Any other considerations?
For obvious reasons, keep your proessional and personal
accounts separate. While you may receive reerrals rom
riends you are connected to your personal account,
maintaining a division between the two will help ensure that
you present yoursel appropriately to clients, potential clients,
and colleagues.
Firms should alsothink about implementing a social media
policyto ensure that proessional responsibility obligations are
maintained. And finally, have un with it!
Send Us Your FeedbackWere listening! Send us your eedback here.
Disclaimer: This summary is not intended to be exhaustive, as thecommentary and case law on these issues are far reaching. Youshould conduct your own research or consult an attorney for advice
regarding your specific individual situation. Additionally, casesand statutes in this area of law can change, so it is important to
conduct updated research for your case.
Disclaimer| Terms| Privacy
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