August 24, 2020
The online world is constantly changing, constantly updating. Something that once belonged to the younger generations is now at the fingertips of mom, dad, and grandparents. Social media has taken the world by storm, influencing how people get news, keep up-to-date with their favorite celebrities, and access pertinent information.
Globally, Youtube has 2 billion users, Facebook has 1.69 billion users, Instagram has 854.5 million users, and Twitter has 152.3 million users.
With this massive expansion of social media usage, it is vital to keep your firm active and present on all relevant platforms. Over 78% of all adults in the United States have at least one social media account they are active on, which means your law firm should too!
That being said, how can you make social media work for your firm?
Brand Awareness
You’ve worked your whole life to create a firm with your name on the door. You’ve kept your lease in the same building, and the local community knows about your reputation. Local reputation may not be enough to get your name circulating with the younger generation, however. Social media allows you to expand your reach, and connect with people that do not know how to search for an attorney on major, credible sites.
2020 has thrown everyone for a loop, and the one thing everyone can agree on is that 2020 is the year for virtual work. Whether you’re working from home or the office, you can work on promoting your brand, and bringing awareness to your firm using virtual resources. While there are certainly paid promotions a law firm can use, there are also several free resources available – Facebook, Twitter, Instagram, LinkedIn, and Youtube. Engage those free resources, and generate your own content to promote your brand.
Keep In Touch with Clients
Former clients are the perfect tool for promoting your firm. Websites like Yelp and AVVO offer a platform for former clients to write a detailed review about a law firm, its services, and working with a specific attorney. Keep in touch with your former clients, not only for potential future business, but to encourage them to review your services. Reviews are free, and bring in more than 60% of new clients.
Continue Learning
The American Bar Association Model Rules of Professional Conduct, rule 1.1, comment 8 states, “To maintain the requisite knowledge and skill, a lawyer should keep abreast of changes in the law and its practice, including the benefits and risks associated with relevant technology.” Lawyers should constantly be learning not only the law, but also how the law applies to their customers and firm using social media.
Humanize the Profession – Be Social on Social Media
A law firm, and therefore a lawyer, can be intimidating to the layperson. The internet, books, and movies have spent years making fun of the profession, and unfortunately, when a person is in need of an attorney, this can lead to apprehension. Have your associates post about their hobbies, celebrate celebrity birthdays, and engage in national celebrations. Social media is a great tool to promote the law, but it’s an even greater tool to communicate with the local community, and build friendly relationships.
Protect Your Business
Allowing employees to run your social media means giving them access to client interaction and accounts that shape client expectations, and also gives them the ability to shape the image of your brand.
Before giving your employee full-reign, make sure to explain the company’s expectations of internet use, and limited privacy expectations. If you’d like to learn more on this subject, please read our article Internet Policy – Employee Access to the Internet and Email.
If your employee is using a personal or work email address to handle the social media accounts, make sure to have a similar conversation regarding privacy and consent with your employee. For more information, please read our article Monitoring Employees’ Emails.
Law firms should always be cautious of what their social media content includes to avoid potential malpractice, ethical breaches, breaches of fiduciary duty, and potential monetary damages. When you communicate over social media, you communicate with the public at large.
Need more information?
ESKRIDGE LAW may be contacted by phone (310/303-3951), by fax (310/303-3952) or by email (geskridge@eskridgelaw.net). Please visit our website at eskridge.hv-dev.com.
This article is based on the law as of the date posted at the top of the article. This article does not constitute the provision of legal advice, and does not by itself create an attorney-client relationship with Eskridge Law.