Continuous increases and improvements in technology are forcing companies, including law firms, to increase their digital presence. Having a social media existence is essential for anyone who wants to stay competitive in today’s tech-savvy market. For many attorneys, though, the thought of engaging directly with the public via means such as Facebook, Twitter, Google+, and LinkedIn can be a scary one. After all, legal advertising and marketing are so strictly regulated and monitored by state bars that a single innocent error could lead to unintended legal consequences.
Being active on social media is so incredibly important for anyone who is serious about marketing their Law Firm. Think about how many people have their eyes glued to their smartphone on a daily, if not hourly, basis. That alone creates the potential of unlocking virtually unlimited connections all across the country. Not to mention the fact that social media is both instantaneous and cost-effective, which can be a huge advantage compared to some of the more traditional marketing techniques. It’s easy to utilize a variety of network platforms to boost your business profile, as long as you keep a few simple rules in mind.
- No False Advertising – be very cautious here. Offering up a “guarantee” and then failing to deliver? False advertising. Indicating that you “specialize” or have “expertise” in a particular area of law without holding some kind of significant credential in that area? False advertising. Using the phrase “we” if you’re a sole-practitioner? False advertising. Take great care in how you represent information to potential clients.
- Don’t Breach Confidentiality – again, take great care with this. It’s easier than you may think to accidentally breach confidentiality. Never reveal personal details about your clients or cases. If, for example, you do wish to publish an anecdote of a success, get the client’s permission first, or change the names.
- Quit Complaining – this one is a no brainer. Nobody wants to see you ranting and raving about difficult clients, colleagues, or cases. How can you be effectively solving everyone else’s problems if you’re too busy wallowing in your own?
- Keep It Professional – maintain your image. Remember, marketing is a lifestyle. Everything you do reflects back on how you are perceived in the legal market.
There are always going to be risks associated with utilizing social media to market your law firm. Once something is released to the web, it’s virtually impossible to retrieve or erase. Don’t let that scare you away from maintaining an online presence. Simply avoid potential legal snags by staying mindful of what you publish on the net.
To Your Success!
Power Law Marketing