I recently read an article titled What To Do When Your Firm Says No by Joel Beck. The post was directed to the financial sector but it applies to law as well.
The article provides some valid points as to why some firms are hesitant to use social media:
- Lack of understanding of how social media works and how it can bring in business;
- Lack of policies;
- Concerns about ensuring compliance with law firm marketing rules; and
- How to moderate/supervise law firms social media accounts and blogs.
Social media is a fairly new concept. It’s been my experience that most managing partners are very receptive to using it for legal marketing. It’s just a matter of explaining the benefits, how to measure successes and failures, and defining policies.
I’m lucky to work for a firm that embraces social media. One of the partners I work with closely asked me to explain the drawbacks of using it (I definitely recommend doing this if you’re about to start this discussion). We discussed the pro’s and con’s before making any decisions. Some drawbacks include:
- Negative commenting;
- Everything published becomes public record; and
- Being viewed as opinionated (blog posts) and potentially loosing business.
Creating a well thought out social media policy will help address the above concerns. Comments can be moderated if needed, content should have some sort of approval and opinions are great in social media, just as long as they are in line with the firms brand and vision.