How Accessible is Too Accessible for Law Firm Social Media?

How Accessible is Too Accessible for Law Firm Social Media

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Social media has changed the way businesses interact with their customer base; lawyers however, face a difficult challenge when determining how accessible they will allow themselves to be online to clients and prospects.

The latest law firm marketing blog by "The Nutmeg Lawyer: Should Attorneys Facebook Their Clients? states:

In my status updates, I began posting things like "in Hartford Superior Court today" or "doing a commercial closing today at 5." Although a bit pretentious, my various updates reminded friends and family what I did for a living. "Hey Baron, I hear you are a lawyer now. Do you do real estate closings, can you help prepare a will for my mom, I ran over the neighbor's cat any chance you do criminal defense work?" For my small practice, the increase in clients was a godsend. People I hadn't seen in years began referring friends and family to my law practice. I began seeing my client base grow.

It has become crucial for law firms to embrace technology as it plays such a vital role in business relationships. Sites such as JD Supra and Linkedin allow attorneys to share their knowledge with other professionals and build the credibility; Facebook and Twitter also allow attorneys to share their firm's news and interact with those who may be seeking legal advice in the future. Lawyers can benefit from being accessible to their clients and prospects, but how accessible is too accessible?

Though convenient and effective, lawyers must be aware that current clients may leverage social media sites as a means to seek free legal advice. Do you have a social media plan in place as part of your law firm marketing? How will you respond to inquiries? Will you talk to clients online? Do you have a policy in place to charge them in the event that they seek your legal advice on the Internet? It's best to clearly define your purpose online with your clients at the beginning of your professional relationship. Explain the extent of your online communication; what is considered billable, and what is not it is imperative that you do not wait to draw the lines until after something has happened. Whether a client crosses the line, a judge, attorney, or legal marketer, a strict strategy must be followed.

When leveraged correctly, social media can be extremely effective in growing a business, building a brand, and increasing credibility. When a practical set of goals is put in place, attorneys can effectively and ethically increase engagement between their firm and potential clients.

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