Law Firms and Social Networking

All organizations, including law firms, are about relationships and a successful network of professionals, employees, and clients. The millennial generation is putting a whole new face on relationship connectivity. Social networking is a great way to nurture, develop, and bring those important relationships up to date. Even the U.S. government is getting into the act. There's a very impressive Federal Housing Administration, social networking page that even directs seekers to related “dot GOV” Web sites for financial monitors and resources. Some organizations have created a dedicated position for social network site administration, research and security, much the same as the position that is responsible for e-mail. The better news is that social networking sites actually cut down on the amount of unsolicited spam.

Social networking sites are great resources for a lawyer or firm to develop or promote a personal brand. Some sites have powerful marketing components that enable firms to select a specific demographic target, see how many people that demographic will find, and market to that demographic. An attorney could list recent successful representations or transactions. Prospective clients might find interest in one's professional associations or background as well as travels, charitable involvement or personal interests.

Recruiting with a New Twist

Personal social network profiles can serve as a virtual resume for potential firm recruiters. The following legal-blog query from an interested law student seems reasonable enough:

“Basically, I'm a 2L at [xxx] State, and I'm trying to decide whether to accept my offer at [Firm zzz]. I still haven't decided which firm to work for because the firms wanted to “call me back” to their offices to meet everyone who I would be working with, and I wanted to wait until after the semester was over to make this big decision, so now my project during winter break is to go on these “callbacks” and meet everybody and decide which firm I want to work for. What do people really think of [Firm zzz]?”

Besides noticing that the law student posted a rambling query (hopefully, not at all representative of his/her legal writing skills ' now there's some risk), the responses to the request were all over the map. Current staff members, professional colleagues (inside and outside the enterprise), and previous candidates all weighed in on the request for information. Some of the responders were less than flattering (the term for these persons is “Frenemies” since they need to be accepted before being able to post replies), while others' responses seemed to come from well intentioned firm members earnestly trying to disprove a disparager's remarks. Comments regarding the blogger's educational choice were equally as diverse. As a site observer, what conclusion does one draw?

Positive Ways to Begin

Whether you become part of an already established networking group, or if you take the plunge and develop a custom social networking site, to create and maintain a social networking profile for your firm or for yourself follow these important rules:

• Do some research. Take a look at competitors' sites. Join a network based on a geographical region, educational affiliation or workplace. Make sure that positive information is flowing. It's okay to change your status if the mood switches, or better still, do not post or join a site from a defensive posture.
• Create an adept profile. Write about your firm's professional accomplishments, but also include some civic or social items that may help others build a connection with you or your firm. Historical information may be interesting to seekers, but avoid creating a site that duplicates your firm's Web site.
• Post timely content. Add content to a profile that establishes expertise such as links to published articles, attorney bio pages, etc.
• Interact with others. Socializing is the point.
• Extend relationships outside social networking sites. While communicating with other members, see if opportunities exist to enhance the relationships offline. Maybe a lunch while traveling? Importantly, instead of expecting immediate results, be consistent and patient.

Monitor, Monitor, Monitor!

When a busy schedule intersects with technology that requires frequent review, the result can be disastrous. For most social networking profiles, privacy settings can be adjusted so that only the people (clients, staff or competitors) who are authorized can see certain parts of the profile. Social network sites can also be designed to be read-only, but what's the point? The general rule is, if you don't want the wrong person to see it, don't post it. Review posts and delete those that are inappropriate.

A common concern is distinguishing between personal and professional content and how that is managed in a social network profile. Side-bar information “Wikis” may be a good way to post data that is brief and interesting, but inaccuracies can proliferate bad press or even become sources for libel. There will come a time when personal and professional profiles merge, but until then be cautious as to what is shared with others via social media.

PDAs and Social Networks

Most new PDA devices now come with social networking software pre-installed. Convenient? Sure. Fast? Absolutely. Scary? Perhaps. Think twice about downloading files or pictures to social networking sites from unsecured devices. Unsecured transmission “hot-spots” can be problematic, as our new Commander in Chief is discovering.

Law.com reminds us: “It may be difficult to imagine life without a BlackBerry. In many organizations, such devices have become vital to the smooth functioning of corporate teams at the highest levels of management, where decisions affecting hundreds of people and involving millions of dollars are made every day. Yet the same concerns worrying Obama's advisers also apply to corporate BlackBerry users. Computer usage, records retention and security have been and continue to be corporate duties. Obama's team is smart to be addressing the issue now, and in-house counsel and information technology departments should follow suit with respect to the use of portable communication devices.”

Trendy networking sites where posts can't be longer than 130-150 characters and are shared among selected friends and colleagues who track one another in cyberspace, can be vastly misinterpreted. While the intent may be to explore the cutting edge of new technologies, some information sharing methods carry too great of a risk. Perhaps it is time to draft an enforceable policy that works for your organization.

For a review of popular social networking Web sites, including security, features and demographics, see: http://social-networking-websites-review.toptenreviews.com/

Still curious? Create an alias to join a social networking Web site and see how many site members share similar interests, education or legal practice. The next step is deciding if/what a firm can gain from the immediate connectivity that is electronic social networking.

Paula Campbell is the Technology Training Specialist for her firm's California offices. She can be reached at [email protected]. The views set forth herein are the personal views of the author and do not necessarily reflect those of the law firm with which she is associated.

When today's firms want to recruit new attorneys, obtain new clients, publicize successful representations, take surveys for marketing insight, or simply perform research, most are turning (some exclusively) to the Internet. Along with the viral popularity of social networking Web sites (one of these sites is the fourth most-trafficked Web site in the world), legal blogs, collaboration sites, and informal online education options comes the vulnerability of some risk.

While firms have developed formal guidelines that cover items published by attorneys, do those guidelines also cover staff and non-legal positions at the firm? Does the policy include a detailed list of media types? When was the last time that the media list was updated? Best to check with human resources to verify that the policy relates to all and that it is, in fact, in place.

Marketing to a New Generation of Clients

All organizations, including law firms, are about relationships and a successful network of professionals, employees, and clients. The millennial generation is putting a whole new face on relationship connectivity. Social networking is a great way to nurture, develop, and bring those important relationships up to date. Even the U.S. government is getting into the act. There's a very impressive Federal Housing Administration, social networking page that even directs seekers to related “dot GOV” Web sites for financial monitors and resources. Some organizations have created a dedicated position for social network site administration, research and security, much the same as the position that is responsible for e-mail. The better news is that social networking sites actually cut down on the amount of unsolicited spam.

Social networking sites are great resources for a lawyer or firm to develop or promote a personal brand. Some sites have powerful marketing components that enable firms to select a specific demographic target, see how many people that demographic will find, and market to that demographic. An attorney could list recent successful representations or transactions. Prospective clients might find interest in one's professional associations or background as well as travels, charitable involvement or personal interests.

Recruiting with a New Twist

Personal social network profiles can serve as a virtual resume for potential firm recruiters. The following legal-blog query from an interested law student seems reasonable enough:

“Basically, I'm a 2L at [xxx] State, and I'm trying to decide whether to accept my offer at [Firm zzz]. I still haven't decided which firm to work for because the firms wanted to “call me back” to their offices to meet everyone who I would be working with, and I wanted to wait until after the semester was over to make this big decision, so now my project during winter break is to go on these “callbacks” and meet everybody and decide which firm I want to work for. What do people really think of [Firm zzz]?”

Besides noticing that the law student posted a rambling query (hopefully, not at all representative of his/her legal writing skills ' now there's some risk), the responses to the request were all over the map. Current staff members, professional colleagues (inside and outside the enterprise), and previous candidates all weighed in on the request for information. Some of the responders were less than flattering (the term for these persons is “Frenemies” since they need to be accepted before being able to post replies), while others' responses seemed to come from well intentioned firm members earnestly trying to disprove a disparager's remarks. Comments regarding the blogger's educational choice were equally as diverse. As a site observer, what conclusion does one draw?

Positive Ways to Begin

Whether you become part of an already established networking group, or if you take the plunge and develop a custom social networking site, to create and maintain a social networking profile for your firm or for yourself follow these important rules:

• Do some research. Take a look at competitors' sites. Join a network based on a geographical region, educational affiliation or workplace. Make sure that positive information is flowing. It's okay to change your status if the mood switches, or better still, do not post or join a site from a defensive posture.
• Create an adept profile. Write about your firm's professional accomplishments, but also include some civic or social items that may help others build a connection with you or your firm. Historical information may be interesting to seekers, but avoid creating a site that duplicates your firm's Web site.
• Post timely content. Add content to a profile that establishes expertise such as links to published articles, attorney bio pages, etc.
• Interact with others. Socializing is the point.
• Extend relationships outside social networking sites. While communicating with other members, see if opportunities exist to enhance the relationships offline. Maybe a lunch while traveling? Importantly, instead of expecting immediate results, be consistent and patient.

Monitor, Monitor, Monitor!

When a busy schedule intersects with technology that requires frequent review, the result can be disastrous. For most social networking profiles, privacy settings can be adjusted so that only the people (clients, staff or competitors) who are authorized can see certain parts of the profile. Social network sites can also be designed to be read-only, but what's the point? The general rule is, if you don't want the wrong person to see it, don't post it. Review posts and delete those that are inappropriate.

A common concern is distinguishing between personal and professional content and how that is managed in a social network profile. Side-bar information “Wikis” may be a good way to post data that is brief and interesting, but inaccuracies can proliferate bad press or even become sources for libel. There will come a time when personal and professional profiles merge, but until then be cautious as to what is shared with others via social media.

PDAs and Social Networks

Most new PDA devices now come with social networking software pre-installed. Convenient? Sure. Fast? Absolutely. Scary? Perhaps. Think twice about downloading files or pictures to social networking sites from unsecured devices. Unsecured transmission “hot-spots” can be problematic, as our new Commander in Chief is discovering.

Law.com reminds us: “It may be difficult to imagine life without a BlackBerry. In many organizations, such devices have become vital to the smooth functioning of corporate teams at the highest levels of management, where decisions affecting hundreds of people and involving millions of dollars are made every day. Yet the same concerns worrying Obama's advisers also apply to corporate BlackBerry users. Computer usage, records retention and security have been and continue to be corporate duties. Obama's team is smart to be addressing the issue now, and in-house counsel and information technology departments should follow suit with respect to the use of portable communication devices.”

Trendy networking sites where posts can't be longer than 130-150 characters and are shared among selected friends and colleagues who track one another in cyberspace, can be vastly misinterpreted. While the intent may be to explore the cutting edge of new technologies, some information sharing methods carry too great of a risk. Perhaps it is time to draft an enforceable policy that works for your organization.

For a review of popular social networking Web sites, including security, features and demographics, see: http://social-networking-websites-review.toptenreviews.com/

Still curious? Create an alias to join a social networking Web site and see how many site members share similar interests, education or legal practice. The next step is deciding if/what a firm can gain from the immediate connectivity that is electronic social networking.

Paula Campbell is the Technology Training Specialist for her firm's California offices. She can be reached at [email protected]. The views set forth herein are the personal views of the author and do not necessarily reflect those of the law firm with which she is associated.