Social Media for Lawyers
As lawyers and law firms seek new strategies to build (or rebuild) their businesses in these economically and socially challenging times, social networking can be a key tool for advertising and business development.
As with any modern business, attorneys are leveraging social media to
Build a Brand by defining and promoting their professional profile
Build a Network by connecting with peers and clients, and
Build on Reputation by contributing to conversations that can benefit from their subject-matter expertise
These types of activities are proven to lead to new business - in fact, these are the same activities that are traditionally viewed as "business development" or "rainmaking" but with a contemporary twist as they are taking place on social media rather than at the country club.
In taking advantage of the business development opportunities that social networking provides for lawyers and law firms, it is also critical to consider the Rules of Professional Conduct in your state.
Online communications should be crafted in compliance with the key provisions governing advertising and client communications - after all, the rules that apply to traditional business development activities in turn apply to new methods of communication.
Here are some of the key activities that social media supports, and the relevant provisions of the ABA's Model Rules of Professional Conduct that govern these activities.
Solicitation - Direct or real-time electronic communication with prospective clients must contain the words "Advertising Material" (Rule 7.3)
Advertisements - All advertising must be transparent and must not be false or misleading (Rules 7.1, 7.2, and 7.3)
Testimonials and Endorsements - Material connections must be disclosed (Rule 7.2)
Communication of Specialties and Practice Areas - These are permitted in most jurisdictions, but the terminology used must be in compliance with your state's specific provisions (Rule 7.4)
Be sure to consult the rules for your own state - and then be as creative as you like as you venture into these robust online communities to build your business.
