Traditionally the relationship between social media and the legal profession has been an uneasy one. Social media: fun and engaging. Legal profession: boring and complex.

The good news is social media can be used as a tool for brand engagement - even in traditionally risk adverse sectors like the law. Having a comprehensive social media policy and strategy can make your firm an industry leader.

So What Are the Risks?

While it might be nice to have a platform where you can engage with clients, peers, and stakeholders, you need to protect your reputation.

Firms need clear guidelines about what should and shouldn’t be posted and shared. Work out who in your firm does what, how and when, across the various platforms. Make sure whoever is handling the firm’s social media accounts understands the risks. It’s essential they’re not going to publish that picture or comment that can ruin you or your firm’s reputation.

Social Media: Not Just Status Updates About Holidays and Parties.

Who would have predicted that just a few years ago that the Supreme Court of Victoria would have its own Facebook page and Twitter account? Or that one of its senior judges would regularly tweet on subjects as diverse as marriage equality and whether Led Zeppelin plagiarised the tune of Stairway to Heaven? (https://www.liv.asn.au/staying-informed/lij/lij/october-2016/firms-becom...)

In a directive not even imaginable five years ago, Maurice Blackburn, in 2014, was ordered by the Supreme Court to set up a website and Facebook page to communicate with claimants during the Kinglake Kilmore-East bushfire class action.

Some of the biggest political and social conversations happen over social media. And despite some lawyers being initially sceptical, social media has become part of their business practice.

Facebook, Twitter and digital communication play an important role in legal practice, from discovery and service of documents to family law, workplace relations and defamation cases.

Firms are also using it to reach out to stakeholders. Some of these include:
• Industry professionals
• Referral sources
• Media & industry news sources
• Potential clients
• Journalists
• Parliament House and government officials
• Graduates and law students.

Having a social media strategy can improve communication and reflect a firm’s vision and core values. An active, genuine presence can help reach out to graduates and future employees as well as identify new partners and businesses to collaborate with in the future. You need to determine which audiences you want to reach and which channels will help achieve your firm’s HR and marketing strategy,

By creating and sharing engaging content, whether it’s news, resources, an upcoming event, or a link to an interesting article, a firm can build up a network of followers who know the firm and trust it to provide valuable information. Being a content creator is a vital aspect of achieving social media success.

In different ways, you also need to engage people with what the firm does, which depends on what the focus of the channel is. For example, LinkedIn can be used as a recruitment platform. It can also promote the firm’s alumni, partner profiles and accreditations, as well as lecture and speaking engagements.

But the best content on LinkedIn however, is more informative and inspirational. It piques curiosity and talks about issues that the firm is involved in, which are generating positive changes.

Video can also be effective across Facebook and Twitter and has exploded in popularity. YouTube can post videos of the graduate recruitment process and is the perfect vehicle for partners to display their knowledge of certain cases and issues. Showcasing their expertise in this way gives a competitive edge. Not only is YouTube good for careers and selling internal values and workplace benefits but Instagram can also do this.

It’s all about channel strategy and goals.

Like LinkedIn, Facebook can be used to drive recruits and promote clerkship programs and new appointments. Posting team photos and videos on Facebook allows potential customers to put faces to names while building its contact, client and employee base. It also keeps the content fresh and interesting.

Depending on their size and marketing budget, firms (like us) may prefer to use Facebook to promote their brand. Facebook is a content marketing channel now; so you need to have content that cuts through the noise and makes you stand out. You also need to put money behind it to get good reach.

Smaller firms can still have big impact – just look at what Logan Law does. It’s all about having a clear strategy across all channels. You need to decide who the audience for each channel is, then you can determine your goals and budget. Content can then be created in line with your strategy.

Social media is also effective in promoting a practice's involvement in pro bono cases, thus enhancing the firm’s corporate image. It can also address image problems it may be facing both internally and externally. For example, it could disseminate information about a firm’s female high achievers and promote staff expertise to senior management. Not only does this improve employee morale and retention, it promotes the firm’s brand in a positive manner.

Now let’s think about Maurice Blackburn’s brand campaign and how it’s content has changed over the past 12 months. We moved away from being more internal communications focused to really selling our brand values in shifting the consumer mood to ‘love’.

Ultimately all social media is now a part of marketing, with HR and more firm-related news relegated to second place. If the marketing content is good then that will do the HR job for you. And while some firms do focus more on awards, case news/wins, staff profiles etc., this (you’d hope), is part of their strategy to help get leads from other firms. Social media can work as a B2B marketing tool.

How Can Social Media Create Brand Awareness and Attract Investment?

Increased competition among law firms calls for us to be more creative and innovative.

The phone is no longer the direct link between a firm and potential clients. People use all forms of social media to get their information, so they need legal updates on all available platforms that your firm determines to be important. Respond to comments, questions, feedback and shares on all of the platforms where you are active. Answer them as promptly as possible, as positively as possible.

Focus content development on the areas where your firm specialises. If you are a family law firm, focus your writing, article gathering and content distribution on topics that apply to family law. Your content needs to cut through. It’s also important to measure and learn.

If a person, firm or organisation shares your post or leaves a great review of your firm, thank them for spreading the word. Your firm demonstrates expertise by informing the public and clients of cases or new statutes that are within a particular field. This is potentially more industry B2B and HR focused than B2C.

By promoting the members of your firm and their professional accomplishments, opinions, and expertise in engaging ways, you'll further the firm’s brand. If a firm member is a speaker at an award, that information should be shared across platforms and in a way that the individuals at your firm can share it again. A congratulatory post featured on Twitter, Facebook or LinkedIn can be re-shared by firm employees on their personal social media platforms.

Tweet all articles written by firm staff for bar association newsletters, journals or publications. Then share them on the channel your strategy says is good to share them on. Any positive recognition from the media should be promoted on all platforms, using employee photos. Any articles may also have their own images, which may be more engaging than a headshot!

A focus on professional achievement can only enhance a reputation. And once this is established, people will begin to come to your site for more information. Share events like celebrations, holidays or milestones with your followers across platforms. An organisation is made up of the people behind the brand and by telling their stories; you'll connect with potential clients on a personal level. By nurturing real conversations and creating real connections, social media will help your firm find clients and increase investment.