Over the past few weeks, we’ve discussed quite a few aspects of social media, from how much time to devote to creating and maintaining your profiles to how to effectively deal with Internet trolls. But there’s one subject we’ve only flirted with that it’s time to fully discuss-how the law applies to social networking.


Social networking sites enjoy some protection under the law when it comes to receiving immunity (or at least legal consideration) from people or organizations that are harmed by content that is posted on their networks. But while Facebook execs can sleep more easily at night knowing that they aren’t likely to be dragged into court for what someone says on their site, people who use social media sites don’t get that same protection.


When you’re posting a message to a social media site–especially a message that might be particularly spirited or opinionated–be sure to give yourself a reality check for potentially defamatory statements or other types of content that may cause you issues. And don’t think that you can slide a quick post up and then delete it if you change your mind in a few moments-unlike other mediums, the Internet has a long memory, even for those things you may like to forget or regret you’ve ever said.

“If you build it, he will come,” the prophetic message of Field of Dreams may apply to baseball diamonds, but couldn’t be further from the truth when it comes to social media profiles. The fact is that even when you focus on building profiles only on those networks where your best prospects are gathered, you can’t expect your audience to come to you.


Keep in mind that your audience is already engaged in a conversation; as a lawyer delving into social media marketing, it’s up to you to join that conversation and build your network. In order to do so effectively, there are three things that you must consider:

1. You must take the time to understand the dynamics of the group. If you’re networking on Twitter, don’t take it as a given that your friends or followers will read your legal blog unless you provide a relevant link within a tweet.
2. Practicing ethical marketing is your responsibility. Avoid misrepresenting yourself or your firm while you focus on demonstrating the value your services offer.
3. Make sure the time you allocate will be productive.

Neglecting either of these points will lead to – at the very least – not being taken seriously within the community. Simply broadcasting your message without interacting, not taking the time to build relationships, or being perceived as being unethical could lead to being “defriended” or blocked by your prospects. Any of these can have a negative impact on your credibility – meaning that instead of hitting a social media home run, your marketing efforts have struck out. Proceed with caution and common sense, and you’ll be on the right track toward social media success.

In our last post, we talked about the importance of monitoring your social media accounts and building on the conversation. Keeping in mind the goals of online marketing for your firm and the importance of tracking the return on your investment, it is important that you develop a clear strategy for steering your message. This holds true especially in the world of social media, where you may encounter community members who aren’t interested in having a discussion, but instead are looking for a fight. Dealing with trolls and others that may have their own agendas requires you to stay calm and stand your ground – and avoid crossing the defamatory line. As you’re developing your social media messaging plan, remember the following:

• Resist picking a fight – even if you feel that the information being presented is inappropriate or unfounded. When you allow your emotion into your response, you risk crossing lines and damaging perception of your practice and your firm.
• Remember your state’s ethics rules.
• Stay professional without backing down.
• Reassert yourself with a post that reestablishes your position. While a simple solution, reasserting and clarifying your message can have a positive impact on your audience simply because so few professionals monitor and respond to messages on social media networks.

Remember, too, that part of what makes a marketing message strong is the fact that it resonates with your target audience. Ensure that you’re taking advantage of social media to not only grow your connections and increase your network, but also to better differentiate between your offerings and those of your competitors.


Making your case by adjusting, clarifying, and positioning your message is crucial – especially in social media where there are so many things competing for your prospects’ and clients’ attention.

In “Joining the Social Media Conversation,” we talked about the importance of participation and the best practices for setting up your social media profiles. And in our most recent post, we looked at the opportunity to develop business with just 15 minutes a day spent on social media. Following these steps will certainly put you on the right path toward social media success. But the reality is that even when you participate on the right sites, stay focused, and recognize that building relationships online takes time, knowing what to say can be challenging.


So what should you say? How can you be sure that you’re saying the right things?


There’s no doubt that you know the value of having a strong message for marketing your law firm. And while your core message won’t change when you post to Facebook, Twitter, or other sites, the medium changes the dynamics. To use social media effectively you can’t just post your message: You also need to monitor and respond to the feedback you receive.


On one hand, feedback can be frustrating if those commenting disagree with your message (stay tuned for our upcoming post on adjusting your message without engaging in a fight). On the other, feedback of all kinds is a great research opportunity. The comments of your potential prospects – those users who engage with your message – allow you to identify what’s working and see where your message isn’t making a connection.


The oft-repeated phrase “God gave us two ears and only one mouth” even holds true when it comes to engaging with social media. While you should post often, you should commit to monitoring the space even more often.


If you’re committing just 15 minutes a day to social media, spend less than five minutes posting your message. Spend the remaining 10 looking for feedback, and focus on being an effective listener. Get to know your audience. Respond to questions. Respond to criticisms and redirect the conversation as possible – if you can turn a negative into a positive or showcase your ability to help, you’ll be building relationships and your best prospects will recognize your ability to help them and meet their needs.