Business law firms: which social media shall be used?
For the last ten years, social networks have become essential professional tools, especially for law firms. Among the most popular and considered, there is Facebook (about 1.59 billion users), Twitter (about 327 million users) and LinkedIn (about 100 million users) that we will focus on in this article.
SEDLO LAW FIRM shows the strategies to be adopted by business law firms for each of these social networks, by distinguishing, for each of them, things that are to be done and things that are to be avoided:
LinkedIn:
With 100 million users, mostly professionals, LinkedIn appears as the most relevant professional media for a business law firm to achieve its marketing and business development strategies.
To be communicated / shared on LinkedIn by a business law firm:
Specialised legal articles, newsletters issued by the firm, press releases
Professional news about the firm: appointments, hirings, moves, job offers, participation in professional or charitable events, transactions advised on by the firm (by respecting bar and professional secrecy rules, if applicable)
Not to be communicated / shared on LinkedIn by a business law firm:
Articles / posts that would appear to be too trivial and not related to the professional activity of the firm (such as funny or voyeuristic posts, quizzes, puzzles, etc.).
Facebook:
This network reaches the largest number of users of all ages. As Facebook is rather seen as a recreational tool and the legal practice is considered as a highly serious activity, the question of whether or not Facebook should be used by a business law firm is frequently asked. This tool has therefore to be handled with caution.
To be communicated / shared on Facebook by a business law firm:
More entertaining and ludic articles (life at work, photos)
Newsletters written by the firm, press releases
Professional news about the firm: appointments, hirings, moves, job offers, participation in professional or charitable events
Not to be communicated / shared on Facebook by a business law firm:
Specialised, too technical legal articles (other than those referred to in the newsletters issued by the firm)
Twitter:
Although this social network focuses more on information and digital media, Twitter remains essential to increase the local and international exposure of a business law firm. Twitter is a social media which is positioned between LinkedIn and Facebook from a marketing and business development point of view. It can be used for both professional and recreational aspects. It is therefore important for a business law firm to be active on this network to establish its reputation 2.0.
To be communicated / shared on Twitter by a business law firm:
Newsflash on a relevant professional legal information, press releases
Professional news about the firm: appointments, hirings, moves, job offers, participation in professional or charitable events, transactions advised on by the firm (by respecting bar and professional secrecy rules, if applicable)
Not to be communicated / shared on Twitter by a business law firm:
Articles / posts that would appear to be too trivial and not related to the professional activity of the firm (such as funny or voyeuristic posts, quizzes, puzzles, etc.).
Specialised, too technical legal articles
