LegalTechNY Discussion: Risks Associated with Social Media [video]
When it comes to marketing of professional services, no strategy that is effective is without some degree of risk. Steve Mann, chief marketing officer of the Research & Litigation Solutions business at LexisNexis, raised this issue during our LegalTech New York 2013 panel — "Taming the Wild West of Social Media: The Secrets of Social Media Success in the Legal Profession" — and opened with some thoughts on best practices in risk management.
"Every organization ought to start with a code of conduct for social interactions online that is closely aligned with business policies that you give to employees on their first day of work," he said. Mann ticked off a few specific examples:
- Speak positively about the firm and its clients
- Don't comment anonymously because anonymity breeds mistrust
- If you don't know the answer to a question, don't try to answer it online
Stephen Fairley, chief executive officer of The Rainmaker Institute, was quite definitive in his guidance: "If you get involved with social media, I can guarantee that at some point, something will go sideways on you. There's a little bit of risk involved, so it's important to manage that risk."
Larry Bodine, Esq., editor in chief of Lawyers.comSM and martindale.com®, pointed out that there is far more risk to a firm by NOT being involved in social media since it uniquely affords law firms an opportunity to demonstrate expertise and interact with prospective clients.
You can view a three-minute video segment of this piece of the panel discussion. Stay tuned next week for more details from the session.
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