I was really encouraged to see Yvonne Teems-Stephens’,  Dayton Business Journal Contributor, blog… Lawyers seeing potential in social media. It is a concise report on how Lawyers should embrace using social media as part of their practices marketing. 

“Today’s lawyers more and more use social networking tools to market themselves and their businesses and to network with colleagues and potential clients. While it’s not uncommon to hear some lawyers disparage use of the tools, many in the field embrace them and see them as ways to advertise (for free) and to make connections. “

I tend to agree with Ms Teems-Stephens whole heartedly with how a few of the attorneys I see out in the social spaces using social media effectively.  Unfortunately, it is only a few.  Lawyers are a whole different level of business professional who’s actions are governed like no other profession making what an lawyer can say and do in public very concerning.  This makes using social media very risky and does have repercussions if they are perceived to be less than professional

However, in talking to a few of the lawyers I have as clients, there are ways to maintain a professional image in some of the social networks.

The Space to Occupy

Most attorneys readily accept LinkedIn as a base camp for displaying a clear professional image.  Facebook can be used effectively once the nuances of how to use Facebook is understood.

Unfortunately, very few lawyers I have worked with and spoken to in offline business networking arenas accept Twitter as anything they are interested in using.  I totally understand why. 

Most social mediaist will agree Twitter is not forever one.  Twitter is not a tool for demonstrating a clear professional image. However, having a presence on Twitter does have merit on a minor level..very minor at the very best.  Actually the only sensible reason for an attorney to have a Twitter profile would be for the validation of their existence to that social network. 

So, what level of activity should an attorney have on Twitter?

The hard cold facts is Twitter may not be the place for an attorney concerned with their professional image.  Unlike the advice many attorneys who are using Twitter may have received, I can contest the typical viewer of Twitter is not out to gain any knowledge from what an attorney would post on Twitter.  Even the benefit of the Google search of Twitter post would be of little benefit to an attorney since a Twitter post from an lawyer combined with the other more credible information they have posted on other sites would lessen their image as someone who is serious about their profession.

The clear and only way to use Twitter effectively is in carrying on a conversation.  The problem is, over the  past year the amount of fruitful, clearly understood, conversations is nearing extinction.  Responses to Twitter posts are so few it would be a waste of an attorney’s personal or professional time to gain a following only to have less than 1% of their post viewed.

The focus for an lawyer should be in using social spaces that offer the ability to control their image and the content that supports it.  I am sure we can all agree, it is impossible to be clear and concise on any issue in just 140 characters.  Social media is a powerful tool and can be used for every business.  It just has to be understood,… there are some places that work better than others for some businesses.

Let me know how I can help…