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Social Media has become synonymous with effective, efficient and fast communication. Through social networking platforms like Facebook, Twitter, LinkedIn, Pinterest and WordPress, conveying a message is as easy as 1-2-3.

Social networking sites are not just for “social” purposes. Professionals, businesses and law firms also use Social Media Platforms as a tool to market and build their network online.  With more than 500 million users on Twitter and more than a billion users on Facebook, Social Media is a gold mine of prospects for any business.

To those who have social networking accounts, seeing status updates riddled with complaints and bad experiences is a given. It could be a complaint on how bad the service was at the restaurant they ate at last night, or how delayed packages from a certain courier service affected their plans. It could even be about a dispute someone is having. Whatever the case, it is clear that Social Media provides an expansive platform for companies that specialise in solving problems to reach out to prospective clients. That includes law firms.

In Australia, there are law firms who believe that Social Media is complicated, and in some cases, unnecessary. There is also the fear of writing something inappropriate or sharing something confidential. While such platforms create this possibility, there are ways to prevent these occurrences. One way is to create a set of guidelines to adhere by. These guidelines should exhibit the firm’s integrity and transparency, while maintaining private matters confidential. Correct training in social networking etiquette and strategy must also be attended to.

Social Media is here to stay. The majority of industries are building their social network status, from political parties, charity organisations, medical practitioners, right through to tourism and the film industry. The longer a law firms resists the technology of Social Media, the longer it will take to reap the benefits. This is why it is crucial to get into social networking now. Train all members of your staff to be proficient in using and manipulating Social Media to your firm’s benefit.

Once you embrace Social Media you open your law firm up to more possibilities and prospects, and have the opportunity to create an image that is more visceral than a letterhead or business card… whether you wish to appear more professional, technologically up-to-date or simply more personable. You can also gain a competitive edge over other law firms with no Social Media strategy.


About the Author: James Vickery is the founder and CEO of I Know IT, a transformative IT services provider. James connects law leaders to their strategy through technology with a firm belief that lawyers must re-enter their profession as innovators, thinking and acting as technology companies do in order to survive, compete and prosper in a digital economy.

James enables this new way of thinking and executing through consulting, coaching and delivery of technology solutions to Australian and international organisations. .

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