Facebook Page—It’s for Lawyers

The next time you’re standing in line at the movies, or sitting in a restaurant or waiting in a court house hallway, look around at the people on their smartphone, laptop or tablet. How many are checking their Facebook account?

Since there are 1.591 billion monthly Facebook users and 65% of those users use it daily for 20+ minutes, it’s save to assume many of those around you are on Facebook reading and responding to others.

Facebook is a social network. All are welcome, including lawyers. It can, however, cause problems for lawyers. Your personal and professional life should be separate. Posting the latest link to a news article of interest to your clients or potential clients shouldn’t be posted next to a picture of your daughter’s birthday party.

Facebook has a way to avoid such conflict. Set up a Facebook Page for your law firm and keep your personal posts on your home page.

What is a Facebook Page?

A Facebook Page is a distinct site for businesses, brands, and law firms. You create a page from your personal account, customizing it by posting articles, videos and photos and adding links to items of interest. People who like your Page and their friends can get updates in News Feed.

Create a page with your professional profile picture, a picture of the firm members in the cover photo and your logo.

How to find followers:

• Invite friends and email contacts to like your Page,
• Include the name of your page on your marketing materials such as a business card or an email,
• Add a link on your website, and
• Announce your new page with link on your Twitter account.

What do I post on my Page?

Keep followers engaged with interesting content. Include links to posts written by others in your area of the law, to your blog or to news items in your field. And, be aware that Facebook pages are public. Anyone who can see the Page can see your comments or posts.

Marketing experts recommend that half of your posts should connect readers to interesting and informative online content, thirty percent should be responding to others’ posts and twenty percent can be divided between self-promotion and your personal interests.

Photos and videos are important in 2016. Use them when you can—they foster the greatest response. Include pictures of the people from your law firm or events in the community—posting them helps humanize your firm. And, most of all, determine to be active on your Facebook page with interesting content. If you believe you can’t keep up with it, don’t start.

Remember the ethics rules. Don’t give legal advice or answer complicated legal questions--stick with news and posts in your area of practice. If you have a question about a post, check with your local bar association.