Lawyers are social by nature. They must interact, either in-person or on the phone, with clients and colleagues, on a daily basis. So, it only makes sense that lawyers and law firms should be using social media as a form of communication and to generate leads.
According to social media expert Nancy Myrland, “Lawyers are trying to sell what is in their mind. In that way, social media is a brilliant tool as they can write and talk about what they know about. This makes their service and value to clients more tangible, helping to turn contacts into connections.” Here are some social media best practices for lawyers to help you get started. 
Listen and Learn
Social media is still new to many lawyers since the industry at-large has had a mistrust of new media due to privacy and ethics concerns. However, many attorneys and general counsel are using social media as a way to monitor the industry and current topics. In fact, 74 percent of in-house counsel say they use social media in “listen-only” mode, not as a form of interaction. (In-House Counsel New Media Engagement Survey). If you are just getting started on SM, this is a good way to learn what people think of you/your firm and stay abreast of legal concerns and discussions. While using SM as a monitoring tool is great, why not take the next step and make it work for you?
Link Up on LinkedIn
According to many in the legal profession, LinkedIn is one of the best SM tools for their industry since clients seem to be most drawn to this platform. And, not only are they using it to build connections and participate in groups they are using it to research potential outside counsel. Historically, lawyers often relied on word-of-mouth referrals, but of you are not networking on social media, you are missing the chance to interact with potential clients. Taking time to answer questions in a group or on a legal forum could result in new clients and increased business. This is a perfect example of inbound marketing drawing interested parties to you based on quality content, in this case, your vast knowledge.
Find Your Niche
Yes, LinkedIn, Twitter, and Facebook are the most popular social media sites, but are they the best for you? There are many lesser-known sites and forums targeted to specific topics and issues. Conduct research to find the ones that align with your legal specialty and include them in your social strategy.
This also applies to blogging. You have expertise, so create a blog in your niche and share it socially to build credibility and recognition. “Building a credible discussion resource on topics in your practice area can serve as the foundation for your professional presence on the social web” (Mashable).
Timing and Technique
Once you know what to post, you need to know when to post it. In fact, there is an entire science behind social media timing. While there are myriad guidelines for optimal post times, to find out when the best time for you to post, you must analyze your audiences’ engagement. Tracking when your followers are reading and sharing content is the best way to pinpoint timeframes.
Here are some general guidelines: for Facebook, between 3-4 on Wednesday, 1-4 pm on Thursday, and mid-day on weekends. Since LinkedIn is mainly used by professionals, it is best to post during down and commute times: 7:30-8:30 a.m., noon, and 5-6 p.m., Tuesday-Thursday, end of day Friday, and between 8-11 pm on Saturdays.
The reasons that lawyers should be engaging on social media are simple—boost your visibility, build connections, provide value, gain information, and increase engagement. To do this, you need to create valuable, shareable content posted at the best times for your audience.
Still skeptical about social media for lawyers? Consult the ultimate guide to social media marketing for hints and help.
