Law Firm Facebook Disasters & How to Prevent Them

Something Different

July 2009

Welcome to the July issue of Something Different! I have many updates to share since the last newsletter as well as a new topic that I think will interest many - law firm Facebook disasters and how to prevent them. It's a critical read even if your law firm (or school) doesn't use Facebook because, as you will see, your employees might be using your firm's name on Facebook.

June Wrap-up
I ended June with two great events: (1) I presented "Prevailing Over the Recession: Strategies for New Attorneys Entering the 2009 Legal Market" at Baylor Law School on June 23; and (2) I created and conducted a webinar, "What Law School Career Counselors Should Know About Twitter," which 60 law school career counselors participated in via web conferencing on June 25. A recording of the webinar should be available on my website in the next few weeks for anyone who wasn't able to attend (or for anyone who wants a basic introduction regarding how to use Twitter).

July Updates/Events
July has been lively so far! I spent a few days in New York and visited several clients in the area. While in New York, I also met Paramjit Mahli, founder of The Sun Communication Group and the SCG Legal PR Network. Prior to our meeting, Paramjit and I had exchanged messages over Twitter. She frequently posts updates announcing that she has reporters looking to speak with attorneys in a particular practice area. I forward her updates (tweets) to qualified attorneys when I see them. It was lovely to finally meet Paramjit in person and hear the success stories of the attorneys who have been quoted or interviewed as a result of Paramjit's network. I was surprised to learn that individual attorneys (rather than an entire firm) can join her PR network to gain access to reporters.

After New York, I spent several days in San Diego where I gave two presentations: (1) I presented "The 6Ps of Facebook, LinkedIn & Twitter for Legal Recruiting Professionals" to the San Diego Legal Recruitment Association on July 8; and (2) I presented "The 6Ps of Facebook, LinkedIn & Twitter for Attorneys & Business Development" to a San Diego law firm on July 9. This law firm was wise to host this program for its attorneys at this time because many practice groups are slow right now; what better time than now for attorneys in the slow practice groups to learn how to incorporate social media with business development?

State of the Legal Job Market
July has also been a busy month for placements. It is probably no surprise that all of the activity I'm seeing is with smaller firms. In fact, the three attorneys I've placed this month have been with firms that have 20 or fewer attorneys. So, if you or anyone you know is searching for a job in the current legal market, don't ignore the smaller firms. And, don't forget markets where there is a shortage of attorneys (yes, such markets exist!). According to this recent article in the Indianapolis Business Journal, the following states have the lowest concentration of attorneys: Indiana, Wisconsin, Tennessee, North Dakota and South Dakota.

Social Media Best Practices for Law Schools
I recently read (on Twitter) about the following group - Social Media Best Practices for Law Schools. The group was created and organized by Laura Bergus and the Center for Computer-Assisted Legal Instruction (CALI). If you've heard me speak recently, Laura is the law student I've mentioned who obtained her summer jobs through Twitter and her blog. The primary focus of this group is to bring law schools together to create a set of best practices with respect to social media so the schools can advise students on how to use social media effectively. I participated in the group's webinar on July 10; additional webinars are scheduled for Friday afternoons throughout the summer. If you are interested, visit the group's website for additional information as well as sample social media policy for law schools (you will see why a social media policy is important if you read about law firm Facebook disasters below).

Something Different
For your dose of something different this month, here's a creative networking concept ... "Bad Times Bootcamp," a bootcamp workout designed to help people get fit and meet new people. This particular program is in the UK but perhaps there are similar programs in the US? Regardless, the concept illustrates the fact that you can network anywhere - even at the gym!

Amanda Ellis Legal Search Facebook Page
And, finally, Amanda Ellis Legal Search now has a Business Page on Facebook. You are invited to view the page and become a fan (Facebook terminology, not mine) if you wish. If you are an existing Facebook user and become a fan, any updates to the page should appear in your news feed.

I admit that I broke one of my golden rules in creating this page - I created the page because everyone else seemed to be doing it. If you've read past issues of this newsletter, you know that I am not a fan of doing something just because everyone else is. However, I've seen many firms and businesses create Facebook Business Pages and then not do anything with them. So, that's my challenge - to engage people and actively use the Facebook page to reach a broader audience. All past issues of Something Different are available on the page and I will also post news and events. I'll continue to update you as I find other creative ways to use the page.

As always, I welcome your comments and questions.
Amanda

amanda@aellislegal.com
www.aellislegal.com

Connect with me on Twitter, LinkedIn & Facebook:

www.twitter.com/aellislegal

http://www.linkedin.com/in/amandaellis

http://www.facebook.com/home.php?ref=home&__a=1#/pages/Dallas-TX/Amanda-Ellis-Legal-Search/101950289495?ref

ARCHIVE

A Taste of Twitter (January 2009)

New Brand of Law Firms (February 2009)

New Resources for Laid-off Lawyers (March 2009)

Job Search Numbers Game (April 2009)

GCs, Managing Partners Talk Change at NALSC 2009 (May 2009)

Mid-Year Updates (June 2009)
ARCHIVE

Law Firm Facebook Disasters
&How to Prevent Them

by Amanda C. Ellis, Esq.

Have you ever searched Facebook's Groups or Business Pages for your law firm, business or school? What if you found a Facebook Group with your firm's name in the title and the following description regarding the employees' drunken debauchery at a firm event?

As I recently prepared for a presentation to law firm recruiters, I randomly searched for Facebook Groups and Business Pages affiliated with various law firms. I found a Facebook Group which contained the name of a large, international firm and the page contained the above text along with 50+ pictures from the party.

I debated on whether it was appropriate to share the information in my presentation and, ultimately, concluded that this was exactly the kind of information I should bring to the firms' attention. My rationale: I would want to know this information if I were a law firm recruiter. I would also want know what steps firms could take to prevent comments like this one from appearing on Group pages affiliated with law firms' names.

Since education is often the best preventative measure, it is worth sharing some general information about Facebook's Groups and Business Pages in this issue of Something Different.

Facebook Business Pages & Groups v. Personal Profile

There are three types of pages on Facebook:

Personal Profile - this is an individual's personal page; people who connect to you become your "friends." Your friends can communicate with you via private messages or public wall posts; and, they can upload pictures and "tag" you in pictures.
Business Pages - as the name implies, these pages are primarily for businesses (celebrities and "causes" also have business pages). People who connect with Business Pages become "fans" rather than "friends."
Groups - groups are essentially organizations on Facebook. People who connect with Groups become "members."

Features of Facebook Business Pages & Groups

The growing trend is for law firms to create their own Business Page. The pages often contain information similar to the information found on a firm's website - news, events, announcements, etc. One advantage the Facebook pages have over the website is that information posted on the Business Page appears in the fans' Facebook news feed; thus, people who might not routinely check a firm's website for updates would see the updates in their Facebook news feed.

Additionally, several law firms are using their Facebook Business Pages to promote their summer associate programs and connect with potential lateral hires. Fans can also interact and comment on information the firm posts.

As you can see in the box below, the user who creates a Facebook Business Page must certify that he is authorized to create the page for the given firm, business or subject. A person who creates an unauthorized page violates Facebook's Terms of Use and is subject to having his Facebook account disabled. Thus, it is highly likely that a Facebook Business Page affiliated with a law firm is legitimate.

Most Business Pages are open to everyone who wants to become a fan; however, users can control what fans can post. For example, a user can choose a setting that prohibits fans from posting comments, pictures, etc.

Compare the Business Page to a Facebook Group. Anyone can create a Group; you don't have to certify that you are an authorized representative of the company, school, or institution. You frequently see Groups created for law firm alumni, law firm summer associate classes, law school classes, etc. These Groups are often created by an individual (i.e., an alum) rather than by a law firm or school representative.

Groups have a variety of access options as indicated in the box below. For example, the Group I discovered in my search was an open Group and, thus, I could see the information and pictures. If the Group had been closed, I would have had to request to become a Member of the Group before I could access the information on the page. An even more secure option is to make the Group secret. If the Group had been secret, it would not have appeared in my search results; membership in a secret group is by invitation and that's the only way users would know of the Group.

Preventing Facebook Disasters

What can law firms (as well as law schools and other businesses) do to prevent having their names associated with unsavory comments and material available for the world to see? With respect to the original example, the Group could have made the page closed or secret. Another option is for firms, schools and businesses to adopt social media policies which provide exactly how and when the entity's name can be used on social media sites and what happens to employees who violate the policies.

Using Facebook Business Pages & Groups Effectively

To end on a positive note, let's review some law firms that are using Facebook effectively and taking advantage of the benefits the Business Pages and Groups offer.

Business Pages

1. Curtis Mallet-Prevost - note how the firm is using the Business Page to share information about the firm's summer associate program.

2. Munsch Hardt Kopf & Harr, P.C. - note how the firm is using the Business Page to share information about the firm's summer associate program as well as lateral hiring.

3. Patton Boggs

4. Dean & Dugger

5. Akin Gump's Pro Bono Page

6. University of Texas School of Law - note that the school uses the page to announce alumni events as well as news and events of the school.

Groups

1. Sidley Austin 2009 Summer Class - note that the Group is closed and members must request permission to join and view the information on the page.

2. Gibson Dunn & Crutcher (Dallas) Current & Alumni - note two things: (1) the page contains a disclaimer stating that the Group is not affiliated with any official business of Gibson Dunn; and (2) the Group is closed and members must request permission to join and view the information on the page.

3. White & Case Alumni - note two things: (1) it appears the firm is using the Group page to actively assist alumni who are searching for jobs in addition to simply keeping in touch with alumni; and (2) the Group is closed and members must request permission to join and view the information on the page.

4. USC Law - Class of 2005 - note that the Group is closed and members must request permission to join and view the information on the page.