find the latest legal job
Senior Associate - Litigation & Dispute Resolution
Category: Litigation and Dispute Resolution | Location: Melbourne CBD & Inner Suburbs Melbourne VIC
· Come work for a firm ranked in Lawyers Weekly Top 25 Attraction Firms
View details
Associate - Workplace Relations & Safety
Category: Industrial Relations and Employment Law | Location: Brisbane CBD & Inner Suburbs Brisbane QLD
· Employer of choice · Strong team culture
View details
Freelance Lawyers
Category: Banking and Finance Law | Location: All Perth WA
· Freelance opportunities through Vario from Pinsent Masons
View details
Freelance Lawyers
Category: Other | Location: All Adelaide SA
· • Qualified lawyer with a strong academic background
View details
Freelance Lawyers
Category: Other | Location: All Melbourne VIC
· • Qualified lawyer with a strong academic background
View details
Law firms run risk of 'social spam': expert

Law firms run risk of 'social spam': expert

Law firms run the risk of using “social spam” if they continue to bombard people with information on Facebook, a social media expert claims.

Law firms run the risk of using “social spam” if they continue to bombard clients and potential employees with information on Facebook, a social media expert claims.

Laurel Papworth, who was named by Forbes magazine as one of the top 50 social media influencers globally in 2012, says law firms developing social media profiles run the risk of losing traction if they bombard clients and prospects with information on Facebook.

She said It is important that law firms do not use their Facebook presence to broadcast every piece of information about every area of law to all their clients, or they risk being branded as “social spam”.

She said that while Twitter could be a useful venue for such broadcast applications, Facebook needed to be treated differently.

Papworth said law firms should use tools such as Hootsuite to finely target particular tribes within their client base. This would provide, for example, tax alerts to people interested in tax.

She warned that Facebook optimisation worked such that a law firm’s rating would drop every time one of its posts failed to attract attention, meaning that over time its social media efforts could be severely diluted.

While social networks can pose challenges for law firms she said those firms that made no efforts to develop a social media presence risked being eclipsed by their own “savvy” lawyers who exploited social media communities for their own, rather than their firms’ benefits.

“There is a coming war between the corporate and the personal brand,” she said.

For law firms where the relationships forged with clients are more personal than brand related, this could be a particular risk as clients cemented themselves via social networking to individual lawyers rather than particular firms.

She said it was important law firms, like other enterprises, take a considered approach to social media, but also understand that it is not possible to micro-manage social media interactions.

Papworth, CEO of The Community Crew, was a key speaker at the LawTech Summit last year. The next event is taking place in Queensland this week.

Social media is one of the key focus areas at this year’s Lawtech summit, with mobility, BYOD, big data, business intelligence and cloud computing also high on legal IT managers’ agendas for the coming year.

According to Jenny Katrivesis project director, conferences and summits, for Chilli IQ , the Lawtech Summit has gorwn from a small idea of producing Australia’s first legal technology event to the “must-attend event” for legal technology in Australia and New Zealand.

The 8th Lawtech Summit will take place on 12-13 September 2013 at the Sheraton Mirage Resort and Spa on Queensland’s Gold Coast.

Like this story? Read more:

QLS condemns actions of disgraced lawyer as ‘stain on the profession’

NSW proposes big justice reforms to target risk of reoffending

The legal budget breakdown 2017

Law firms run risk of 'social spam': expert
lawyersweekly logo
Promoted content
Recommended by Spike Native Network
more from lawyers weekly
Oct 20 2017
Podcast: One of law’s most infamous alumni – in conversation with Julian Morrow
In this episode of The Lawyers Weekly Show, Melissa Coade is joined by The Chaser’s Julian Morrow....
Oct 20 2017
High Court overturns ‘excessive’ anti-protest legislation
Bob Brown’s recent victory in the High Court over the Tasmanian government was a win for fundament...
Oct 20 2017
Changes to Australian citizenship laws blocked
Attempts to beef up the requirements to obtain Australian citizenship were thwarted this week, after...
Allens managing partner Richard Spurio, image courtesy Allens' website
Jun 21 2017
Promo season at Allens
A group of lawyers at Allens have received promotions across its PNG and Australian offices. ...
May 11 2017
Partner exits for in-house role
A Victorian lawyer has left the partnership of a national firm to start a new gig with state governm...
Esteban Gomez
May 11 2017
National firm recruits ‘major asset’
A national law firm has announced it has appointed a new corporate partner who brings over 15 years'...
Nicole Rich
May 16 2017
Access to justice for young transgender Australians
Reform is looming for the process that young transgender Australians and their families must current...
Geoff Roberson
May 11 2017
The lighter side of the law: when law and comedy collide
On the face of it, there doesn’t seem to be much that is amusing about the law, writes Geoff Rober...
May 10 2017
Advocate’s immunity – without fear or without favour but not both
On 29 March 2017, the High Court handed down its decision in David Kendirjian v Eugene Lepore & ...