Facebook for Lawyers – New Yellow Pages

Last week I was on a client site and the topic of Facebook came up. The attorneys wanted to know if they should create a Facebook profile.  The pros are visibility – everyone is on it.  The cons are that its a leaky ship – privacy isn’t Facebook’s number one priority – rather its how much privacy it must provide to keep advertisers and third parties who pay them – happy.

Yellow pages

One approach is to create a fan page and lock down security so that you have a presence but don’t have to worry about people posting inappropriate content.  This is like having your company name, address and phone number listed in the yellow pages but nothing more.  Then of course you could create a very active Facebook page, inviting friends, posting photos and company announcements.  That is the equivalent of purchasing a quarter page advertising in the yellow pages.

Money vs. Time

Of course for the yellow pages, the more you do the more in costs – in money whereas you can go crazy on Facebook and pay nothing at least for now.  However, you will have to stay on top of your Facebook profile, making sure people aren’t saying negative or embarrassing things, you will need to monitor activity and add content regularly.  The more you set up initially the more you will have to spend in human resources to keep it current.

Bottom Line?

Plan on doing something on Facebook this year.  Realize that it has an upside and downside.   Plan your approach – both from a marketing but also human resources and compliance perspective.

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