Social media: They’re all the rage.
And they should be. At a firm, if you could convince half of your lawyers to write intelligent, substantive blog posts twice a week in their areas of expertise, you could stop paying the public relations folks. You’d dominate the web, and reporters from traditional media would beat a path to your url, seeking ideas for stories and comments on hot topics.
(The same holds for many corporations, although it would be the business folks (who are responsible for generating business) and not the in-house lawyers (who are not) who should be hitting the keyboards.)
But firms and corporations don’t do this, for many reasons. First, firms are skeptical; they’re not sure this would work. Second, this requires a large, non-billable commitment of time; many firms (or individual lawyers) aren’t willing to put in the effort. Third, firms are legitimately nervous. What happens when we urge our lawyers or employees to go forth unto the web, and those folks go forth and write embarrassing or crazy stuff, which they inevitably will?
In fact, even if you don’t encourage folks to participate in online discussions, they’ll do it anyway. So social media policies have necessarily become the next rage: How do law firms and corporations protect their institutional interests without unduly interfering with their employees’ right to express themselves online?