The Question: What are the three worst mistakes legal technology vendors make when using social media?
>> Christy Burke, president, Burke & Co., New York. Email: [email protected]. Website: www.burke-company.com.
1. Beware the overshare. Avoid providing TMI (too much information) a la Miley Cyrus. We’ve all seen tweeters who tell us every time they go to Starbucks, or folks that post several times each hour. Not only does this annoy readers and prompt them to un-follow you, but it also gives the impression that you have nothing better to do than to post inane content all day long. Post frequently only when you have meaningful content to convey, like when you’re at LegalTech or the International Legal Technology Association and new people and ideas are inspiring your posts.
2. Don’t be MIA. Ever go to look up a company’s LinkedIn, Twitter or Facebook page, only to find that it doesn’t exist or is so scarcely populated that it looks like a dummy corporation for the Mob? Not good! Vendors need to establish sites on at least these three main social media venues. Even if the sites are not constantly posted to, the content about the company should be accurate.
3. Be proactive, not reactive. Many social media blunders result from vendors seeing a competitor’s activity and trying to pull stunts to outdo them. Hasty and reckless social media activity can be incredibly damaging and it lives forever on the web, so take a step back and plan out your strategy and tactics. Post responsibly!
