I IPNmmigration Practice News
American Immigration Lawyers Association www.aila.org
Vol. 3 Issue 3 'THE IMPOSSIBLE DREAM'
NEED SOME BALANCE?
Check out the Quality of Life articles in the Practice & Professionalism Center to get you up and going again. Also be sure to scroll through other Management Articles and Publications to enrich your practice.
Better Branding: Think Before You Update
5 Simple Rules for Maintaining a Social Media Presence
By Ryan Adair W
hat distinguishes one law firm from another? What
is it that one attorney or law firm does better than another? Why should clients choose a particular firm and stick with that firm? The answer, of course, is the law firm's brand.
Watch AILA's first animation short highlighting the plight immigrant entrepreneurs face when trying to keep themselves—and their businesses—in the United States.
Brands are important to the success of a firm and like all businesses; every law firm needs a brand. Attorneys succeed by creating a healthy brand and communicating it to potential and existing clients. In a fast-paced and connected marketplace, capitalizing on the popularity of blogs, micro blogs, and other social media sites is a highly effective way to disseminate an attorney's brand. Unfortunately, social media is wrought with potential pitfalls. Having an unethical, incompetent, or sloppy online presence can tarnish a
"Unfortunately, social media is wrought with potential pitfalls. Having an unethical, incompetent, or sloppy online presence can tarnish a brand."
brand. Done correctly though, the benefits of connecting online can be endless.
Social media users must remember the following five simple rules to ensure effective dissemination of their brand:
Keep content current. Before
establishing an online presence, attorneys should make sure that they have enough time to be engaged social media users. A tweet from three months ago or a blog entry detailing an old development in immigration law may make social media user appear overworked or uninterested and does not enhance an attorney's brand.
Do not post inaccurate
information. Almost commonsensical is the notion that users should be careful
to avoid posting incorrect or misleading information on social media. Online postings can be re-posted, copied and pasted, cited, and re-run endlessly. Similarly, all users should make sure that items posted online appear competent and dignified. Clients are interested in successful resolution of their immigration cases. They are less interested in family photos, political opinions, or personal messages.
Remember your audience.
Social media users have a challenging task in determining for whose benefit they write. Blog and micro blog posts, listserv contributions, and website updates might be viewable by a wide audience of clients, fellow practitioners, government adjudicators, and CONTINUED on pg.2 >>