In today’s digital landscape, it’s more important than ever to have a social media profile that tells a clear, cohesive story. Given that social media posts can have serious legal ramifications, it should come as no surprise that clients often seek out the advice of their attorneys regarding social media. Here are three must-haves for social media profiles of professional clients.
An online brand
Much like a marketing campaign organized by a large company, social media profiles should create a type of “brand” surrounding the individual. If your client wants to be known as an expert in a particular subject, the content on his or her social media profile should always relate to that subject in some way. Creating an online brand often involves careful positioning of information to direct viewers’ attention in a particular way. For example, if your client wants to bill himself as a results-driven sales executive, he should lead with his sales accomplishments and relegate his marketing experience to a section designated for work experience.
Especially on professional sites such as LinkedIn, people search for prospective business partners based on their experience with specific projects and subject areas. To maximize your client’s chances of making a valuable connection, advise him or her to optimize social media profiles with important keywords and phrases. If your client worked on a project involving a particular sales or marketing platform, he should include as many details about the platform as possible, as well as his expertise in related areas.
When it comes to social media, people are quick to write off a profile that hasn’t been updated recently. For many people, the threshold can be as small as a week or two. To help your clients keep their profiles fresh, advise them to submit meaningful updates as often as possible. For Facebook, this typically means frequent status updates and comments on appropriate topics. For Twitter, it might require nothing more than a thoughtful tweet every now and then. However, it’s important to stay on topic and avoid posting superfluous things that don’t contribute to the online brand. Your clients should stay professional at all times and avoid posting things that may spark too much controversy.
About the Author
Chris Sundermeier is General Counsel and Chief Privacy Officer for Reputation.com. He comes to the company after representing various Silicon Valley Internet and technology companies for more than a decade as a litigation partner at Cooley LLP. There, Chris focused on disputes involving complex commercial contracts and technology agreements, securities, fiduciary duty, mergers and acquisitions, and intellectual property.
Mr. Sundermeier graduated magna cum laude with his law degree from Boston College, where he was a member of the Order of the Coif. Prior to attending law school, Mr. Sundermeier taught philosophy at multiple universities and colleges around New York City while working on a Ph.D. in Philosophy at Fordham University. He also holds an undergraduate degree in English and Philosophy from Creighton University.
Full disclosure, Legal Ink Magazine is an affiliate partner with Reputation.com.
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