Robert Teuber demonstrates how social media tools such as LinkedIn, Facebook, and Twitter work and how lawyers can use them to market their practice.

By Joe Forward, Legal Writer, State Bar of Wisconsin

April 19, 2010 − Social media creates “top of mind awareness,” explained attorney Robert B. Teuber, who delivered a presentation April 16 at the 2010 Wisconsin Bar Leaders Conference in Madison entitled “Social Networking for Attorneys and Bar Associations: Benefits and Pitfalls.”

Teuber, a tax and business lawyer at Weiss Berzowski Brady LLP, explained the primary “social media” tools – Facebook, LinkedIn and Twitter − and how lawyers and organizations can use them to broaden the base of their online exposure through networking and communicating. Teuber said about half his client base was generated from some form of online presence. He uses all three primary social media tools as “news information aggregators” and mediums for communication to keep his professional association at the top of someone’s mind.

Social media, Teuber explained, allows users to “aggregate” the news they receive onto one page. Facebook, for instance, allows users to request that headlines from certain online news sources – such as the New York Times, the State Bar of Wisconsin or the Milwaukee Journal-Sentinal − feed directly to the “news feed” page. This allows the user to aggregate the news he or she sees into one place, rather than visiting multiple websites. Articles of interest then link directly to the source of the story. This tailored approach saves time.

Presenters and program producers of Local Bar Leader Conference morning programs include (From left) Grant Birtch, producer; Dean Dietrich, presenter; Linda Albert, presenter; and Philip Greeburg, producer.

Facebook, what Teuber termed the “backyard barbeque” of social media, allows users to connect with a wide range of people on a professional and social level. One Facebook user can “friend” another through a “friend” request. Then both are “friends,” and can view each other’s Facebook “profile” page. Users can also follow a specific organization’s activities by becoming a “fan” or joining a group in which he or she has an interest. Various privacy settings allow users to choose what information a “friend” can see.

LinkedIn – what Teuber called the online “professional Rolodex™” – allows users to post a resume and connect with colleagues by mutual choice, and to find others who are associated with the same school, employer, or group. Twitter, which only allows a user to post 140 characters, is another source for news and information-sharing.

But with the advent of social media, how does one avoid the pitfalls of mixing personal and professional interests? And are there increased ethical risks? Indeed, Teuber noted recent ethics opinions from Florida and South Carolina concerning Facebook. Additionally, what do you do if a client contacts you on Facebook?

Teuber explained that social media does not create an ethics problem per se, but “provides a new venue to violate ethical rules.” In addition, Teuber says lawyers must be careful and diligent about how they use a social media tool, and never post anything they would not say aloud or write in other professional settings. In other words, social media is a tool, but must be used with professional judgment. When it comes to clients that may try to contact their lawyer through Facebook, Teuber reiterated that the same professional judgment applies.

	Local Bar Leader Conference chair Karen DaCosta Perzan opens the program.

On the other side, a criminal defense lawyer in attendance noted that she used Facebook to find a client with no known phone number or address.

Those who want to learn more about social media will have the opportunity to do so at the State Bar of Wisconsin’s Annual Convention, which will be held May 5-7 at the Monona Terrace and Convention Center in Madison.

On May 5 at 1:50 p.m., the General Practice Section/Solo and Small Firm Practice Committee will present “Attracting New Clients with New Media: How Social Media Can Enhance Your Practice.” Also on May 5, the Litigation Section will present “Facebook is Forever (and Other Bad News About How Social Media Can Hurt Your Case,” starting at 4:25 p.m.

On May 6, attorney Elizabeth Kessler will present “Social Media Use Policies: Why Your Clients Need them & How to Create Them,” starting at 8:45a.m.