The Laws of Professional Presentation in Social Media

Social media has exploded in the past few years. It has become so pervasive that it almost seems like any attorneys or law firms that are not using social media might as well not be using listed phone numbers. At the same time, when social media has given everyone this new voice on the internet, those in the legal practice need to be sure to use their voice in a deliberate manner in order to convey a professional reputation. To achieve this, attorneys and firms must not only regularly publish content relevant in their area, but also tailor the look and feel of the content to the particular expectations of the public, including potential clients. Prof. Sarah Burstein of University of Oklahoma College of Law has done an excellent job of utilizing both twitter and tumblr to exhibit her interest in the area of Design Law. For displaying and commenting on design patents in particular, tumblr seems to be a wise choice for Prof. Burstein because of the image display technology inherent in the site's design. Additionally, her use of twitter not only provides a service for her followers by collecting news in this niche area, but also allows her to express her own excitement and knowledge about the area which gives her a great deal of credibility. Prof. Burstein has been able to further establish herself in the particular niche area of design patents through her innovative uses of social media. This influence stems from her consistently keeping up to date and sharing the latest news in her area with the public. Her dedication to the field in this regard has not only enhanced her own views and understandings, but has also gotten her name out there and associated with the latest and greatest in design law. Participation in social media can result in benefits similar to those realized by Prof. Burstein, but only if used wisely. Impressively, whereas tumblr is generally thought of as more of an entertainment site, eloquent uses can be achieved by creative artists for their portfolios or by others, like Prof. Burstein for more inventive displays. The dangers of using social media arise whenever the content is not of professional quality or when the platform is stigmatized. For example, an attorney or firm using Facebook for an advertising or informational page would not seem as reliable as one using LinkedIn simply because of the online reputations that have developed in the public's mind for each. Overall, the key to successful self-presentation seems to be the same in the virtual world as it is in the real one: show that you are a leader in the field by giving your best work and even if you sometimes fail in that, present yourself well and paint a professional light on everything you do.