A lawyer from Wyoming asked me this morning, “LinkedIn group or Facebook?” Which would I suggest for a group of international lawyers who he met at a conference recently to use for staying in touch, collaborating, exchanging ideas and maybe even referrals.

He directed me to a post of mine from six years ago in which I said LinkedIn groups have it all over Facebook groups for lawyers. My opinion has changed.

Today, I’d go with Facebook groups over LinkedIn groups.

Facebook has become part of the fabric of our lives. We turn to Facebook all of the time for personal exchanges as well as for news and information. LinkedIn, though widely used, does not garner near as much mindshare for engagement with others.

I am personally aware of two groups in the legal profession using a Facebook group with great success. A group of legal marketing professionals nationwide and a group of Texas family law lawyers. I participate in the first group. I find both the information exchanged and camaraderie extremely valuable.

I am told by one of our members that the family law lawyers group is very active for information exchange and reputation building. She tells me she gets referrals from lawyers she meets in the group.

Facebook is where the people are today. Facebook is where people spend their time.

More people use Facebook more of the time than any other social network, including LinkedIn, by far. Over 90% of those over age 34 use Facebook and they spend over 900 minutes a month on the social network. LinkedIn is not even close in users nor in the time spent on the network (less than 20 minutes a month on average).

Facebook also has more of an intuitive feel on mobile than LinkedIn. That’s important when mobile represents two of three minutes we spend online.

Lawyers in a Facebook group will receive a non-obtrusive notice on their smartphone that someone has added a post to the group or liked/commented on something the member posted or liked/commented upon.

Finally, God only knows where LinkedIn is going to end up. I love the company (have paid them $200/month for years). I use LinkedIn for connections and limited engagement. But companies acquired by Microsoft often lose their focus and have not done well.

Facebook, with Zuckerberg leading the way, is going to remain focused on connecting people and enabling communication/sharing/collaboration to facilitate these connections. Improvements and features for further commenting people will come at the rate of a half dozen a month.

Don’t dismiss ‘befriending’ on Facebook the people you have meet personally either. Getting outside a group can bring broader exchange and learning.

I liberally use Facebook to meet and get to know new people. Whether it’s professional or personal items that are posted, I receive value and get to know people as people. Plus the Facebook algorithms work wonderfully to further refine and improve my News Feed.

I found I interesting what I had to say about Facebook groups seven years. I suggested LinkedIn for professional engagement then, but

I’ll admit Facebook has all the appearance of becoming the central nervous system of Internet communication, collaboration, community building, and networking. AOL ruled the Internet in the mid and late 90’s, acting as the de facto entry to the net for everyone. Facebook, with its rapid growth and the features it’s adding, feels that way today.

Well, Facebook rules the Internet today. I’d go Facebook group over LinkedIn group for lawyer exchange and engagement.

It’s disappointing that more professionals, especially lawyers, do not use social media to engage and get to know others.

If not in the true sense of getting to know someone, at least in the sense of getting to know someone as a trusted source of information and letting others to know the lawyer as a trusted source of information, news and commentary.

Monday morning I saw a Facebook post from New York Times columnist, Samuel Freedman, relating the Birmingham church bombing of the 1960’s to Sunday morning’s events in Orlando.

Freedman’s piece hit home as I found that the Orlando killings really hit me. I felt numb for much of the next couple days, much like I did with events of the 60’s ala the assassinations of Robert F. Kennedy and Martin Luther King.

Facebook enabled me to like and comment on Freedman’s piece. He recognized my comment with a like. Not too make too big a deal out of it, but I was in effect engaging this author and professor at Columbia University’s Graduate School of Journalism.

No question I am more likely to recognize and read his pieces in the New York Times and read and engage his posts on Facebook.

I don’t know Freedman as “a friend.” I connected with him on Facebook when Facebook suggested him as a possible “Facebook friend.” Seeing his stature and that he was sharing items that could bring value to my life, I sent him a friend request. Freedman accepted, it was probably months ago.

Imagine you as a lawyer building a network of friends, colleagues and business associates on Facebook. When you share news items or blog posts on Facebook you would then be truly engaging people. People would get to know you and to trust you.

And know that it’s only a very small step from being a trust source of information and commentary to getting a call or a referral when someone is need of a lawyer.

Unfortunately, the majority of lawyers and law firms look at Facebook and other social media as distribution channels for content in order to grab mindshare as opposed to a place for engagement. Engagement that leads to relationships and a word of mouth reputation.

That’s disappointing at a time when lawyers are struggling to do the work they want to do and pouring money into Internet marketing that’s bringing mixed results, at best.

Slow down a bit and get to know people on social media. Engage others. Build trust. It really works.

Image courtesy of Flickr by Frank DiBona

News broke a few days ago on Gizmodo that former Facebook workers were possibly suppressing news stories of interest to conservative readers from the social network’s “Trending Topics” section.

Trending topics displays three or four items on the right side of one’s News Feed that are proving popular in discussion among Facebook users. “Trending Topics” is displayed on desktops and tablets, but for lack of space not on smart phones, the leading device for Facebook use.

All Hell has broke loose since the Gizmodo story. Conservative or liberal, people are upset that Facebook was using humans to edit the news.

U.S. Senator, John Thune from South Dakota is demanding that Facebook explain how it handles its “trending” list. As reported by the New York Times, Thune wants Facebook to provide information about any articles that may have been suppressed because they were too conservative.

Facebook is supposed to go back and review every news story shared by users, except for the handful that got pushed to Trending Topics each day, to see if a story not displayed had a “conservative” bent?

The Facebook suppressing story, thinly sourced at best, is all about nothing. Of course there is going to be a human element in filtering stories. Algorithms to isolate stories for surfacing are human created. Once surfaced, there’s value in humans doing a double check to determin what goes live.

Then we have this First Amendment thing, a lynchpin for what makes this country great. People, including organizations, are entitled to say and print what they want. No matter how popular Facebook is, neither the masses nor the government can regulate its speech.

Bottom line, I don’t believe Facebook filtered out conservative stories.

From Facebook’s VP of Global Operations, Justin Osofsky, here’s how Trending Topics works,

Surfaced by algorithm

Potential Trending Topics are first surfaced by an algorithm that identifies topics that have recently spiked in popularity on Facebook (in other words, ones that have a high volume of mentions and a sharp increase in mentions over a short period of time). The Trending Topics algorithm also uses an external RSS website crawler to identify breaking events so that we can connect people to conversations on Facebook about newsworthy events as quickly as possible. A list of included websites is available here.

Reviewed by the Trending Topics team

Members of the Trending team look at potential Trending Topics as they are surfaced by the algorithm and do the following:

  • Confirm that the topic is tied to a current news event in the real world (for example, the topic “#lunch” is talked about during lunch every day around the world, but will not be a trending topic).
  • Write a topic description with information that is corroborated by reporting from at least three of a list of more than a thousand media outlets. A list of these media outlets is available here.
  • Apply a category label to the topic (e.g. sports, science) to help with personalized ranking and to enable suggestions grouped by category for the various tabs on the desktop version.
  • Check to see whether the topic is national or global breaking news that is being covered by most or all of ten major media outlets— and if it is, the topic is given an importance level that may make the topic more likely to be seen. A list of these outlets is available in the guidelines.

Personalized

The list of Trending Topics is then personalized for each user via an algorithm that relies on a number of factors, including the importance of the topic, Pages a person has liked, location (e.g.. home state sports news), feedback provided by the user about previous Trending Topics and what’s trending across Facebook overall. Not everyone sees the same topics at the same time.

Facebook exists as a giant town square and forum for discussion and sharing.

People are going to differ, some vehemently, as to whether their position is aired as much as it should be. The minute someone cries evil and conspiracy in suppressing something someone said things get real crazy. It happens everywhere – television, radio, newspapers, city council meetings, school board meetings and now Facebook.

Facebook founder, Mark Zuckerberg posted yesterday his response to the controversy, first explaining what Facebook stands for.

Facebook stands for giving everyone a voice. We believe the world is better when people from different backgrounds and with different ideas all have the power to share their thoughts and experiences. That’s what makes social media unique. We are one global community where anyone can share anything — from a loving photo of a mother and her baby to intellectual analysis of political events.

To serve our diverse community, we are committed to building a platform for all ideas. Trending Topics is designed to surface the most newsworthy and popular conversations on Facebook. We have rigorous guidelines that do not permit the prioritization of one viewpoint over another or the suppression of political perspectives.

And then addressing the allegations on targeted content filtering on Trending Topics.

We take this report very seriously and are conducting a full investigation to ensure our teams upheld the integrity of this product.

We have found no evidence that this report is true. If we find anything against our principles, you have my commitment that we will take additional steps to address it.

In the coming weeks, I’ll also be inviting leading conservatives and people from across the political spectrum to talk with me about this and share their points of view. I want to have a direct conversation about what Facebook stands for and how we can be sure our platform stays as open as possible.

The reason I care so much about this is that it gets to the core of everything Facebook is and everything I want it to be. Every tool we build is designed to give more people a voice and bring our global community together. For as long as I’m leading this company this will always be our mission.

I take Zuckerberg at his word. He and his company are founded on free speech. Facebook gives people who have never had a voice a true voice. People can network to grow reputations and influence like they never have before.

The fact that commercial enterprises want to advertise and sell their wares around the most popular forum in the world is hardly a surprise. Look at the town squares that surround county court houses and city halls in virtually every small city in this country.

Rather than get freaked out about Facebook filtering content by algorithms and people to facilitate discussion, people ought to look at Facebook as a gift.

Image courtesy of Flickr by Allesio Jacona

Blogging, unlike writing an article, is all about going “out” where the people are to engage your audience.

When we began blogging years ago we referenced what others wrote on their blogs. The technology, whether it was “trackbacks” or vanity RSS feeds, let us know if another blogger had mentioned us or what we had to say on our blog.

With the huge volume of content being produced, trackbacks and vanity RSS feeds are no longer possible.

The result is we have a whole lot of talking (writing) and no one listening. With no listening, there’s no engagement.

Don’t dismiss engagement either. It’s the stuff relationships and reputations are made of.

Believe it or not, Facebook may be the answer for bringing engagement to your blogging. God knows if you want to go where the people are on the Internet, you go to Facebook. Everyone in America is on Facebook.

How do you bring engagement to your blog via Facebook? Technologist, entrepreneur and blogger of two decades, Dave Winer (@davewiner) shared that he has started posting his blog posts in entirety to Facebook.

Why? Engagement.

First, there is no engagement on my blog. I have comments turned off.

Almost no engagement on Medium. Three people hearted my post. One highlight. No comments.

But on Facebook, even though the piece looks like crap and has no links, the post has a handful of comments and 20 reactions. I have no idea how many views, FB doesn’t provide users with that info, as far as I know.

Winer nails the need for engagement.

There’s the reason I wanted the connection. I missed knowing what people think, and getting ideas from people who read my stuff. Facebook has that.

I have started doing much the same thing. I post my whole post or at least enough of my post for people to get my point. That way people can engage me (like, comment or share) without going to my blog.

At its best, blogging is all about expressing ideas, thinking out loud, responding to what I’ve read elsewhere, meeting people I have not met before, getting to know people better, building friendships, building respect when friendship is not possible and advancing thinking in areas I am passionate about.

Facebook brings this. Blogging without taking your blog posts “out” for engagement doesn’t.

Taking your posts to Facebook doesn’t make having an independent blog site any less important. Heck, having your own blog site may be more important.

As you get out and network on Facebook you need to have a place where people can see your body of work. You need to control your content and the design of your site. You need to have your content accessible in other ways – Google searches, email sharing and other social media sharing.

I’m with Winer on bringing engagement to my blog via Facebook. I get few if any comments on my blog. But when I post to Facebook I receive a lot of engagement.

Learning, friendships, collaboration and more from blogging combined with Facebook. Give it a try.

Image courtesy of Flickr by Francois Proulx

Facebook Live could play a big role in law firm video — sooner than later.

Law firms struggle big time with video. We know video is important, but what the heck are we supposed to do? What equipment do we need? What should we cover? Where should we run the video? How will the video get seen?

Out for only two months, Live has proven popular for media companies the likes of The New York Times, CNN, Huffington Post and Vox.

Check out this Live video from The New York Times’s Nicholas Kristof reporter one Friday following up on his story in Thursday’s paper. The quality, look and feel is awful nice.

Facebook Live answers a lot of questions.

  • What equipment do we need? A mobile phone with a good camera and mic. An iPhone 6 Plus works nicely.
  • How can people see our videos on mobile? Facebook is all about mobile with its mobile app. Live is no different, video is viewed wonderfully on a smartphone or tablet.
  • How are our videos going to get seen? Facebook’ Live videos, by their nature can be seen live, but in most cases viewers will watch an archived Live video on Facebook.
  • How will people in our target audience become aware of the videos? For those lawyers and law firms wise enough to be using Facebook to connect, share and engage, notice that you are on Live and that you have an archived video will sit at the top of people’s News Feeds. Facebook is pushing Live so videos done on Live are given preferential treatment by Facebook algorithms.

Why Facebook and not your website for video? The numbers and the way people consume video. Facebook has over 1.3 billion users, including about 80% of your target audience. The fact that your lawyers and law firm are not using Facebook is your fault and an issue that ought to be rectified.

Your audience is not watching video on law firm websites. You can put video on your website, but your audience is more apt to see and watch video where they are – 0n social media like Facebook.

There’s the social distribution of Facebook as well. As people like, share, and comment upon your video, Facebook’s algorithms see to it that your video will get to others’ News Feeds.

Liz Heron, executive producer of the Huffington Post told The New York Times “This feels like a transformative step.” They’ve recently restructured its video production to favor social media distribution after streaming video through its website since 2012.

Just how big is live video becoming on Facebook. The NFL was considering having Facebook livstream its Thursday night games. Negotiations broke off this week when Facebook didn’t like the NFL’s traditional method of running ads.

Image courtesy of Flickr by Doctor Popular

Law students, like lawyers, are quick to dismiss Facebook as a vehicle for publishing, networking and creating a professional profile for employment.

Big mistake. Facebook, for those who seize the opportunity, is an excellent place to learn, nurture relationships and build a strong word of mouth reputation.

While LinkedIn may be the most widely examined social network by potential employers, Facebook is used by over 75% of the people in this country.  According to a September 2015 study done by the Society for Human Resource Management, 19% of companies had sourced new hires from Facebook. And almost 25% of HR professionals thought it was important to be on Facebook when looking for a job.

Business development and marketing consultant, Matt Sweetwood (@msweetwood), in a piece in the Huffington Post, shared nine tips on how jobseekers should be using Facebook.

I’ll add one and share my thoughts.

  • Be Professional Your Facebook page should look serious and be representative of you are. Make sure your profile is completely filled out, just as you would complete a LinkedIn profile. Facebook’s profile provides an even greater opportunity than LinkedIn to share information on your background and current status. Do not post things you wouldn’t want employers to see. Partying, vulgarity and drinking are great on Facebook if they are what you would tell an employer about or show them picture of.

Keep in mind what a survey of over 900 hiring managers observed from potential candidate’s social media:

Facebook for law students

  • Smart Security Allow your posts to be publicly visible. There should be nothing in your timeline that you would be afraid of people seeing. Like it or not, the net has made much of our lives an open book. Attempting to conceal items can be looked at with suspicion. At the same time, go to the setting: “Who can add things to my timeline?” and set to “only me.” Turn on approval of all tags before they appear on your timeline. You don’t want other people’s comments when they have tagged you to appear on your timeline without your moderation.
  • Be Friendly Friend people who may add value to your life based on the items they may be sharing, whether the items are personal or professional. This will include people you do not know personally. Accept friendship requests in the same fashion. Will the person add value to your life by you getting to know them and seeing the items they share? Nurturing relationships and learning from others can be a strong guide.
  • Publish In addition to blogging on your own publication, Facebook is an excellent place to publish in short form. Four to six paragraphs , two to three hundred words or more is fine. The easiest way to do this is to share a link to a news story or legal development you have read. Then pen a piece on why you shared it, why you found it interesting and what you think it means to people. Not everything you share will appear in the News Feed of all of your Facebook friends. As you use Facebook more, your personal friends, family members and other people who have no interest in such things will never see your posts on legal matters. At the same, you will be building your influence in the area.
  • No Politics Politics and religion ought to be off limits. No matter how strong your beliefs, you will offend a good number of people who differ. Worse yet you’ll be drawn into heated discussions in which there are often no winners.
  • No Whining and Complaining Face your problems, don’t Facebook them, per Sweetwood. Whining about a company may may feel good for a minute or two, but employers are not looking to hire those who complain. Potential Facebook friends do want to befriend whiners. Complaining will also limit likes, comments and sharing of your posts, ultimately reducing your influence on Facebook and limiting those who see your posts in their News Feeds.
  • Great Profile and Cover Photos If your profile picture is embarrassing or tasteless, change it. At the same time, Facebook is not LinkedIn, you don’t need a professional headshot. Have an interesting and engaging photo that presents you in a positive light. Change your cover photo, that sits above your profile picture, from time to time with pictures you like and are proud of. Perhaps family, local scenery or people or geography – think pride, fun and engaging.
  • Always Post with a Picture Everything you share ought to have a picture. People are attracted to stories which include pictures. No pictures mean less engagement and less influence. You’ll look boring and out of touch with best practices. News stories and blog posts you share with a link ought to automatically pull in the picture from the source. Share pictures you take with a brief description of the event, the people or the place.
  • Be Interesting and Informative Share things that you believe others would find of value. Know that even personal items people enjoy as they are getting to know you and what you value. Facebook has become the front page of the newspaper for many people in this country. As you read things in the news and as part of your learning experiences that you believe interesting, share them with your take. Lawyers share on Facebook news stories and blog posts regarding legal matters and events. These items draw significant engagement. Follow their lead, success leaves clues. Share personal items as well. Gatherings with friends and family, law school events and things that you’ve enjoyed. People like to get to know people.
  • English 101 Spelling and grammar are important. Read over what you’ve written and go back and edit items. Communication skills are among the most important skills employers want to see — including on social media. Keep the “ROTFLOL”s to a minimum.

Getting a job as a law grad is tough. Yet most grads do the same things as everyone else. Law school placement offices are more apt to talk about the hazards of Facebook and social media than the opportunities they present.

Doing what others do not do separates you from the pack. It’s that separation and drive which legal employers are looking for. Knowing you’ll do what it takes too get a job tells them you’ll do what it takes to  grow business, something most law grads are woefully unprepared to do.

Facebook announced Wednesday afternoon that its Instant Articles feature will be made available to all publishers come Aptil 12. Publishers include law firms and other professional services firms publishing interesting news, insight and commentary.

Until now, Instant Articles was limited to select publishers such as The New York Times, The Atlantic, BBC News, BuzzFeed, The Guardian, National Geographic and NBC.

Instant Articles enables a publisher or news organization to select articles they want to publish directly to Facebook, as opposed to merely sharing a link on Facebook to an article on their own site. Facebook users then view the entire article with the Facebook app with formatting similar to the publisher’s site.

Facebook Instant Articles

Instant Articles was ostensibly built to solve the problem of slow loading times which created problems for people reading news on their phones. No question articles running on the feature load at lightening speed, about 10 times faster than standard mobile Web posts. It’s an eloquent experience with articles instantly slid off to the side when done reading.

I say ostensibly as major publishers looked at Instant Articles as a wolf in sheep’s clothing. Major publishers, who get their revenue from advertising on their sites saw publishing on Facebook as giving up that revenue. Facebook and the advertisers ultimately worked out a split of the Facebook ad revenue as well as an agreement allowing publishers to embed ads in their content published on Facebook.

Facebook Product manager Josh Roberts said in a blog post:

Media organizations and journalists are an integral part of Facebook, and we’re committed to delivering products that will create the best experience for publishers and their readers. With Instant Articles, publishers have full control over the look of their stories, as well as data and ads. They have the ability to bring their own direct-sold ads and keep 100 percent of the revenue, and track data on the ads served through their existing ad-measurement systems, or they can monetize their content through the Facebook Audience Network. Additionally, publishers can use their existing Web-based analytics systems to track article traffic or use third-party providers. They can do all this while accessing a rich suite of multimedia tools to create dynamic, interactive stories that will load quickly everywhere on Facebook, regardless of where in the world their readers are.

Roberts also detailed how publishers can get started with Instant Articles after April 12.

We’ve made it easy for publishers to join by building a system based on the tools they already use. Instant Articles uses the languages of the Web and works with publishers’ content-management systems, and we have documented an open standard that is easy for publishers to adopt. We encourage all interested publishers to review our documentation and prepare for open availability in April, at which point they will be able to share this fast, interactive experience with their readers.

What’s this mean for blogging lawyers and other professionals? Facebook will not operate as a wasteland for content of marginal value. Algorithms will see that such content never sees the light of day.

Little question professionals who measure publishing succcess in traffic numbers versus reputation and relationship building will look to automatically push their content into Instant Articles. It’ll be a waste of time and may even impact them negatively so that anything they say or publish on Facebook is punished.

As Casey Newton (@caseynewton) of The Verge reports, publishers will not flick a switch to get their content on Instant Articles.

Independent blogs and newspapers are still unlikely to create Instant Article feeds of their own. While Facebook says they have worked to simplify the process, creating what amounts to a custom RSS feed with unique HTML-like elements still requires a level of technical expertise that many publishers still lack. More interesting would be if publishing platforms like WordPress, Medium, or Tumblr enable the automatic posting of Instant Articles to Facebook. Until then, publishers interested in developing for the format can start reading up on how they’re created.

We’ve been discussing internally at LexBlog publishing the best of our network’s posts on Facebook. We’ve done so on a limited basis to date, but have recently discussed expanding our Facebook postings so as to be ready for the day Instant Articles was opened to everyone. We’d do it to get quality legal insight and commentary out to the public as well to shine a light on our network’s best posts and bloggers.

LexBlog Network publishing on Facebook Instant Articles will likely happen. The logistics from a technical aspect will need to be nailed down to provide for the presentation of the elements Facebook allows in its interface. We’ll want our publishers’ posts to be displayed as eloquently as content from the New York Times or Harvard Business Review.

With 9,000 bloggers we also need to do things in a way that scales, can be upgraded, provides high performance and that’s secure. A curation aspect may be desirable. Not even major publishers are auto-feeding all of their articles onto Instant Articles.

In regard to individual blogs publishing to Instant Articles, we’ll start discussions on technology and how such a feature could be included in our three offerings.

Opening Facebook Instant Artcles to all publishers is good news. For publishers and their software providers, such as LexBlog, the devil will be in the details. Racing to “push” content onto Facebook will not be the answer.

Image courtesy of Flickr by Jereme Rauckman

Publishing on a non-mobile blog? You may want to think again.

The Next Web’s Napier Lopez (@napilopez) reported yesterday that 90% of Facebook’s daily active users access it via mobile.

Facebook just released financial results for Q4 of 2015, and one number starts out in particular: 934 million mobile daily active users (DAUs).

Sure, 0.9 billion might not sound quite as impressive as the 1.04 billion total daily users, but we already knew the company had passed the billion milestone in early November.

There were 894 million mobile DAUs at the time, which means the company has added 40 million more mobile users per day since November, and it will very likely cross 1 billion mobile DAUs sometime this year.

Facebook users are not only sharing personal pictures and stories, but are also sharing news stories and information. Some of these stories are published directly as an update on Facebook. Other stories are published on third party sites/blogs and shared with a link — a link that opens the third party site/blog in the Facebook interface.

What does this mean for you as a blogger? That you must be publishing to a mobile enabled interface, preferably a responsive design. Otherwise your content cannot be viewed by a good portion of your target audience – that’s those reading content on mobile devices.

I am not suggesting that your audience is all coming via Facebook. I am suggesting that Facebook’s mobile numbers signal where people are accessing social networks and content though. It’s on mobile devices.

I recently shared that LinkedIn’s updated mobile app caused a huge jump in referral traffic to news sites and blogs. The reason being that so many people were consuming news and information on LinkedIn via mobile devices.

It’s a mobile world today. You may be publishing your blog from a computer, but your blog is being consumed on mobile devices.

You should take no comfort in web stats which may indicate you have more viewers coming from non-mobile devices. Good content moves via social media even more than via search today. Content moves on social media via mobile. If your blog is not mobile optimized ala responsive, your blog is not going to move well via social media.

Facebook is almost an Internet in and of itself. It’s shaping our behavior as well as signaling what’s to come. Here it’s signaling mobile first when it comes to publishing.

Image courtesy of Flickr by F.D. Richards

Law firm managing partners and other law firm leaders are largely absent from Facebook — at least as a means of connecting and engaging with younger professionals. Younger profesdionals including lawyers and other legal professionals at their firm.

Perhaps not the perfect example, but Cambodian journalist, Bopha Phorn (@bophaphorn) reports that 63-year old Cambodian Prime Minister Hun Sen has taken to Facebook in a big way.

Why? One-third of Cambodians now have Internet access, and most of them are using Facebook. Especially younger people.

Government spokesperson Sok Eysan says Hun Sen’s Facebook account is simply a way to connect directly with the Cambodian people.

He set up electronic communication because he wants to be close to people. He also wants to know from people if they have any problems or concerns living under the leadership of the government, so he could be aware of the problem. Then he could solve the problem.

The prime minister has opened up to the public. Not only to the CPP’s members and supporters, but other people including opposition party supporters. If they have a request or have problems in their lives, they can inform the prime minister, so he could solve their problems.

Ou Virak, president of the Future Forum think tank, told Phorn that Hun Sen realizes that younger people do not even watch TV.

Before, he solely relied on TV. He thought that it would be enough, so he talked on TV for hours. But the 2013 election was a warning sign for him that it is not enough.

So Hun Sen is expanding his social media presence in an effort to engage. In a post last week, he declared that his page would be a “peace Facebook page, which promotes freedom and actions contributing to the development of the society.”

We’re not talking an elected official or television appearances in the case of law firm leaders, but the point’s the same. Younger people are more apt to hear you on Facebook than on traditional means of communication such as emails, intranets and other announcements. You’re connecting and engaging with people, as opposed to broadcasting.

Law firms can be tough places today — for young lawyers, law firm executives and other professionals. Leadership that leads by connecting with people in a real and authentic way can mean a lot to everyone.

A lot of money is spent on marketing, business development and public relations. All good, but why not use a the medium used by more people than any other — Facebook.

Facebook can be an uncomfortable place to start with and I am not comparing managing partners to Hun Sen, but if you’re looking for a channel to connect with young professionals, you could do a lot worse than Facebook.

In a call to investors last week, Facebook CEO Mark Zuckerberg announced Facebook has hit 8 billion video views a day, up from 4 billion in April.

I am experiencing this growth firsthand. I posted on Facebook earlier this week a brief video interview I did with Seattle University Law student, Miguel Willis (@MiguelElCapiTon), regarding the Social Justice Hackathon. The next day the video had been viewed over 1,100 times.

TechCrunch’s Josh Constine (@joshconstine) reporting on Zuckerberg’s call says to expect video on Facebook only to grow.

The company aims to connect users and help them share what they care about. Video is becoming the top way to share. That’s in part because the vivid format is aided by the proliferation of mobile phones with powerful video cameras, expansion of storage on these phones and computers, and faster mobile networks to upload and watch these videos. Facebook thrived by embracing photos back around 2005, and now it wants to ride the video wave.

We’re not talking childish videos. COO Sheryl Sandberg, per Constine, said that 1.5 million small and medium-sized businesses shared videos in September.

Over the last year, I’ve been conducting brief video interviews at legal events around the country which I post to Facebook. LegalTech Show, ABA TechShow, Texas Bar Association Annual Meeting, law school programs, Clio Cloud Conference and the Legal Marketing Association Annual Conference to name some of them.

I pull out my iPhone 6s, select an interesting person my followers may like to hear from and do a two- to three-minute interview. I begin asking who they are, what they do and why they are at the conference. Depending on the responses, that may be enough to get a full interview.

I feel a little silly playing junior journalist, but the HD camera on my phone is outstanding and so is the sound from the built-in microphone. Uploading the video, with accompanying text a paragraph or two long, is as easy as posting a picture to Facebook.

Before Facebook and video with my iPhone, I never used video. What video camera would I use? What editing software would I use? How would I upload the video to YouTube? Too much time and I didn’t need the hassle.

With Facebook videos from my iPhone, I do no editing. No intro’s, no snappy audio to begin and end, just shoot and upload. The video is running on Facebook within minutes.

Rather than worrying about how people are going to see the video, my social network on Facebook—as well as the social network of others—gets the video in the News Feed of people who may have an interest in the video.

As with with other posts to Facebook, likes, comments and shares drive engagement among those you know and those you’d like to get to know. As with other content posted online, it’s not always the copy or video itself that’s most important, it’s the engagement which ensues which drives word of mouth and relationships.

We’re seeing an explosion of video online. Facebook, because of its ease of use, built-in audience and distribution channel is going to be an obvious choice for millions of people and businesses.

Lawyers and law firms would be well-advised to learn how to build a social network on Facebook—and then how to use video to build relationships and a reputation.