By MATT CHANDLER
mchandler@bizjournals.com | 716-541-1654

It was just a matter of time.

As more companies embrace social media as a low-cost way to expand their sphere of clients and potential clients, one law firm has taken social media marketing to a new level.

HoganWillig LLP devised a new promotion called Off the Clock. Beginning today and running through Friday, the Amherst firm will have 50 attorneys available to answer legal questions posted by people on its Facebook page.

No billable hour, no attorney client relationship - just answers or, at least, direction when it comes to a legal quandary.

Diane Tiveron is managing partner at HoganWillig. She said she isn't sure what to expect from the new initiative but hopes the public takes advantage of the opportunity her firm is offering.

"We have been working with Sandy Beach over at WBEN on this promotion," she said. "And one of the things that he was encouraging us to do is to let other people get a flavor for our firm and get to know us a little more."

A hands-on social media approach was the perfect vehicle.

"You are looking for ways to put your money where your mouth is," Tiveron said. "We can say we are friendly and that customer service is our top priority, but I think that the real proof is when people can see us in action."

Among those dispensing online answers will be Steven Wiseman, an attorney with more than three decades of experience. Incidentally, he can be found on Facebook, though he says up until this point his use was personal, not business-related.

"I thought this was a neat idea, and frankly, I was surprised someone hadn't thought of it earlier," Wiseman said, referring to Off the Clock. "The world is expanding so fast in terms of how people get their information, this is just a natural step."

Maybe so, but such an approach isn't without some potential pitfalls along the way.

"We had discussions about the possible downside early on, and there is going to be some sort of disclaimer," he said.

That disclaimer will let those with questions know that answering them does not create an attorney-client relationship. Also, regardless of the answers or advice provided, people should still consult an attorney prior to taking any legal action.

Said Wiseman: "What we don't want is people asking a general question, for which we give them a general answer, and then have them taking very specific action on their own."

Another concern is that an individual engaged in a lawsuit opposite HoganWillig could use the Facebook program as a way to ask questions of their opposing counsel.

"We are a little worried about that," he said. "So we have to be somewhat circumspect. That is why the advice will be of a very general nature."

Given a difficult economy, the chance to get some legal question answered at no charge could bring a flood of "business" to HoganWillig's Facebook page. While helping people is the primary goal of the initiative, Wiseman said the firm also sees this as an opportunity to cultivate new clients and future business.

"We are doing this to help people and, hopefully through that, it will be mutually beneficial," he said.

Joining Wiseman in answering questions will be HoganWillig attorney Amanda Lowe.

As someone who has used Facebook personally for several years and also contributes to the firm's business page, Lowe said he is excited about Off the Clock.

"Facebook is huge and it's everywhere," she said. "So I think it is important that law firms keep up to date and meet people where they are. And right now they are on Facebook."

If you think that a Facebook-driven legal initiative is geared only to Gen Y, Lowe sees the potential audience as far greater.

"It definitely started off with the younger generation, but now my father has a Facebook account," she said, laughing. "It's a different mode of advertising for attorneys to get the word out, as opposed to television and newspaper."

That said, there are still a significant number of Western New York firms without a Facebook presence.

"I am surprised to the extent that it is like trying to avoid the inevitable," she said. "Technology is here, it is changing every day, and I am surprised that more law firms aren't embracing the use of not only Facebook, but the other social media sites out there, as well."

Does the firm anticipate this being the first of an ongoing series of online consultations?

Wiseman answered, "I would think, if it is well-received and doesn't create problems, this is something we will do again."

To post a legal question, visit www.facebook.com/hoganwillig