Social media and law firms seem about as companionable as a tuxedo and a T-shirt. With firms, you think of interrogatories and emails with three-sentence confidentiality statements. With social media, you may not think at all before posting “Mardi Gras 2012 Party!” photos on Facebook. Law firms’ traditional formality is no doubt a by-product of official correspondence, established rules, and the protocols of the profession. But within the firm are people with volubility, opinions, and self-expression, as anywhere else. Firms can exploit the best of both by using social media tools in-house.