For lawyers, especially small firm lawyers, going viral can be a really big deal and a boon for business. Unfortunately, for the lucky few, going viral will only happen either when they let it go, or embrace the fact that internet people like lawyer dog memes more than lawyers.

Take for example Jonathan Triplett, the Kirkland and Ellis attorney, who is now experiencing that viral fame after hiking up his dress and pushing a police van out of a slippery and snowy situation in Boston, while dressed up as Elsa from the Disney movie Frozen. Triplett was just having fun when he decided to show up to the bar dressed as Elsa on the snowy night. But when he offered to help push the police van, other bar patrons caught the comically apropos scene on video, and made Triplett web-famous.Reportedly, the cold never bothered Triplett anyway. 

This man was dressed as Elsa from "Frozen" when he spotted a police vehicle stranded in the Boston blizzard—and just couldn't "Let It Go" ?????? pic.twitter.com/bXMIheArml

— BuzzFeed News (@BuzzFeedNews) March 14, 2018

Capitalizing on Viral Fame

Getting thousands of views and visitors to your website can actually result in a spike of potential clients for a short period of time. And if you can capitalize on that temporary spike of potential clients, you may be able to carry that momentum forward. However, not every attempt at humor or wit will win the internet popularity contest.

Lawyers, in particular, need to be careful as it is not often that viral fame comes from something heartwarming, uplifting, or positive, like in Triplett’s case, or this awesome, clearly inspired by geeky pop-culture, lawyer’s commercial. More often, lawyers get viral levels of attention when they do something awful, foolish, awfully foolish, or just illegal, and that usually won’t help business.

Be Authentic Online

Triplett was just having fun, and got to experience one of those rare moments when the thing he did to make himself happy in turn made a lot of other people happy too. For prospective clients who find you online, nothing is more important than coming off as authentic and accessible (though qualifications probably matter too, to some degree). Even the less than sophisticated web users are becoming skilled at detecting internet presences that are less than genuine.