“My firm is very interested in launching a new marketing campaign. You should talk to them,” Sarah told me after discovering I helped law firms with PR.
I then went on to expound on the powerful tools and searches that can be used on Twitter and Facebook to identify specific leads, and to bring traffic to your blog and website.
“Twitter? I don’t think our Estates Practice could really benefit from that; we only work with high-net-worth individuals. We are thinking more along the lines of mailing out a newsletter or something.”
“Those old marketing tactics are so outdated,” Brian, my friend who works for Omniture, chimed in.
How common is this? The leaders of large firms, many of them who still think fax machines are a pretty nifty idea, are making the technological decisions for the firm and every individual that is a part of it. Or check this out, the ABA’s latest article on GREAT law firm websites. Here it is. The author? A 3rd year law student, Rex Gradeless. He makes some great points- and Senior Partners need to start listening.
Here was another conversation:
“We just want to control the message coming from the firm,” a Marketing Director from a medium sized firm told me.
How is that even possible? In a large firm made up of dozens or hundreds of attorneys, each attorney is a brand unto themselves. That’s what many firms don’t get; as the brand and star rises of each individual attorney, so goes the firm. The firm’s marketing committee should be giving the attorneys the support and tools they need to get that message out. They certainly should not be discouraging attorneys from using these cutting-edge tools.
Besides, these are lawyers we are talking about. When doctors were still putting leeches on sick people, lawyers were drafting the United States Constitution. Lawyers have a long history of not just being part of the discussion, but leading the discussion. Applications like Facebook, Twitter, and Linkedin aren’t just passing fads, they are increasingly becoming the way we communicate. The faster lawyers learn this, the better chance they have of surviving in the new economy.
That’s my rant; thanks for reading.