The following video from Bloomberg Law discusses general counsel using social media to select law firms. My thoughts on the topic. Social/business media are here to stay. Each firm needs to determine its approach based on its practice mix and resources that it will commit to the effort. As with any marketing, there are no guarantees of success. Some efforts will be viewed successful. Others won’t. Strategy should be reviewed and changed as prudent. Consider the efforts from a ROI viewpoint – but you still need to determine how you will calculate ROI. New social/business media opportunities are developing regularly. Overall, any firm that does not evaluate and implement a program that works for that firm is missing an opportunity, and eventually sooner or later will fall behind the competition. And, lawyers also must be involved in both the design/strategy and the effort – this isn’t something that you can simply assign.
Dave Tate, Esq., (San Francisco)