This Guest Post is written by Sheldon Friedman, an attorney licensed to practice in the State of Colorado. Presently a member of the mediation and arbitration panel of JAMS, Denver, CO, he specializes in the mediation and arbitration of complex business litigation. In active practice, he handled complex business disputes, including but not limited to Securities arbitration, real estate matters, trade-secret issues and general business matters. He also participated in the marketing efforts of his former law firm. He is a former adjunct professor, having taught at the University of Colorado School of Law, University of Denver, Sturm College of Law and Daniels School of Business. He is the author of The Litigator’s Guide to Electronic Evidence and Technology, Bradford Publishing Co., 2005.
Attorneys are slow to jump on bandwagons. Advertising, once a no-no is an example. Plodding though the mire of tradition and ethical dilemmas, onerous debating, and elitist attitudes, most firms slowly came to believe advertising as a form of marketing might enhance survival. Beginning slowly, the trend, became popular, and eventually became creative. Many forms of marketing emerged. Television, newspapers, magazines, and radio are prime outlets for law firms to market their services, and expertise. Now, with world-wide use of the Internet, social media marketing is emerging as a recent component of business marketing plans. It’s time for attorneys to jump on this bandwagon.
Social media is a new way for lawyers to communicate with their colleagues, clients and the public. There is no doubt the Internet provides tools and means to connect with the general public and clients, establish on-going relationships and impart information. Businesses and professions who scorn Facebook, Twitter, LinkedIn, YouTube, and others, as teen-age fetishes, singles web pick-ups, college amusements, a means of meeting the love of one’s life should take another look. People, while communicating with each other, are sharing ideas, dreams, hopes, and, (yes), falling in love. Lawyers are people oriented. What better way to get referrals, meet potential clients, communicate with regular clients, and move in a social marketing structure just waiting to be further developed? Of course, in order to utilize the many tools available, law firms should first set their goals and then pick a platform or platforms to carry out marketing plans. Many firms would be well-served by outsourcing this work, rather than further burdening their already overwhelmed Marketing Directors.
For example, introducing members of the firm and their expertise, through the use of a blog, or the individual attorneys might use a blog to explain their areas of expertise, or the establishment of a new practice area. Landmark cases won, might invite a Tweet on Twitter. Firm and client events might find their way to short videos, individuals can communicate with clients on Facebook, and many of these links are intertwined. The point is that social media establishes a law firm’s presence, not only locally, but world-wide. Like all marketing efforts, social media can succeed or fail, but get with it lawyers. Establish a personal link with your colleagues, clients and potential clients, and along with it, show your community what you’re about.
