Find Out What's "Old" About Social Media and Law Firm Marketing
I’ve been in the business of law firm marketing and business development long enough to know that the tools involved in law firm marketing change over time.
In recent years, the rate of change has multiplied due in large part to the rate at which technology is evolving. But also due to the rate at which clients accept (or drive) that change.
I’ve written extensively about the social media phenomenon – its growing impact on law firm marketing practices, and on law firm business models.
But the point that should not be missed among the technology jargon is that social media has its roots in relationship building.
The “phenomenon” of social media is not so much about the differences between Twitter and LinkedIn and Facebook. It’s about their similarities.
Each is a means to reach out to potential clients in order to understand what clients are concerned about. And they are a force that empowers clients to insist on law firms who listen to their needs and interests – and respond.
The point is this.
If your partners and existing clients are not ready for the current wave of law firm marketing tools, you need not force that particular issue.
Your energy is much better spent emphasizing the more fundamental principle that clients of all generations (from Baby Boomers to Millennials) are more and more choosing law firms that know their business and personal concerns, and understand their challenges and opportunities.
Successful firms of the future will invest in law firm marketing tools of many kinds to gain that knowledge and to respond in a timely, thoughtful manner.
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