The time has finally come, and law firms throughout the world are warming up to Social Media Marketing (SMM) in a big way. Small, tech-savvy firms were the first to break from the mold, and larger firms are now following suit.
As a marketing consultant, I have seen a drastic shift in legal marketing over the past 2-3 years and Social Media — the prevalence of such — has led to this transition. New age marketing mediums that were previously unconventional (e.g. SMM) are now commonplace, and therefore cannot be ignored.
Greentarget, a strategic communications consultancy, found that “While the more traditional marketing channels for law firm credentialing continue to dominate … in-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future.”
In essence, law firms are in a bind where competitors are jumping aboard the Social Media bandwagon left and right, and the firms realize they must play ball to stay afloat. A practice may be doing well today, and in a year from now, but the future paints an e-centric picture that must be taken into account otherwise business sustainability will be compromised.
Aaron Schoenberger is Founder of The Brainchild Group — a Search Engine Optimization (SEO) and Social Media Marketing company in Los Angeles, California. He’s known for his work with celebrity clients, top restaurants, professional athletes and Fortune 500 companies.