June's issue of Canadian Lawyer just came out, with a great article by Glenn Kauth on using web tactics for client development.
There's a few familiar faces (including yours truly), and some familiar platforms.
But what's interesting about the piece is the rationale provided for why more big firms are not jumping into it. As a cost-effective strategy, some of these firms indicate that most of their clients are not heavily utilizing social media.
In my opinion, this misses the point slightly. Not only do bigger firms have the ability to produce more comprehensive and polished approaches to social media, but it's still more cost-effective than traditional marketing techniques like the Yellow Pages.
And everyone still gets listed in the Yellow Pages.
Almost every lawyer in a major firm is vulnerable to reputation management issues from disgruntled clients or opposing counsel. Although it's expected to have some critical reviews online, refusing to even engage in presenting a positive image is a fatal flaw that will eventually catch up with the biggest of law firms.
Experienced counsel familiar with the technology can use social media in an extremely time efficient manner when support resources are provided. Smaller firm lawyers get exponential returns with as little as an hour a day.
The article does acknowledge that a new generation of online rainmakers will be needed by big firms in the near future.
So as much as we're pushing lawyers in the right direction, too many firms are still dragging their heels.
