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Law firms mistakenly focus on social media tactics over strategy

By Kevin OKeefe

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Seth Godin's post this morning, 'When tactics drown out strategy' may as well have been directed to law firms' flawed use of social media, including blogging. New media creates a blizzard of tactical opportunities for marketers, and many of them cost nothing but time, which means you don't need as much approval and support to launch them. As a result, marketers are like kids at Rita's candy shoppe, gazing at all the pretty opportunities. The problem is that all of these opportunities are just tactics, not a strategy. Per Seth: 'Building a permission asset so we can grow our influence with our best customers over time' is a strategy. Using email, twitter or RSS along with newsletters, contests and a human voice are all tactics. In my experience, people get obsessed about tactical detail before they embrace a strategy...continue to full post

Full post as published by Real Lawyers : Have Blogs on August 07, 2009 (boomark / email).

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