Legal Research

"The Cost of Silence in a Social World"

Posted by David Bilinski: "Gartner Research just issued their top 10 strategic technologies that companies should be considering as they prepare their business plans for the New Year. "Social Computing" has come back to the top 10 list after an absence over the last two years. Gartner stated:

"Social Software and Social Networking. Social software includes a broad range of technologies, such as social networking, social collaboration, social media and social validation. Organizations should consider adding a social dimension to a conventional website or application and should adopt a social platform sooner, rather than later, because the greatest risk lies in failure to engage and thereby, being left mute in a dialogue where your voice must be heard." (www.gartner.com/it/page.jsp?id=777212)

But wait one minute: how many law firms permit their staff to have access to social media while at their desk? Larger and many smaller law firms have blocked access to such sites as Facebook (www.facebook.com), Twitter (www.twitter.com) and LinkedIn (www.linkedin.com) on the belief that doing otherwise would lead to unproductive time and loss of productivity. Or they are fearful that the firm will suffer a loss of confidentiality or have a loss of face arising from an errant post. As a result, they have not taken any steps to add any social networking to their marketing mix.

What does it matter if your law firm is not on Facebook?

According to Facebook:

* Facebook contains more than 300 million active users
* 50 per cent of Facebook active users log on to Facebook in any given day
* The fastest growing demographic is those 35 years old and older

OK - you say your clients are not on Facebook. Think again. With the developed world sitting at one billion people - Facebook is reaching about 30 per cent of the developed world (or at least those with access to a computer and time to use it). What business enterprise can afford to ignore a market of that size?

OK - you say that social media is not an effective way for your firm to communicate your message. Think again. In an article "Social Media - An Effective PR Tool for Law Firms" (http://tinyurl.com/yhanp3t) stated: "According to the recently released, 2009 American Bar Association Legal Technology Survey Report, one in eight firms uses social networks. The report also stated that tools that use the Internet are significantly increasing the productivity of lawyers and decreasing their wasted time."

The authors then go on to list the "Four ways legal professionals can benefit from social media:"

1. Enables the exchange of valuable information...

2. Expands your professional network and opens up opportunities...

3. Social media has the power to humanize your firm...

4. And last but not least, social media can attract potential clients...

The active links are available at the source site listed below.

Source: David Bilinski's Thoughtful Legal Management, 7 December 2009

Full post as published by Stark County Law Library Blawg on December 16, 2009 (boomark / email).