media law programs
Dear Law Firms:
Why do not want their lawyers to participate in social media like blogs, Twitter and Facebook?
Is it because you want "control the message?" Let's look at what is a failed strategy.
In the old model, associated with large enterprises are the pillars of its community (or should be). They are members of the country club, with its fleet of boats in the local yacht club, participate in major programs such as Rotary and United Way, and volunteers with the Boy Scouts. Being involved in the community is an important component of what makes them so successful. Are involved, and when the legal work is presented, they are asked because are known. This is a great model, and will remain a great model.
Controlling the message was a problem in the old model? No, and why not? Because companies were recruited trustworthy people who will not embarrass. What if one of his attorneys were arrested? It would go badly for their company and that companies do not try to hire people who could be arrested. You see, with the old model of your company is still necessary to control the message, just had confidence in the people you hired. For lawyers to effectively use social media companies need to rely on lawyers. Is that really asking too? (Let me finish before you respond to that.)
Besides, there are three big problems with the old model. First, club memberships field and chairs the nonprofit boards can be very expensive to maintain. Young lawyers can not afford such expenses. Secondly, it takes years, even decades to muster the necessary stellar reputation for business land in this way. It is well deserved, but it takes time. Third, community participation is limited geographic area. If you are struggling in a market like Buffalo, New York or Pittsburgh, PA, as market share shrinks, so that your business.
As I said in previous posts, every lawyer in the firm is now a brand in themselves. Already involved in the community, the benefits of brand value. If you write an article for the local paper the benefits of the mark in value. Why not encourage lawyers to participate in social media and give them the tools and training to participate thoughtfully? Every time one of his lawyers, wrote a blog post about an issue legally relevant, the company gets free publicity. Each Once a lawyer to publish a thoughtful comment on a blog legal, freer press for the company.
I am not suggesting that a free for all in social lawyers billing stops suddenly, as they are on Twitter and Facebook all day, but instead of a more focused strategy for each individual attorney. This strategy probably involve weekly or monthly blog posts, combined with participation in forums like Facebook and Twitter.
The companies certainly need to control the message, but is best achieved by hiring good lawyers, and trust them to participate, anywhere, in a careful and respectful.
About the Author:
http://adriandayton.com/2009/04/open-letter-to-law-firms-control-the-message/
Article Source: ArticlesBase.com – Open Letter To Law Firms: Control The Message
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