Web 2.0 in the legal world

A recent survey, commissioned by RTS Media, found that two-thirds of law firms cannot find the time or resources to build and maintain a strong online presence, even though more than 75% have committed to using social media as a business tool.

So what’s stopping firms from truly embracing web 2.0?

According to the survey it’s not technology that’s the problem. Some 65% of respondents said they had found it ‘easy’ to learn how to use social media sites such as Twitter and LinkedIn.

Content is not an issue either, with 55% reporting that finding something interesting to regularly ‘share’ or ‘tweet’ is also ‘easy’.

The main problem is winning management support.

58% of respondents reported that it was ‘difficult’ to convince senior management and partners that social media has a role to play in the firm’s development.

The business case

Social media is here and it’s not going away. As part of an integrated marketing strategy, social media is a great way to strengthen your brand; create and sustain client relationships, and win new business. It can also play a strong part in managing reputational risk.

Remember that to fully engage with social media will take time. Not just the length of time to do it, but the continued monitoring and contribution by team members, or by your marketing agency.

If you are going to embrace social media, you need to be in it for the long term!

Top tips for an effective social media strategy

• Listen

Before embarking on a campaign, ‘listen’ to what is being said about the firm across the various channels

• Identify your business objectives and how social media can help you achieve them

“What will success look like?”

• Establish a social media policy and ensure all staff are fully aware

A scatter-gun approach, and inconsistency in message and style will have a negative brand impact. “What is our social media policy?!”

• Resource social media appropriately

Look at training, processes and authority. Ensure there are systems in place for effective monitoring, responding and measuring.

• Incorporate social media into your crisis management process

Given the speed at which bad news can spread, it is imperative to have the right tools to fight negative PR.

• Ensure relevant, interesting and timely communications

To quote an in-house lawyer: “The four sins are:

• Too much volume,
• Weak content,
• Not targeted; and
• Being late…a sign they are behind the curve!”

In the information era it is important to use of social media effectively to fit the audience’s information needs and preferences.