But, says Johnny Mone from inbound marketing specialists Brightfire, the guide may have missed one crucial area – the advantages to the legal profession of aligning social media policy and business objectives.
Blogging on the Business2Community website, Mr Mone says the ‘Social Media – Advice and Information for the Legal Profession’ guide highlights where law firms need to be aware of potential risks, but it fails to grasp the power of on-line engagement.
‘Many law firms still view their website and online activity as peripheral to their success and this is reflected in the plethora of brochure websites that are all about the firm and neither speak to their clients’ issues nor provide for online engagement,’ says Mr Mone. ‘However, the market for buying legal services has changed. The customer journey to spending on legal fees increasingly is beginning online. They initiate multiple sessions across diverse media influenced by multiple marketing channels.‘