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Recent ‘future of legal servicesThe conference held in Birmingham (UK) highlighted the challenges faced by many lawyers as they try to survive or thrive. Many of these have been mentioned in various blogs and articles such as ‘Goodbye to All That’ by Jordan Furlong.
There were some statements made at the conference that were really different:
- As institutional operators and large practices run on their patch, some traditional High Street firms will struggle to compete unless they adapt;
- Law firms that use technology in the right way will have an edge going forward.
The business model used by many law firms will not help them survive the competitive forces they come up against.
Jordan Furlong states that attorneys “… should study the methods by which you accomplish the work you sell to clients and determine whether and to what extent you can innovate to not only be more efficient technologies and processes, but also be more effective in terms of quality, relevance and accountability.”
This brings me to social media, and what lawyers should be doing about it.
As law firms begin to use social media to gain mindshare, deliver better services, and build relationships with prospects or clients, it is becoming more and more important for most law firms to consider how to optimize their marketing communications. How do you use this media platform within?
Differentiating yourself from competitors and improving your ability to connect with prospects or customers are benefits that result from well-thought-out social media strategies.
The key question attorneys need to ask themselves is “What channels do I need to use to differentiate myself and become the attorney of choice for potential clients, and does this include social media?”
Basically, lawyers need to figure out what their strategic business goals are, and how they can use social media or technology to help me achieve those goals.
Many attorneys who simply choose a social media strategy without integrating it into their lead generation or customer nurturing programs will become frustrated very quickly. It’s not enough to simply set up a Facebook page (that looks like a company website), a corporate Twitter handle and LinkedIn profile, or attract 5,000 followers. Anyone can do this!
Lawyers want social media to support overall business goals, which means tightly integrating it into measurable lead generation and conversion strategies. If social media doesn’t make it easy for prospects to find you, stick with you because you point them to content they’re actively looking for and, ultimately, choose you because you’ve made it a point to work with you. explained the benefits that result from it, then it’s pointless!
And, if social media doesn’t make it easier for lawyers to more effectively engage with clients, resulting in them having more time to focus on delivering high-quality targeted services, it may be time to think again. there is time.
Social media technology platforms can have a very positive impact on the bottom line and, more importantly, help law firms build a position of authority in an increasingly competitive legal services market.
But, it has to support overall business goals, and should be measured in terms of new leads generated, sales made, referrals increased and customer retention rates improved. This should also lead to a marked improvement in the way lawyers handle any negative comments made about the services provided and the speed at which clients’ problems are resolved.
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