This is a good summary on how the legal marketing landscape may evolve over the next five years with some points which resonate on social media as part of the customer experience. I am in fact speaking at a conference on that very subject next month (plug plug). We should not obsess with numbers of followers, retweets and such KPIs, but focus on meaningful interactions. Also good views on the need for content strategies and data driven marketing. Completely agree that as legal marketers, we should be working hand in hand with all areas of the business to ensure customers get the right brand experience all round. Marketing for law firms, in its traditional format, is indeed changing. Maybe the term "customer experience" rather than marketing is preferable?
It’s not social media – it’s the customer experience Social media is treated very differently to all other channels. People seem obsessed in measuring how many likes, retweets or mentions they get. Social media needs to be seen as an integrated part of the customer experience. It is a way of communicating with prospective clients about what a firm does, delivering them the experience of the business and following up on feedback or complaints. It’s then a route to using customers to become advocates about the organisation and brand. Equally, within five years how many firms will actually ever meet or speak in person to a client? Social media channels will take over.
http://www.legalfutures.co.uk/blog/the-future-of-legal-marketing
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