Great comment, change is very difficult to those in power. Those on the fence (which is becoming a substantial group) or really the only chance of bringing the other group around.

Those on the fence are coming around, they just can’t ignore the buzz surrounding these tools.

There are always three groups: One groups is already in your garden (they are sold on your ideas), the second is on the fence and the third on the other side of the fence. Forget the latter! You will never bring them back! Concentrate on the people on the fence.

Law firms are like lemmings. They do what other law firms or attorneys do. Let them know about lexblogs.com, lextweet.com, all the law firms already on LinkedIn and Twitter. We are currently writing a research report about social networking in the legal sector. There are some very encouraging examples how law firms can use social tools internally and externally to address very specific business needs.

Merrill- Those in control will always fear change, it makes them very uncomfortable. Thanks for the link, I will check out the site.

On another note, if you want some great ideas and advice on getting the most out of getting published, go to http://www.publishedandprofitable.com. It’s a virtual goldmine of information.

Merrill

Firms are not only marketing to prospective clients but also to prospective attorneys. With up-and-coming lawyers being much more familiar with the new social media, I have to think that the firms engaging in this practice will have an easier time recruiting top talent.

Esma- thanks! I am sure attorneys will adapt. Social media is far too widespread to ignore.

Melanie- exactly, people are already talking about your firm, but what are they saying? Most people unfamiliar with the social tools would be amazed by what is out there.

Once you get past maintaining a website (which all but the most old-fashioned lawyers agree is standard) the rest is a question of individual circumstance. Do lawyers *need* social media? It depends. Some do and some don’t.

The idea that you must be active on Twitter or a participant in the blogosphere otherwise you will miss the train is silly. One key point about social media. It’s a way to influence your brand. It’s also hugely transitory, in the sense that the popular channels keep on changing – yesterday blogs, today Twitter, some say Facebook, etc. Tomorrow there will be a “new form” of social media and we start with a somewhat fresh slate. Name one law firm with a branding advantage that ported from blogs to Twitter?

You could have stood on the sidelines for the past five years, jumped in now and would not have missed the boat. I’d say the same will be true five years from now. Such is the nature of social media.

@VBalasubramani (on Twitter)

Good post.