Social media, it turns out, isn’t just for new parents and former congressmen. Increasingly, the corporate world is using channels like Facebook, LinkedIn, and Twitter to reach out to customers and clients, build awareness, develop relationships, and—ideally—win new business. Law firms are also getting in on the trend. In The American Lawyer’s 2012 technology survey, 72 percent of responding CIOs said their firm was using some form of social networking.
But how are they using it? Are law firms using these tools simply to blast out news on the cases they’ve won or which lateral partners have joined the firm? Or are they doing more interesting, innovative things, and taking approaches that may ultimately lead to competitive advantage?
