Interactivity is the way to go, and it’s about time law firms realized it, says Dayton, an attorney and author of two books for lawyers on social media:
The way firms are using social media is like owning a fighter jet but rather than flying it, rolling it around on a dolly. Firms need to stop using social media sites as billboards and start using them to connect with people who would be difficult to reach otherwise… This is an extremely conservative group, but we are seeing a shift in the way lawyers talk about social media and in the begrudging respect even the most senior lawyers are beginning to show for these tools.
Dayton’s column follows a LexisNexis report out earlier this month that found only a handful of the 110 global practices it audited took full advantage of the interactive marketing potential of Twitter, Linked In and other social networking services. Law Blog broke down the results here. Dayton predicts that 2012 could be the year when law firms “wake up and start using social media the right way.”
And here’s an infographic!