The ultra-trendy Facebook, a social networking site, started by drawing in college students who were looking to network with others on campus. Then they lured in the high school students and eventually everyone, allowing them to join networks based on location.
Now a ‘network’ of people can be built around anything, including law firms. What was once only popular amongst tech friendly 20-somethings is now being used by some of the largest law firms in the country.
Doug Cornelius of KM Space notes that eight of the biggest firms in the AmLaw 100 have Facebook networks.
This list is another example of lawyers adapting to new media. If someone uses their blog to write about their uninteresting daily life or uses Facebook to scan their college for friends, that doesn’t mean each medium can’t be ruled out as a means of spreading business.
Lawyers, amongst others, should focus on how examples of new media can help instead of disregarding them because others use them in an unprofessional or non business-related way.