Can law firms retain Fortune 500 clients without using blogs, Twitter and social media?

A recent analysis compiled by Burson-Marsteller, one of the largest public relations agencies in the world, and Proof Digital Media, it’s digital media arm, found that the largest 100 companies in terms of revenue as compiled by Fortune Magazine’s annual Fortune 500 were active on three key social media: Twitter, Facebook and Blogs.

The study found that 54% of the Fortune 100 were using Twitter to reach out directly to stakeholders, while 32% were using a blogs and 29% were actively using a Facebook Fan Page to engage. Despite the perception that Twitter is the newest kid on the block among the three platforms, 76% of Fortune 100 companies that were using just one social media channel were using Twitter over Facebook and Blogs.

And the Fortune 100 are using Twitter effectively.

94% of Fortune 100 Twitter accounts distribute company news updates and announcements while fully 67% are at least partially serving a customer service function.

If your prospective clients are using social media, how do you, as the Managing Partner or Chief Marketing Officer of a major law firm ignore social media? Is it a defensible position to say that the legal profession is above social media? With the over 50 demographic among the fasting growing segment using social media, you’d like foolish saying social media is just for kids.

The law is a profession, but it’s also a business. Innovative executives and in-house counsel I’d classify as ‘go getters’ have to be influenced by your law firm’s take on social media.

You can’t pick up the Wall Street Journal or turn on CNN or Fox News without seeing yet another use of blogs or Twitter. Social media is being discussed by CEO’s, VP’s of Marketing, and the Fortune 500 public relations professionals. “What is social media? How are we as a corporation going to use social media to communicate with our customers, extend our brand, and keep up with the competition?”

A Law firm’s use of blogs, Twitter, and other social media in a smart and effective fashion is not going to be lost on the people employed by the Fortune 500 who are hiring lawyers. Rather than your firm’s use of social media being frowned upon or viewed at with suspicion, your law firm is likely to be looked at as an innovator, dedicated to client service, and employing lawyers who are thought leaders in their area of practice.