A nice piece. Thank you. I agree with your points.

I read so much about the legal industry’s emerging use social media albeit among a small percentage of firms. I also read quite a lot about innovation and its application among a minority of firms. Innovation, however, is interpreted by many as offering more than an hourly rate billing option and a strong focus on client service. Hardly innovative.

In my opinion, before any firm can engage and communicate effectively with social or new media, suggest or act as if they are innovative and stop calling clients clients and refer to them as customers, they need to understand and purse the act of branding. They have to effectively and strategically position themselves internally and externally. Their brand positioning and value proposition must be measured against the realities of the market and their ability to deliver real value against the deeper needs of clients.The entire firm needs to be singing the exact same song. Everything they do must be measured against whether or not it is creating value for the brand. Once that’s in place, let them Twitter and blog. The use of social and new media will be complimenting and strengthening the brand and communication will be guided by brand principles and sound strategy.

Ignyte is a brand strategy firm for the legal industry.