There is still a lot of
hand-wringing about social media by law firm partners. A surprising
number of firms still don't have approved policies - they are in permanent
"draft" mode, perhaps because they don't really want to commit to
anything they don't fully understand.
I have given several presentations
to partners and marketers recently about social media. Not the typical
"how do you craft a catchy LinkedIn profile" commentary (although I'm
not dismissing the value of that), but rather, I focus on the real, substantial
business that is being done by major corporations and industry groups that has
social media at the center.
A group called Social Media Influence (SMI) published an article
this morning about 22-year old Molly Katchpole. Have you heard of
her? She's the one who started the viral effort against Bank of America and its $5 per month
debit card fee. More than 300,000 activists later, news reports on every
major media outlet (television, print and online), the most popular
comedians (Leno, Letterman, John Stewart and others), B of A spokespersons said
they changed their mind after listening to their customers.
The damage has been done to B of A
(and other bank brands) because they didn't anticipate any type of outcry that
could sweep bank customers overnight. This comes at a time when Bank of
America didn't need any more bad news or reputation loss.
Change.org is a social media site
where like-minded activists can gather. Here is a link to the post that
discusses the B of A petition and the bank's "change of heart."
You can also see a picture of Molly. http://www.change.org/petitions/tell-bank-of-america-no-5-debit-card-fees
Here are a few more social media
topics of which lawyers should be aware:
Social media is driving business,
facilitating it, organizing it, fighting it and influencing it. The
conversation shouldn't be "Should I be on LinkedIn or get a Facebook
page," it should be "How are my clients using social media to
transform their businesses, communicate across the world in seconds, connect in
new ways, build their brands, save millions of dollars and organize their
evangelists?" And then, "How can I be a part of that??!"
That's the real question.
Let's start talking.
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