Social Media Monitoring Services–Law Firms Using Correctly?
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Law firms need to be careful when buying the same social media monitoring services that marketers in corporate America are buying. They may not be useful for a law firm looking to use social media to build relationships and reputations at an individual lawyer level.
As David Benady (@davidbenady) writes in the Guardian, marketers in major corporations buy monitoring services that will search out mentions of a brand on blogs, forums, Twitter, and other social media sites.
The main monitoring services include Salesforce’s Radian6, Heartbeat from Sysomos, Brandwatch, Face’s Pulsar and Crimson Hexagon. In addition to mentions, the services attempt to pick up sentiment — whether positive or negative — about a brand.
These social monitoring services are expensive. Corporations may be paying over $100,000 a month. Although I have heard of major law firms buying such services, I am not aware how much they are paying.
The bigger question is whether such monitoring services will help lawyers build relationships and enhance their reputation as an expert in their field. It is individual lawyers who get hired in most cases after all, not the firm itself.
If I am a lawyer looking to use social media effectively, I am listening to key words and key phrases relevant to my area of law and the industry I represent. That’s in addition to the obvious ones – my name and the url of my blog.
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