Many legal marketers have been hesitant to embrace social media such as Facebook, YouTube and Twitter because they believe that these new media channels are strictly about creating awareness for their law firm’s brand.

Some are also under the impression that their website is strictly on “online brochure” so that prospects can learn more about them in a non-threatening way.  Razorfish reported in their 2009 Digital Brand Experience Study, that nothing could be further from the truth. (See the slide presentation at the end of this article)

Survey after survey has shown how consumers interact with brands online and found that not only can you build a brand online, the online experience that a consumer has can be the difference between success and failure in driving new clients to your practice.

It is no longer enough to simply re-configure the same message as you did with traditional media.

In today’s digital world, the experience is the message.

Razorfish found that 65% of consumers reported having a digital experience that strongly influenced their opinion of a brand and that 97% of those indicated that their experience determined whether they bought a product or service from that brand.

Consumers are demanding more interaction and want to be talked with rather than talked at.

Further, potential clients for your law firm not only convert from visitors to prospects after interacting with your website, but give serious consideration to engaging your firm and may recommend your firm to their friends.

The research in this study definitively indicates that consumers expect the same level of quality from all of their web experiences as they do on those sites where the ability to complete a transaction is everything. If your website does not provide an informative and satisfying experience and you don’t engage your prospects through social media, then they will find a law firm that does.

Every web interaction has the power to influence a potential client’s decision to contact and/or hire your firm.

The Razorfish Digital Brand Experience Report 2009

Referenced:  Social Media for Attorneys-Digital Branding Creates Clients

Other articles you may be interested in:

Here’s the Scoop: Facebook for Lawyers Is In the News

Your Personal Brand vs Your Corporate Brand – Added Clarity for Legal Marketers

Ease, Steadiness and Awareness Work for Legal Marketing Social Media

Kara works with legal marketers to create a more clearly defined focus and distinctive business strategy that will provide them with a competitive advantage for new business, higher reputation recognition, and enhance their ability to attract, win, and retain the clients they really want.

You can reach her at 917-856-5410

Tags: Branding, Kara Smith, Karasma Media, Legal Marketing Tips, Legal Marketing Trends, Razorfish