Monday, January 30, 2012
Social Media - Remember the Clients
At a recent Legal Marketing Association panel discussion on Social Media, I was struck by how much the conversation focused on what law firms think they should do about social media without paying attention to their clients. While it is critical that law firms have a plan for social media, including piloting the project, getting attorney buy-in and support and making sure that social media doesn't fall into the trap of "random acts of marketing" there is another critical component: How clients use social media.
In order to best connect the value proposition of the law firm's social media initiatives to the clients' needs, first look at how clients use social media and develop a deep understanding of their initiatives.
One general counsel I know began engaging her outside counsel on Twitter to simply see if they understood a tool that was so critical to how her business engaged its customers. Law firms must engage their customers (clients) in a matter that speaks to the clients' needs, not the needs of the law firms.
Labels: client feedback, client perspective, client voice, general counsel quotes, law firm business development, law firm marketing, law firm strategy, social media, twitter
Wednesday, August 26, 2009
“Bad News Never Gets Better With Time”
Of all the comments uttered by in-house counsel, this one may be the most universal. In-house counsel are like in-house police: they either bring news that the company has violated or been violated. They have few opportunities to ever get ahead of the curve, to be a partner in managing the company’s risk, in championing progress, ideas and innovation, and all too often get blamed for inhibiting progress and not being strong business professionals.
So, given that psychological rewards of being an in-house counsel are few and far between, what are you doing to make sure that your clients have every advantage to succeed, to stay ahead of problems and challenges and to be in-house resources rather than in-house cops?
If nothing else never, never wait to let your clients know that things are not going as expected. Never let them be surprised. Never assume that clients know what you know. Make a plan to stay in touch, keep them informed and always over communicate. If you have bad news, waiting never makes the news better or makes the bad news go away. As one in-house once said, “If you let me know about a problem, then we have a chance.”
Remember that your client has a client, and that’s who is going to hear about the bad news. Make your clients look like heroes.
So, given that psychological rewards of being an in-house counsel are few and far between, what are you doing to make sure that your clients have every advantage to succeed, to stay ahead of problems and challenges and to be in-house resources rather than in-house cops?
If nothing else never, never wait to let your clients know that things are not going as expected. Never let them be surprised. Never assume that clients know what you know. Make a plan to stay in touch, keep them informed and always over communicate. If you have bad news, waiting never makes the news better or makes the bad news go away. As one in-house once said, “If you let me know about a problem, then we have a chance.”
Remember that your client has a client, and that’s who is going to hear about the bad news. Make your clients look like heroes.
Labels: client feedback, client service, general counsel quotes