What is the first goal of your law firm’s blogs and use of social media? I suspect for most law firms the goal is to attract new clients. I contend that the first goal should be to deepen relationships with existing clients.  After your firm accomplishes that goal, it can use those tools to get noticed by potential clients.

Recently I read: The Big Brand Theory: The Ritz-Carlton Uses Social Media to Create Indelible Memories. It is worth reading and using as a model. When asked what Ritz Carlton hopes to achieve using social media,  Allison Sitch, Vice President of Global Public Relations, said:

It comes down to one word: engagement. It’s a natural extension of who we are as a brand. We engage in deep relationships with our guests. We genuinely care about them and their individuality and what they’re looking for.

If you are a regular reader, you know that I measure service by what I receive at The Ritz Carlton Hotels. I know from my own experiences that Ritz Carlton does care about it guests and it shows in its use of social media.

What can your law firm learn from Ritz Carlton? How can your law firm engage in deep relationships with clients and potential clients? I am interested in hearing your thoughts, but here are mine:

  • Use social media to keep up with your clients’ businesses.
  • Use social media to keep up with your clients’ industries.
  • Use social media to stay in touch with your clients’ contacts.
  • Use blogs to report on matters your clients need to know.
  • Use blogs to share your insights on those matters.
  • When appropriate, use blogs and social media to promote things your clients are doing to help their communities.