Friday, April 10, 2009

Law Firm Branding on Twitter: The Holland + Knight Experience

Holland + Knight is facing a branding nightmare online, according to the Daily Business Review, in the form of an anonymous negativity campaign on Twitter. Read the full Daily Business Review story.

This brings to mind a book I'm reading "The Digital Brand," by Allen P. Adamson, which has some noteworthy guidelines for online brand management:

  1. The Internet magnifies every aspect of branding and brand management. Everything that holds true in the off-line world is even more important online, where news and opinions race around the globe with lighting speed.
  2. Marketers are now forced to address multiple platforms. The proliferation of social media- including Twitter, LinkedIn, YouTube, FaceBook and more - requires constant vigilance.
  3. Managing the brand involves monitoring the online conversation. Proactive firms take steps to frame the discussion (when possible), and respond to events as they unfold.

Social media is playing an increasingly important role in influencing brand management. Law firms that have yet to dip their toes into even the most accepted on online campaigns (i.e., Google AdWords, LinkedIn, even the latest in web site technology) risk falling farther behind.

Web 2.0 social networking puts tremendous power in the hands of consumers and other commentators. Firms that become out of synch with expected performance standards are likely to find themselves the subject of Internet-based criticism that is challenging to address.

Time to keep your eye on the Internet ball.

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