A good start!
In the wonderful, organic way that is Twitter, somehow I ended up following @paulmckeon, which led me to find that he was tweeting for the law firm Deacons (@Deacons). They’ve a FriendFeed, too, and social bookmarking buttons on their news items. On his blog, Paul writes about video podcasting for law firms.
This 2.0 thinking is impressive for an Australian outfit full stop, let alone a law firm. Back in the day when I was helping with PR for Clayton Utz, it was a big deal to get them to consider for a moment that there was more to PR than debasing themselves applying for cornflakes-box awards from the trade press. (They were quickly overcome by the possibility of winning a shiny thing.)
To have got them online as part of the conversation as much as Deacons is would have been impossible. Even a couple of years later as an external consultant, I tried talking to Clayton Utz and other law firms but hit a brick wall: they were happy mailing out newsletters written by clerks in the names of partners (some of the more cutting edge places were emailing newsletters). This was as much “value” as they were prepared to “add”.
If law firms can embrace these new communications media and understand the benefits of talking with, not at, their clients, why not other conservative organisations like, oh, I don’t know, financial services providers?