|Image [cc] Dale Gillard|
At the prompting of fellow geek, Scott Preston, I joined in on the #legalchat Twitter feed this morning and really enjoyed the conversation. As with most Twitter conversations, we all are smart, good looking, and can answer almost any difficult question in 140 characters or less. At least that was my interpretation (your mileage may vary.) By the time we got to Question 4: “Are you or your firm working on developing an app?”, I got pretty confident here and make a broad statement that most of the apps I’ve seen coming out of law firms don’t have a lot of substance to them, and are essentially marketing products that bring very little value to the clients they are aimed at attracting. Perhaps the biggest reason for this strategy is that the “idea” for developing an app comes from the firm’s Marketing Department.
Now, before all my Legal Marketing Association friends start balking at that statement, I think that for firms to initially buy into the idea of developing an app, it logically flowed from the Marketing Team because it can be a great marketing tool. Where most of these apps fall short, however, is that they tend to only be a marketing tool, and not an actual productivity tool that clients can benefit from using. In fact, if you look at almost any law firm app that’s hit the market, they tend to have the following resources in them:
- Law Firm PR materials (alerts, articles and firm news feeds)
- Office Location Trackers (advanced ones use the device’s GPS to show the nearest office)
- Employment Information (hey, we’re hiring!!)
- Attorney Contact Information (just in case you can’t find my number… here it is!)