There has been a ton of buzz on the latest social web site, Pinterest, and a number of folks have been asking me if this is a viable site for law firm marketing.

I say “yes”.

After studying the site and reading Jessica Roy’s “5 News Organizations To Follow On Pinterest”on, I think law firms–particularly large law firms–are in a prime position to take advantage of the site.

Here the basic features of Pinterest:

  1. Pins: any image or video can be pinned and descriptions can be added. For law firms, one way to use this feature would be to post images of your attorneys.
  2. Boards: virtual pin boards are collections of pins. 
  3. Following: you can follow the boards. For law firms, follow your clients, law schools, bar associations and legal periodicals.
  4. Repinning: the equivalent of retweeting or recommending, capture your firm’s mentions on others’ boards under your own. I could foresee this happening if a bar association posts a video of one of our lawyers’ speaking or receiving an award.
  5. Likes: similar to “liking” on Facebook, there is no capture on your virtual pinboard, just a notification that you recognized the posting. Again, if a colleague, client or recruit has an image that has achieved a success, it is an easy way to acknowledge them.
Are you ready to get started? Here are a few ideas to get you going:
  1. Showcase your task-force teams
  2. Put together a collection of case study stats and infographs
  3. Create a virtual pinboard of your offices, scenic views, amenities and art.

Have some other ones? Let us know in the comments below.

  • How about current awareness? Pinning / Re-pinning news stories or similar: Show that you're on top of the bits of news that might affect your clients' work or behaviour.

  • Great idea, Rebecca! Thanks for your comment.

  • Anonymous

    I think it could be used for legal marketing, but it should be used more for personal pursuits. Facebook is the same way. It could be used for legal marketing, but it's not the best option out there. The audience is not as appropriate.

  • I appreciate your opinion. May I suggest that the audience will shift as it's population grows. Case in point: Facebook.

  • And another thought: the businesses of law is going throughout tremendous transition right now. Who knows what legal marketing will look like in 5 years? Five years ago, we were all still buying print ads from Am Law. Now look.