In short, it’s because lawyers and staff are the most credible information sources your firm can harness.  It’s one reason why traffic to the Home page of the New York Times website dropped 50% last year.  Social media is a “better” platform for distributing news and information.

Here are excerpts from a recent post on The Cyber Advocate.

According to social media guru Kevin O’Keefe, one of the crucial ways for law firms to get their content to a wider audience is for employees to share the content with their own networks.  Part of that post is based on a finding from the New York Times that posts that get shared by editors and reporters get considerably more views than those just found on the website.

“Part of the reason for this is that traffic no longer comes through your website’s home page.  As Kevin noted, the New York Times lost 50% of its home page traffic in the past year.  Was that because nobody was checking out the New York Times anymore?  Nope.  It’s because more people were being connected directly to the content they wanted through social media.

“Ok, so the premise is clear – for your content to get wide distribution, you need it to be shared on social media. Moreover, it needs to be shared by someone with credibility.  While your company might have credibility, apparently your employees have a LOT more.”