Meanwhile, in the non-virtual currency part of the virtual world…
Law firms, particularly those that represent plaintiffs, are increasingly devoting resources to developing a presence online, where consumers—and potential clients—congregate. And some of those firms are also creating news sites, such as newsinferno.com andconsumerwarningnetwork.com, with content created by employees.
The plaintiffs' sites disclose that they are affiliated with law firms, but many have the look and feel of community forums or news boards. And they have recently begun to supplant some more traditional marketing methods, such as yellow-page ads and radio and television spots.
Like many plaintiffs firms, Parker Waichman also buys search ads and uses Facebook to publicize its sites. It also has 20 technology specialists who handle such tasks as writing copy for its roughly 300 websites. "We are on Twitter, Facebook, MySpace, all the social-networking sites," said Jerrold Parker, a partner, noting that the firm now spends more than $1 million a year on digital marketing, about a third of its average annual marketing budget.