Facebook Groups as Marketing for Attorneys?

I now address whether Facebook groups can be used in marketing for attorneys.  In a previous post, I talked about Curtis Mallet's Facebook page and its implications in marketing for attorneys and internet marketing for attorneys.  While a Facebook page can be accessed by anyone on the Internet (regardless of whether he/she is a Facebook member), Facebook groups can generally only be accessed by those who are members of Facebook.  Thus, while Facebook pages (which are generally for businesses or celebrities) have search engine optimization (SEO) implications for anyone searching on the Web, Facebook groups are usually limited to searches within Facebook.

On September 4, 2008, the ABA Journal - Law News Now reported that some lawyers at large law firms are now forming independent groups on Facebook.  Facebook groups can be open to anyone, or can be closed and by invitation only.  For example, there is a group on Facebook for significant others of Morrison & Foerster lawyers entitled: "I'm in love with a MoFo!"  As of today, that group has 10 members and is an open group.  Summer associates at Sidley Austin have also formed three different Facebook groups, one of which is open, and two of which are closed.  Attorneys who will be joining Skadden Arps have apparently formed a Facebook group called "Skadden Trainees 2008."

Do Facebook groups have a place in the world of marketing for attorneys and internet marketing for lawyers?  The jury is still out on this one, but I think they do.  Just like a Facebook page can be used for recruiting and informational purposes, so can a Facebook group.  In the marketing for law firms space, having a significant presence on the Internet is crucial (even if it's just on Facebook) - especially as Generation Y attorneys and clients turn more and more to social networking sites like Facebook.

I welcome your comments below.