"Social" Marketing for Attorneys through Holiday Gifts

With the Holiday Season fast approaching, law firms should consider the role of Holiday gifts in marketing for attorneys.  Okay, so Holiday gifts may not qualify as social media, new media, or social networking - depending upon the nature of the gift.  However, the power of giving gifts during the Holiday Season should not be overlooked.

As a new attorney approximately 14 or 15 years ago, I handled a small ERISA litigation matter (on the defense side, of course) for a large corporate client.  I handled another ERISA litigation case for the same client a couple of years later, but didn't receive any work from the client for a period of 8 to 10 years.  Despite the lack of work from the client, I consistently sent a Holiday card and a Holiday gift to my client contact during the Holiday Season over a period of many years.  When I recently noticed that my former client had been sued in Utah federal court, I sent an e-mail to my client contact, offered to send him a copy of the Complaint, and offered my assistance.  To my delight, he promptly replied that he would be sending me the case.

Sending gifts to clients is an effective means of building a relationship.  According to the law of reciprocity, a client or potential client that receives something of value will in a good sense feel a desire to give something in return.  The desire to reciprocate is not induced by manipulation.  The Universe is based upon giving and on service, which are the backbones of social media for lawyers and social networking for lawyers.  Attorneys should only expect to receive new work to the extent that they are giving and serving with little or no thought of reward.  I sent Holiday gifts to the client mentioned above because I wanted to do so, and because I appreciated past business and wanted to maintain a relationship.

In both new media for lawyers and Holiday gifts, the key is to give first and to establish relationships.  When there has already been giving and when a relationship has already been established, it is natural that work will flow in the direction of the giver.

What are your thoughts about whether Holiday gifts to clients and potential clients are manipulative?  Also, are social media for attorneys and social networking for attorneys manipulative because they are based on giving first, with a hope that business will flow back at some time in the future?  I welcome your comments below.