Canadian business and litigation law firm Fraser Milner Casgrain LLP (FMC) is challenging the communications channels used in the traditional legal landscape by harnessing digital platforms as part of an overall communications strategy. FMC is leveraging the online space to add value to its clients, while providing quick and easy updates on relevant business topics, such as doing business in Canada, mining, tax law, and mergers and acquisitions in Canada.
Leading its competitors in the interactive space, FMC’s social properties include three microsites, a Slideshare account, five blogs, and five Twitter accounts, each representing an area of expertise within the firm. FMC’s blogs and microsites represent a number of legal areas, including technology start-up law, doing business in Canada, tax law, mining law, mergers and acquisitions in Canada, occupational health and safety law, Ontario rules of civil procedure and volunteer opportunities for firm members.
“Adding social and digital media channels to our communications mix not only enhances our service to our clients, but also creates and strengthens critical information links between our firm as the legal industry, as well as our firm and the industries of our clients. Social media is another tool that empowers our firm to stay on the cutting-edge of legal and client services,” said Warren Glenn, Digital Marketing, FMC. “It allows us to respond to developments in the legal landscape with relevant and timely information. By using social media to stay ahead of the curve, we can make sure our clients stay knowledgeable on the topics that matter most to them. Our social media channels provide our subscribers with expert commentary when they need it most – as news develops.”
What first began as a small social media step for the firm has now become a full-fledged conduit for value-added communications with clients. In 2011, FMC launched its fifth Twitter account to interact with users online, provide commentary, share lectures and presentations on legal issues.
“People who are looking for the latest tax litigation developments come to our blog for breaking news,” said David Spiro, Counsel at FMC. “In the Copthorne case, we were among the first out of the gate by tweeting the result immediately and following up later that day with a blog post that alerted our clients to the most important aspects of the decision. As a result, we were contacted by a wide range of interested parties, including clients, lawyers, accountants and journalists globally. Our online content platforms allow us to help others understand the Canadian tax litigation landscape as it changes and evolves over time. It’s a very efficient system for delivering knowledge in a way that is most useful for our clients.”
The firm’s specific social media pages, such as the Canadian Tax Litigation blog, draw content from experts within the firm to provide insight and commentary on cases in the news and hot topics within the Canadian legal industry. FMC’s content curators offer expert observations on high-profile cases and issues as they develop. For example, when the Supreme Court of Canada ruled in Copthorne Holdings Ltd. v. Canada at 9:45 a.m. on Friday, December 16, 2011, David Spiro, Counsel at FMC and blogger for FMC’s Tax Litigation blog, logged on immediately to update subscribers on the case alerting them of the most pertinent decisions. The latest updates from all these channels can be found at the FMC Resource Centre.