I have suggested that law firms should provide RSS [really simple syndication] feeds for their alerts and updates. This way, clients can pick and choose what they want to read, eliminate excess e-mail, and help reduce information overload. Yesterday, a Canadian law firm announced that its updates are available via RSS.
Steven Matthews, Knowledge Services Director of the firm, explains in a blog post at Slaw (a co-operative weblog about Canadian legal research and IT, etc.) more of the background on this. Among other benefits, the firm will be able to track hits – how many print publications or e-mailed alerts provide this automatic feedback?
Law firms have many options to “touch” clients digitally: blogs, RSS feeds, Webinars, streaming video, and podcasts. It surprises me that more firms are not opting to experiment with these. Given that firms already generate a lot of content, the marginal cost to distribute in channels other than print and e-mail that might be more appealing to many readers (including clients and prospects) is relatively low.
Update (8/25): Spotted on Larry Bodine’s Legal Marketing Blog, Wilmer Cutler Pickering Hale & Dorr is offering RSS feeds for content on its web site.