How Social Media and Outsourced Legal Marketing Services Have Changed Over the Past 25 Years
This past spring, amidst the planning for our 25th-anniversary celebration, Team LISI took a moment to reflect on the significant changes in the digital marketing landscape over the past quarter century. Jason Lisi, our CEO and Founder, sat down with Andrea Malone, our Vice President of Client Strategy, who brings extensive experience as a former Director of Marketing and Chief Marketing Officer for two prominent Philadelphia-based law firms. They discussed the evolution of social media and outsourced marketing services since the agency first began in 1999, sharing their insights on the biggest changes, ongoing constants, and surprising developments in these fields.
Andrea Malone: Jason, as we celebrate LISI’s 25th anniversary, it’s remarkable to think about how social media has evolved since you started this company. What have you observed?
Jason Lisi: In 1999, social media as we know it didn’t exist. Platforms like MySpace and Friendster were early pioneers, but it wasn’t until the mid-2000s, with the launch of Facebook, LinkedIn, Twitter, and later Instagram, that social media began to take off. Initially, these platforms were used for personal connections and networking. Over time, they have evolved into powerful marketing tools.
One of the biggest changes has been the integration of social media into the marketing strategies of law firms. Early on, firms were hesitant to embrace these platforms due to concerns about professionalism and confidentiality. Now, social media is a critical component of branding, client engagement, and thought leadership.
The rise of LinkedIn, in particular, has been significant for the legal industry, providing a platform for attorneys to showcase their skills and network with peers.
Andrea: I remember the initial resistance from law firms to adopt social media. It’s interesting to see how that has shifted. The ability to directly engage with clients and potential clients has been a game-changer.
Jason: Agreed! And outsourced legal marketing services have evolved dramatically as well. In the late ’90s, outsourcing marketing was not common for most law firms. Even though as a profession, legal marketing was still in its relative infancy, most firms had in-house professionals that handled all aspects of marketing. Oftentimes, those marketers were viewed as the “party planners,” as opposed to the sophisticated professionals they are seen as today.
As the digital landscape grows more complex, the demand for specialized expertise increases as well, leading to a rise in outsourced marketing services.
Today, firms recognize the value of partnering with agencies that specialize in digital marketing, SEO, content creation, and social media management. Outsourcing allows firms to leverage cutting-edge technology and expertise that might not be available in-house. The focus has shifted from merely handling overflow work to developing comprehensive marketing strategies that align with the firm’s goals and objectives.
Andrea: The specialization and technological advancements have certainly made a significant impact. What do you think has remained consistent in social media and outsourced marketing services over the years?
Jason: The core objective of connecting with and engaging audiences has remained the same. Whether through traditional methods or modern digital platforms, the goal has always been to build relationships and establish trust. In outsourced marketing, the emphasis on delivering value and understanding the client’s unique needs has been constant. Personalized service and tailored strategies continue to be crucial for successful partnerships.
Andrea: That’s a great point. The fundamentals of relationship building and client understanding are timeless. What are some of the biggest surprises in social media and outsourced marketing that no one could have predicted in 1999?
Jason: One of the biggest surprises has been the sheer scale and influence of social media. No one could have predicted that platforms like Facebook and Twitter, now known as X, would become essential tools for political campaigns, social movements, and global communication. The level of data analytics and targeted advertising capabilities available today is astounding.
In terms of outsourced marketing, the shift towards a more integrated approach has been surprising. Initially, outsourcing was about cost savings and handling specific tasks. Now, it’s about strategic partnerships where agencies work closely with clients to drive overall business growth. The use of AI and automation in marketing has also been a significant development and I expect that is an area where we will see the most change in the next 25 years.
Andrea: The influence of social media on global communication is indeed fascinating. Looking ahead, what do you see as the next big trends in social media and outsourced marketing services?
Jason: For social media, the continued rise of video content and live streaming will be significant. Platforms like TikTok and Instagram are already changing how we consume content. Augmented reality (AR) and virtual reality (VR) will also play larger roles, providing immersive experiences for users.
In outsourced marketing, I expect to see even greater integration of AI and machine learning to enhance personalization and efficiency. Data-driven strategies will become more sophisticated, allowing for more precise targeting and better ROI. There will also be a greater emphasis on ethical considerations, particularly regarding data privacy and transparency.
Andrea: It’s an exciting time for both social media and outsourced marketing. As we celebrate our 25th anniversary, I’m proud of how far we’ve come and eager to see where we go next. Thank you for sharing your insights, Jason.
Jason: It’s been an incredible journey, and I’m honored to work alongside experienced legal marketing professionals like yourself!
