Melissa Campanelli's The View From Here: What Marketers Can Learn From Divorce Attorneys
This week, I learned an interesting statistic about social networks: Eighty-one percent of the nation’s top divorce attorneys have seen an increase in the number of cases using social networking evidence during the past five years, according to a survey published earlier this year by the American Academy of Matrimonial Lawyers. What's more, Facebook holds the distinction of being the unrivaled leader for online divorce evidence, with 66 percent citing it as the primary source, according to the survey.
The main reason divorce attorneys use social networks is to track any possible contradictions to previously made statements and promises by estranged spouses. Apparently, it's relatively easy for lawyers to gather this information, at least according to a June 1 article on CNN.com.
"It's becoming all but impossible to protect your information, unless you spend hours and hours figuring it out," said Lee Rosen, a divorce attorney in North Carolina, in the CNN.com article.
To be fair, Facebook has acknowldedgd that it's gradually relaxed privacy settings over the last year, enabling some members’ personal details to be leaked without users realizing it. And, as a result, last month it announced new tools that make it easier for users to tighten privacy settings and block outside parties from seeing personal information.
Still, lawyers are relying on the sites and other social tools for gathering evidence. According to the CNN article, for example, they're accessing sites such as Flowtown.com, which allows them to enter a peron's email address into the site, and the site returns various social media profiles on that person.
I thought this sounded interesting, so I investigated. It seems that Flowtown was co-founded in January 2009 by Ethan Bloch, a serial entrepreneur who founded his first business at the tender age of 13.
Flowtown, according to its website, is a "platform that businesses use to connect with their customers everywhere in the social web. Companies like Facebook, Twitter, LinkedIn and MySpace have made it standard practice, for all of us, to publicly share information about ourselves. Flowtown helps make sense of all this data and turns it into meaningful output in the form of stronger business relationships."
I thought I'd give it a whirl. I registered on the site (it took all of 60 seconds), added a few of my personal email addresses, and bam, within seconds my Facebook, Twitter and LinkedIn profiles appeared. While it took me aback, it made me realize what a powerful tool this could be for marketers.
Imagine importing entire email lists into your system and getting access to thousands of customers’ social networking profiles. This information could be used to track which customers are key influencers talking about your brand (or your competition), as well as what your customers’ interests are.
What do you think? Have you ever used Flowtown.com? Let me know by posting a comment below.