Company: Roberts & Durkee, P.A.
Contact: C. David Durkee, Partner
Location: Coral Gables, Fla.
Industry: Law
Annual revenue: Confidential
Number of employees: Confidential

Quick Read

In June, The Wall Street Journal reported a surge in social-media use by law firms interested in connecting with potential class-action plaintiffs. But if you take a closer look, you'll see that many of the approaches used represent viable marketing lessons for businesses of all types.

Take, for example, the case of Roberts & Durkee, P.A., a Florida-based firm. It has effectively created widespread public awareness around the problem of toxic Chinese drywall and has assisted affected homeowners on multiple levels while generating valuable exposure for the firm and facilitating relations with potential clients.

Not all businesses can easily link their marketing efforts to this particular problem, but the firm's strategy, along with the individual tactics pursued, offer some best-practices for launching a well-trafficked corporate blog and establishing yourself as a trusted authority in the marketplace.

Challenge

The United States began importing drywall from China in 2001 because of supply shortages during the housing boom. The product looked normal but let off foul, toxic emissions that may have caused myriad health problems among those whose dwellings used the drywall.

Following a series of hurricanes in 2004 and 2005, including Hurricane Katrina, massive rebuilding efforts in the Gulf states led to a high concentration of contaminated homes in the region, where warm, humid temperatures only worsen the issue.

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ABOUT THE AUTHOR

Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.