When looking for lawyers with a particular area of expertise, in-house counsel are increasingly turning to Google and a robust on-line presence to validate referrals.
That is not to say that directories have ceased to have any relevance. You still want to be listed in Martindale, Best Lawyers and any published lists of top experts in your particular field. In fact most directories and lists are available on-line as well. Your presence on lists may even impact your Google rankings.
The message, though, is that law firm marketing requires a much more comprehensive approach. Social media needs to be part of the overall equation.