I am dumbfounded by nearly everything about this story:

Drost, Gilbert, Andrew & Apicella is a new law firm in suburban Chicago, but it already has 700 “likes” on its Facebook page.

How did the Daily Herald think this was newsworthy? How did the ABA Journal’s Debra Cassens Weiss link to it without comment as if it were a serious bit of news about lawyers? Why are these four lawyers letting one of their partners spend his time and throw what sounds like a fair bit of cash out there for Facebook page likes when nobody actually thinks Facebook likes are worth much? (Well, except this guy.)

Most of all, this is their big plan to raise the firm’s visibility? I suppose it’s working, if you want to be known as four guys who have a Facebook page where they post pictures of their Hawaiian shirts. I will say this for them: they look pretty genuine.

But yeah, somebody remind the Daily Herald to check in with the firm in 6 months to see if they have gotten any meaningful results from all this fluff. If they managed to build a practice on a Facebook page, that really would be news.