Social media for law firms means embracing what is being said by others

Lawyers and law firms looking to social media to nurture existing relationships, build new relationships, and enhance their reputation as a trusted advisor ought to first focus on what is being said, as opposed to saying something.

Long time technology journalist, Glenn Fleishman, a columnist for our Seattle Times as well as a regular contributor to The Economist and other publications, drove the point home in a story in Saturday’s Times regarding apps that aggregate social media.

Fleishman led off with a critique of The Daily brought to the iPad by Robert Murdoch and Steve Jobs.

…The Daily was supposed to be revolutionary: a new national daily newspaper with a digital sensibility funded by deep pockets with no printing presses to support. It launched as iPad-only and free, with an upcoming $1-a-week subscription price, or a yearly rate of $40.

So far, it doesn’t offer anything noticeably different from what we ink-stained wretches produce in print and online, and from the best original work created only for websites. It’s a work in progress, and Murdoch doesn’t give up easily. I expect something compelling will emerge as it settles in.

Why so critical effort of The Daily’s effort so far?

What’s most disappointing about The Daily is that it’s all about what its newsroom produces. It doesn’t incorporate seemingly any information from the rest of the Internet, nor from the news sources, blogs, photo feeds, social networks and other kinds of details you’re already scouring.

Fleishman’s point was that by using Flipboard, Pulse, or Acrylic’s Pulp users could receive in a magazine or RSS reader look customized news by subjects and from various sources. Whether from blogs, mainstream news sites, Twitter, or Facebook, you could receive what numerous trusted sources may be sharing, as opposed to receiving news from just one source.

The money quote for me was in Fleishman’s last paragraph.

These three apps demonstrate how timely and personalized news from a multitude of sources can be delivered to a tablet. The Daily’s above-the-fold claim is that it’s creating its own content, not just linking. That’s fair enough. But to be part of the Internet in 2011, you have to embrace what’s being said, not just listen to the sound of your own voice. (emphasis added)

If I’m a law firm looking to strengthen my reputation and relationships within the wine Industry, I can start a group blog recruiting lawyers with relevant expertise to post on a regular basis. Assuming the lawyers look at the Internet as a conversation and liberally link to other relevant authorities and news sources, the blog will get well known and the reputation of the lawyers will be enhanced.

That’s a good first step in embracing what is being said. But there’s a next level in social media the law firm can take it to.

Imagine a social media solution which highlights the best of what’s being written and shared by those covering the wine Industry. Water rights issues, environmental matters, zoning concerns, tax and distribution issues, or what have you. What ever is being shared on Twitter, blogs, or Facebook by those most passionate in their coverage the law firm shines a light on it.

Imagine a passionate industry blogger penning a story on interstate wine sales effecting small vineyards. The blogger wakes up one morning and sees that a major law firm has highlighted their post in their publication called ‘Wine News Today.’

Tweets from trusted people sharing news on the wine industry are aggregated. A freelance reporter does stories interviewing leaders in the wine industry as well as government officials. Guest posts are authored by leaders in the industry.

The law firm’s publishing to ‘Wine News Today’ may be limited to periodic posts from the lead partner in the firm’s wine industry group, select lawyers, or even the managing partner highlighting the law firm’s efforts to serve the wine industry.

Such an effort would certainly take less of the lawyers’ time. The law firm would use a social media curator which reported to an ‘editorial board’ of lawyers overseeing what was being reported.

Maybe I’m nuts. But such a social media solution embracing what’s being said by others would probably draw greater attention and notoriety for the firm than an online publication with the firm’s own content. It would cost less in a year than one industry social hosted by the firm.

In addition, highlighting the work of others – tacit attaboy’s – nurture and build relationships. Relationships that enhance a law firm’s word of mouth reputation and open doors for lawyers doing business development.

I think Fleishman’s spot on in explaining how you become part of the Internet today. You have to embrace what’s being said, not just listen to the sound of your own voice.