15 questions on blogging and social media for lawyers : Interview with business journal

A reporter with a business journal back East interviewed me on blogging and other social media for lawyers. I thought it worthwhile too share the interview with you. Q: How are new technologies changing the way lawyers are working?

Lawyers have always gotten their best work through relationships and a strong word of mouth reputation. The Internet has not changed that. Lawyers are networking through the Internet via blogs with the complementary use of other social media such as Twitter, LinkedIn, and Facebook.

Q: Can you give examples of social media that work to get lawyers new, paying business?

Sure, I have a client who landed the nation’s largest airline as a client by virtue of a relationship he built with a consultant to the general counsel of the airline. I have a client in Chicago who lands sophisticated patent litigation work through relationships he’s built through his blog and is doing north of a million dollars in work from just those internet relationships this year. There are countless other lawyers who changed their professional and personal lives as a result of blogging. They are doing the work they want for the clients they want to work for. And they are earning significant money at the same time.

Q: Are social media tools better for deepening relationships with existing clients or finding new clients?

Social media opens doors to new relationships and nurtures existing relationships. Think of the net as a relationship accelerator. Work comes in two ways for lawyers. One is new clients. The second is more work from clients with whom you have an existing relationship. Relationships build friendship and trust. Have people who view you as a friend and someone they trust and you’ll have more work than you can shake a stick at as a lawyer.

Q: What’s more effective marketing: joining a social network or starting your own?

No one is going to start a social network as a lawyer. We’ll leave that to the Google’s, Facebook’s, LinkedIn’s and Twitter’s of the world. No question a lawyer should have their own blog which becomes their core identity with other roads whether it be Twitter, LinkedIn, or Facebook leading to this core identity. There are lawyers publishing to blogs at Forbes, Huffington Post, and business journals. Though lawyers may feel that’s special to be associated with a brand, social media is all about building trust as an individual. For that, you need your own presence.

Q: Do lawyers of different ages have a different approach to social media? Is the age/generational issue mainly an issue of initial use?

No. Surprisingly, older lawyers understand how to use the Internet more effectively than younger lawyers. That’s because they understand the value of valuations and the importance of networking to build those relationships and a strong word of mouth reputation. Age and what generation you’re from is not an impediment to getting started blogging and using other social medis. Getting off your can and taking some personal responsibility is usually the impediment to initial use.

Q: How much are lawyers judged by the digital company they keep?

Very highly, by business people, consumers, judges, law clerks, reporters, and the community at large. Of course you need to know how to use social media so as not to make a fool of yourself. But lawyers are generally smart people who know their reputation is at stake 24 hours a day, 365 days a year whether involved in personal matters or professional affairs. Lawyers have the resources to get the help they need or will spend the time tinkering on their own to do things right.

Q: Are many law firms monitoring what their lawyers are doing with social media, and how their online presence reflects the firm?

Sure, law firms often adapt social media policies to complement existing PR and communication policies. The policies guide lawyers as to where the pitfalls may lie (there are not many pitfalls), but the best law firms trust their lawyers to get out and network. After all, people hire people. Companies do not hire lawyers.

Q: How does one know if he or she is too connected to social media? Do you have a rule of thumb?

If your spouse tells you to move out.

Q: Do any attorney regulation agencies have guidelines for social media?

Generally no, though a couple states have established some guidelines. The American Bar Association has said we do not need additional ethical guidelines for social media as it’s like any other form of networking – they’ve said what we need is education so lawyers understand what social media really is. We didn’t get new rules for cell phones and the fax machine and email. We don’t need new rules for social media.

Q: What do you tell lawyers who say that social media is a time waster?

That’s their prerogative. It’s their choice if they wish to take more time on business development, something all lawyers need to do, than those lawyers who use the net for business development. If they don’t want to do business development, I tell them where they can pick up a Chapter 7 Bankruptcy Petition to fill out.

Q: What advice would you give to a lawyer debating the merits of social media?

Be different. Be willing to give of yourself to help others. Those lawyers who are willing to be authentic and share insight and information freely are light years ahead of those lawyers who do not. The world is looking for lawyers who really demonstrate they care about people.

Q: What is your favorite social network and why?

Don’t have one. Though my blog is how I demonstrate my passion, care, and expertise. I could not live without it.

Q: What do you think the future of social media holds for the law profession?

We’re just scratching the surface. Social media, because it is founded on trust, networking, relationships, and reputation is uniquely suited for lawyers. You can expect to see explosive growth of social media by lawyers. Necessity is the mother of invention. Lawyers need to get more done in less time – both in professional development (learning) and business development (keeping good clients and getting more good clients). Social networking and social media (effective use of the net) accelerates these things and those lawyers not willing to become for effective with their time are at risk of falling behind the competition.

Q: How can a law firm use social media to enhance its reputation?

Where do I start? Share insight and commentary on niche subject blogs. Share other’s news and info on your niche via Twitter, LinkedIn, and Facebook. Engage thought leaders, the press, association leaders, publishers, and conference coordinators by referencing in your blog what they are saying. Connect with them on LinkedIn when they respond. It’s like asking how could a lawyer improve their reputation by getting out of the office, working hard, doing a good job for people, learning all the time by reading, and meeting interesting people.

Q: What are the stand-out benefits that arise from a strategic and structured approach to implementation?

Vistors to a blog website are not important. Neither are one’s number of friends/followers/connections on Twitter, Facebook, or LinkedIn. Getting traction on business development is how lawyers should measure the benefits:

• Is your reputation being enhanced?
• Is your network of relationships being enhanced?
• Are you establishing yourself as a subject matter expert?
• Are you getting not just clients, but high quality clients?