Advanced Online Strategies for Lawyers

The polished and plugged-in e-commerce attorney, though well aware of options for enterprises he or she advises, may not think readily of using the tools a marketing-savvy client may employ for business. But those tools are available to everyone, and using them may bring a big boon. Social networking can turn virtual possibilities into very beneficial realities.

Beyond the Basics

David Snead (www.dsnead.com) is an attorney who works with companies and individuals who support the Internet, and who create and distribute products and services electronically. Snead says that using online technology is incredibly important to attorney communication these days.

“Lawyers who are resisting (social networking) technology are shooting themselves in the foot ' there's nothing to be scared of,” he says. “The Internet is where the interaction is now.”

Snead notes that attending generally focused community-networking events like Rotary or Kiwanis Club gatherings does not bring him clients. Instead, he employs several creative solutions using social networking tools.

First, he has an Instant Messenger (“IM”) link directly on his Web site.

“I'm a big proponent of IM, and I prefer it over e-mail and telephone communication because it's more immediate and concise,” Snead says. “It allows people to express themselves in real time and doesn't interrupt the business day too much. Since I'm in an Internet-oriented field, at least 30% of my clients use IM already.”

He says that an initial IM conversation with a prospect will often lead to a phone call, and then sometimes will result in a new client for his legal practice.

Second, Snead blogs for the Web Host Industry Review (www.thewhir.com/blogs/David_Snead), which has brought him tremendous exposure in his field. He regularly gets 2000-3000 hits per blog entry. Snead admits that clients don't necessarily hire him because of the blog, but his clients read his posts and have an impression of him as being professional as a result.

“Blogs are a way to establish credibility,” he says. “Nearly all my new clients have read my blog and feel confident that I know what I'm talking about.”

(Editor's Note: For more on networking in general and for e-commerce lawyers in particular, see, “Networking and e-Commerce: Get to It and Stay at It,” in the January edition of e-Commerce Law & Strategy. The edition also includes the article, “Social Networking and Litigation” and some networking-development resources.)

Being Successful

Ronald Coleman is a copyright, trademark and new media attorney at Goetz Fitzpatrick LLP (www.goetzfitz.com). He is a blogger and avid social networker who has aggressively leveraged the Internet to develop his law practice.

“Successful social networking requires that you deliver value, in the form of content (or at least personality!),” Coleman says. “If you haven't got that, you come across as someone who is mainly looking for referrals. There's nothing wrong with that, because everyone is looking for referrals, but ' everyone is looking for referrals!”

Coleman's blog, Likelihood of Confusion (www.likelihoodofconfusion.com), has made a huge difference in his self-promotion efforts as an attorney.

“It's a great marketing tactic to write a blog that lots of people want to read,” Coleman says. “I have increased my blog's readership by developing and nurturing relationships with other influential bloggers ' some of whom first became aware of me when I was advertising on their blogs.”

Coleman suggests that lawyers choose a focus and a theme for their social networking activities, rather than a scattershot or generalist approach.

Blogging and social networking is certainly not for everyone, especially when people have no real content to contribute. For some attorneys, avoiding participation in online networking will not greatly hurt their business prospects ' right now, anyway. But Coleman's perspective is that opting out of social networking altogether, due to fear or lack of time, may have consequences down the line, if not right away.

“Are people who don't participate also 'missing out' on the only way business will be done in the future, or something dire like that?” Coleman says. “Probably not, but younger people who are social-networking savvy coming into the profession will eventually eat the lunch of many who do not get it.”

More Than One Blog?

Nicole Black (www.nicoleblackesq.com), Of Counsel to Fiandach & Fiandach, maintains five separate blogs on legal subjects ranging from the substantive (Practicing Law in the 21st Century and Sui Generis-a New York Law Blog) to the humorous (Legal Antics).

“My blogs have resulted in many professional opportunities, including people contacting me for legal representation, media representatives contacting me for comments on various issues, and people contacting me to write law-related articles,” Black notes.

In addition to her blogs, Black is also active on Twitter and has had several people she's connected with on that site contact her regarding legal representation. In addition, on her blogs and Facebook page, she uses JD Supra (www.jdsupra.com), a legal-content marketing Web site, to showcase articles and other professional writings for business development purposes. Black uses JD Supra widgets, which are basically RSS (really simple syndication) feeds in a box that allow users to place a stream of their content (articles, pleadings) on any Web page, including blogs, professional Web sites or Facebook pages.

Use Your Web Sites!

Jayne Navarre, a social media analyst and consultant to the legal industry, and founder of Florida-based LawGravity.com (www.lawgravity.com), agrees that using online tools is a crucial element of business development for lawyers to explore. Having once been a marketing director at law firms, Navarre now specializes in teaching lawyers how to leverage Web 2.0 communications, including social networking tools and blogs, to dramatically further their legal client development efforts.

She notes that lawyers are becoming more sophisticated with online applications, and that she encourages clients to use their Web sites as more than just online brochures.

“I work with lawyers to create Web sites with Web 2.0 components,” Navarre says. “Their sites foster two-way communication, as well as featuring Web analytics to track activity, search engine optimization so people can find them online, and conversion of traditional business development efforts into online equivalents.”

Navarre says that one of the major pitfalls for lawyers, and most professionals, in online communication is that they mistakenly think they'll get something for nothing.

“Some lawyers think of social networking as a transaction: I'll go there, I'll get something, and then I'll leave,” she says, but explains that the secret of Web 2.0 is developing a two-way conversation where both parties benefit, and contribute.

In terms of blogging, Navarre realizes that not all lawyers will really benefit from all the work that a blog requires.

“The way blogs work best is for attorneys who work within a specific, colorful niche,” she says. “They can build a practice using social media because they can focus on being found through keywords and keyword strings. If the lawyer can index very high for those keywords, that will help him or her get found.”

Lawyers also must make use of the latest tools and applications, to make sure the tidal wave of online information doesn't swamp or drown them. Navarre suggests using an aggregator such as iGoogle (www.igoogle.com), a dashboard that centralizes and displays designated blogs, listservs, news sites and other tools a user selects in one interface. She also recommends using a Flock browser (www.flock.com), a free social Web browser based on Mozilla's Firefox, which delivers content directly into her browser window.

Conclusion

Advanced social networking and blogging is certainly a vital and expanding area of communication in the legal world, and those who learn how to unlock its potential stand to gain much from leveraging these tools. Benefits of participation are clear and range from basic to complicated and content-rich communication outlets. The most important actions for technology users to take and understand is whether they'll float down a lazy river, or ride the rapids, and what the consequences and benefits of both approaches are.

Whichever option lawyers choose, though, the message is clear: When it comes to using online marketing tools to build a legal practice, lawyers should be sure not to miss that boat that can take them down the river or the rapids toward success.

As 2009 moves into full swing, many lawyers have already dipped at least one or two tentative toes into the fast-rushing waters of online social networking and blogging.

Creating a LinkedIn account, a Facebook page, responding to a blog post, or joining relevant legal listservs are all valuable steps toward testing the waters and finding a vessel that will allow lawyers to harness the power of this exciting new wave of Internet-based communication.

An elite subset of attorneys has decided to go above and beyond the basics, maximizing use of these new online outlets to build law practices in a substantial way. Sometimes enlisting the help of outside experts, these lawyers have accelerated way past Social Networking and Blogging 101, and have begun to venture boldly into uncharted virtual waters.

The polished and plugged-in e-commerce attorney, though well aware of options for enterprises he or she advises, may not think readily of using the tools a marketing-savvy client may employ for business. But those tools are available to everyone, and using them may bring a big boon. Social networking can turn virtual possibilities into very beneficial realities.

Beyond the Basics

David Snead (www.dsnead.com) is an attorney who works with companies and individuals who support the Internet, and who create and distribute products and services electronically. Snead says that using online technology is incredibly important to attorney communication these days.

“Lawyers who are resisting (social networking) technology are shooting themselves in the foot ' there's nothing to be scared of,” he says. “The Internet is where the interaction is now.”

Snead notes that attending generally focused community-networking events like Rotary or Kiwanis Club gatherings does not bring him clients. Instead, he employs several creative solutions using social networking tools.

First, he has an Instant Messenger (“IM”) link directly on his Web site.

“I'm a big proponent of IM, and I prefer it over e-mail and telephone communication because it's more immediate and concise,” Snead says. “It allows people to express themselves in real time and doesn't interrupt the business day too much. Since I'm in an Internet-oriented field, at least 30% of my clients use IM already.”

He says that an initial IM conversation with a prospect will often lead to a phone call, and then sometimes will result in a new client for his legal practice.

Second, Snead blogs for the Web Host Industry Review (www.thewhir.com/blogs/David_Snead), which has brought him tremendous exposure in his field. He regularly gets 2000-3000 hits per blog entry. Snead admits that clients don't necessarily hire him because of the blog, but his clients read his posts and have an impression of him as being professional as a result.

“Blogs are a way to establish credibility,” he says. “Nearly all my new clients have read my blog and feel confident that I know what I'm talking about.”

(Editor's Note: For more on networking in general and for e-commerce lawyers in particular, see, “Networking and e-Commerce: Get to It and Stay at It,” in the January edition of e-Commerce Law & Strategy. The edition also includes the article, “Social Networking and Litigation” and some networking-development resources.)

Being Successful

Ronald Coleman is a copyright, trademark and new media attorney at Goetz Fitzpatrick LLP (www.goetzfitz.com). He is a blogger and avid social networker who has aggressively leveraged the Internet to develop his law practice.

“Successful social networking requires that you deliver value, in the form of content (or at least personality!),” Coleman says. “If you haven't got that, you come across as someone who is mainly looking for referrals. There's nothing wrong with that, because everyone is looking for referrals, but ' everyone is looking for referrals!”

Coleman's blog, Likelihood of Confusion (www.likelihoodofconfusion.com), has made a huge difference in his self-promotion efforts as an attorney.

“It's a great marketing tactic to write a blog that lots of people want to read,” Coleman says. “I have increased my blog's readership by developing and nurturing relationships with other influential bloggers ' some of whom first became aware of me when I was advertising on their blogs.”

Coleman suggests that lawyers choose a focus and a theme for their social networking activities, rather than a scattershot or generalist approach.

Blogging and social networking is certainly not for everyone, especially when people have no real content to contribute. For some attorneys, avoiding participation in online networking will not greatly hurt their business prospects ' right now, anyway. But Coleman's perspective is that opting out of social networking altogether, due to fear or lack of time, may have consequences down the line, if not right away.

“Are people who don't participate also 'missing out' on the only way business will be done in the future, or something dire like that?” Coleman says. “Probably not, but younger people who are social-networking savvy coming into the profession will eventually eat the lunch of many who do not get it.”

More Than One Blog?

Nicole Black (www.nicoleblackesq.com), Of Counsel to Fiandach & Fiandach, maintains five separate blogs on legal subjects ranging from the substantive (Practicing Law in the 21st Century and Sui Generis-a New York Law Blog) to the humorous (Legal Antics).

“My blogs have resulted in many professional opportunities, including people contacting me for legal representation, media representatives contacting me for comments on various issues, and people contacting me to write law-related articles,” Black notes.

In addition to her blogs, Black is also active on Twitter and has had several people she's connected with on that site contact her regarding legal representation. In addition, on her blogs and Facebook page, she uses JD Supra (www.jdsupra.com), a legal-content marketing Web site, to showcase articles and other professional writings for business development purposes. Black uses JD Supra widgets, which are basically RSS (really simple syndication) feeds in a box that allow users to place a stream of their content (articles, pleadings) on any Web page, including blogs, professional Web sites or Facebook pages.

Use Your Web Sites!

Jayne Navarre, a social media analyst and consultant to the legal industry, and founder of Florida-based LawGravity.com (www.lawgravity.com), agrees that using online tools is a crucial element of business development for lawyers to explore. Having once been a marketing director at law firms, Navarre now specializes in teaching lawyers how to leverage Web 2.0 communications, including social networking tools and blogs, to dramatically further their legal client development efforts.

She notes that lawyers are becoming more sophisticated with online applications, and that she encourages clients to use their Web sites as more than just online brochures.

“I work with lawyers to create Web sites with Web 2.0 components,” Navarre says. “Their sites foster two-way communication, as well as featuring Web analytics to track activity, search engine optimization so people can find them online, and conversion of traditional business development efforts into online equivalents.”

Navarre says that one of the major pitfalls for lawyers, and most professionals, in online communication is that they mistakenly think they'll get something for nothing.

“Some lawyers think of social networking as a transaction: I'll go there, I'll get something, and then I'll leave,” she says, but explains that the secret of Web 2.0 is developing a two-way conversation where both parties benefit, and contribute.

In terms of blogging, Navarre realizes that not all lawyers will really benefit from all the work that a blog requires.

“The way blogs work best is for attorneys who work within a specific, colorful niche,” she says. “They can build a practice using social media because they can focus on being found through keywords and keyword strings. If the lawyer can index very high for those keywords, that will help him or her get found.”

Lawyers also must make use of the latest tools and applications, to make sure the tidal wave of online information doesn't swamp or drown them. Navarre suggests using an aggregator such as iGoogle (www.igoogle.com), a dashboard that centralizes and displays designated blogs, listservs, news sites and other tools a user selects in one interface. She also recommends using a Flock browser (www.flock.com), a free social Web browser based on Mozilla's Firefox, which delivers content directly into her browser window.

Conclusion

Advanced social networking and blogging is certainly a vital and expanding area of communication in the legal world, and those who learn how to unlock its potential stand to gain much from leveraging these tools. Benefits of participation are clear and range from basic to complicated and content-rich communication outlets. The most important actions for technology users to take and understand is whether they'll float down a lazy river, or ride the rapids, and what the consequences and benefits of both approaches are.

Whichever option lawyers choose, though, the message is clear: When it comes to using online marketing tools to build a legal practice, lawyers should be sure not to miss that boat that can take them down the river or the rapids toward success.