Tag Archive: social media marketing

Lawyers and Innovation: An Uneasy Alliance

Written on February 23, 2010 by Donna Seyle in Law & Social Networking, Uncategorized, Virtual Law Firm Practice, alternative billing, law practice management, legal technology, social media marketing, social networking
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Much has been written and discussed about the reticence with which lawyers approach the massive restructure of doing business as they knew it. Law school trains us to make legal arguments by following precedent, to rely on what has been decided before. Almost all lawyers have gone to work at law firms after passing the bar, and learn from an established institution how “things are done”. While this is true of other professions as well (i.e., the medical profession, and look at the mess they’re in), there is not one profession that is more risk-adverse than law. And since change involves risk, well. . .you get my point. And right now, lawyers have alot of change on the table.

In “Innovate Now?“, Michael J. Anderson writes: ”

When law firms finally realize that they are falling behind (minimal or non-existent profit growth, lower margins and/or declining market share), the first knee jerk reaction is to reduce costs and start to restructure. In law firms that usually means laying off associates and staff. The sad thinking seems to be that since there is little chance that we can increase the total number of billable hours, we had better share those hours among fewer people and those people should be the owners. For some strange reason we choose to keep the people who cost us the most and let go those who cost less and who will provide a better long term and short term future for the firm.”

That kind of response to today’s economic tsunami is both shortsighted and ineffective.  Clients are straight-up refusing to pay ludicrous hourly fees, so law firms are now faced with finding a different, or “alternative” billing model. This process involves a thorough review of the amount and nature of legal work necessary, the value this work will bring to the client, and complete accountability for and transparency of the work performed.

In order to implement this model, changes need to be made not in a knee-jerk reaction, but in a formalized review of the firm’s practice management that will reduce the risk economic loss in value-priced package. You must determine: 1) whether the work-flow methodology is the most cost-effective, and 2) whether the skills of each associate or staff member are compatible with the work assigned to produce the greatest efficiency. Is the firm just following the “way it was always done” map? Have you implemented practice management techniques to improve both the quality of work product and of work environment? Do you need to hire a Project Manager to oversee newly established procedures?  Asking these questions is the only way lawyers can begin to meaningfully and profitably design billing models other than the billable hour and rest assured they will not go out of business.

Then there is the massively influential rise of social media marketing. Blogging. Networking. Social engagement. Publishing. Webinars. Monitoring the results. Marketing has firmly embedded itself into the strange new world of web 2.0, and most lawyers didn’t even like web 1.0. Let’s just say that if social media where a person, s/he would not be invited to the firm’s Christmas party.

But you cannot afford to allow this aversion to affect your business decisions. If you don’t have the time to do it, hire someone who can. If you say you can’t afford it, ask yourself: can you afford NOT to do it?  Think about how much time and research was spent to determine where best to advertise to reach your target market. Well, guess where all those potential clients are now? Online. Go there.

All of this can be accomplished more easily by embracing technology. Technology is your friend. Research virtual law office platforms to find the one that fits best with your firm’s environment and transfer onto it.  Check out as many legal tech tools as you can. Used correctly, these tools can streamline your communications, case/document/knowledge management systems, automate your ediscovery compliance efforts and keep you updated, informed and on time for meetings. The time management and cost effectiveness can handily reduce your overhead.

To research the tech tools available, search legal IT sites such as TechnoLawyer.com, LegalITprofessionals.com and Mylegal.com (among many others) to learn more about how you can leverage technology to keep the bottom line intact.

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Lawyers: do you have time and resource management dilemmas that require creative solutions? Freelance attorneys and advanced technology are here to help. Take advantage of new and exciting ways to have both a successful law practice and a great lifestyle! Click here to contact me for a free consultation.

A Perspective on Lawyers and Social Media Marketing

Written on December 17, 2009 by Donna Seyle in Uncategorized
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I was researching material for this post, which was originally on an entirely different matter, when I came across a blog that stopped me in my tracks. It was both misleading and mean-spirited, not something you see often in the spirit of providing useful information. And so, running the risk that I will get on this blogger’s radar (where I certainly don’t want to be), I decided to switch gears and talk about a subject that comes up now and then in conversation about lawyers-turned-social-media-marketing-consultants. And the subject is this: why would a lawyer give up his/her practice to become a “snake-oil salesman”?

(I am purposely leaving out the link to this blog because the writer disparages a few people I happen to know and respect for their talents.)

First, let’s talk about the things I agree with in the blog:

  1. There is no such thing as a social media “expert”. There are only advocates, practitioners or consultants who have a greater degree of knowledge of, and creativity with, the use of online marketing techniques;
  2. The economic downturn as forced lawyers to seek a career change; and
  3. There is no 3. There are only 2.

OK, so let’s move on to the genuine question: why WOULD a lawyer leave an esteemed profession and decide to use his/her social media skills to benefit other lawyers?  The writer lists several reasons:

  1. They were failures as lawyers.
  2. They can’t find a job in this economic climate that has devastated the legal profession (and your point is. . .?).
  3. Although the combination of a legal/social media background seems the perfect fit to be able to customize a social media strategy to the legal profession, most of these people never practiced law long enough to gain that insight.
  4. They’ve been disbarred, sanctioned or suspended.

The writer goes on to point out that they don’t even comply with the ethical rules of “full disclosure” to their marketing clients that is required of lawyers when retaining legal clients. (Now, the last time I checked, the requirement of “full disclosure” related to lawyers practicing law, not lawyers offering marketing services.)

And all of this stated by someone, himself an attorney, who holds himself out to be a nationally recognized speaker in the area of  – you guessed it – social media. . . hmmm. And your credentials are what?

So back to the question.  Here are my top 10 reasons why any lawyer who is active in social media, has used it to market themselves, and believes he/she can help other lawyers use these tools to market their practices would change careers:

  1. They don’t like practicing law.
  2. They really enjoy participating in social media communities.
  3. They’ve discovered new and different ways to use these mediums to create successful marketing strategies.
  4. They’ve found that developing new businesses in the social media arena motivates them to be successful.
  5. They would rather work with lawyers than against them.
  6. They enjoy writing, speaking and being creative in their use of new marketing tools.
  7. They are really excited when they wake up in the morning and realize they don’t have to go to court.
  8. They hands-down prefer a tweet-up over a local bar dinner.
  9. If they stay up all night working, it’s because they’re on to something and can’t stop.
  10. The social media world is vibrant, challenging and cutting-edge.

So why do I think this issue is important enough to blog about? Because today, integrating social media into your legal marketing plan is essential to any lawyer’s success. In truth, lawyers make good legal social media marketers because they know the rules of the game. A good mix might be to consult with them in combination with traditional marketing professionals. Of course you’re going to check out anyone’s credentials or recommendations before hiring them to perform these important services. But don’t think for one minute that because they’ve traded in their lawyer’s suit for more casual wear that they are any less smart and clever than your worthy opponent across the courtroom. They’re not losing lawyers. They’re winning social media. . . experts. (Ha! Sorry, I couldn’t resist)

I’d love to hear your perspective.

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Lawyers: do you have time and resource management dilemmas that require creative solutions? Freelance attorneys and advanced technology are here to help. Take advantage of new and exciting ways to have both a successful law practice and a great lifestyle! Click here to contact me for a free consultation.

Law Firms in 2010: 5 Pillars of Change

Written on December 10, 2009 by Donna Seyle in Virtual Law Firm Practice, alternative billing, law practice management, social media marketing
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By and large, the legal industry has not been comprised of a revolutionary crowd.  This should not come as a surprise, if you were listening in whatever law school class discussed the fact that our profession was born of the King’s desire to delude his serfs into believing their grievances would be heard by an impartial tribunal. The King appointed his lawyers to represent their claims. The fact that they always lost was somehow ameliorated by the fact that they had been heard.  Kings were replaced by rich bankers and corporations, and following legal precedent became the nature of the game.  From this scenario, the practice of law grew primarily as an institutionalized industry rather than a profession of  independent thinkers.

That being said, there have certainly been evolutionary shifts. The legitimate representation of the common man was actually a fairly modern concept (in the bigger scheme of things) advanced by civil rights activists and plaintiffs’ attorneys. Social consciousness produced pro bono work and contingency fees. When the profession began to grow substantially in numbers in the late 20th century, lawyers were finally permitted to market their services to the general public.

But by and large, prestigious law schools, top-ranking students, big law and expensive billable hours have remained the most honored traditions. And then came the great recession of the 21st century. Big law lay-offs. No job offers for summer interns. Clients demanding discounts. Web 2.0 infiltrating business and professional management. And the independent thinking on the social media train picking up ferocious speed.

So what are we left with? A profession in the midst of such fundamental change that it will never be the same, even in the opinion of the most conservative thinkers. In a recent panel discussion entitled Defining the Law Firm of the Future, the only point on which there was consensus was this: “The firm that will thrive in the future is the firm that is able to deliver better value through innovation and technology.”

VALUE.  INNOVATION.  TECHNOLOGY. How do we start? Below I’m listing what I call the 5 pillars of change that will hopefully help to organize your thoughts around where to begin.

  1. Develop and Implement Real Management Practices. The article “The Best Advice on How to Prepare for a Legal Services Revolution, (Law Society Gazette), states that the goal is to “identify a strategy that maximises [their] chances of success, whatever the future holds.” This requires deciding which part of the market you want to succeed in and, given where you are, determining what you need to do to get there. It includes all the elements of a full business-plan assessment focused on your strengths, weaknesses, your market and competition. It requires a customer-focused mind-set. Without this process, you will not be able to do the rest. Do this yourself, hire a consultant, but get it done (and read the article!).
  2. Educational Marketing. Notice I did not say “social media marketing.” Because although it is done through the use of social media, it is marketing by creating a professional online presence that reflects the desire to educate both yourself and your clients. It is accomplished by engaging, connecting and adding value. There are two components to this type of marketing:  a)Blogging: The value of blogging regularly cannot be overstated. It is where all three goals of this new strategy come together: value, innovation and technology; b)Use of Social Networks: Yes, you must be on LinkedIn, Facebook and Twitter. They each serve a different function, and work in conjunction with your blog to bolster your online presence. For lawyers, there are also several must-participate sites: JDSupra, Justia, Martindale-Hubbell Connected and Avvo are among the most prominent.
  3. Using a Virtual Practice Platform. There are many choices of how, and to what degree, to use web 2.0 services to take advantage of the time and cost saving benefits of this expanding business model. In The Virtual Law Office:Not Your Father’s Cloud, I discuss how I function virtually, but the choices are many and varied. Investigate them all to decide what you are comfortable with, and how each choice best serves you and your clients.
  4. Alternative Billing. Every thought leader in the industry agrees hourly fee structures are going, going, gone for good, and value-based pricing and other models are quickly being developed and implemented by firms large and small. You must begin to incorporate variable fee structures into your practice.
  5. Using Free Online Resources.  From research tools to trial-preparation applications, free web-based resources are available to you as cost and time-saving devices. Take advantage of them to help take the stress out of your work and budget.

The Law Practice Management Section of the American Bar Association is significantly involved in developing resources to help lawyers through what is truly one of the most revolutionary periods in our profession. While we may not have roots in a revolutionary frame of reference, this is an exciting and dynamic time to be a lawyer. If you are reading this, then you must be on the hunt to learn what the future holds. Embrace it!

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Lawyers: do you have time and resource management dilemmas that require creative solutions? Freelance attorneys and advanced technology are here to help. Take advantage of new and exciting ways to have both a successful law practice and a great lifestyle! Click here to contact me for a free consultation.
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