Archive for the ‘Doug’s SLAW.ca columns’ Category
We have been watching the ascent of social media in legal marketing for a few years now. Law blogs, once considered a frivolity suitable only for the technogeek outliers at the fringe of the law firm, are now recognized as legitimate business development vehicles at many, if not most, firms. Likewise, other social media channels including Linkedin, Twitter, YouTube and to some extent Facebook, have all been moving (at varying paces) along a recognizable continuum inside the law firm environment that looks a bit like this:
Derision >> skepticism >> grudging curiosity >> cautious adoption >> widespread use
As social media adoption continues to grow amongst lawyers and law firms, a few lessons have emerged. Social media is disruptive in the sense that it does not automatically reward firm size or lawyer seniority. Smaller, more agile firms and young lawyers can and regularly do play a much more prominent role in legal social media than their larger firm and senior lawyer counterparts. And interestingly, individuals regularly fare better in social media than their own firms do, even in circumstances where the firms are national in scope and have the head start of a multimillion-dollar organization, professional marketing department and a recognizable brand behind them.
The good news for firms struggling with this dilemma is that there is an obvious remedy at hand. We’ve already seen this game play out in the context of blogging. Specific wins out over general. The client doesn’t care THAT much about you. They care mostly about themselves, and the legal issues that pertain to them. Except in boutique firms organized around a single subject area, the “firm blog” approach has largely withered away in favour of niche subject area blogs that cater explicitly to the needs of a specific audience. And just as happened with blogging, law firms need to begin adopting a practice and industry group approach to their other social media efforts. National firms don’t need a twitter account – they need twenty, or thirty. That way, as a client, I can tap into the one or two that are focused on my industry and my issues, and choose signal instead of noise. I can get a sense for the specific lawyers who work in my interest area. And I can ignore the completely irrelevant news from the 90% of your firm that has nothing to do with or for me and therefore is of no interest to me. (Harsh but true.)
From the firm side, this approach may seem daunting but it needn’t be. You already have a practice and/or industry group structure in place. You need to use it. Start with the handful of practices that are already self-sufficient in putting out newsletters, e-alerts or a blog and add social media tools to their arsenal. Divvy up responsibility, and take advantage of existing social media savvy within your teams. Let individual lawyers “sign” their tweets or updates by adding their initials to the end of their posts (and include a legend in the twitter or social media bio section that connects those initials to full author names). And then let them use social media the same way that successful boutiques and individual lawyers already do – by contributing substantive content on a discrete subject area, linking to relevant industry news from credible sources, and showing a human side to the firm and its lawyers.
Social media has moved past the “fad” stage – it’s here to stay. That being the case, it’s time more firms start putting it to work – the kind of real, specific, in-the-trenches work that happens every day at the practice group level.
Linkedin is the most common starting point for most lawyers when it comes to social media. In recognition of that, I want to showcase a few features of Linkedin that you may not currently be using.
The status update box has been around for some time now but it is relatively underutilized in the legal community. You can find the status update box either beside or directly underneath your photo on your linkedin home page or your “edit my profile” page. It is a simple white text box that you can update as frequently as desired with a small snippet of information that you think the people in your network might be interested in. That could be a link to an article or blog post you’ve written, news of an upcoming seminar you will be presenting at or attending, or just drawing attention to a noteworthy article or decision in your client industry or practice area. Whenever you update your status, the homepage of everyone in your network gets alerted, which makes it an effective tool for keeping yourself on the radar of those in your network.
Most of us think of Linkedin as being built around individuals, but more recently Linkedin has wisely let businesses in on the action by creating “company pages” – essentially a Linkedin profile for the company. But more than just a single page, the company profile can in fact serve more like a corporate microsite. The “home page” of a Linkedin company profile is relatively fixed in terms of content and layout – you can include a brief corporate overview, as well as feeds of company blog and twitter accounts. Linkedin also automatically includes summaries of some of the individual linkedin bios of your staff on this page.
Beyond that corporate home page, however, you can also create a “products/services” section that is a real hidden gem that very few law firms are currently using. You can create service pages for each practice area of your firm that includes:
- a picture or photograph;
- a service description;
- a bulleted list of key benefits or people;
- practice-specific contact information;
- a practice-specific web-link (e.g. a practice area blog or firm website section);
- an embedded YouTube video; and
- a disclaimer of your choosing.
Additionally, on your services index page you can also include up to three large banner ad-style images that themselves can link directly out to whatever you like. This is ideally suited to highlighting key areas of focus for your firm. Linkedin also has built-in analytics for these company pages so that page administrators can monitor traffic to these pages.
A corollary of the fact that you can now create company pages on Linkedin is that you can now choose to follow (monitor) the activities of other companies there as well. This is similar to adding a person to your linkedin network, except that unlike the case with people, you do not require a company’s consent in order to follow their company linkedin activity. Start looking for companies you already interact with regularly (i.e. clients, vendors, competitors, etc.) by simply using the search box in the top right hand corner of the top navigation bar, and using the dropdown filter to select “companies”) and typing in the company name. Once you’ve found a company of interest, simply hit the “Follow Company” button, near the top right hand corner of the Company Page, and any updates they make will automatically appear on your Linkedin homepage that shows all recent activity from people and companies in your network.
InMaps is a nice feature for visual learners that analyses your Linkedin network and creates a personalized visual representation (I’ve attached mine below as an example) of the people in your network and clusters them into as many as eight different groups based on the connections between them, each denoted by a different color. It’s then up to you to identify what each of those clusters represent, and add your own descriptions to the legend in the bottom left corner. It’s an interesting exercise – in my case I found the strength of my law firm alumni network (Faskens) stronger than expected more than a decade on after leaving the firm. I also noted an actionable insight in the relative absence of Linkedin connections in my network to the broader marketing and advertising industry – my current ties are much stronger to my client industry (law) than to the advertising and marketing world.
Lawyers frequently lament to me that they wish they could focus on the practice of law, rather than being perpetually barraged with new and un-billable marketing and technology demands. There is a palpable longing for the halcyon days when such a pure life was allegedly attainable. The fundamental approach to marketing in the golden age — still deeply rooted in many lawyers’ DNA — was “Do good work.”
Full-stop. Put another way, the prevailing ethos was “by one’s expertise shall ye be known.” Smart lawyers excelled. Smart lawyers who also happened to have a way with people were superstars.
Against this backdrop, any activity specifically directed towards marketing felt ancillary, somewhat impure, and utterly accretive, like barnacles attaching themselves to the underbelly of the mighty vessel that is the law. Given a choice between steering the ship or attending to barnacle management, most lawyers naturally gravitated above-decks to the wheelhouse.
Those of a certain age will remember that one of Dr. Leonard (“Bones”) McCoy’s most oft-quoted phrases on the original Star Trek series ran something along the lines of:“Dammit Jim, I’m a doctor, not a magician!” uttered in an exasperated tone when the good doctor was being asked to do the impossible for the umpteenth time. I can almost hear McCoy shouting at me: “Dammit Doug, I’m a lawyer, not a marketer!” when having a “law vs. these new distractions” discussion with lawyers.
For those who feel similarly under siege by the ongoing assault on their ability to actually practice law in the course of their legal career, I offer what I hope is at least a modicum of good news: a shift is occurring in marketing circles – and in this “New” Marketing, expertise is once again moving squarely to the forefront.
”I’m thrilled to be out of a world where marketing is whiter, brighter, and 20% off.”
There is no question that the online world increasingly reins supreme from a legal marketing perspective. And in this new environment, the object that now shines brightest for lawyers “shilling their wares” is good old-fashioned expertise.
Recently I have been speaking with lawyers about the concept of transparency. In a marketing context, this means finding ways to make the knowledge that you have, and the legal thinking that you are already doing, more readily visible to the outside world. It involves using the new media tools that are now available to show interested audiences the nuts and bolts of what you know, what you do, and what you think, rather than being something separate and apart that is awkwardly appended to your practice after the fact, like the barnacle-laden firm brochures of old.
For lawyers, the challenge now lies in incorporating at least some of these new digital tools into the fabric of your regular workday in a minimally invasive way. If the classic lawyer marketing mantra was “Do good work”, then the “New Marketing” approach can perhaps best be described as “Do good work – visibly.”
For many, this pendulum swing in marketing focus towards showcasing legal expertise represents a welcome step back to the future.