Time to update your e-mail signature line

Originally published in The National Law Journal on January 2, 2012

In early 2009, Melanie Green, marketing director of Baker & Daniels (which combined with Faegre & Benson on Jan. 1 to form Faegre Baker Daniels) announced via Twitter that her firm had added social media icons to its website that would allow visitors to share information from their site with Facebook, Twitter and LinkedIn.

“Shortly after beginning communicating our information through these tools, it naturally made sense to use our website as a way to tell our visitors how to find us,” Green said. “We added call-out buttons on our news pages, telling visitors to follow us on Twitter, and then added links to professionals’ bios who were becoming active in the space. All of these steps were part of an integrated plan to utilize and leverage social media tools and have continued to develop over the past several years.”
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LinkedIn & Blogs for Lawyers

Tomorrow morning Greentarget and Inside Counsel will release a new survey of social media use by in-house counsel. According to the Greentarget Twitter account, the survey shows that 55% of General Counsel say firm blogs can influence hiring decisions. The same report will show that LinkedIn is now being used by more than 50% of in-house counsel across every age demographic .

It seems only fitting that today my co-author Amy Knapp and I are releasing our new book LinkedIn & Blogs for Lawyers: Building High Value Relationships in a Digital Age. The book is available immediately from West Publishing and subscribers to my blog get an additional 20% off. Click here to purchase.

In the book you will read case studies of a partner who used blogs to bring in multiple six-figure trials, an associate that leveraged LinkedIn to build a substantial book of business as well as all the techniques and strategies that helped them get there.

The foreward to the book is written by Richard Susskind and here is just some of the advance praise the book is receiving:

This book is very user-friendly and is the best resource I have ever seen for lawyers looking to maximize the ever-changing world of social media.

– Aleisha Gravit, CMO at Akin Gump

This book is an absolute ‘must read’ for anyone looking to build a sustainable practice in what is now unquestionably an online world.

– Felice C. Wagner, Chief Client Service Officer at Sutherland, Asbill & Brennan

In every section of the book, I learned something that I did not yet know.  I highly recommend LinkedIn & Blogs for Lawyers.

– Steve Bell, Chief Client Development Officer, Womble Carlyle Sandridge & Rice PLLC

What Steve Jobs Can Teach Law Firms About Marketing

Originally published in Thew National Law Journal on December 7, 2011

Most of you will have seen the famous Apple commercial, “Think Different” — if not, you can see it here. The ad featured clips of the “crazy ones” — Gandhi, Martin Luther King Jr., John Lennon, Charlie Chaplin, Richard Branson, to name a few.

Originally, Steve Jobs cut a track with his own voice narrating, but in the end he used the voice of Richard Dreyfuss. He explained to biographer Wal­ter Isaacson that he didn’t want the commercial to be about him. He wanted it to be about Apple.

The commercial isn’t really about Apple either, though; it is about a concept. The concept that even though you are mocked, fired, kicked out of your own company or worse, you still can change the world. The commercial was effective because ideas are so much more powerful than advertisements. Most commercials leave us entertained at best; the Apple spot actually is inspiring. Read more

Will 2012 Be The Year Law Firms Begin To Engage?

Originally published in the The National Law Journal on December 22, 2011

A LexisNexis survey of 110 international law firms discovered that while 77 percent used at least one social network, fewer than 3 percent engaged in conversation.

There are two excuses for such a minuscule degree of engagement. First, firms are so concerned with controlling the message that their social sites — whether LinkedIn pages, Twitter or Facebook sites — are far too impersonal. The second is that allowing individual lawyers to participate will dilute the brand.

I predict that 2012 will be the year this mindset begins to change.

According to the same survey, even though 85 of the 110 of the surveyed law firms had a registered LinkedIn page, many of them didn’t recruit or handle client development through LinkedIn. They have official profiles, but they aren’t using the tools. Read more

This Law Firm Gets Social Media @allenmatkins

This is a guest post by Samantha Collier.  

Every Tuesday I’ll be profiling a law firm that “get” social media here on Adrian’s blog.  My previous guest post examined the social media activities of law firm Goodwin Procter, this week we’re looking at AmLaw 200, California based law firm Allen Matkins whose lawyers specialize in real estate, labor, tax, and business law.  This post will discuss how Allen Matkins utilizes their website, LinkedIn, Facebook, Twitter, Youtube and blogging for marketing and business development.

Website 

Law firm websites are notoriously famous for being bland, boring and extremely self promotional.  Thanks to social media, and experts like Robert Algeri, more and more law firms are redesigning their websites to showcase the information their clients and potential clients are most interested in = lawyer bio’s, contact info, case studies and relevant social media information.  Allen Matkins is one of those law firms.

The first thing you’ll notice when you visit Allen Matkins’ well designed website is a dynamic slideshow of attorney videos, awards and upcoming events.  It grabs your attention and draws you in – exactly what you want from a law firm website.  To the right of the slideshow are eight attorney video thumbnails displayed in a clean and simple fashion.  Videos are watched without leaving the website, which is a great way of keeping visitors on your site. Social media accounts are displayed on the bottom of the page and include Youtube, LinkedIn, Facebook and Twitter.  Personally, I love seeing social media accounts prominently displayed as long as they are kept current.  The only edit I’d make is I’d link to the Allen Matkins LinkedIn Company Page instead of the LinkedIn Allen Matkins Group from the homepage. Attorney bio’s are easily accessed from the homepage and blogs are easy to find too. Allen Matkins gets an A+ from me in the website category. Read more