Social Media

If you’re not online, then you’re losing traction (and clients) to the professionals cultivating a strong online presence through the act of blogging. The Internet is a communication ecosystem that amplifies the effect of lucrative referrals with “word-of-mouse spread[ing] even faster than word-of-mouth,” according to a Harvard Business School study, The Economics of E-Loyalty.
An Example of Traction Through Blogging

Within six months of launching the Connecticut Employment Law Blog, Dan Schwartz got the high sign that his blog was working:

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Kristina Marlow

Ed note: This is the latest installment in a series of posts from Lateral Link’s team of expert contributors. Kristina Marlow is a Director with Lateral Link’s D.C. office who brings almost 20 years of experience in the Washington legal market to her work with associate and partner candidates. Prior to joining Lateral Link, Kristina spent a decade at Gibson Dunn, first as a litigation associate and then as the D.C. office’s recruiting manager. A Michigan native, Kristina earned her J.D., cum laude, from Georgetown University Law Center’s evening program and a B.A. in Journalism from Michigan State University, where she was named “Outstanding Senior.”

Dear Associate at a Biglaw Firm: I am the legal recruiter to whom you were introduced in a recent post on Above the Law. I am hoping we can connect regarding our shared interest in maximizing your use of LinkedIn…

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Our law firm does not have a Twitter account. But our consulting and patent monetization firm, Markman Advisors, does (@MarkmanAdvisors) — an active one, where we post about patent litigation-related events that are of interest to our followers. Twitter has become our number-one way of interacting with the investment community that is the target for our consulting and patent monetization services.

Yet our law firm still does not have a Twitter account — and I am not convinced it should. As a practicing litigator, I am reluctant to give out my opinions on legal issues through such a broad-reaching medium. Lawyers on Twitter either need to have a lot of guts, or follow the typical boring Biglaw marketing model. I am not interested too much in either approach.

Our engagement with Twitter is relatively recent, dating to the launch of our law firm and consulting practice. Prior to Twitter, our focus was on demonstrating our patent litigation bona fides via investor-focused articles on websites like Seeking Alpha and Harvest. The goal of that work was to demonstrate that Markman Advisors offered investors, inventors, and companies interested in patent situations a unique analytical approach, informed by our collective experience litigating big-ticket patent cases while at Biglaw firms. We were fortunate to build a following on those platforms, which led to meetings with the type of clients we were interested in representing. In the course of those discussions, we found out that for the investment community — traders, hedge funds, whomever — Twitter is a necessary and powerful communications tool.

Being lawyers, our first reaction was skepticism….

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When lawyers hear blogging they think marketing. Raising their visibility. Getting web traffic. Enhancing their reputation.

That’s all good, but blogging by lawyers can mean a heck of a lot more to our society. At the same time, lawyers can realize their business development goals through such blogging.

Take a couple cases. One is blogging on legal stories in the news. The second is blogging on current affairs.

Look at both cases, highlighted by developments in the last couple weeks:

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Earlier this year at the (shameless plug alert) Attorney@Blog Conference, I had the opportunity to meet Guy Alvarez and Joe Lamport, founders of Good2bSocial, a digital agency that helps law firms utilize social media and content marketing to improve their business.

Look, I will be the first to tell you how powerful a good content strategy can be for a business. I even left my cushy Biglaw salary to start a company in the content space. But #Biglaw? Even I was skeptical.

So I was shocked to hear of all the law firms who were being recognized at the conference for their work in social media. How exactly would a firm use Twitter or Facebook to drive business? I decided to invite Guy and Joe to participate in a conversation about the emerging role of social media in law firms….

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Kristina Marlow

Ed. note: This is the latest installment in a series of posts on lateral moves from Lateral Link’s team of expert contributors. Kristina Marlow is a Director with Lateral Link’s D.C. office who brings almost 20 years of experience in the Washington legal market to her work with associate and partner candidates. Prior to joining Lateral Link, Kristina spent a decade at Gibson Dunn, first as a litigation associate and then as the D.C. office’s hiring manager. A Michigan native, Kristina earned her J.D., cum laude, from Georgetown University Law Center’s evening program and a B.A. in Journalism from Michigan State University, where she was named “Outstanding Senior.” She also worked as an appellate clerk, as an economic analyst for the federal government, and as a reporter for the Chicago Tribune.

More than a third of the almost six thousand mid-level associates who responded to The American Lawyer’s most recent survey reported that they use social networking tools for job-related purposes, more than ever. Of that third, 94% said that they use LinkedIn, “the one social network most lawyers feel most comfortable in using,” says Glen Gilmore, a lawyer and social media expert who ranks near the top of the Forbes list of “Top 50 Social Media Power Influencers.”

But many of the attorneys who join LinkedIn do so because they are “supposed” to have an online presence, and they appear reluctant to be fully committed members. Their LinkedIn contacts languish in the double (or even single) digits. Their pages do not have a professional picture (or, often, any picture at all). And their profiles lack enticing headlines that capture who they are and summaries that provide a synopsis of what they do…

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More Associates Are Using LinkedIn, But Not Well

Have you ever seriously considered the terror a baby calf must feel? Chained in darkness its whole short life before being led unceremoniously to its grisly demise. I haven’t, because veal is delicious. But if I were to consider the depressing life arc of my entree, it would still not be as tragic as this collection of messages from incoming law students walking through the gates of a law school that readers of this site — or frankly anyone willing to do a little research — know will leave a supermajority of them heavily indebted and jobless.

But these students don’t know that yet. Or at least they’re dutifully refusing to believe it. Behold the hopes and dreams of a generation of students, memorialized on Twitter….

(Please note the UPDATE at the bottom of this post.)

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The Riling family

I cannot believe how, just how generous and nice that was because you don’t see that very much anymore. Most people don’t take the time of day to do very much for anybody else, especially a stranger.

Sunny Riling, a Florida mom whose family recovered their lost camera containing treasured photos — with the help of a Biglaw partner.

(Read on to find out how….)

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“Tear gas?”
“Wait, was that a flash grenade?”
“Oh, now there’s a picture!”
“They arrested journalists… just for being in a McDonald’s?”
“Now the arrested reporters are back online!”

Last night, many of us fixated on our Twitter feeds to follow, in real time, every breaking development in Ferguson, Missouri. The hashtag acted as a latter day, crowdsourced ticker tape keeping those miles away from the town — clear to Gaza — abreast as the peaceful protests brought on a symbolically striking military-style occupation, complete with the use of gas and rubber bullets and the arrest of journalists for performing their constitutionally protected jobs.

That’s what Twitter did that was awesome. Unfortunately, last night also put on display everything awful about Twitter. Everything that people mistake it to be when they set up a handle and broadcast their message to the world in 140 character segments. Others have tackled what Ferguson means in the grand scheme of criminal law and what lawyers should do in response to Ferguson. But there are also lessons to be learned from “#Ferguson” — the cyber place that conveyed the events of Ferguson — and the opinions of casual observers — to the world.

Lessons that all technologically connected lawyers, and frankly everyone, can use….

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Cathy McCarthy

Law is one of the most conservative professions in the world, and in general, it is not a kind place for women. Every single thing women in the legal profession do is scrutinized, from the way they dress, to how they speak, and even the length of their hair. They say that women who are lawyers can have it all, but when we live in a world where we’re put up against such odds, it seems like an improbable, if not impossible, feat.

That’s why attorneys across the country are talking about a recent law school graduate who is trying to make her name in the legal community. This woman has a foot in two worlds — she’s a lawyer, but she’s also a bikini model, and she’s very upset that people may not take her seriously because of all of the skin she shows online.

Some are calling her an “HR nightmare,” but others are praising her for daring to dream. Who is she, and why should you care about her?

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