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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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Lawyers and law firms need to measure their return on blogging. Too much time and money time is put into blogging to do it on a lark.

The ROI, or blog success, is not measured by traffic to your blog or increased traffic to your law firm website from your blog.

Blog ROI should be measured by five milestones. Look at the milestones at six months, a year, and again at two years. Business development success online is a marathon, not a sprint…

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Photo by: Bernal Saborio

Photo by: Bernal Saborio

In Mindset Matters: Lawyers That Lead Well Are Receptive to Change, I brought forward the view that business executives might be better equipped to lead law firms through the turbulent change facing the legal industry.

The Canadian Bar Association’s (CBA) recent recommendation that non-lawyers be able to own law firms underscores this view.

This CBA recommendation is refreshing when juxtaposed against the Texas State Bar ethics ruling stating that a Texas law firm may not use “officer or principal” in job titles for non-lawyer employees or pay profit-based performance bonuses. As Fred Headon, Assistant General Counsel at Air Canada and CBA President, urges:

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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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Photo credit: opensourceway

Slick marketeers, snake-oil salesmen, racketeers, office assistants… Some lawyers believe marketing is not a valid profession or discipline. That’s B.S.

Legal marketers are misunderstood at best and completely maligned at worst.

As a legal industry outsider, I’m confounded by how law firms de-value marketing and their hard-working marketers. I understand how we got here, but ladies and gentlemen, lawyers and marketers, it’s time to get caught up with the rest of the world…

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This summer, Above the Law expanded its editorial coverage with the launch of a suite of practice-focused channels. These new, topical components of our site include an eDiscovery channel, powered by content from Lexblog, JD Supra, and new ATL expert columnist Michael Simon, as well as pieces curated from ATL’s coverage of the broader legal industry. ATL’s eDiscovery channel will feature news stories, substantive trend analysis, and insights into business development issues relevant to eDiscovery and related legal technologies. (Among ATL’s other practice channels are Securities, Energy, and Government.)

The LexBlog network is the largest professional blog network in the world. LexBlog partners with clients to develop custom social media solutions and strategies that create powerful internet identities. LexBlog will provide ATL’s unparalleled audience with commentary on prominent legal developments and insight on best practices in the full range of practice areas, including eDiscovery.

ATL’s eDiscovery columnist, Michael Simon, has been in the legal industry for more than two decades. His background as a Chicago trial attorney, Director of Strategic Development at Navigant, and co-founder of eDiscovery expert consulting firm Seventh Samurai, give him a unique voice in the eDiscovery space. His debut column, Making Sense of eDiscovery Outside of the Bubble, offers a thoughtful introduction to legal technology and is but the first in a series.

JD Supra publishes insights and intelligence written by a network of over 20,000 attorneys and industry professionals. ATL’s partnership with JD Supra will give the ATL audience access to high-level eDiscovery content from Am Law 200 law firms and other expert sources.

ATL’s new eDiscovery channel is made possible by Omnivere, one of the largest integrated companies in the discovery management space. Omnivere provides services that encompass all aspects of litigation support, from Project Management, Review Support, and Hosting Management, to Attorney Review, Production, and Trial Exhibit and Document Management.

Michael Brown, age 18 and a high school graduate, was scheduled to begin college classes on Monday.

He won’t be. He was shot, unarmed with his hands in the air, by police near his apartment on Saturday afternoon. The shooting in Ferguson, Missouri, a mostly black working-class St. Louis suburb of 20,000, has ignited outrage and skepticism of the police’s explanation for the shooting.

As Brown’s mother, Lesley McSpadden, told Steve Giegerich of the St. Louis Post Dispatch, the shooting took place as her son was walking to his grandmother’s residence.

One witness, Piaget Crenshaw, gave this account to Giegerich:

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I’m sitting in a Vancouver, BC coffee shop with Gerry Riskin, author of the Amazing Firms, Amazing Practices blog. We’re talking about leadership and the differing mindsets of lawyers and business people. Our conversation was prompted by Gerry’s mindset slide:

The Professional's Mindset and the Slight Edge Theory

I can relate. Early in my legal career, I worked with lawyers in leadership roles who wore this mindset like body armor. They did not inspire. They did not act in ways that moved people closer to a common goal. They often left a bad wake. They lacked awareness. They were not good leaders….

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Social media is an excellent way for you to nurture relationships with your largest clients. But if you are like 99% of lawyers, you don’t do it.

Some of you have unfounded fears that engaging clients via social media could be unethical, some of you don’t know how to do it, and some of you lack the ambition to try.

Here are nine steps to engaging your top twenty clients via Twitter:

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Glorification of Busy photoEd. note: This post was originally published on Kevin McKeown’s blog, Leadership Close Up, on April 15, 2014.

I have no doubt that I could make good money ghost writing blog posts for lawyers — but this won’t happen.

Why?

Because it’s WRONG.

Blogging is a two-way conversation that engages.

If you’re an expert and you want to be visible, then stop with the excuses and write your own blog posts. That’s the only way to demonstrate your unique passion and authority.

Your blog (your own words) reveals more about your intellect and character than a ghost post. Authenticity happens in the context of social interactions and for professionals that’s key for developing new business. Trust must be present. Don’t game your prospects. Don’t be someone you’re not. Be a professional. Be you.

Why believe me?

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