Law Firm Social Networks Discussed 2013 LMA Technology Conference - West
I wasn’t getting much traction. Virtually all the legal marketers responded to me like deer caught in the headlights. That is, everyone except Emily.
I was standing at Duo’s exhibit at the 2013 Annual Legal Marketing Conference and pitching something different: business social networks. To the legal marketers I spoke, a business social network was not something with which they were familiar.
To me, it was obvious that a company intranet or an alumni website should be a social experience. Not social like “lets have a party.” But social as in sharing individual professional experiences, contacts, relationships. But what was transparent to me was opaque to my legal marketing peers.
Then Emily showed up.
Emily shared screenshots of her law firm’s social intranet. She bubbled exuberantly about the online interaction occurring on their social intranet community. On the social network, a picture of a firm partner throwing out a first pitch at a major league baseball game was interspersed with a video about leaseholds in bankruptcy cases, a litigation library, transcripts of expert testimony, comments from staff as well as all those HR forms one expects to find on the company intranet and more. Emily gave me hope for the law firm social business.
Adam Stock, Director of Marketing and Business Development at Allen Matkins, also liked what I was talking about. He told me I had a few more days to submit my proposal for a social networking panel at the 2013 LMA Technology Conference – West. With the confidence and trust of the Bay Area LMA Chapter and its conference committee, my proposal was accepted.
At the 2013 Legal Marketing Association Technology Conference – West I will be moderating a panel “The Emerging Social Law Firm.” Joining me to share their experiences will be Dora Martinez, Chief Knowledge Officer at Sheppard Mullin. My other panelist is Stuart Kay, Director of Global Business Systems for Baker & McKenzie.
I am honored to have Dora and Stuart join me in bringing something entirely new to the Legal Marketing Association. Without any doubt, social business is emerging as a dominant business strategy. At some time it will take the legal industry by storm. Together we will be seeding the clouds to bring on that storm. You heard it here first.