Lawyers were the original kings (and queens) of networking and referrals — what we today call word-of-mouth marketing. It’s in your professional DNA — cultivating connections through clubs, civic organizations, alumni groups, local/state/national bar associations. Those membership organizations knew that their fortunes relied on their talent for enabling professionals to connect and network. That’s why so much of the innovation in law firm social media is being driven by entrepreneurs who are re-creating that model online.
Lawyers are still not entirely sold on the cost/benefits of blogging, Facebook is problematic on several fronts, and Twitter — well, that’s still a bridge too far for most. But LinkedIn? That’s a no-brainer. It’s a one-stop search shop, identifying potential connections based on schools, jobs and organizations listed in you online profile. Once connected, you can cultivate those connections through automated updates and group conversations.
Membership directories are traditional, familiar and intuitive — and even easier to use and more valuable now because of advanced search functionality. That’s why we can expect to see law schools, alumni associations and bar associations coming on strong with networking, educational and referral tools.