Page 76 - The Handbook - Law Firm Networks
P. 76
Law Firm Networks – The Future of the Legal Profession
Blogs334 are sites developed by law and accounting firms as well as networks to promote themselves by
providing interesting content. One or more persons can contribute their ideas within the blog. The content
can be distributed through RSS335 feeds to other sites to other social media outlets. The International Lawyers
Network’s home page is a series of blogs about the network and content from its members.336
Summary
The marketing of networks internally has had more than 20 years to develop. The result is very strong
relationships between the attorneys that are the principal contacts at the member firms. The issue is how
successful the internal marketing has been to create awareness of attorneys that are not the contacts. It is this
awareness that will create the highest ROI.
However, awareness of membership in a network or networks varies considerably depending on many
factors ranging from the type of network (Level 2, 3, or 4) to the number of networks in which an individual
law firm participates. Without establishing brands associated with members, awareness is difficult to
achieve. Technology can change this by broader distribution of materials in alternative format such as groups
and videos.
Organic or three-dimensional internal marketing is limited as a result of the lack for financial and other
resources. Interaction must produce a return on investment beyond simply making contacts. Jointly
producing a tangible product requires staff coordination or the investment of one firm. Most networks do not
have these resources.
External marketing to individuals and corporate clients have been often limited. How does a network present
itself and its members to corporate counsel? The obvious is to have a corporate counsel association meeting.
Because it is obvious, everyone does it — including the largest law firms. There is usually only a small
amount of differentiation.
The best would be to develop a uniqueness that develops a relationship with clients and potential clients. The
relationship must be reciprocal.
334 Blog, WIKIPEDIA: “A blog (a blend of the term web log) is a type of website or part of a website. Blogs are usually maintained by an individual
with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-
chronological order. Blog can also be used as a verb, meaning to maintain or add content to a blog. Most blogs are interactive, allowing visitors to
leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites.
Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text,
images, and links to other blogs, Web pages, and other media related to its topic. The ability of readers to leave comments in an interactive format is
an important part of many blogs. Most blogs are primarily textual, although some focus on art (art blog), photographs (photo blog), videos (video
blogging), music (MP3 blog), and audio (podcasting). Micro blogging is another type of blogging, featuring very short posts.”
335 RSS, WIKIPEDIA, en.wikipedia.org/wiki/RSS (last visited Feb. 5, 2016).
336 INTERNATIONAL LAWYERS NETWORK, www.ilntoday.com/ (last visited Feb. 5, 2016).
65
Blogs334 are sites developed by law and accounting firms as well as networks to promote themselves by
providing interesting content. One or more persons can contribute their ideas within the blog. The content
can be distributed through RSS335 feeds to other sites to other social media outlets. The International Lawyers
Network’s home page is a series of blogs about the network and content from its members.336
Summary
The marketing of networks internally has had more than 20 years to develop. The result is very strong
relationships between the attorneys that are the principal contacts at the member firms. The issue is how
successful the internal marketing has been to create awareness of attorneys that are not the contacts. It is this
awareness that will create the highest ROI.
However, awareness of membership in a network or networks varies considerably depending on many
factors ranging from the type of network (Level 2, 3, or 4) to the number of networks in which an individual
law firm participates. Without establishing brands associated with members, awareness is difficult to
achieve. Technology can change this by broader distribution of materials in alternative format such as groups
and videos.
Organic or three-dimensional internal marketing is limited as a result of the lack for financial and other
resources. Interaction must produce a return on investment beyond simply making contacts. Jointly
producing a tangible product requires staff coordination or the investment of one firm. Most networks do not
have these resources.
External marketing to individuals and corporate clients have been often limited. How does a network present
itself and its members to corporate counsel? The obvious is to have a corporate counsel association meeting.
Because it is obvious, everyone does it — including the largest law firms. There is usually only a small
amount of differentiation.
The best would be to develop a uniqueness that develops a relationship with clients and potential clients. The
relationship must be reciprocal.
334 Blog, WIKIPEDIA: “A blog (a blend of the term web log) is a type of website or part of a website. Blogs are usually maintained by an individual
with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-
chronological order. Blog can also be used as a verb, meaning to maintain or add content to a blog. Most blogs are interactive, allowing visitors to
leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites.
Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text,
images, and links to other blogs, Web pages, and other media related to its topic. The ability of readers to leave comments in an interactive format is
an important part of many blogs. Most blogs are primarily textual, although some focus on art (art blog), photographs (photo blog), videos (video
blogging), music (MP3 blog), and audio (podcasting). Micro blogging is another type of blogging, featuring very short posts.”
335 RSS, WIKIPEDIA, en.wikipedia.org/wiki/RSS (last visited Feb. 5, 2016).
336 INTERNATIONAL LAWYERS NETWORK, www.ilntoday.com/ (last visited Feb. 5, 2016).
65
