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What’s your law firm’s social media marketing strategy?

April 9, 2018

Filed under: Law Firm Technology,Marketing — admin @ 1:18 pm

What’s the intent behind your law firm’s posts on social media? Are you hoping to attract more clients or to position yourself as “the” expert in your marketplace?

Creating an effective social media marketing strategy can be daunting if you don’t know where to start. By filling out a Social Practice Scorecard™, you’ll see where you are strong and where you’re not in your efforts to share your firm’s presence with a wider audience. It will generate ideas and prompt you to take action.

When you’re posting social media updates, are you providing followers with something of value? Or are you just posting robotic “hire us” blurbs? The most engaging social media profiles I’ve seen law firms operate consistently share links to landing pages on their websites where visitors can access educational videos, articles, and ebooks.

I would encourage you to be consistent on all the social media channels you use. If you publish information on your website but something seems to contradict it on a Facebook post or a Twitter update, then you have a legitimacy problem.

Every social media channel offers you an opportunity to present your firm in its best light to your current and future clients. If you’re careless in what you post, you risk sending them running over to your competitor.

Once you implement a social media marketing strategy, you need to know how effective your efforts are. Measuring tools like Google Analytics are free. Site entry points in an analytics tool can reveal if your website’s visitors arrived via your social media posts or from other sources. The “bounce rate” will show you how many people viewed one page and then left. A high bounce rate can indicate poor search engine optimization or a lack of useful, interesting content.

It takes time but developing a winning social media marketing strategy for your law firm is critical in today’s competitive marketplace. If you’re not out front, you’re getting left behind.

Use the Social Practice Scorecard to see where you are today, and then use it again at this time next year to see how far you’ve come.

Lawyers: Should you make the switch to Apple?

August 15, 2016

Filed under: Law Firm Technology — admin @ 8:41 pm

Converting from PC-based systems to Macintosh computers seems to be a very popular question these days among solo and small firm lawyers. The popularity of the Apple product line among attorneys is exceptionally deep, and its overall customer loyalty appears to me to be beyond that of any other tech brand in the market place.

When I lead workshops for Atticus and at legal conferences, I pay attention to the types of laptops and tablets I see lawyers using to take notes. Hardly anyone uses a good old-fashioned legal pad anymore. Among these workshop audiences, Apple seems to be the dominate brand of choice. And yet, when I ask what kind of computers these lawyers use in their offices, the predominant answer has been PCs. These attorneys are using iPhones and iPads, but they’re unsure if they want to commit to having their firm move from PC to Macintosh.

I’m asked from time to time, “Steve, do you think I should convert to Apple in my law firm?”

I actually have no opinion or expertise to offer for this question. So, I found someone who does. The next monthly edition of the Atticus Practice Development Series webinar (12pm EDT, Sept. 8) will feature Tom Lambotte, CEO of GlobalMac IT.

Tom’s firm provides technical assistance and computer support to law firms that are Apple-based, or are wanting to make the change.

During this webinar, Tom will speak to the benefits of using Apple in your firm, specifically the financial ones. He’ll touch on security issues, productivity, and how to be comfortable and confident in using Macs.

Naturally, Tom is very, very biased about Apple. But, his take on things is certainly worth your time to listen to, especially if you’ve been considering such a transition. Join us and listen to Tom discuss his argument.

It’s fast and easy to register for the webinar.

And, if that is not enough Apple for you, our long-time client and friend, Attorney Victor Medina, sponsors an annual conference for lawyers who use Apple products in their law firm. The conference is called MacTrack Legal.  Check it out, tell him Steve sent you.  (Maybe if I get enough of you to visit his conference website, Victor will send me a new iSomething that I didn’t think I’d need, but that I ultimately will find that I can’t live without.)

Lawyers: Don’t Let Technology Steal Your Clients

April 7, 2014

Filed under: Client Issues,Innovation,Law Firm Technology,Practice Growth,Staffing Issues — Tags: , , , — admin @ 11:27 am

Look, I’m no Henny Penny. But it is true that I’ve been warning any lawyers that will listen how recent changes in technology are encroaching on legal services they provide to clients. For more than a few years, I’ve been talking about this issue in group workshops and one-one-one conversations with my coaching clients. Technology is a major game changer.

Those of you that have seen my presentation on “5 Predictions About the Future and 10 Strategies to Grow Your Practice,” know that I am pounding lawyers to really think about protecting their futures.

Now is the time to ask yourself: “In 10 years, what will my practice look like?”

A recent CNN story, “Here Come the Robot Lawyers,” only further highlights the competitive pressure advances in technology are bringing down on attorneys.

Technology isn’t just picking up services like drafting basic legal documents. It’s also wiping out entry level positions once considered the classic “apprentice” roles to learn the business. Those positions are vanishing, and I’m hearing about it firsthand.

I met a young lawyer who received his law degree a little more than a year ago. For months, he searched for a position at a firm, but he ended up opening a solo practice because he could not find a decent entry level job.

Learning how to research, write, and prepare legal documents in the real world of practicing law — as opposed to talking about it in a classroom — is a critical learning path for young lawyers in entry level law firm jobs. I’m not sure how future lawyers can learn these skills as well as we did after all the entry level jobs disappear.

This issue opens up many interesting questions for us as practitioners. What does this mean to us as owners of law firms? How can we use technology to cement our role in the market? How do we use it to increase value to our referral sources and clients?

If you have not seen the CNN article, check it out. Those of you that are enrolled in the Atticus quarterly workshops, the Practice Growth Program and Dominate Your Market, know firsthand that practice management consultants like myself are encouraging you to look upstream and deal with these coming trends now.

If you don’t do anything, you might as well expect to be replaced by a robot attorney.

4 Things Case Management Software Must Do

July 9, 2013

Filed under: Law Firm Technology,Practice Growth,Staffing Issues — admin @ 9:22 pm

I am often asked if I can recommend a case management software system.

These lawyers want to know: Should it be cloud-based or server-based? Which one is best? Which one is cheapest? Which one will my staff not hate? Which one will do my work for me? Which one will sync with my smart phone, tablet, car and brain?

In my practice, I switched five times over 20 years to five different systems for several different reasons.

In the end, I really don’t think it matters which one you choose provided that it does four critical things for you:

  1. It must link your emails to the appropriate electronic case matter. If you receive an email relating a case, with one mouse button click the case management software needs to save the email into the client file so you can track what went where and when. This must be simple and fast. For example, I talked to a four partners at a small firm that were using Outlook. Their “system” to save an email was to print it out (seriously!) and then put it into the client’s paper file. (I am still nauseated by this example. I could send both of my kids to college on the money this firm wasted). There are many wonderful case management software systems that will match emails directly to aclient’s profile or case matter. If you don’t have one, ask yourself: Will my amount of emails increase or decrease over the next five years?
  2. It must link or save a client’s documents to their electronic case file. My practice went paperless in 2001. Was it perfect then? No. Is it perfect today? No. But, if we are looking for an old client file, it is so much easier to do a search on an electronic system than to climb into a storage unit. (It is amazing how many times I could not remember the exact spelling of a client’s name — or the exact name of the document file I needed — but I performed an electronic search using a few keywords … and … bingo! The file was found and I seemed psychic to my client).
  3. It must be easy to learn. If it’s not, none of the firm’s lawyers will learn it and the staff will work around it. I don’t care if has the coolest features cut and dice data a thousand different ways, what matters is whether your law firm team can learn to use it. Does the system offer free training, including online videos? I used to be a Time Matters fan, but that product went from market leader to market laggard rather quickly. It became costly to train employees on how to use it.
  4. It must have an easy way to track the staff’s activities. Many systems can track when a phone call came in and when it was returned. Some can help you manage your staff by measuring how long a task is outstanding and provide a way for you to delegate “to-dos,” tasks, reminders and projects.

Still not sure? The American Bar Association published a comparison guide of many of the leading case management software vendors.

I hope my thoughts here have helped you consider new ways to grow your practice and improve your life. As always, if you ever have any questions or suggestions for this blog, contact me.

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