The

Undeniable

Ruth

®

…and the Ruth shall set you free!

  • Reinventing Professional Services – Top 5 Tips For Lawyers

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    Ruth Carter

    Photo courtesy of Ari Kaplan Advisors

    Ari Kaplan’s new book, Reinventing Professional Services: Building Your Business in the Digital Marketplace addresses the question of how professionals can integrate new technologies into their businesses to be more influential and effective.  Loaded with resources and stories from professionals in all industries, Ari’s book provides suggestions about how to use social media, blogging, e-newsletters, and video/audio recordings that makes them less daunting.

    As I read this book, I reflected on the legal profession, which has the stereotypes of being dignified and particular, and where deviating from the norm is often frowned upon.  Many lawyers and law firms shy away from online resources and tools.  Perhaps this is because of the strict rules in the profession about advertising and soliciting clients, or because members the profession have a low tolerance for making mistakes.

    I’ve compiled the top five lessons lawyers can integrate from this book into their professional lives.

    1.       Social Media is a Tool, not the Goal.
    It seems that a lot of professionals think that having a Facebook page, a Twitter profile, or a blog is enough, but then they never use them.  Doing this is like buying a hammer and never building anything.  These professionals do not understand that these are tools to communicate more effectively with other professionals and clients.  These are merely channels to “cultivate relationships.”  These are fantastic tools for building trust by being genuine and consistent.  Using these tools is not a one-time event; it requires “habitual participation.”

    2.       Be a “Visible Enthusiastic Expert.”
    This is one of the best lessons I took from this book.  Being a visible enthusiastic expert means being part of the online conversation on topics where you have interest and expertise.  It’s important to contribute “rich content” and to convey your passion.  Conversing with other experts in an online forum is an effective way to become associated with them.  Even the simple act of sharing a link to another’s work shows that you are aware and informed about a topic.  Additionally, being transparent about who you are and what you can do without being a salesperson conveys to others that you care about a particular issue or population.

    3.       Pick Your Targets.
    Having a solid online presence is a good start, but it’s not the end.  When there are people you want to connect with, you have to reach out to them.  Don’t wait for them to find you.  Websites like LinkedIn, Twitter, and Google+ are instant ice-breakers for introducing yourself to new people.  They provide comfortable opportunities to ask a person for advice or for an informational interview.  If your first attempt at interaction fails to produce the desired result, be sure to follow up.

    4.       Do Not Be Afraid to Fail.
    Law students are instilled with the notion that they must always be perfect – perfect appearance, perfect cover letters, perfect work product, etc.  They graduate thinking the worst thing they could do is misspell a word on an email.  This can make them gun shy to try new things.  Ari’s book demonstrates that most of these new tools are easier to use than you think.  He encourages readers to consider who they want to connect with, where they are interacting, and to join the conversation.  He promises that you will fail some of the time, and that’s ok.  If you try using an e-newsletter and it doesn’t work for you, you can use another tool like blogging or LinkedIn to reach your audience.  Figuring out what works for you and your business is part of the process.

    5.       Never Forget the Value of In-Person Contact
    Using technology to communicate with someone is less intimidating than picking up the phone; however it is more impersonal.  Nothing will ever replace face-to-face contact, which is more personal and memorable.  It is important to look for opportunities to meet people in person whenever possible and to continue to build relationships with thoughtful follow up.

    Using these tips and tools requires willingness and commitment.  The potential benefits of using technology should overpower any fears that come with trying new things.  Always keep in mind that these tools are to facilitate interaction, not for self-promotion.

    Ari Kaplan, a Fastcase50 honoree, is the principle of Ari Kaplan Advisors in New York City and the author of The Opportunity Maker, Strategies for Inspiring Your Legal Career Through Creative Networking and Business Development (Thomson-West, 2011).  I bartered this blog post in exchange for a copy of his new book. 

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  • Nominate Me for the ABA’s Top 100 Law Blawgs

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    Ruth Carter

    The American Bar Association (ABA) is soliciting nominations for its 2011 list of Top 100 Law Blawgs.  It would be an honor if UndeniableRuth.com was on this list.

    During the last 20 months, I have written about a variety of legal topics:

    The ABA has a rule that you cannot nominate yourself, a blog you have written for, or your company’s blog, so I can’t sit on my computer all day nominating myself.  I need your help to make this happen.  Also, the ABA doesn’t want to receive nominations from spouses, which I think they’ll probably extend to anyone the ABA thinks is a family member who is not otherwise employed in the legal profession (sorry Mom).  The nomination page can be found here.

    Nominations will be accepted through September 9, 2011.

    You are not limited to only nominating one legal blog.  Along with this blog, please consider nominating Above the Law, Military Underdog, and Legal Blog Watch.

  • Why Lawyers Should Use Twitter

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    Ruth Carter

    I have a friend who has been a personal injury lawyer for decades.  He’s a solo practitioner with enough cases to keep him comfortably in business.  He was my lawyer after I was involved in a car accident and he did a wonderful job settling my case.  He has a great reputation and gets the majority of his business through word-of-mouth.  He has a website and occasionally writes a blog.  He recently asked me why he should be on Twitter if he doesn’t need it to drum up business.

    Free twitter badge
    Image via Wikipedia

    I think my friend doesn’t see any value in sitting on Twitter all day reading and responding to others’ tweets.  I think he’s right on that point, but I don’t think he sees some of the other benefits of having a Twitter account.  I’ve been pondering his question for a few weeks and I’ve come up with the top three reasons why a lawyer in his position would want to have a Twitter presence.

    1. Promote Your Blog – I love that my friend writes a blog, but if no one knows when he has something new posted, who is going to read it?  I have a lawyer friend who mostly uses his Twitter account to announce when he has posted a new blog.  I love when he writes, but he doesn’t publish on a set schedule.  I appreciate the notice when he has something new for us to read.
    2. Stay On The Radar – By using a Twitter account, a solo practitioner remind others that they exist in a non-intrusive way.  It also makes it easier for people who promote you within the Twitterverse.   For example, I recently had a friend ask me for a recommendation for a real estate lawyer in Arizona.  I didn’t know any lawyers who practice in this area, so I put the question out on Twitter.  (Note – I only put the question out on Twitter.)  I received two recommendations within 24 hours.  I appreciated the response that provided a name, a Twitter handle, and a website more than the response that just gave me a name.  It gives people a way to get to know you before they initiate a conversation with you.  If you saw a tweet where someone mentioned you, you could post a thank-you tweet and continue to build goodwill for your firm.
    3. Stay Abreast of Legal News – I get multiple legal magazines every month and I don’t have time to flip through them all.  Instead, I follow various entities on Twitter who post links to articles and blogs on the latest legal news.  It’s a more efficient way to know what’s going on in the legal world.

    When it comes to social media like Facebook and Twitter, it’s important for lawyers (and any professional) to look at it as a tool, and evaluate it whether it can assist them in their business.  With Twitter, it’s about having public conversations in an online community and people can engage where they are comfortable.  In the big picture, I think it’s better to be partially involved and engage a little bit, than not to be involved at all.

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