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aren’t necessarily looking online for lawyers,” she says. "But an IP lawyer might do well on Twitter [because] their clients are already there." Black and other experts urge even those who decide not


to embrace social media to at least take the time to under- stand how the various mediums function. “For instance, if you are looking to get evidence to sup-


port a case that you’re litigating, social media may be a great thing to mine, even if you don’t participate in it,” she says.


A Sea Change Black, and her co-author Carolyn Elefant, a nationally recognized legal blogger, wrote in a 2010 editorial, “Social media is not a fad or frivolity, but a paradigm shift sweep- ing both the legal profession and society at large.” Elefant is the founder and principal attorney with the Law Offi ces of Carolyn Elefant. She and Black wrote Social Media for Lawyers: T e Next Frontier. Indeed, many attorneys are using and creating new


media platforms to deepen their professional networks, obtain industry news, and to enrich their social and per- sonal lives. “Law is an industry of relationships. For lawyers, it is


critically important to use blogs and Twitter to not only develop relationships but to solidify those relationships,” says James Dockery, founder of DiverseLawyers.com, a social network geared toward improving diversity and inclu- sion in the legal industry. He launched DiverseLawyers.com after observing


that many of the diversity conferences he attended while working as an in-house lawyer at Wal-Mart Stores, Inc. did a poor job of helping prospective colleagues from diverse backgrounds maintain relationships post-conference. DiverseLawyers.com is meant to remedy this problem.


Today, with more than 2,000 members, the site provides a platform for lawyers, law students, and legal professionals of all stripes to connect, interact, and share ideas. It features news content, a job board, a calendar for


upcoming bar events, webinars, legal forums, a user-cre- ated library, and a video wall to share user-generated video content. “Growing your professional networking presence online


is not only the present, but the future. It has become very important for lawyers to begin to embrace technology,” Dockery says. Dockery is not alone in his attempt to capitalize on lawyers’ growing interest in social media. New sites such as Legal OnRamp, Martindale-Hubbell Connected, and FHG Media's Minority Counselor are all seeking their share of the social media craze. Career advancement may be a leading reason many legal


professionals prefer professional networking sites such as LinkedIn, Avvo, and Justia, over Facebook and Twitter. Of the 50 million users currently on LinkedIn, nearly 1.5 million are lawyers. Approximately 5,000 fi rms have


MCCA.COM 21


Name James Dockery Bio Founder of


Diverselawyers.com


former in-house lawyer at Wal-Mart Stores Inc.


LINKEDIN BY THE NUMBERS*


50,000,000 1,500,000 5,000 4,000


CURRENT USERS


USERS WHO ARE LAWYERS


FIRMS HAVE BUSINESS PROFILES


GROUPS WITH “LAW” AS PART OF THE TITLE


*According to data collected by Corporate Counsel.


business profi les on the platform, and there are 4,000 groups with “law” as part of the title, according to Corporate Counsel. “Lawyers tend to lean toward the sites that are more


‘lawyerly’ and professional,” Black says. “But Facebook and Twitter have value, and some lawyers are really miss- ing the boat on those. It doesn't hurt to have a presence on Facebook.” T e fear of crossing ethical lines tends to keep lawyers


huddled on professional networking sites. But rules governing ethics don’t change because you’re


online, says Black, noting that things inappropriate to say in the offi ce should not be broadcast online. Adrian Dayton, CEO of 2 Comrades LLC, a marketing


fi rm that provides social media training and consulting services to lawyers, is the author of Social Media for Lawyers: Twitter Edition. He describes Avvo.com as an important resource for lawyers.


MARCH/APRIL 2011 DIVERSITY & THE BAR®


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