always going to be [tweeting or sharing] what someone else is doing as opposed to talking about your own ideas. You can be successful online without a blog, but the success stories are few and far between.” Data collected by Corporate Counsel show that half
of in-house counsel agree or somewhat agree that, in the future, high-profi le blogs authored by law-fi rm lawyers will infl uence the process by which clients hire law fi rms. Still, Dayton says not every lawyer should be involved in
social media. “T ere is a portion of lawyers in your fi rm who are not
going to go for social media. T at’s okay,” says Dayton. “You will waste a lot of time trying to bring people on board. Instead, identify champions. Find people who are hungry and have a vision to bring in business through social networks.” “Provide those people with the training and technology
they need to be successful and examples to their col- leagues,” Dayton adds. In most instances, the attorneys with the strongest drive
and desire to pursue social media on behalf of their fi rms are those under age 40. According to a survey by the American Bar Association,
respondents in the 30- to 39-year-old age group are the most likely to report that they maintain a presence in an online community/social network. Data reveals that older attorneys are using social networks with less frequency than their younger peers. Dockery cites fear as a leading reason many in the legal
“ Identify champions. Find people who are hungry and have a vision to bring in business through
social networks.” Adrian Dayton, Author of Social Media for Lawyers: Twitter Edition
industry's old guard refuse to join social networks—fear that their investments will not be worth the time or energy required to eff ectively engage. Still, more than 60 percent of in-house counsel are very familiar with Twitter, signaling growing awareness of the plat- form, which now has more than 75 million users. As social media continue to
transform the world, lawyers who intelligently embrace new tools will expand their footprint and increase their potential. “I show those lawyers who are not interested in social
media that they are not going to be tweeting or blogging to the abyss,” Dayton says. “I have all of the statistics to prove to them that this is a place where other lawyers and people are spending time.” D&B
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