On 24-25th of November in Moscow was held in Moscow was held 5th International Conference IBA “Law firm management”.
The conference was attended by more than 180 lawyers and attorneys of legal service market in Russia, representatives of leading law firms CIS countries, international law firms.
In this session was discussed the use of social networking for promotion of law firms. During discussion will attempt to answer the following questions:
1.What does the law firms is using of social networks?
2.Do the sophisticated buyers of legal serviced pay attention to these tools?
3.Does the social networks became a significant part of marketing of law firm or it’s just the role of secondary communication tool?
Traditionally within the framework of conference were discussed the development of the legal services market of CIS countries and Russia, the strategies of law firms in changing environment, the problem of attracting and retaining talented staff, ways of promoting law firms.
Olga Romanova moderated session “Social networking: opportunity or fad?”Olga Binda (Kostikova)(leading expert on working with legal sector “RIA Novosti”) shared her experience and attitude to social networking, Alexander Moskovkin Business development manager, Carol van Kesteren – partner in law firm “Lustrous Law (Netherlands), and Yevgenii Shestakov- managing partner “Intellect-S”
All speakers are active users of social networks and they have their own pages on Facebook and LinkedIn.
Moskovkin Alexander opposed the using of social networks. “Social networks are not worth that time which partners and managing partners of law firms spend”. And if PR-specialist promote it – generally useless, and sometimes harmful.
Social networks and official pages of firms are very important for service companies that need public feedback (garages, spa-centers and etc.) Law firms are example of reverse.
Russian layers still not learn how to talk about themselves, even the media not so much in social networks. Qualitative feedback on implemented projects in network and it’s quite impossible.
If law firms are famous means that no need to use social network. It shows west experience but not Russian experience. The law firm as a brand is not interesting in social networks but more interesting people.
Moreover a successful personal blog page or a lawyer in network is always promote himself than the company which represents. “If I were managing partner of law firm, I would prefer that my staff was fielded more bills than writing”.
No need to forget that primary role of social networks in business is generating traffic (this is the measurable and tangible thing, other things are debatable, the main site).
Eugenie Shestakov shared his experience of using social networks for business development and create a positive experience for us as a customer and potential employee. As Evgenie said, if you create groups in social networks you need to post and report information that isn’t always appropriate for posting on the official website, but it can be interesting for clients and other lawyers. For example, post information about best employees, their achievements, corporate events.
In Intellect-S and Ratum employees can use social networks. Eugenie Shestakov said “Serfdom was abolished in 1861”. Prohibit to use social networks is not possible. There are phones with internet access, almost all work on the computer, laptops or have separate computer at home. You can’t stop progress.
All agreed that if you give comments on social networks need to remember that we are inseparably connected with profession, professional ethics and protection of confidential information and it must be respected by lawyers always, even if it’s personal page on Facebook.
Olga Binda gave practical advice how to work with employees of law firms on the use of social networks. This process should be regulated by internal regulations as well as the provision of commercial confidelity. In document should be written, what kind of information is forbidden to place the employee in social networks, for example, information about new clients or new products and services.
Firms need to monitor what kind of information can be post, to prevent the negative reputational consequences. Incorrect behavior of law firm’s worker is direct reason for his or her dismissal.
Also information posted on social networks can be used for checking his moral character and values.
Carol van Caster shared her experience of using professional network LinkedIn, and how efficiently uses this tool in order to establish professional contacts and promote firm.
Proper use of social networking as a tool for law firms to promote their company – it is matter of time.
If the phenomenon exists, than it must be taken, but not fight with it.
Details about the conference here:
