Marketing Attorney Blog

Published on: August 7, 2015

PBI Marketing Ethics CLEs in August–Live in Atlantic City, Philadelphia, Pittsburgh and Mechanicsburg

If it is August (another Pennsylvania bar CLE compliance month), then it must be time for another round of ethics CLEs for the PA Bar Institute (PBI). This month, besides my usual PBI ethics potpourri program hour (presented every April, August and December), you can catch me at the Jersey shore too, reprising “Linkedout and Mistweeted – Ethical Uses of Social Networking in Marketing Your Law Practice,” a hit program from 2014 (updated!).

“Law Marketing and Ethics 2015 Update: Balancing Smart Business Development, Adhering to the Rules,” will be presented in Mechanicsburg on August 20th, Pittsburgh on August 25th and Philadelphia on August 27th. In the 38 years since Bates v. Arizona, law firm marketing has grown from whether or not to advertise to committing significant resources toward business development. The trick is to do so in an effective, dignified and ethical fashion. In this newly updated one-hour ethics program, learn about the rules, regulations and ethics opinions that require the greatest attention, how to improve your marketing efforts without missteps, and discuss real-life examples and intriguing hypotheticals in this fast-paced, entertaining course.

When PBI asked if I could reprise Linkedout and Mistweeted as part of the CLE Down the Shore program in Atlantic City on August 14th, I said sure. After all, how much could I really lose at the blackjack and craps tables before and after my session at the Golden Nugget Hotel? The answer, of course, is plenty. At least my room and meal are comped. However, “reprise” is a bit misleading–as my slide deck from December 2014 is already quite outdated. Social media issues continue to be prevalent. The program has been updated through July 2015 to include recent ethics opinions and rule changes impacted by the use of social media for lawyer marketing purposes. What are the implications of LinkedIn’s recommendations, endorsements and specialization components? How have state bars addressed these issues? You’ll learn the how-to, how-not-to and the latest lessons in social networking participation.

Published on: July 27, 2015

Law Firms Online — Rebranding and Client Tracking

by Micah Buchdahl

July has been a busy month for me in chatting with legal reporters about the law firm world online in 2015, starting with Gina Passarella’s piece for The Legal Intelligencer on Morgan Lewis’ controversial rebrand. Little did she know when our conversation started that I was involved in Morgan Lewis’ first website, some 18 years ago or so and in the firms’ shift from mlb.com to morganlewis.com shortly thereafter.

A few weeks later, her American Lawyer Media colleague Lizzy McLellan followed up with Online Rebranding ‘Not Just for the Big Guys’ in which we discussed rebranding issues impacting midsize firms–where there is not likely a large marketing team with a wealth of resources, yet still needing to deliver a unified message.

In “Firms aim to track clients on websites,” California’s Daily Journal staff writer Joshua Sebold spoke with me about a topic beyond site development and branding–the way web traffic can be tracked and analyzed in strategic business development. From web cookies to analytics analysis, tracking open rates on e-mail legal alerts, online advertising, social media hooks and tracking URL clicks, the beauty of the online world is still that it offers much greater hard data to identify return on investment than almost any law firm branding effort–online or off. You’d have to go back to tracking phone numbers in a Yellow Pages ad to find anything close. Or as my kids would ask you, “What are the Yellow Pages?”

Published on: July 8, 2015

LP Magazine – The True Value of Your Published Work

by Micah Buchdahl

You could also call my column in the July/August 2015 issue of the ABA’s Law Practice magazine, “101 Uses for an Article,” but in The True Value of Your Published Work, I discuss how sitting down to write one article can pay dividends in so many ways. The key is not to think about the time spent as writing one article for one publication, but more as writing one thing that will be repurposed in so many ways.

This very blog post you are reading is yet another use of one article. Perhaps you reached this blog post through one of my social media feeds. Or maybe I handed you this very column during a pitch meeting at your law firm or during a subsequent meeting with an attorney about business development planning.

Print deadlines being what they are, I just submitted my next column for Law Practice earlier this week. You won’t see it until November. I would never spill the beans on the subject matter, but suffice it to say that while rereading it, I was struck that the column could be turned into an entire CLE program…and you will likely see it as my Ethics Potpourri offering in 2016 for the Pennsylvania Bar Institute. It is a little disturbing that this idea came to me in my sleep last night (there are better things to dream about), but it occurred to me that the column could be the centerpiece of the program and the accompanying written materials. In other words, the four hours or so that I put into writing, research and editing will pay numerous dividends moving forward. You get the idea.

Published on: July 7, 2015

Morgan Lewis Took Risks in Its Rebranding

by Micah Buchdahl

In ALM’s The Legal Intelligencer, reporter Gina Passarella writes on Morgan Lewis Took Risks in Its Rebranding. She spoke with me about the effectiveness and controversial aspects of the mega firms’ new look, which included a new website among the various rebranding efforts.

Passarella points out that with a new chairwoman and two mergers, the firm is undergoing change. The article also mentions that the rebranding initiatives, led by the firm’s marketer, Despina Kartson, started prior to the Bingham McCutchen and Stamford LLC mergers.

While the article states that the firm’s goal was to balance the classic and the modern, you can’t help but see the dreaded Executive leadership compromise in the end result. The logo itself is staid and very old school. The website and the content “below the fold” (logo and imagery) is closer to The Huffington Post in design, appearance and functionality. So if you cannot agree on classic or modern–do neither and both. I’ve been at the table of plenty of these branding and rebranding conversations at law firms. I can’t say I win many of those battles either.

Published on: April 8, 2015

What’s in a (Law Firm) Name Change? Wolff & Samson Is No Longer

by Micah Buchdahl

In today’s The Record (Bergen County, New Jersey), staff writer Shawn Boburg writes on Former Port Authority chairman David Samson’s retirement from the firm he helped found—Wolff & Samson–and the firm’s decision to retire their name as well.

Wolff & Samson was founded more than 40 years ago (1972) and has grown into one of New Jersey’s largest and best known law firms–with 120+ lawyers in three offices.

As the article states, “A close political confidant and adviser to Governor Christie who has been the subject of an ongoing federal investigation arising out of the George Washington Bridge scandal said Tuesday that he is leaving the powerful law firm that he founded decades ago. And the firm, Wolff & Samson, is erasing David Samson’s name from the front door, a move that some see as an effort to protect the firm from any potential fallout that may lie ahead.”

Published on: March 18, 2015

LPT — Law Firm Management Struggles with Multigenerational Issues

by Micah Buchdahl

The March 2015 issue of Law Practice Today (LPT) focuses on the theme of multigenerational and multicultural issues at law firms. As Editor in Chief of LPT, I wanted to also serve as the issue editor for this particular topic. It is an interesting one that seems to creep into conversations at my law firms and in bar activities on a daily basis. It is a struggle, and it simply can’t be ignored.

Depending on the size and makeup of your firm, you might have traditionalists, baby boomers, generation X and Millennials in the mix. Many articles provide the definitions and traits tied to each. They often have little to do with the lawyer business and more to do with employers and employees in general. I’ve changed the “generations” around a bit to better identify with the real struggles that law firm management encounters–what I call the originals, “junior” senior partners, next-generation partners and the largest…”others” (entitled “not an equity partner and who cares?).

What this topic really addresses are underlying and overlying issues tied to attorneys of different ages and generations–work-life balance, dual-income households, retirement, telecommuting, technology, social media, the billable hour, nannies and au pairs, quality time with the kids, and materialism. Besides age, factors and issues related to race and gender become part of a firm’s cultural makeup. It is one thing to fund a women’s initiative and another to have female partners. It is great to have a diversity officer on staff, if the end result is actually diversity. Yet a complaint of many departing attorneys of varying diverse backgrounds is that the culture was simply not comfortable.

Published on: March 9, 2015

The Legal Intelligencer–Major Changes Could Be in Store for Law Firm Websites

by Micah Buchdahl

In today’s edition of ALM’s The Legal Intelligencer, reporter Gina Passarella writes on Major Changes Could Be in Store for Law Firm Websites. She spoke to me about the state of law firm websites in general and the new K&L Gates Hub in particular.

K&L Gates describes their new “hub” as “a digital destination for timely insight on critical issues at the intersection of business and law. Whether you are in a legal department or are a C-suite executive, we hope you will find our current insight on industry and legal trends to be a valuable resource.” It is not designed to replace the regular law firm website, but provide extensive content on a few topics for a very specific audience.

Websites have come a long, long way since the first one I worked on–for Morgan Lewis–in 1996. I found this screen capture online from 2000, back when mlb.com belonged to the law firm and not to Major League Baseball. In 2000, I was proud to have worked on one of the first unique components on a large law firm website–HSRScan–which was a searchable database of letters interpreting the Hart-Scott-Rodino Antitrust Improvements Act of 1976 (the HSR Act) and its regulations. At the time, moving beyond attorney bios, news, practice area descriptions and maybe some dynamic recruiting content was quite unique. I loved that HSRScan was a database of content that literally did not exist anywhere else.

Published on: March 5, 2015

LP Magazine — Effectively Managing and Maintaining Your Online Portfolio

by Micah Buchdahl

In the March/April 2015 issue of the ABA’s Law Practice magazine, my topic is relevant to pretty much every practicing attorney (not to mention almost every human being on the planet). What does your online portfolio look like, and why should you care?

Every week, I will meet, speak with or e-mail a prospective client. While I will send them my own crafted biography, links to my website and blog, and additional information–what they will often be more interested in is what they find when doing a search for my name. With a somewhat unique first and last name, what they see will almost always be me. This is not the case with many that have more mainstream names to search for.

While some individuals and firms are forced to use reputation management companies to “fix” a page of results, most of us simply live with what we see. But the thought that you have no control over what appears is not accurate. Taking advantage of profile pages on powerful sites should help control that first page of results. Few will venture on to page two. Almost nobody will get to page three. And only stalkers are likely going beyond.

Published on: February 20, 2015

Ted Olson Keynotes ABA New Partner Institute in DC – April 17th

by Micah Buchdahl

Since the inception of the ABA New Partner Institute in 2011, I have had the privilege of serving on the planning board and speaking on business development each year. While many law firms provide excellent professional development to its attorneys from summer associate through associate and ideally partnership, ABA New Partner provides something unique that you can’t get in-house–different firm perspectives and philosophies, and the opportunity to network with fellow new partners from around the country–new partners eager to help one another build a bigger book of business.

This year, for the first time, New Partner moves to Washington, DC. And it is difficult to think of hearing from a bigger name partner than Ted Olson, and a more prestigious firm than Gibson Dunn.

For less than the cost of a billable hour, New Partner takes place as a one day conference in the heart of Washington. Make sure your law firm is represented with one or more of your new, recent or soon-to-be partners. It is built as a 50-person maximum program to better allow networking and intimacy among attendees and faculty.

Published on: February 17, 2015

Legal Talk Network Podcast: The Legal Advertising Landscape

by Micah Buchdahl

If you would like to hear a short podcast discussing how legal advertising has changed due to the internet and social media, how to launch a successful marketing campaign without getting into trouble with state bars, and some advice to small and big firms about advertising in certain practices and geographic regions, LISTEN HERE to the podcast on the Legal Talk Network. Thanks to interviewer Jason Marsh, Adriana Linares and the LTN team for the opportunity to chat during the ABA Midyear Meeting in Houston, Texas.