I received a request to write a report on social networking for lawyers. It is a bigger project than I want to take on. (Since my change to compliance from knowledge management. Yes, I will be publishing a compliance blog. It should be online shortly.)
If you are interested in writing a detailed report for a very good publishing house, let me know. firstname.lastname@example.org.
Here is the request:
Below is a brief synopsis which highlights some of the areas that I would expect the report to cover, although I'm very happy to receive input from you, of course. I'm also open to different suggestions for the most effective title. With the reports, we normally look at a printed product of at least 70-80 pages (which equates to around 40,000-45,000 words). This should include case study material or practical examples, which the author can write himself or ask a third party to write.
As we approach experts working within the industry, who are in the best position to provide accurate, well-informed content, we do understand that they will be taking on such projects alongside their day-to-day roles. For that reason we seek to offer a fair remuneration package, which would include a fee plus a royalty share of sales.
As this seems to be an issue of particularly topical interest, we would ideally like to publish this report in April 2009 so would need to receive copy by early April. Both deadline and fees are negotiable. The report will obviously be marketed extensively to our law firm database in the US and UK so there is additional value for you from the profile-raising point of view.
Social networking for lawyers
Social networking and Web 2.0 collaborative tools have enjoyed an exponential increase in popularity in recent years. However, whilst such tools have been embraced by many businesses in a variety of sectors, law firms – and lawyers in particular – have been slower to appreciate the value that they can create in a professional context.
This report will review the substantial benefits that social networking and Web 2.0 can bring to law firms, in particular in the current economic climate (e.g. cost-conscious marketing; maximizing lawyer downtime to develop know-how). The report will also look at how potential pitfalls – such as damage to brand and reputation – can be avoided.
Lawyers wishing to gain a more thorough understanding of the application of Web 2.0 in the business context; marketing, business development and HR professionals looking to exploit a new channel
A brief introduction to some key concepts and how they might be used in law firms
Why use social media in law firms?
• Reputation management
• Offering value-adding legal services
• Encouraging press contact
Using blogs to raise your and your practice group’s profile
Using wikis as a tool for knowledge sharing and collaboration in the organization
Using LinkedIn, Facebook, Legal OnRamp, LawLink, Second Life – and getting the maximum value from them
Mitigating the risks of social media
Ensuring workers are properly briefed on appropriate/inappropriate usage
The report should include a number of case studies illustrating how firms and lawyers use social media for a variety of purposes – to share know-how, recruit, develop new business, communicate with clients and strengthen relationships. Could include some examples from other kinds of businesses too.