What does it mean to be a social lawyer in modern law?

All of us have spent more time online in the past two years than ever before. While technology will continue to play an important role in the legal industry, relationships still matter. The social lawyer is a professional who understands that and who makes the most of both in-person and online interactions.

The foundation of a good business relationship

A business relationship should create a two-way street of support, referral and trust. You build these kinds of relationships by sharing authentically, showing interest in the other person and by offering support when you can.

As a biomedical industry CEO told Forbes recently:

“Cultivate your network and relationships each day. Don’t approach people in a transactional nature. Meet with them or call periodically. Get to know their needs, values and what drives them. Ask yourself, ‘How can I be of service and value to them?’ Remember, it isn’t about you but about them. They will remember how you made them feel.”

Letting go of the transactional approach to business can prove a challenge in a mostly online environment. These kinds of supportive, mutually beneficial relationships don’t grow as naturally in the era of 30-minute video calls and online project management boards. However, you can cultivate them with a bit of thought and planning.

In addition, when building a client relationship, remember that listening to understand can set the stage for developing a long-term, trusted partnership. According to Thomson Reuters:

“…while law firms can always find more costs to cut and efficiencies to be gained, the number one way they can increase their value to clients lies in getting and staying close to clients’ businesses in order to deliver more strategic advice.”

Truly understanding a client’s needs requires patience, deep listening and time invested in the relationship.

Connecting in person

Although the pandemic has made in-person interaction more difficult for some, you can still find ways to meet face-to-face. Look for these opportunities:

  • In-person networking events, such those hosted by your local bar (CBA, CCBA)
  • Live trainings, seminars and CLE events (such as LawBank meetups)
  • General business networking events (Denver, Las Vegas)
  • Shared office environments (LawBank Denver, LawBank Las Vegas)
  • Conferences and speaking opportunities
  • In-person client meetings
  • Hosted events at your location

In fact, smaller groups or one-on-one meetings can lay a stronger foundation for more authentic business relationships because they allow you to get to know each person on a more individual level.

Reaching out online

Your online presence and approach impacts both your relationships and your marketing. It often serves as the entry point for new business relationships, and it can help solidify existing ones.

Use these strategies to attract new business and stay top-of-mind with your clients and business connections:

  • Maintain a high-quality website
  • Return any emails and inquiries immediately
  • Establish your credibility using blogs, podcasts, videos and other useful content
  • Choose one or two key social media platforms and share content regularly
  • Consider your personal brand in addition to your law firm brand
  • Ensure that you show up on Google My Business, law firm list sites and more
  • Follow up on any online reviews as soon as possible, both positive and negative
  • Communicate with your clients and network regularly using newsletters or CRM tools
  • Interact with others on LinkedIn, follow, comment and share others’ content in addition to posting your own
  • Use email and the phone to personally check in on key clients and contacts

When you can’t have a conversation in person, keep in mind that listening and showing sincere interest still matter. That quick email check-in or phone call can show someone you have a genuine concern for them.

Whenever possible, reach out and offer ways to help your business contacts. When you offer help as much as you ask for it, people will be happy to see your name pop up on their screens.

To learn more about building a strong law business network, reach out to us. Our shared offices in Denver and Las Vegas help lawyers build community and grow their law firms alongside likeminded professionals.