Bench & Bar

MAR 2018

The Bench & Bar magazine is published to provide members of the KBA with information that will increase their knowledge of the law, improve the practice of law, and assist in improving the quality of legal services for the citizenry.

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I n her book "Personal Branding in One Hour for Lawyers," author Katy Goshtasbi tells attorneys how they can highlight their unique talents and stand out from their fellow practitioners. She notes that these distinctions lead to more jobs, promotions, clients and referrals for these attorneys. If you are a new law school graduate or a young attorney trying to promote yourself, your goal should be brand yourself not only outside the firm to attract clients, but also inside the firm to attract work from other lawyers. Having served several years as managing partner of my firm, the word "branding" has taken on many forms. e first time I brought the term up at one of our partner lunch meetings, many of my part- ners blankly stared at me as if I were speaking a foreign language. Shortly thereafter we decided to hire a marketing consultant to change our firm logo, develop a new website and delve into the social media world for the first time. is was our first attempt to brand our firm. Although I had been practicing several years, I dug deep and decided that I also needed to brand myself. I was born and raised in my community, and had always practiced at the same firm, but found myself answering the question over and over from family and friends: "What type of law do you practice?" I finally figured out that it was my fault that they did not know the answer. If my family and friends didn't know what type of law that I practice, then prospective clients had no idea. I quickly learned that I needed to be familiar with how to market my practice, and the technology required to do so. It became immedi- ately important that to develop "my brand," I needed to understand search engine optimization. is required familiarity with marketing through Google, Facebook, Twitter and LinkedIn. REACH MORE PEOPLE THROUGH SOCIAL MEDIA For the last several years, I have made a concerted effort to use tools such as Facebook, Twitter and LinkedIn to connect with prospective clients and increase word-of-mouth referrals. I also familiarized myself with search engine optimization and how it impacts searches made by prospective clients. As a plaintiff 's personal injury lawyer in a primarily insurance defense and corporate law firm, social media has allowed me to reach a group of old friends and potential clients who otherwise would not have known that my practice centered around representing consumers in medical malpractice, pharma- ceutical and medical device cases. It also allowed me to reach out to a group of lawyers to inform them of my areas of practice. Finally, I no longer need to answer that question, "What type of law do you practice?" Abstract: Social media makes it easier than ever to promote your firm and personal brands. BY: ROBERT A. YOUNG USING TECHNOLOGY TO BRAND YOURSELF and ADVANCE YOUR CAREER | MARCH/APRIL 2018 50 FUTURE OF LAW PRACTICE

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