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Media & Communications Corner: It's Not Social Media, It's a Referral Generator

By John Hellerman

Ask any group of lawyers to get on board with the social media revolution, and you'll get some resistance. It's understandable. Lawyers have been slow to embrace the use of social media as a business-development method, and they didn't get that way because they don't like the new clients, increased income, and professional notoriety that can come from using today's social-media tools correctly.

Their reluctance is perfectly natural. They are busy people, and when the subject of social media comes up, all they hear is “some Internet thing that's going to be a drain on my time.” It feels like a big endeavor, one much less pressing than the brief they're writing, the bar speech they're preparing, or that conference call coming in a half hour. In contrast to these familiar work duties, getting involved with social media may feel like entering a strange forest in a foreign land ' one they could get lost in and never come out again.

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