The State Bar Association of North Dakota Winter 2015 Gavel Magazine | Page 6

BY
COURTNEY
WARDREICHARD

Courtney WardReichard is a
founding member
and shareholder
of Nilan Johnson
Lewis in Minneapolis,
where she focuses
her practice in
complex litigation
and eDiscovery,
representing
corporate clients. She
served as President of
the Hennepin County
Bar Association
in 2010-11. She is
licensed to practice
in Minnesota,
North Dakota and
Wisconsin. She
welcomes your
connection with
her on Twitter (@
CWardReichard) and
LinkedIn.
*Portions of this article were
originally published in the
Summer 2014 newsletter
of the ABA’s Section of
Litigation Woman Advocate
Committee.

6

THE GAVEL

A SOCIAL MEDIA MARKETING:
NO LONGER OPTIONAL:
The Pearl Jam song, “Elderly Woman Behind the
Counter in a Small Town,” tells the story of an
older woman, stuck in a small town, when an old
boyfriend returns and doesn’t recognize her. She
laments, “I changed by not changing at all.”
Like it or not, refusing to change in the face of
new circumstances is still changing – if the world
around you moves forward, and you don’t, then
you have changed as much as those around you.
Why Social Media Marketing Matters
Lawyers who continue to refuse exploring new
ways of marketing their practice are changing
“by not changing at all.” Many either refuse
entirely to use social media, or set up a profile
or two, but then quickly abandon their efforts if
they don’t see an immediate result.
That’s unfortunate, because marketing through
social media offers the opportunity to network
and showcase your expertise to an entirely
new, and varied audience. The best rainmakers
know that, while your skills and reputation are
important, successful marketing is all about
relationships. Social media sites are a great way
to create and build relationships.
But perhaps more importantly, these days
everyone has an online brand. Attorneys with
no online footprint, or with a half-completed
or out-of-date social media presence, are still
conveying something about themselves – and
not something positive. Half-hearted attempts
at social media marketing are as bad as doing
nothing at all.

The Social Media Advantage
For lawyers trying to juggle career with outside
demands and interests, social media marketing
can be a perfect fit. It is much more flexible
than traditional forms of marketing. Instead of
giving up a night or weekend afternoon for a
dinner or golf game, social media marketing can
happen from anywhere and at any time. This can
be appealing to anyone, but particularly lawyers
trying to juggle career and family.
Developing relationships through social
media can also be an easier way to establish a
connection. Some lawyers feel uncomfortable
asking a marketing target of the opposite
gender to engage in a social activity, especially
at the beginning of a relationship. Developing
a connection through social media can make
eventual in-person encounters more comfortable.
Social media is also a way to promote your
achievements in a more low-key manner. It is a
perfect place to be your own champion.
Where Should You Go?
The vast array of social media sites is beyond
the scope of this article, so I will focus on four –
LinkedIn, Twitter and Facebook.
LinkedIn
If you’re a lawyer who has clients, you need to
be on LinkedIn. Period. It is as important, or
perhaps more important, than your law firm’s
website. LinkedIn allows you to connect with