Law Times

Law Times • November 26, 2012 FOCUS ON Business Of Law Pioneering firm began blogging in 2006 Social media and the law L BY JULIUS MELNITZER For Law Times social media marketing. That's not the case at Hull & Hull LLP, the Toronto-based bou- tique that specializes in trusts, estates, and capacity litigation and planning. It was back in 2006, when aw firms have learned to ignore social media at their peril. But few can claim to be pioneers in line efforts are the clients who regularly thank us for taking the time to provide information that was helpful to them in their search for a lawyer, "The best reward for our on- vic-Montag. "Many tell us that they feel " says Popo- like they already know us when we first meet and that' est form of flattery and the most meaningful compliment to us." Social media marketing, few lawyers knew what the blogosphere really meant or even that it existed, that part- ner Ian Hull began exploring social media as a way of taking traditional marketing efforts like speaking and writing to a different level. Today, the firm prides itself on an innovative marketing mix that it uses to keep its name top of mind with various audiences. "What Ian found was that s the great- then, works synergistically to benefit lawyers and clients alike. "Generally speaking, clients 'Many tell us that they feel like they already know us when we first meet and that's the greatest form of flattery and the most meaningful compliment to us,' says Suzana Popovic-Montag. blogging took a traditional marketing mechanism — writ- ing — and put it out there for the world to see, managing partner Suzana Popovic-Montag. " " says where we could advertise and provide services to clients and potential clients." But it wasn't long before blogging evolved into pod- jumping in with both feet," she says. "Like blogging, podcasting and videocasting turned At the time, it seemed like just another platform casting and videocasting in what Popovic-Montag sees as a natural progression. "We tiptoed around these things for a while before out to be a great means for lawyers to learn what their products were by telling others about it." The difficulty with firm marketing efforts, as market- wasn't a problem at Hull & Hull. "Our lawyers bought in because they saw the efforts that the partners were making," says Popovic-Montag. "And that fits in with our firm mentality, which rec- ognizes that although we are privileged to have the ers around the world will be quick to point out, is get- ting the firm' s lawyers to buy in. As it turned out, this benefit of the Hull & Hull brand, it's only as good as the individual lawyers behind it." Eventually, the entire firm joined advocatedaily.com, line presence by enabling all of its partners and associ- ates to develop online stories, blogs, interviews, videos, and commentary. "What advocatedaily.com has done is professional- s on- a legal news web site that links lawyers with the media, colleagues, and clients. The site amplifies the firm' are much more knowledgeable than they have been in the past and oſten have realistic ideas about how to solve their prob- lems," says Popovic-Montag. " who participate in the resolu- tion of a problem is a helpful check and balance for us as pro- fessionals. And having informed people ized a legal news web site, identified niches, and linked us with the media and our colleagues," says Popovic- Montag. "The site and the people behind it have definitely used their connections to elevate our presence." As a specialty boutique, Hull & Hull draws a sig- nificant portion of its business by way of referrals from lawyers and existing clients. In the Google era, when so many people check out lawyers online before making the decision to hire, the fact that each lawyer' ual page is rich in relevant content contributes mightily to referrals turning into actual clients. s individ- er form it takes, is just a new way to let lawyers market what they've always been promoting: their knowledge and expertise. "Social media merely allows us to put ourselves out gram featuring a moderator exploring legal issues with Hull and Popovic-Montag. The discussions revolve around estate planning issues that affect both clients and the legal professionals who advise them. As Popovic-Montag sees it, social media, in whatev- Hull & Hull TV, a professionally produced biweekly online pro- there at the next level, hopefully using reading, writing, and speaking to attract every generation in some way, shape or form," says Popovic-Montag. Indeed, Hull & Hull has become so confident in the pay nearly as much attention anymore because the re- sults have been obvious," says Popovic-Montag. "The truth is that social media is its own unique kind of machine and it can be very difficult to get a statistical handle on it without a lot of cost and effort." LT Recently, the firm launched " PAGE 9 utility of social media that the firm doesn't spend much time tracking the results its lawyers' efforts produce. "We did more tracking in the beginning but don't Heydary-Focus_LT_Nov26_12.indd 1 www.lawtimesnews.com 12-11-21 11:50 AM

• Cover