Practice Management

Virtual Worlds, Social Networking, Web 2.0: The Jealous Mistress Is Online

By Brian J. Ritchey

Law is famously known to those who practice as the "jealous mistress" (I'm not sure how well this analogy works with the growing number of women attorneys).  The phrase adds a new dimension when used in association with virtual reality.   Davis, LLP, a Canadian firm made the focus of the cover story in the March 2008 Canadian Lawyer (New Frontiers), has set up real estate in a virtual world called Second Life.  Second Life, an online place where, according to the article, over nine million people live.  Second Life's own website claims the number is closer to thirteen million.  Thirteen million!  From there, two resident Davis, LLP attorneys can talk to prospective clients and recruit new lawyers. 

Says Pablo Guzman (PabloGuzman Little, for those reading this in a virtual coffee shop), an attorney with Davis:  "Lawyers go where their clients are or where they think they can get clients.  For us, Second Life is a great marketing tool and a recruitment tool." 

Thirteen million people.  I wonder if there are internet cafes in this place?  Would logging into the internet there peek back into reality, or look into infinity?

The world within the web doesn't end with Second Life.  Besides this blog, myriads of other lawyers are following Kevin O'Keefe's lead in starting blogs (www.lexblog.com). Vendors such as LexisNexis (Martindale Hubbell's blog) and Thomson West (westblog.net) have taken advantage of the running online dialogue.  And now a consortium of marketing consultants and lawyers have created the webspace known as JDSupra.com, where attorneys can share work product (documents) and market their services.  And, of course, there is Facebook.

But what is this "Web 2.0" anyway?  According to Tim O'Reilly, the term was coined at a conference brainstorming session after the dot.com crash.  Contemplating the future of the internet, the name was given as a way to mark the next generation of tools on the web.  For example, Web 1.0 used Brittanica Online for encyclopedic information; Web 2.0 uses Wikipedia.  Web 1.0 used personal websites for running online dialogue; Web 2.0 uses blogs.  Web 1.0 used creepy AOL Chatrooms; Web 2.0 uses creepy virtual worlds ("creepy" in a mystifying sense).

Thirteen million people.  In one large online world.  Can you afford to avoid real estate in this vast empty space?  I have not visited this world of Second Life, but I can only expect that there is no housing market crash or credit tightening going on - but then, I am probably wrong.  Surely virtual life imitates "real" life?

According to Mr. Guzman, Second Life "is not necessarily somewhere were we can practise law, because we do not practise law in cyberspace".   Perhaps not now.  But with thirteen million people walking like virtual zombies in a world conceived by code sentries, it surely is only a matter of time when independence is claimed, wars are fought, and lawyers are brought in to restore justice. 

The IRS isn't waiting for attorneys to set up shop.  Accoring to a May, 2007 CNN story, the IRS wants to tax profits made while inside Second Life.  The currency , the Linden, has an exchange rate and can be converted to US Dollars.  Where there is money, there is potential for disagreement.  And need for contracts.  And perhaps a lawsuit ensues.  

The pieces are there for the ability (dare I say need?) to practice law.  Maybe that comes with Web 3.0.

Full post as published by More Partner Income on March 21, 2008 (boomark / email).