Practice Management

I recently posted an item on the ABA TECHSHOW blog and forgot to share it here. It highlights Professor Michael Wesch's insight and research about YouTube, with links to several of his video presentations.  After watching the videos prepared by Professor Wesch, I can see that YouTube (and other video storage/delivery tools) is not just a toy, but is a viable tool for the legal profession at many levels.

Lawyers and firms should begin to exploit the benefits of this growing technology in order influence debate on law and policy, serve as an educational delivery system to clients and potential clients, gather information to learn more about the flattening world marketplace, and expand law firm marketing. It seems that most of the videos/visuals presently contributed by lawyers and law firms on YouTube are amateurish, boring, and ineffective, so there is plenty of room for others to command a presence.

In fact, a good portion of the contributions from lawyers on YouTube may diminish reputations, not enhance them. Consumers don't want talking heads statically sitting at a desk talking. To make it interesting, firms must add graphics, camera movements, quality sound, and even music. Yes, YouTube is for amateurs, but that does not mean videos can be amateurish. Remember, what is produced and distributed on YouTube (and similar sites) will be viewed by people used to viewing television as well as seeing professional websites on computer screens. Your competition for consumer eyeballs is not just limited to other law firms, but is made up of all other media your potential clients are viewing.

The use of the Internet for the storage, sharing and delivery of visual/video information is still in its infancy, and is certain to grow in importance in 2009 and beyond. Law firms that take the time and initiative to create, share, and promote interesting, professional, and timely videos will certainly have an advantage in the evolving legal marketplace.