Lawyers are going to have to figure out what to make of social networking. By and large, as the link to the articles in last fall’s edition of National indicates, a few are active believers, a few more are cautious optimists, and the vast majority are dismissive or clueless. I can actually understand that. I’ll be the first to admit that Facebook is a pleasant distraction and offers some tantalizing prospects for collaborative achievements, but I’ve received one too many Zombie invitations to be a huge fan. Time-pressed lawyers need fewer distractions, not more.
But Facebook is not everything that social networking is or can be. Using social software to connect and collaborate for any number of purposes is still in its infancy, and there are any number of law-related applications that we’ve just begin to think about. Could we use it to improve legal publishing? Absolutely. Could it be used as a marketing tool? Sure. Could we use it to make the legal conference more effective? Why not?
Now, from Ross Kodner, who’s attending LegalTech in New York, comes word that Microsoft, of all companies, is offering the next big application of social networking for lawyers: using its SharePoint system to create a practice management system inside a law firm that runs on social networking principles. Ross is evangelical in his enthusiasm for what he calls intrasocial networking:
SharePoint connects data . . . and people . . . and opportunities like no other practice management approach I’ve seen. Intrasocial networking will propel law practices of all sizes to surpass currently foreseeable revenue targets, and to surpass client expectations. Intrasocial networking will allow law practices to intrinsically incorporate traditional corporate concepts of “quality control,” “customer satisfaction,” and maybe even eventually, Six Sigma mentalities ….
We’ve only scratched the surface of what social networks will allow us to do as lawyers. Collaboration is one of the cornerstones of the new legal profession, and social networks are the early manifestations of how it will happen. This will be fun.
Hat tip to Legal Blog Watch for the LegalTech links.