I do think you’re not seeing the wood for the trees here. Social media do already provide the means for solos and smaller firms to leave a bigger footprint and “amplify their voice and multiply their narratives within the profession as a whole”. As you well know, they are doing it through public blogging and the public SNEs; and the pooling and focussing is done via public group activity on group blogs and special interest groups on the SNEs.

That does not provide a complete solution and third party collaboration and aggregation channels are evolving, but I don’t really see that they need “their own media channel” – will it not be an agglomeration of media channels?

The first step for solos and small firms is to engage with social media and they have only themselves to blame if they don’t.

You suggest that their footprints need to be left “in the places where journalists search for ideas and leads”. Turn that around: how about journalists need to engage better with social media and source their stories from a wider range of media channels? Surely it’s a very lazy hack who relies on the mainstream legal media for their ideas; surely they need to be reading blogs, following Twitter et al? Now I know you do this, so the next question to ask (of an employed journalist) is – It’s all very well for me to source some of my my ideas and stories from solos and small firms, but will that sell the rag/will it attract the advertising bucks, will it please my paymaster? I suspect the answer to those questions is No – and that’s probably part of the reason you left your past post to strike out on your own. Good move!

Nick