The most widely read magazine for Canadian lawyers
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podcasting was two years ago. It's new but you can't ignore it. And if you do, you do so at your own peril." — SUZANA POPOVIC-MONTAG, HULL & HULL LLP leader in a certain area of the law. "That's pretty powerful," he says. "That's not fleeting; that stays. Where it may have taken a decade or two to do that as a young lawyer, you may be able to do that in two to three years online." And if you're not in that conversa- tion with other thought leaders, over time you're going to be conspicuous by your absence. "And can you afford to be conspicuous because you can rely on the name that you established previously?" he says. "If you don't have a big name previously, you are going to be left be- hind." There's a shift happening where net- working opportunities that used to hap- pen on the golf course are now going online. Facebook is kind of like playing golf, says O'Keefe. You're not necessarily talking about the law but you're social- izing with potential clients — although, unlike the golf course, it leaves a perma- nent trail. For Toronto-based Hull & Hull LLP, Web 2.0 is more than a marketing tool. "We want to have a presence out there," says Suzana Popovic-Montag, a partner "It's just like blogging and with the estates and trusts boutique. "It's about exposure — having your name out there." The firm has a regular blog, two podcasts every week — one geared toward solicitors, the other toward the general public — as well as Hull & Hull TV (featuring videocasts). "At first there was a lot of resistance from everybody," she says. "Now it's become much more the norm, even though a lot of law firms haven't picked up on it yet." Popovic-Montag describes their pod- very scripted discussion; it's just off-the- cuff. It's more or less an exchange," she says. "We do no more than 10 to 12 min- utes." This is what's referred to as "the treadmill factor," or how long someone can listen to something without getting bored. When it's too structured, she says, it loses a bit of its personality. The firm has also been looking into DD CL HRHLFA-01 OP ad 1/30/08 5:03 PM Page 1 casts as internet radio. "We don't have a Second Life. "It's just like blogging and podcasting was two years ago," she says. "It's new but you can't ignore it. And if you do, you do so at your own peril." Need a hand? Help is here with Dye & Durham BASICS® Office Products the Big Case Finally, a big case ideal for lawyers, accountants, businessmen/women, etc... 19" x 16" x 11" Approx. 5 Lbs. 1680D Ballistic Nylon Padded computer pocket Telescopic handle In line skate wheels Front zippered organizer To order the Big Case please quote code #90036-00 U C PREFERRED SUPPLIER E yourONE source supplier for Office & Furniture Products Corporate Promotional Products Printing & Graphic Services Law Office Essentials Corporate Supplies Search & Registration Services dyedurhambasics.ca 1-888-393-3874 Fax: 1-800-263-2772 OFFICE & FURNITURE PRODUCTS www. C ANADIAN Law ye rmag.com M ARCH 2008 37 a D Y I n E 9 p N d & 9 C n D R m a 1 H a A n M S a 8 W e ' r e y C i o a