When you get right down to it, continuing legal education is about relationships. It’s about the relationships between providers and speakers; the relationships between providers and their legal communities; the relationships between speakers and attendees; and the relationships among attendees.

And, of course, it’s about education, but the best way to ensure a quality educational experience is to enlist the right speakers, attract the right attendees, and provide a forum for them to exchange information and ideas.

So it shouldn’t come as a surprise that some CLE providers are looking to social media not as a marketing tool, but as a way to enrich and expand the reach of the relationships they have always fostered.

If those providers look to other industries for guidance, they might come to the conclusion they need something like a community manager. Community managers are becoming common, especially in large corporations. They have a role to play in those organizations. But in CLE organizations, where relationships and community have always been a part of our model, I wonder if their role might be a little different.

I’m thinking the most important role for a person who is well-versed in online communication is to empower others in the organization to use social media to enhance their existing communication tools. This is no small task, when you consider that each person in the organization has a different role and different objectives–not to mention varying levels of online competence and comfort.

Program attorneys, coordinators, editors and customer service representatives should all be as comfortable communicating with speakers and lawyers in various online communities as they are with phone and email. These are the people who have always played a role in managing their CLE community and, ideally, that doesn’t change when the community goes digital.

Or so I’ve been thinking–what do you think?

  • Share/Bookmark

{ 3 comments }

Today I stumbled upon this important piece by the President of the State Bar of California. I have to hand it to Howard B. Miller. He attacks a topic that far too many leaders of legal organizations have shied away from: students who decide to attend school using school-reported job statistics and graduate into a jobless economy with around $100,000+ in debt and without the skills needed to start their own firms… and what this means for the profession.

This is a big problem and there are many players with big stakes in the game. And nobody wants to take responsibility for it. But Mr. Miller presses forward asking (and answering):

Do we in the profession have an obligation to deal with all this — especially the State Bar of California? I think we do.

He lays out three recommendations. The first will be familiar to anyone who participated in or read the Final Report of the ALI-ABA/ACLEA Critical Issues Summit.

First, for those who will have already graduated and passed the bar exam, we need to plan on developing post-graduate and post-bar passage legal education practice courses, continuing a tradition, as in the value of apprenticeships, of the profession training its own, focusing on law practice management, the needs of clients and how to meet those needs — especially by shaping new pricing models besides the billable hour to attract clients suspicious of legal fees.

This, of course, is the recommendation most related to what we do as CLE providers. He says the market is there if the right programming is developed at the right price. But pricing is the sticky point, isn’t it? Everybody loves transitional programming until you get to the point of deciding, “Who pays?” Continuing legal education is much [much] cheaper than legal education, but it still rubs me wrong to say, “You know that education you just purchased? The one you’re now paying back at $1,000/month–at a minimum? Well, see–it doesn’t actually prepare you to be a lawyer. You still need…” And transitional programming, to be truly useful, will be intensive. Which means it might be more costly to administer. Are there organizations that can help subsidize the price? Should bar associations step up to the task?

Next:

Second, the Committee of Bar Examiners, in consultation with California-accredited as well as ABA law schools, needs to begin a serious study of what kind of tests will genuinely determine who is qualified to practice law…

…How many would want a surgeon to operate on them who had only been tested on a written exam, without seeing or operating on a patient, even in a simulation? The bar exam continues to exist as an accepted but flawed tradition, with only tangential problem solving connections to representing clients or any realistic certification of the ability to practice law.

Now you want to take away our time-honored tradition of paying BARBRI to tell us what we need to know to pass the bar?

And finally:

[W]e need to be transparent with potential lawyers about the cost and benefits of studying law. All law schools need to gather, verify and report, in consistent and specified ways, the employment record of their graduates, as well report on those who may have started, paid tuition, but never graduated.

Of course, it’s embarrassing that we don’t already require greater transparency from our law schools–that we allow them to play numbers games that would probably be deemed unethical if applied to a legal practice. There are groups that are already working on this. And I would suggest that the best way to put pressure on schools (and the American Bar Association) is for student groups, alumni groups, bar associations and lawyers to present a united front.

So who’s with Howard and me?

  • Share/Bookmark

{ 0 comments }

Marketing Programs for Attorneys Should Provide Value, Not CLE Credits

May 1, 2010

There is a movement underway. A growing number of people think CLE credit should be given for marketing programs. I’m not one of them.

  • Share/Bookmark
View Comments Read more →

Props: Can you tweet your favorite SCOTUS case?

March 28, 2010

Have you seen all the tweets about people’s favorite U.S. Supreme Court cases this week? They’re all promoting a continuing legal education program. Each tweet included #cbftech, the hashtag for Connecticut Bar Foundation’s Technology Symposium, a free program hosted by UConn Law School. And the “tweet your favorite U.S. Supreme Court case” initiative is intended to [...]

  • Share/Bookmark
View Comments Read more →

Something to Talk About

March 20, 2010

The Legal Marketing Association Annual Conference has been over for more than a week, but online you find that many attendees are still talking about and learning from it. First, there have been a number of posts on the conference. Lance Godard was kind enough to collect some here. Then you have LMA twitterers who simply [...]

  • Share/Bookmark
View Comments Read more →

Your People Are Your Brand

March 16, 2010

I’m still working through some of the great ideas and information I took away from the Legal Marketing Association Conference in Denver last week. While I wasn’t able make all the sessions  (attending a conference a half a mile from your office is always trying), I enjoyed those I attended, including the opening session and [...]

  • Share/Bookmark
View Comments Read more →

From the Archives: EventVue, Twitter, Kevin O’Keefe and #ACLEA

January 29, 2010

I don’t have time to be writing this post right now. I should be packing up for my trip to the ACLEA (Association of Continuing Legal Education Administrators) Conference in Orlando tomorrow. But yesterday I set our conference hashtag (#ACLEA) on the recently relaunched EventVue platform (if you’re going to or interested in the conference, [...]

  • Share/Bookmark
View Comments Read more →

The Future of Conferences (and CLE) Probably Isn’t in “Virtual Events”

December 7, 2009

I have a confession to make. I don’t like “virtual events.” I don’t know quite why I call it a confession. I just have a feeling I’m supposed to like them. People I meet who know that I have blogged about conferences, and often about how technology is reshaping them, are always surprised–perhaps even suspicious–to [...]

  • Share/Bookmark
View Comments Read more →

Where This Blog Is Heading

July 27, 2009

I've been dreadfully delinquent and I know it. I haven't stopped caring–I've just been deciding how to refocus given my new position. What I've decided, generally, is that my posts will focus more and more on continuing legal education, rather than on events in general. After all, it's what I do. And our industry is [...]

  • Share/Bookmark
View Comments Read more →

Sometimes "Sorry" Is the Best PR

June 2, 2009

Be sure to stop by Cece's PR blog to take a look at a guest post I wrote about a conference I was running that veered off track. I actually wrote it while still at my last job, but the power of "sorry" transcends time. Here's an excerpt: I’m in Sacramento because I organize and [...]

Related Posts with Thumbnails
  • Share/Bookmark
View Comments Read more →