Raising Your Profile on Second Life

By Ari Kaplan, a a lawyer who practiced in New York City for nearly nine years, and a writer, who has published over 160 articles. He teaches professionals around the country how to get published and stand out in today's stagnant economy. He is also a coach and ghost writer on law-related topics. Ari can be reached via his Website, www.arikaplanadvisors.com, or at 646.641.0600 and ari@arikaplan.net. This article is excerpted, with permission, from his new book, The Opportunity Maker.

For next-generation members of the bar, now is the time to be thinking about how to leverage the tools you are using or recently used in school. Although more senior lawyers have successfully navigated through this maze, those of you with years of experience customizing social networking tools, such as MySpace and Facebook will only need to modify your approach slightly (and remove those spring break photos) to begin harnessing their power. Many professionals prefer Linked In and more corporate-styled programs. Whatever your choice, use it first for the benefit of those you are trying to meet.

When, for example, a headhunter contacts you with a job prospect for which you are wholly unqualified, share that information with someone in your network that may be a suitable fit. Whether he or she gets the job is irrelevant. That person will remember your thoughtfulness. Pay special attention to those with whom you work and develop an understanding of what they are hoping to accomplish. Find ways to leverage your network toward that end. 

Lawyers in the real and virtual worlds

Stevan Lieberman, a partner with Greenberg & Lieberman in Washington, D.C. finds those ways in the virtual world as well as the real one. The intellectual property attorney joined the self-described “3-D virtual world” to enhance his presence in the offline world. By interacting with the other almost nine million “residents” of the website opened to the public in 2003, he reaches a new demographic. “I can market while sitting on my couch,” he says. Lieberman notes that while Second Life (SecondLife.com) is not the only virtual reality environment, it has more adults who participate and can be more easily modified.

Second Life makes people feel as if they have physically met one another, Lieberman says. In addition, its interactive capabilities help users, particularly lawyers, to clarify difficult concepts. “IP law is extraordinarily complicated and a 3-D image helps people to reach out and touch items so that they can understand my explanations.”

For those who are confused, “Second Life is not another world; it is an extension of real life,” Lieberman explains. While it is free to enter and browse, there is a nominal cost to buying land and establishing an office or other presence. He has so far spent $200 and retained $10,000 in new business. While he recommends that law students and new lawyers interact in a virtual reality environment, he warns against inadvertently providing legal advice.

You may also be cautious in the avatar (umm, digital representation of yourself) that you use. While Lieberman has used figures ranging from someone with a flaming head to one with wings, law students and junior attorneys may want to present a less outrageous and certainly non-offensive persona. Although creativity is of value, you are winning points for just participating in this novel experiment. Despite the uncertainties surrounding your use of technology, the benefits generally outweigh the risks. Before embarking on this path, seek guidance from more seasoned professors and practitioners. In fact, ask them to join you and consider learning together. Senior lawyers are intrigued by these new potential sources of revenue, despite their outward risk aversion toward them. If you take the initiative to help them learn, they will be more likely to teach you in return. Help someone on your advisory board film a presentation and post in online. Or, transcribe an audio speech into a potential article. By doing so, you are helping, but also developing a strong understanding of how to leverage these tools for your own use later when it matters most.

Finally, associates should clear these activities with their law firms. Mention it as an experiment to the partners. It could become a renowned success like Elgar’s blog and garner prestigious headlines, or not. Again, if your firm has reservations, help someone else outside incorporate technology into their practice. When your firm is ready, you will have all of the necessary skills to be a groundbreaker in that area. It is the perfect way to plant seeds for your future.

Sidebar: Technology Trendsetting

• Use online audio and video wisely. Start by videotaping speeches and presentations.
• Convert transcriptions of audio and video programs into website copy and potential articles for publication.
• Social networking and virtual reality sites can enhance your profile.
• Be conservative in your initial appearance online and avoid sharing any information that could be misconstrued as legal advice.
• When in doubt ask someone you trust for guidance.