Many women attorneys who have seized the benefits of
social media to market their skills are seeing big benefits. The ABA Journal recently interviewed Sports Law practitioner
Carla Varriale who says she could not have built up her national presence in
the male-dominated field of sports law without the use of social
media. She attributes TV appearances and many new clients to the
exposure she gained by spreading her message on the web. Varriale
explained that social media gives women a new platform or voice, creating an automatic
presence online. Some say it is the relationship-building aspect of
social media that favors women.
Solo attorney Amy Elizabeth Stewart told the Journal that "Social media is a
non-confrontational way to develop real social relationships with people who
can impact your success."
The idea of self-promotion is something many women
struggle with in face-to-face interactions. Social media allows women to
show the value of their skills and talents without using blatant
self-promotion. The soft-sell aspects of social media are more in line with
women attorneys' comfort levels. "Social media isn't about sales: 'Read my
ad, buy my product.' It's about how I'm providing value, which is its own
reward," New York solo attorney Nina Kaufman explained in the Journal.
With these benefits in mind, well-known social media
blogger and attorney Carolyn Elefant questions why more female attorneys aren't
jumping on the social media bandwagon in this JD Supra post. In it, she emphasizes how social media
caters to women's strengths because "it is compatible with work life
balance and can give women the opportunity to find mentors in the legal and
business world beyond the confines of their law firm."
Social media guru, author and attorney Bob Ambrogi does
not view social media as more beneficial to one gender over the other, instead,
he says it is a way of leveling the playing field for everyone. "I
see both men and women who are quite effective at communicating on social
media," says Ambrogi, "and others of both genders who fail miserably
at it," the Journal reports.