From the Vault - Going Way Back With Morgan Chu
What It Means To Have Authenticity on Social Media
With the recent release of the 2017 Southern California Super Lawyers Magazine we wanted to take a look back at the cover feature for our first ever magazine in that region. Legendary Los Angeles IP litigator Morgan Chu has been making headlines his entire career-including in the pages of Super Lawyers. Here we look back at Chu's journey to the law and his incredible career, as first written in the 2004 edition of Southern California Super Lawyers Magazine.
Thinking he would be a professional student all his life, Chu enrolled in a Ph.D. program at UCLA, studying urban educational policy and planning. "I never thought of being a lawyer growing up," Morgan said. "Learning some law just seemed like the thing to do at the time." So he ambled into Harvard. A summer job at Irell & Manella led to his starting work there for good, following a year-long clerkship for a judge, in 1977. If you're doing the math on this, no need to recheck your figures: Chu earned a B.A., an M.A., a Ph.D., and a J.D. in eight years. And, oh yeah, he picked up an M.S.L. (master scholar of law) along the way, too.
The same inclination toward learning that attracted Chu to the life of the professional student satisfied him as a lawyer. Working a patent case required an intimate understanding of complex issues, often relating to technology, and Chu said he relishes coming to know the ins and outs of new concepts in, say , software or biotech.
"I get to sit down with the smartest people in the world on these matters and ask a lot of dumb questions, and they'll spend all day with us answering them," Chu said. "These people would not offer that service to the richest person in the world, because it's a waste of their time. So I get to learn this fascinating new technology, what they're doing and how they're solving problems - on a personal tutorial basis - and at the end of the day they're paying me?!"
Chu is not only a 14-time Super Lawyers list selectee, he also serves on the Super Lawyers Advisory Board and has been selected to 28 different top lists since 2004. To learn more about his practice, visit his profile on SuperLawyers.com. To read the full feature article on Mr. Chu, click here.
Get Consistent with Your Firm's Online Presence
How do potential clients see your firm? There's a predisposition amongst legal consumers that attorneys sit in their ivory tower, lording from on high. So while many lawyers are easily accessible, sometimes prospects don't view it that way. It's difficult to hurdle this barrier many consumers have, but doing so will help your firm seem trustworthy and compassionate.
The best way to battle these preconceived notions is to come off as human as possible. However it's difficult to create personality when you're marketing to online consumers, but potential clients want someone they can relate to, who understands the emotional side of their legal issues.
Social media should be used as an outlet to build your brand by creating a distinct personality. Potential clients want to see your engagement in the community and what makes you unique. So next time there's a company outing or your firm hosts a charity event post pictures of you and your colleagues.
You can also show off a little. Post images of any third-party accolades such as a Super Lawyers or Rising Stars list selection prominently. In addition look to post video describing your firm's expertise and what makes you stand out.
Consumers are also using Facebook and Twitter to validate their choices. They want a law firm they can trust and makes them feel comfortable with their decision. That's why it's so important to standout becouase what makes you unique will be the reason consumers dial your number.
While creating online trust in today's legal marketplace can be tricky, it's a necessity. For more information on how to do so download the playbook Building Real Trust in a Virtual World: An Attorney's Guide.
Consider for a moment that your primary doctor refers you to a chiropractor in your area. When you visit the website the URL shows www.hopkinschiropratic.com. Upon poking around a bit you learn the business is actually named Hopkins & Sims Chiropractic. Next you visit their Facebook page, where instead of talking about chiropractic services the majority of the content is centered on acupuncture. In addition, you notice the phone number on their website doesn't match the Google business listing. Would this turn you off to the business as a whole and would you continue looking for another chiropractor?
Even the slightest of inconsistencies can make a lasting impression on the legal consumer. When it comes to finding an attorney online, 73% of people will lose trust in a brand if the business listing is not accurate.* Additionally, more than 70% of people who search the Internet for an attorney look for information about them that isn't on their website.**
Building credibility means making sure you're always getting credit for your work. Your information must be identical everywhere that it appears online. Whether it's the biography on your firm's website, directory listings or the nonprofit board you serve on, make sure all your information is accurate and up-to-date.
It's also important to be very clear on the services you offer. If your practice is 75 percent personal injury, be sure that the information you have on your site suits that audience. That last thing you want to have happen is lose out on potential business just because you weren't thorough with the services your firm provides.
To learn more about keeping things consistent with your firm's priorities, download the Super Lawyers Playbook Building Real Trust in a Virtual World: An Attorney's Guide.
*FindLaw White Paper - Are You Ignoring a Third of Your Firm's Business Potential?