On July 5, 2024, the event “Lawyer Elite Series Course: Operations Strategies and Trends of New Media in the Lawyer Industry”, hosted by Longan (Guangzhou) Law Firm in Beijing, was successfully held. The event was moderated by Lawyer Ye Junxi, a partner at Longan Guangzhou. Lawyer Zheng Xuan, a partner at Guangxin Junda Law Firm and Deputy Director of the Youth Working Committee, and Lawyer Yuan Xian, founding partner and Executive Director of Guangdong Luo Huanping Law Firm, shared insights on how new media can help lawyers expand their case sources and promote their personal brands. The event attracted the attention and active participation of over 50 lawyers from both within and outside the firm.
Lawyer Ye Junxi
Partner at Longan Guangzhou
Lawyer Ye Junxi introduced the two speakers briefly and highlighted the rich experience and insights of Lawyers Zheng Xuan and Yuan Xian in new media operations. He mentioned that Lawyer Zheng Xuan effectively combined his personal skills and professional expertise to create a unique new media brand. He was very eager to hear the insightful presentations by Lawyers Zheng and Yuan.
Lawyer Zheng Xuan
Partner at Guangxin Junda Law Firm and Deputy Director of the Youth Working Committee
During the thematic presentation, Lawyer Zheng Xuan focused on the theme of “lawyers, IP, and internet influencers”. She discussed how lawyers can utilize new media, as well as the relationship between lawyers and IP, lawyers and new media, and her own exploration of new media. Lawyer Zheng first outlined seven outcomes and four directions for lawyers to use new media. She then posed the question, “Why do you want to use new media?” She analyzed the reasons for lawyers to use new media from three perspectives: economic value, emotional value, and mixed value. Subsequently, she introduced several leading legal new media accounts, and explained the differences between traditional IP and personal IP, as well as the differences between personal IP and internet influencers (personal IP focuses on content and using techniques to attract traffic, while internet influencers focus on traffic and using techniques to create content). She also addressed common misunderstandings about personal IP and internet influencers (one way for personal IP to generate revenue is through sales, but the underlying principle is leveraging influence for profit). Finally, she emphasized the importance of personal IP.
Next, Lawyer Zheng discussed why lawyers want to use new media, and posed the crucial questions, “Is it necessary for lawyers to use new media?” and “Is it suitable for me to use new media?” She pointed out that it requires certain skills for lawyers to effectively use new media. At least three years of practice is required, along with professional support. It’s also necessary to prepare for about three years and have sufficient financial resources. To use new media, lawyers need to have high efficiency, perseverance, and management skills.
Finally, Lawyer Zheng, based on her own experience, stated that specialized talent in new media is needed in the industry in the future. She posed a series of open questions that encouraged everyone to think deeply.
Lawyer Yuan Xian
Founding Partner and Executive Director of Guangdong Luo Huanping Law Firm
Lawyer Yuan Xian discussed the theme of “How Young Lawyers Can Obtain Effective Cases Through New Media”. She first explained what a “law + new media” firm is, and the differences between such firms and traditional “internet promotion firms”. She talked about the three stages that Guangdong Luo Huanping Law Firm has gone through in using new media: from personal IP to team live broadcasts, and from nurturing young lawyer IP. She explained how the firm uses new media trends to convert cases. Then, she shared how young lawyers can build their personal IP and convert cases. How to build personal IP? First, it’s important to define the role of your account, strengthen your professional image, and continuously improve your skills in presenting and engaging with audiences. Most importantly, it’s about persistence.
Regarding content related to new media, what is easier to convert? For short videos, Lawyer Yuan mentioned that current content in legal new media includes daily legal education, current events, and case details. People can explore different styles and directions that suit them. For live broadcasts, they can choose a niche area that fits them, provide one-on-one legal advice, and share personal success stories. Lawyer Yuan suggested that many lawyers are already involved in popular areas like criminal law and family law. People can try more niche areas. Finally, Lawyer Yuan discussed the professional division of a “law + new media” firm, such as the marketing department for handling online cases, lawyers who handle cases based on case severity, the technical department, and the administrative department.
During the interactive session, under the moderation of Lawyer Ye Junxi, Lawyers Zheng Xuan and Yuan Xian answered detailed questions such as how to expand B2B business through new media, whether intern lawyers are suitable for new media-based career development, how to determine the positioning of an account, whether to continue when the conversion rate of new media cases is low, when it’s appropriate to monetize through new media, and whether new media can create a strong impression that helps reach B2B clients.
This event, “Lawyer Elite Series Course: Operations Strategies and Trends of New Media in the Lawyer Industry”, was organized by Longan Guangzhou. It attracted the active participation of lawyers from both within and outside the firm. It helped young lawyers at Longan Guangzhou develop operational strategies and practices for new media, enabling them to build their personal brand IP and increase online and offline case conversions. In the future, Longan Guangzhou will continue to organize more “Lawyer Elite Series Courses” on topics such as lawyer sales thinking and marketing strategies to promote the growth of lawyers at Longan.