The document discusses how the internet has impacted lawyer-client relationships. It notes that the internet allows people to reach vastly larger audiences at very low costs compared to traditional media like newspapers, television, radio and books. It also enables anyone to engage and interact with others online through social media platforms, blogs, videos and communication tools. This new online environment challenges lawyers to engage clients through these modern digital channels in order to remain relevant in an increasingly technology-driven world.

1. The Impact of the Net on Lawyer-Client Relationships
Martin Ertl & Zak Greant // Davis LLP // 2009-10-22

2. Martin Ertl
Lawyer (formerly at Davis)
Entrepreneur
Co-founder of Navarik
Co-Founder of LexPublica
<martin@lexpubli.ca>

3. Zak Greant
Electronic Frontier Strategist
Entrepreneur
Mozilla, MySQL, Open Source Initiative
Co-Founder, LexPublica
<zak@lexpubli.ca>

5. Book
Scale: Number of people reached per unit of cost

6. Newspaper (~10x)

7. TV (~100x)

8. Radio
(~1000x)

9. Net (~1 000 000 x)

10. … and they can all talk to each other for $0

12. attention is scarce

13. engaging on the net

14. Offline Online
Corporate profile, business card LinkedIn
Office water cooler, cocktail party Twitter
Coffee with friend Facebook
Reading a law magazine RSS
Writing articles & books. Peer review Blogging
Present at a CLE seminar YouTube
Initial meeting with client Skype

15. engage now

16. The Great Wave off Kanagawa
Katsushika Hokusai (woodblock print, 1832)
http://en.wikipedia.org/wiki/The_Great_Wave_off_Kanagawa