Recently, I was scheduled to speak at the 38th ABA National Conference on Professional Responsibility as part of a panel, “Old Rules, New Tools: The Challenge of Social Media for Bar Associations and Lawyers.” About a week before the panel, a scheduling conflict arose in my day job that would keep me from being at the panel. When I told this to the panel organizer, Simon Chester of Heenan Blaikie in Toronto, he replied, “I’ve a wild idea.” His idea was for me to record four brief video segments in which I answer questions he would have put to me had I been present. He would then play my video during the panel, in place of the real me.

So that’s what I did. In this first of the four videos, I respond to the question, “Do social media present any special challenges or difficulties for firms, or are they just conventional marketing and client communications through different media?”