Never stop thinking, never stop working.
No wonder we can’t keep up with this woman.
Greg Siskind gets it. He knows far better than most lawyers how to do well by doing good. His new Travel Ban Advisor app is a perfect way to get new clients: Help the people you want to be your new clients.
I expect no less from the author of The Lawyer’s Guide to Marketing on the Internet. More on this later …
My take: There’s still plenty of room for lawyer blogs. Just as Kevin O’Keefe, of Real Lawyers Have Blogs fame. Indeed, comment features mean blogs could be considered a type of social media, a type that has significant advantages for both operators and users.
Kevin O’Keefe has some good ideas about lawyer use of Twitter, including:
Columnists Ken Chan and David Kemp join Tim Stanley, CEO of Justia, in How to Build Great Professional Relationships Online, an introductory article for Law Practice Today about social media for lawyers. Here are the trio’s comments about Google+:
Google+ is Google’s foray into the social networking space. Like the other networks, Google+ allows you to create a public profile, post and view updates and photos, and connect with people you know. Google+ is similar to a combination of Facebook and Twitter. It is like Facebook in that you can view others’ posts as a news stream with graphics and text, and like Twitter in that people can unilaterally choose to follow the updates of others on the network (in Google+ this is called adding someone to a circle).
While Google+ does not attract as many active users as Facebook, the network offers other important benefits. Setting up a Google+ profile can impact how Google presents your Web pages or blog posts in its search results. This is a compelling reason to be on Google+. For example, if you publish an article online with the appropriate authorship markup, Google will display your Google+ profile picture and name next to the article in its search results. Associating your Google+ profile with your blog or Website can distinguish the appearance of your content from other search results, leading to more attention and visitor traffic.
As with LinkedIn and Facebook, be sure to completely fill out your Google+ profile, and make sure that at least your name, location, work, and education can be seen by anyone by setting it to “public.” Also make sure to include links to all of your other individual online profiles, as well as other online media properties to which you contribute.
Similarly to LinkedIn, Google+ sees the highest use by employees and executives in the technology sector, and thus technology- and IP-focused law firms stand to benefit most from this network. However, attorneys in all practice areas should take advantage of Google+ for its authorship and search benefits.
Finally, Google is also integrating Google+ with Google Places and Maps. It is important that you claim and fill out your Google+ business page with information about your practice. You should also associate your Google+ business page with your website to share “+1s” between the two.
My friend Kevin O’Keefe’s Real Lawyers Have Blogs is a consistent source of good ideas about lawyer use of the Internet, with a post comparing the impact of social media and blogging a recent highlight. One anecdote in particular rings true:
One law firm marketing professional told me today that when he suggests Twitter with lawyers in his firm he gets a look like he is suggesting MySpace. In a presentation yesterday I asked an audience of about fifty lawyers how many use Twitter. One sheepishly raised his hand to shoulder height.
Some might discount Kevin’s perspective because his business supports blogs for lawyers. That would be a mistake. Kevin is right on target, as usual. Social media can have a big impact, but blogs provide advantages not possible through social media alone.
[A] blog is the only way you can demonstrate your knowledge, experience, and care. A blog establishes trust based on your empathy for your audience knowing what’s of value of to them.
A blog builds your influence in niche areas. First in the way we’ve always looked at influence, in a subjective way, ie, she’s an influence lawyer in the patent litigation arena. Second, and perhaps more importantly, influence for high rankings on Google, with its Hummingbird update.
There are any number of other advantages of blogging over other social media. Where do I go to find a record of your insight over the last three years without a blog? How do you share your ‘social media’ with a client via an email? I can strategically share a blog post by email. How do others cite you without a blog? How do people share your content without a blog?
In may last two trips to New York City I am seeing a growing trend in large law to focus on blogging at the expense of other social media/networks such as Twitter, LinkedIn, Facebook, and Google+.
Firms are seeing value in blogging. Blogging makes total sense to them. Leading lawyers have always written and spoken. Blogging feels like a natural extension of this form of business development.
Other forms of social media, though very effective as an adjunct to blogging, feel a little beneath a ‘lawyer’ to many firms. Right or wrong, they don’t want to jump into other social media right now.
Social media and blogs should complement and reinforce each other, but if you could only have one, most lawyers would probably be better off with blogs.
A June 2013 study by BrightLocal found that almost 80 percent of consumers trusted online reviews as much as personal recommendations. With those numbers trending up each year, and the understanding that Google alone could be 10 times the size of the entire yellow pages industry, it is clear that online reviews have become the new word-of-mouth marketing. It is more important than ever to have clients spreading good news about you on review sites. If they aren’t, the haters will be.