Law Firm Blogging
Law.com’s Small Firm Business has a piece by Edward Poll called “Ten Ways Blogs Boost a Law Firm’s Image.” The lead paragraph is pretty much on the money, I’d say:
When done right, blogs are an informative, vibrant calling card that represents you to the world. When done wrong, blogs are a chore and unwelcome expense, and produce little return on your effort. The difference between the two depends on having a realistic understanding of what you face before you start a blog.
Poll’s bullet points are:
1. Hit the target.
2. Demonstrate your expertise.
3. Write clearly and concisely.
4. Make the commitment.
5. Image counts.
6. Everything has a cost.
7. Do your homework.
8. Delegate.
9. Remember your professional responsibility.
10. Keep your perspective.
11. Remember that it’s a ‘social technology’. Getting to know other blogging lawyers can offer a support & referral network that competitors might not have. Big strategic advantage.
12. Actively promote the blog. The ‘build it and they will come’ adage really is a field of dreams. :-) Every blog should have both an online & offline marketing plan.
anyone else want to play?
13. Have fun
Putting aside that the list doesn’t cover what the title says it will, here’s my contribution:
14. Use your own voice, not some “corporatespeak”. Readers want to get to know the person or people behind the firm, not read some official marketing copy. It’s all about authenticity.
15. Consider negative comments posted on the blog a gift. If you are putting yourself out there and being honest, you need to appreciate others are responding with their true feelings. Criticism (especially constructive criticism) is an opportunity to make things better for your clients.