The one word answer of brand strategist, Nick Westergaard (@NickWestergaard) is ‘Blog.’
Westergaard sees developing a blog as the heart of your digital strategy. Your blog creates a strong online identity from which you can reach out further to other social media.
- You need an online hub for your social content. Establishing a blog serves as this hub.
- You have to focus on your core presence first, and that’s content. Done right, your content shared across social channels such as Facebook and Twitter sparking conversations will ultimately build a strong online identity and following for you.
- Facebook, Twitter, Google+ and other social networks aren’t platforms you own. The conversations and community you build on those sites are done at the pleasure of those companies.
- Consistent blog content helps search engines such as Google find you online. This is a long-term benefit to you that you can’t achieve by sharing photos on Facebook.
- Creating blog content around industry terms helps you become associated with those keywords in searches.
Beyond Westergaard’s points, there’s any number of reasons a blog is more valuable for a lawyer than other social media.
When I come across a lawyer on Twitter, LinkedIn, Google+, or Facebook I look them up. I look to see if they have a blog. Not for the sake of having a blog, but to gauge the level of insight, care, and experience they’re offering. That tells me a lot about them as a lawyer.
When I have looked up specialists in other fields of late, such as a doctor, I look to see if they have a blog. Most don’t, but I’d like to see if they are really a specialist, and one that stays abreast of developments in their field. A blog would would make this clear.
Getting cited online or offline is a big deal for a professional such as a lawyer. Being cited by authorities in your field or the media is a measure of your influence and expertise. Blogs get cited (and get you cited). Other social media do not.
I am not saying that you need to blog. Blogging is a commitment on your part. But if you only have the time and resources for one social media, a blog will be the most valuable for you as a lawyer.