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Legal vendors miss opportunities to reach customers via blogs and social media

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Why don’t companies selling legal solutions and products take greater advantage of connecting with potential customers through the Internet?

Walking through the exhibit halls at ALM’s LegalTech last month I couldn’t help but think of the opportunities that the exhibitors were missing in connecting with their target customers via blogging and social media.

Our LexBlog Network alone has over 8,000 lawyers and other legal professionals blogging and using other forms of social media for networking. Why weren’t the principals of these companies blogging in a strategic fashion to connect with and establish trust with these legal professionals?

And that’s just the LexBlog Network, there’s thousands of other legal professionals, including lawyers, CIO’s, channel partners, and more who are blogging and using social media.

I am not referring to “having a blog as part of my website, using Twitter, and having a LinkedIn Page.” I am referring to strategically targeting certain customers, strategic partners, and the influencers of these two (bloggers, reporters, association leaders etc). I am referring to strategically engaging these folks, not waiting for them to find you via Google or an email pushed at them.

Listen to their blogs and stories via Feedly and share with your blog followers what your target audience is saying, providing your take. Let your “target” know “good job and that I shared what you wrote in my blog.”

Set up Twitter lists of these “targets.” Get to know them via what they’re sharing and perhaps re-tweet a thing or two.

Share some of what they blog or report on via Twitter and LinkedIn.

Now you’re dancing. You’re really networking. You’re getting to know, personally, the exact people you want to get to know. You’re building trust by being one of the good guys – you share what others are blogging and reporting, as opposed to just showing off your brilliance.

Don’t get me wrong, conferences and shows are great. Just realize you’re missing out on tremendous opportunities if you’re not using a blog and social media in a strategic fashion.

Image courtesy of Flickr by Digitas