Blogs are by far the most popular social news source for journalists

Law firms have long relied on public relations and media coverage in building out the reputation of their firm and its lawyers.

With the advent of social media, law firms are trying to determine which social media (Facebook, Twitter, LinkedIn, Blogs) offers the greatest return on time and expense when it comes to media relations.

Per a blog post from PR consultant, Lauren Fisher, citing a 2011 Arketi Web Watch Survey, journalists rely on blogs more than any other social media.

Blogs are by far the most popular social news source for journalists, demonstrating the increasing convergence between blogging and journalism, when what you read in the mainstream/offline media may well have originated on a blog. Interestingly, this has risen significantly over the past few years. A similar survey run by Arketi in 2007 found that 25% of business journalists surveyed said that blogs make their life ‘easier’.

Though Twitter, Facebook and now Google Plus generate a lot of discussion in legal marketing circles (I am always asked about the new and greatest), your focus, if you’re looking for new business, is better placed on blogging.

While social networks themselves often get a lot of attention, the survey… shows that you can’t afford to ignore business blogging. It is far exceeding Twitter, Facebook, LinkedIn etc.. as a valuable news source. Many brands are focusing a lot of attention on social media platforms, but neglecting their own sites, which is crucial for establishing yourself as an authority and providing journalists with what they need. While they may look to Twitter to quickly browse headlines and news tips, this information is only useful up to a point. Journalists require more in-depth coverage and stories, particularly in business media and if you focus on providing the best news via your blog, you could become a valuable default resource for journalists.

Being personable in your blogging, just as you would on Facebook or Twitter, remains key per Fisher.

Just as with Facebook and Twitter, where it’s very much about one to one interaction, the same also applies to blogs. Building up personal profiles of authors on the blog and tweeting links to journalists is valuable to ensure the journalist sees the person behind the story. This is important because there is still an amount of uncertainty around blogs and particularly how trustworthy they are. This is where you need a consistent approach, with the same person that’s writing on your blog, also interacting with individuals on Twitter, LinkedIn etc..

I’ve found Twitter invaluable as an information network and relationship builder. LinkedIn for networking rocks. Facebook for taking personal relationships with business associates, acquaintances, and friends has been wonderful.

But at the heart of what I have done in enhancing my reputation as an authority, growing my network, establishing domain expertise, and bringing in quality clients is my blogging.

A key ingredient to my success is my being a reliable and trusted source for journalists. I’ve done this through blogging. I’ve built and nurtured relationships through blogging with some wonderful reporters, editors, and publishers.

It’s the same for lawyers. It’s impossible to show the depth of your expertise, passion, and care (the things that attract journalists) through social media other than blogging.