20130218-091815.jpg If you have limited time and resources and can only do one thing when it comes to social media, what should that be?

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.

Image courtesy of Flickr by Andre Chinn.