Last week at Above The Law’s Attorney@Blog Conference I was struck by what I saw as failure to understand the essence of blogging.

Sure, one could call a blog merely a publication. Sure, you could focus on ways to draw traffic to your blog. And sure, you could focus on traffic and analytics as measures of success.

But why? That was my point while participating in the last panel of the day. Why would you ignore the history of blogging? History leaves clues for success.

Blogs began as an interactive medium. Bloggers didn’t just produce content to post on their blogs, they built social relations with their readers, with other bloggers, and the mainstream media.

Digital communities, including Usenet, Bulletin Board Systems (BBS), CompuServe, and AOL, were the precursor to blogs. Their threaded conversations shared information and insight. Trusting relationships and reputations were built as a result.

As blogs blossomed in the late 1990’s the concept of conversations through digital communities moved to blogs. Far beyond just comments the conversation was “inter-blog.”

Look at the bloggers of the late 90’s and early 2000’s for this “inter-blog” conversation. Dave Winer, Shel Israel, Rebecca Blood, or Robert Scoble. In the law, Rick Klau, Denise Howell, or Ernie Svenson. If you read their blogs you’d have seen a conversation between them and other bloggers.

When I started blogging in 2003 people called blogging a conversation. I didn’t get it. Maybe in the technology and innovation circles where the above bloggers lived, but not blogs like mine and certainly not law blogs.

But in 2005 Scoble blogged that until you referenced something he wrote or his name in one of your blog posts he couldn’t hear you. He was referring to listening to his blog url or his name – he listened via a RSS reader. Once he heard you he could engage you via his blog.

That resonated with me. I got it.

By blogging we were listening. We were engaging others in a real and meaningful way. We were collaborating. We were building trust with each other and with the people (clients, prospective clients, referral sources) “watching” our conversation. We were building reputations with each other and with the people “watching” our conversation. We were building relationships with each other and those watching.

Wow! That’s gold for lawyers seeking professional and business development growth.

When Scoble and Israel authored in 2006 the seminal book on corporate blogging, “Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers,” they focused on the conversation.

They wrote that blogs offered businesses something that had long been lacking — meaningful dialogue. By entering into conversations through blogging businesses could humanize themselves in a way that improves both their image and their bottom line.

The fact that blogs have been bastardized by web developers and marketing/communications’ professionals into something they are not is not serving lawyers well. Articles, content marketing, SEO magnets, alerts, and what have you. They are all a far cry from the origins of blogging.

Lawyers seeking something easy and shallow can go with the flow. Someone will always be there to take your money. Those lawyers seeking the long term benefits of relationships and a reputation as a “go to” lawyer would be well served to study the history of blogging.

I acknowledged at the conference that there can be different purposes for a blog, some that may not even need to recognize the conversational aspect. But they seem to be the exception when it comes to practicing lawyers.

Image courtesy of Flickr by Chris Potter

  • beezuskiddo

    Well put. I agree with you completely, the only way to have a meaningful and sustainable blog is to be collaborative and conversational. It’s unfortunate that so many lawyers either aren’t interested in social media as a medium for discussion, or are flat out ignorant about out.
    Although I am a lawyer with a blog, I have yet to write anything that is a “law blog.” (I use blogging as a way to write about my hobbies, which do in fact happen to include other things that are not law-related). My blog has had the best success, and best quality in posts, when I engage in a dialogue with other readers and bloggers.

    I was at the conference too and would have liked to meet you, unfortunately I had to haul outta there to catch my plane.

  • Would have been nice to meet in NYC. Where are you from?

    I think a lawyer can blog on other than the law and build relationships and a reputation as a down to earth, talented, and trusted individual. Doctors, accountants, bankers, and doctors joined country clubs for years. They played golf and did not talk shop. Nonetheless relationships and reputations leading to business ensued.

    I think of Ernie Svenson as a great example. He’s met a ton of people on New Orleans because of his interests, passion, and care that have come through in his blog – especially in its earlier days. He blogged seldomly on the law yet his blog led to business. The key to Ernie’s success (assuming he would call it that) was the engagement/conversational aspect of his blog.

    Despite there being thousands of blogs by lawyers today there are few lawyers who are willing to be vulnerable by trying something different that and that feels uneasy as compared to an article. But conversations are where its at.

  • With most lawyers it can go back even one step further Beezuskiddo. Many attorneys post blog updates that aren’t of much value at all out of a feeling that they “have to post something.” I agree with you – it’s sad that most attorneys see their blogs as a broadcast medium and not as a conversational medium that is meant to provide substance.

    What many attorneys, sadly, don’t understand is that a blog is supposed to add value to the web. If one is posting simply for the sake of posting than how much value can they really be adding?

    That being said, effective law blogging isn’t going anywhere. Those who “get it” will easily rise above the pack.

    • You can add value to the web without engaging in a conversation. Think of articles, newspapers, and books. They all add tremendous value in the information presented. But the conversation is nothing like with good blogging.

  • Kael Montas


  • Kael Montas

    This just answered my law assignment :)