One can own a race car, but that doesn’t mean you know how to drive it.
The same is true of a blog in the case of lawyers. Law firm websites everywhere have a page titled “blog.” Large law firms have multiple blogs.
But are the lawyers blogging? Do they know how to blog?
It’s a question being kicked around a lot at LexBlog of late. If we’re going to sell a law firm a professional turnkey blog solution, we have the obligation to make sure the lawyer(s) know how to blog.
“We need to make sure that we are not just giving people a spaceship, but are showing them how to use it. Because anyone can give someone a blog, the internet is full of solutions, but not everyone can make someone a blogger. So if someone has the right stuff, we need to be able to help them slip the surly bonds of earth, and dance the skies on laughter-silvered wings.”
Blogging, versus having a blog, includes an appreciation of some of the following:
- Clear goals
- Role of passion
- Blogs are the unedited voice of a person
- Tight niche
- Listening to leaders and influencers in your niche
- Engaging those influencers in your blogging
- Using social media personally so as to build trust and an audience
- Understanding that blog posts are merely currency to be used in networking through the Internet, not the end goal
- Success is measured in reputation, relationships and revenue, not web statistics and distribution
There is so much to be gained by lawyers connecting to people – consumers, small businesses, and general counsel – in blogging. The key is going beyond having a blog.