What is a “blog”? a Web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer; also: the contents of such a site (Merriam-Webster) A Web site providing a variety of different thoughts, opinions, information, and news in a compressed, news journal format. (Hopkins, J)
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What am I trying to communicate? Expertise Knowledge Areas of specialty and practice Important issues (tort reform, preemption) Taking time to care—charity work and other good contributions to the community
Blogging & SEO SEO: Search Engine Optimization What is SEO? the process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user.
Content Changes to Websites Constant content changes to a website not always practical Blogging serves multiple purposes by presenting content change, marketing, and creation of the firm’s image as an authority Blogging creates an avenue to integrate multi-media into websites
Authors & Editors A single editor to receive & publish Authors need to have some grounding in the law: lawyers, paralegals, experienced secretaries Authors should be creative and at least “B” writers Avoid too much legalese
Who is your audience? Your current clients Prospective clients Other lawyers General public
Keywording a term used as a keyword to retrieve documents in an information system such as a catalog or a search engine Including keywords in blogs, which relate to area of practice Personal injury, attorney, defective product, bad drugs, car wreck, car crash, truck accident, slip & fall, etc…
Questions to Ask Who will blog? Will the firm “police” individual lawyer blogs? Who will blog? What motivation or requirement will there be for attorney participation? What is the focus of the blog—its niche subjects?
More Questions Does the firm need guidelines for authors? Does the firm need to restrict content? Should editorial restrictions be placed on political, religious, and controversial topics? What blog training should the firm provide?