Creating A Memorable Blog To Market Your Practice Seckler


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  • …Right now, blogs are the most important Web 2.0 tool for lawyers; but the world of Web 2.0 is in rapid flux so that could changeSo what is a blog?A blog, is a frequently updated website that has posts in reverse chronological orderLinks are the currency blogs (including linking to other blogs).Google likes blogs and gives higher ranking to blogs that are updated frequentlyIn preparing for this webinar, I called around to a few lawyers I know who are regular users of social media and I asked for examples of work that could actually be traced to a social media tool. I even used several social media tools to identify lawyers who had examples.I mainly found that of all the social media tools, it was easiest to trace client work back to blog posts. I know this is true in my own coaching business. No one seems to be crediting LinkedIn, Twitter or Facebook with directly generating work.
  • If you are going to blog, here are some tips:…Point of view: Above the Law– has become the source for biglaw gossipI heard of an employment lawyer who was blogging about employment law violations on the TV show Mad MenI was following some IP blogs because I do some marketing for an IP Consulting firm. While many of the blogs are quite technical, one seemed to be oriented towards pointing out the flaws in the USPTO. That one was more interesting to me.Even though there are already blogs which address elder law issues, your own blog is a chance to give your own commentary on a subject. You can add your own local flavor. You can also have your own style which distinguishes you from your competitors (or elder lawyers in your area who are not blogging)
  • This one is borderline but it is from Above the Law which has built a following with salacious material.
  • A picture is worth a thousand words; but don’t invite law suits by reproducing copyrighted works. On the other hand, government logos are fair use and many copyright owners may not mind if you give the source
  • Source: Despair.Com which has some great parodies of inspirational corporate material
  • This one is borderline but it is from Above the Law which has built a following with salacious material.
  • If you are just getting started with blogging, a good starting place is to set up some Google Alerts. These alerts help you monitor where you can find people who are talking about the things that interest you. Alerts can search News sources, blogs, video, and websites. It is a modern day clipping service that provides an invaluable way to keep up with many subjects by search term.Google Alerts is a free service which will deliver your alerts either to your e-mail address (which can create a lot of e-mail) or to a feed. I’ll talk about that in a minute.
  • Here is a checklist I found of things you might want to monitor through Google Alerts:Obviously, all of you would want to monitor words like Medicaid, Medicare, nursing homes, long term care insurance, guardianship, etc.
  • Once you start following a lot of alerts and a lot of blogs, it can be difficult to keep up. An RSS reader is a way to have everything delivered to one page. Google has a free one so you might as well use that.If you look at the left column, you can see a list of the key words for which I have set up alerts including:American Bar Association, AmLaw 100, my name, law firm, marketing legal servicesFurther down is the start of the list of blogs that I read including:Above the LawAdam SmithRather than having to read a lot of e-mail alerts and visit a lot of blogs, I get everything delivered to one page. I can then skim the content much in the way I would when I’m looking at my e-mail in Outlook. There is a preview pane and the number of new alerts and blog posts in each folder are indicated by the numbers in the parentheses.
  • Social media is very conducive to recycling. Don’t feel like you have to generate original content on each medium.
  • Creating A Memorable Blog To Market Your Practice Seckler

    1. 1. Creating a Memorable Blog to Market Your Practice<br />November 18, 2009, 1:00 PM EST<br />Stephen Seckler, President<br />Seckler Legal Consulting<br />Newton, MA<br />Richard Vetstein, Esq.<br />Vetstein Law Group<br />Framingham, MA<br />
    2. 2. Today’s Agenda <br />Why Blog?<br />Preliminary Considerations<br />Best Practices<br />Technical Notes to Help You Get Started<br />Questions and Answers- 2:00 p.m. +<br />
    3. 3. What is a Blog<br />Blogs are probably the most popular and most effective Web 2.0 tool.<br />A blog, is a frequently updated website that has posts in reverse chronological order<br />Links are the currency blogs (including linking to other blogs).<br />Google likes blogs and gives higher ranking to blogs that are updated frequently<br />
    4. 4. Why Blog?<br />Build your reputation<br />Stay current in your field<br />Deepen your understanding<br />Think about issues outside context of a specific case or matter<br />Launch a discussion with other professionals<br />Because you enjoy blogging<br />
    5. 5. Blog Pointers<br />Let the world know your blog exists<br />Have a point of view<br />Brevity is best (with links to more)<br />Try to be a little entertaining<br />Use terminology that is likely to be picked up by a search engine<br />
    6. 6. Blog Pointers cont.<br />Encourage comments (ask colleagues to comment to get the discussion going)<br />Circulate relevant posts to your contacts<br />Only do a blog if you can commit<br />Visuals help<br />Find more tips and tools at<br />
    7. 7. Be Entertaining—but professional<br />
    8. 8. Use Images But Be Aware of Copyright<br />
    9. 9.
    10. 10. Surveys are Another Way to Engage Your Readers<br />
    11. 11. Google Alerts Will Help You Jump into the Fray<br />
    12. 12. Things to Monitor w/Google Alerts<br /><ul><li>Yourself
    13. 13. Your firm name
    14. 14. Your practice area
    15. 15. Your primary and secondary competitor
    16. 16. Key words in your practice area
    17. 17. Your clients’ names, businesses, etc.
    18. 18. Potential clients’ names, businesses, etc.</li></ul>Source: <br /><br />
    19. 19. Use Google Reader or Another RSS Reader<br />
    20. 20. Recycle<br />
    21. 21. Summary <br />