Constant Content : Legal Ghostwriting & Content : Janet Raasch : Copy for Lawyers & Attorneys, Law Firm Business Development

Do you use LinkedIn Groups for legal marketing purposes?  There's been a heated discussion of the pro's and con's of this tactic in Larry Bodine's listserv (membership required).  Here's what I added today:

Funny that this conversation should be top-of-list today.  Yesterday I joined about ten additional LinkedIn groups -- mostly for the "branding" value of having their logos on my profile.  (I already belonged to six of them.)  I think that these logos can provide some sense of the field in which you are playing and willing to make a contribution.  For the most part, I only joined groups that showed up high in a search for relelvant legal marketing and socia media terms -- that also featured a significant number of members.

How do I use LinkedIn groups?  Mostly like I use my aggregator -- to quickly skim for breaking news and concepts.  Yes, there are a lot of annoying and blatant sales folks there.  Ignore them.  I comment now and then when I think that I can add value to a good conversation (most recently on the repurposing of lawyer bios as profiles for online marketing).  I have received numerous inquiries and some new writing work from LinkedIn groups.  I noticed that LMA (I am assuming) is adding chapter groups to foster intra-chapter communications and linking.  As a result of my day playing around on LinkedIn groups, I became just the second member to join the Rocky Mountain Chapter group!  Come on gang, let's get cracking!

 

I really think that it is too soon to tell.  Better (especially for lawyers) to find a few narrowly focused groups (or create one) and participate by adding high-value content to the discussion.  I have joined more than that because I am using these groups primarily for industry research -- not for promoting my own practice as a writer and ghostwriter for lawyers and law firms.

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When it comes to the latest developments in social media usage, Kevin O'Keefe of LexBlog is one of the best resources around.  Go to his blog and subcribe to his feed!  Just this weekend, he added two posts that are must-reads for anyone in the legal marketing profession.

And he's not afraid to evolve with the times and trends.  Last year, O'Keefe advised his lawyer/clients to stick with the "big three" of blogging, Twitter and LinkedIn.  On Saturday, based on the latest stats on the meteoric growth of Facebook, he noted that "more people are hanging out on Facebook than any other place on the net" and added Facebook to this list.  "With the world going to Facebook, how can I ignore it and survive as a successul business leader?"

Today, O'Keefe reported on a recently released social media study from the Nielsen Company, which states that the time spent by Americans on social media sites increased 210 percent in 2009 (the increase was 82 percent for global users).  The top U.S. social media sites are Facebook, Myspace, Twitter, Classmates and LinkedIn.

O'Keefe concludes his post by questioning the fact that -- in spite of these statistics -- 45 percent of US law firms continue to block the use of social media and social networking sites.

I agree completely.  Law firms need to trust their lawyers to act appropriately in "public."  You don't ask them to stay home from "real world" business networking opportunities on the off chance that they'll say something inappropriate.  Social networking sites are no different.

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According to a post by Larry Bodine, an overwhelming majority of reporters and editors now depend on social media sources when researching their stories.  Larry gets his data from a national survey conducted by Cision and Don Bates of George Washington University.

89 percent use blogs for story research

65 percent use social networks for story research

61 percent use Wikipedia for story research

52 percent use microblogs like Twitter for story research

Mainstream media have clearly hit a tipping point in their reliance on social media for research and reporting.  What do reporters and editors find out about you when they search these sources while researching and writing an article?

Have you populated blogs, social networks, content sites, Wikis and Twitter with the kind of informative, useful content that positions you as a reputable source for a reporter or editor?

Create good content.  Post it on sites that accept user-generated content.

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Thanks to the Internet, the line between print, radio and television news has become increasingly blurred.

Print publications host audio and video on their Web sites -- some of it generated by professionals and some of it by "citizen journalists."  Radio and television station Web sites include not only audio and video podcasts, but also text and photographs.

All of these sites host blogs by their reporters, which can include links to audio and video.  All of them offer versions for mobile devices.  All of them offer subscriptions via LinkedIn, Facebook, Twitter, RSS, email or text message.  All of them accept user contributions.

Any lawyer, law firm or professional service provider can get into the broadcast game, publishing original audio and video content on their own Web sittes or on a wide variety of user-populated "content" sites like YouTube.  To see the entire article:

Lawyers and law firms:  Broadcast journalism in the Internet age

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Although the number of lawyers on LinkedIn is steadily increasing, very few of them are taking full advantage of the site's potential as an inexpensive thought-leadership and business development tool.  This article is a synopsis of a presentation on LinkedIn and other social networks made by John Reed of Jaffe Associates and Laura Hazen of Ireland Stapleton Pryor & Pasco.

LinkedIn:  Lawyers and law firms can use social networks to develop new business

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Once you have created a bio/profile that works as a persuasive marketing piece on your Web site, be sure to add that content to the full range of social networking and media sites.  I am constantly amazed at the results these sites -- with their robust RSS -- generate in search engines.  I write and blog constantly, and post my articles to a wide variety of online content sites, but my social media profiles still show up higher in search engine results than any other catetory of content.

When I Googled my name earlier this week, the top two results were my JDSupra and LinkedIn profiles -- which consistently rank even higher than this well-tended blog.  Making a surprising showing at Number Ten was my Facebook profile -- which has long been a secondary effort.  Even so -- it shows up in the first page of Google results for "Janet Ellen Raasch."

According to an article in Sunday's The New York Times business section, Facebook expects to register its 200 millionth user this week:  "This saggering growth rate -- doubling in size in just eight months -- suggests Facebook is rapidly becoming the Web's dominant social ecosystem and an essential personal and business networking tool in much of the wired world."

Anecdotally, I would have to agree.  I have received more requests to "friend" old acquaintances on Facebook in the past month than in the past two years.  Something is happening here.  I am going to pay much closer attention to "working" that profile.  So should you.

Lawyers should Google their names to see what shows up on the first page of results and make every effort to "own" that first page of results.  Post high-qualify, professional profiles on LinkedIn, JDSupra, LegalOnRamp -- and even Facebook.  If you focus on personal injury, estate or family law, you should probably be on MySpace. 

Look in your search engine results for directories like AVVO that have created pages for all of the lawyers in quite a few states -- entries that often include nothing more than your name and address.  There is a lot of debate over the propriety of AVVO's tactics (especially its ranking feature), but an empty entry looks bad -- plain and simple.  It looks like you are inactive.  Complete AVVO and any other blank directory pages to include the profile that appears on your Web site and other sites.

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Of the 75 percent of U.S. adults who go online, 35 percent currently are using social networking sites like LinkedIn, Facebook or MySpace.  This is up dramatically from eight percent of adults just four years ago.  The trend is obvious!  These results were reported by the Pew Internet & American Life Project and summarized in a Jan. 29, 2009, Associated Press article.

Even though most social networkers still skew young, this is also starting to change.  Just last week, I received a number of Facebook requests from old college friends who are -- like me -- awfully close to age 60.  The average age of someone on LinkedIn is 40.  Social networking is not just for kids anymore! 

Another interesting thing pointed out by this article is that many social networkers have more than one profile on the same site.  This is important for professional services providers to remember.  Maintain a public profile for your "professional" self and other private profiles for your personal life.  For marketing purposes -- since these results will show up in a Google search by a client or a potential employer -- it's usually a good idea to keep the two separate.

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Social networking sites like LinkedIn bring the kind of interaction that lawyers and other professionals enjoy in "live" business, industry, professional, civic, religious, charitable and personal interest groups onto the Internet -- and supercharge it.  In this September 2007 article, commissioned by the Canadian Bar Association, Janet Ellen Raasch interviews lawyers, law firms and legal consultants about the legal marketing uses of online social networks.

Linked in or left out:  Software and the Internet supercharge social networking

Sidebar:  For the truly adventurous:  Law practice in Second Life

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