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<b>Technology In Marketing: </b> Attorney Blogging: Best Practices
There is no question that blogging is fast becoming a 'hot' trend among lawyers. In an Oct. 7, 2005 article entitled 'Opening Arguments, Endlessly,' the New York Times noted that although lawyers constitute only 1% of the population, a recent survey of 17,000 bloggers by a leading blog ad network found that 6.1% of bloggers are lawyers. Similarly, in December 2005, the Litigation Section of the American Bar Association asked its members for their take on the blogging phenomenon. The response: 57% of respondents read at least one blog on a regular basis, while 19% are already publishing their own blog (Note: the number of respondents to the ABA survey was not revealed).
Lawyers start blogging for a number of reasons. Some lawyers feel strongly about particular issues, and a blog offers them a virtual 'soapbox' to share their opinions with the world. In certain instances, a well-written and popular law blog (known as a 'blawg') can influence public discourse about particular legal, social or political issues. But as with other marketing initiatives, blogs are most frequently viewed by lawyers as a potential tool for developing new business. This motivation is evident from recent articles about lawyer blogging, which all ' without fail ' share stories about lawyers whose practices received a major boost as a result of inquiries from new clients who had been readers of their blogs. Indeed, why else would so many attorneys devote so much time and effort to researching and writing regular blog posts if not for the expectation that their expertise will become more widely known to prospective clients with a need for representation in the subject matter covered by their blogs?
To be sure, the expectation of lawyer-bloggers about the marketing potential of blogs is not off the mark. Blogs are an excellent business development tool because they deliver exactly what search engines want: targeted content updated on a frequent basis and featuring lots of inbound links from related sites.
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