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The Place to Network: The Art and Practice of Blogging
The primary objectives for networking by lawyers and other business professionals are to increase visibility and demonstrate credibility with clients, potential clients and peers, as we've discussed at length in prior columns. In a world where the claim of expertise is often indistinguishable, at least on the surface, from actual expertise, it's critical to clearly exhibit subject matter expertise to the target market. Instead, so many lawyers fall into the trap of describing their attributes and accomplishments as a proxy for demonstrating expertise.
A more compelling approach is to find ways to clearly demonstrate that expertise. In this column, we discuss a subject that is at once overplayed and misunderstood: the art and practice of blogging. To those not paying attention in recent years, a blog ' short for Weblog ' is a commentary published online with no barrier to entry other than a keyboard, an Internet connection and something useful to say. (However, in some cases that last item is in short supply!) A blog is in many ways an improvement to the rules of traditional publishing because anyone can author and publish a blog, the content can be short or long, simple or complex, the topic can be limited to a narrow subject area or cover a wide range of topics, it can be published on any schedule, or no schedule at all, and the format invites commentary and interactive dialog. Imagine having the opportunity to chat at length with the authors of your favorite books, a process that can bring you into the topics on a more visceral level than merely reading can accomplish. As a result of this interactive nature, and this simplicity, and the low barriers to entry, many legal professionals regularly publish blogs on a wide variety of topics.
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