By John Zaher
With the exponential growth of social media, lawyers and their firms have begun to adapt to changes in online marketing and social networking to grow their brand and attract new clients. In 2012, the American Bar Association acknowledged the trend by dedicating an issue of its Law Practice Magazine to social media. A diversified and well-maintained social media strategy can lead to client referrals, better event publicity, increased interest in a law firm, and a stronger brand. Social media can also establish firms/partners as thought leaders in their fields. Although there are dozens of social media forums, the most relevant for the legal profession are blogging, LinkedIn, Twitter, and Facebook.
Attorneys who conduct extensive research on their field often receive little recognition outside of legal circles. By editing this research for public consumption, via blogs, lawyers can build a solid reputation among social media enthusiasts, people who share their interests, and potential clients. Sharing self-written (or ghost-written) blog articles enables lawyers to establish credibility and become leading experts recognized by their peers and followers.