A few weeks ago, I attended a presentation on “Web 2.0,” having no idea until about 24 hours prior to the event exactly to what “Web 2.0” referred. It was not a new version of Internet software; but rather a way to leverage common Internet applications to connect people and enable them to share information and collaborate.
I had been using some Web 2.0 applications both personally and professionally; but, as I learned, I was not capitalizing on their power to develop my practice. Many different applications, such as blogs, social searches and social networking, have been created to bring users together and allow users to filter information as they desire. These tools can work to market and develop your practice, large or small, if you use them wisely.
A “blog,” short for “web log,” is a website where the owner comments on topics of his or her choice. Most blogs allow users to comment on the blog posts, creating a community of users with similar interests.
From a marketing standpoint, the blog enables clients and prospective clients to view topics that you find relevant and often brings them back to your site for more information. You should also seek out blogs with content of interest to you and your clients. Find sites where your clients “hang out” and post thoughtful comments and responses, getting your name out among these prospective clients.
You may use tools such as Google Reader to aggregate the blogs or websites in which you are most interested and to provide a central website where you can view updates posted to those sites. Finally, a blog is an important tool to incorporate into your practice’s website as it appears to the search engine “spiders” that the site is regularly updated. In that vein, though, blogs require regular effort on your part to seek out topical information to post. A blog that is not updated regularly is a detriment, not an asset, to your site.
“Social searches” are search methods that incorporate users’ opinions or interactions. There are many forms of social searches, including web directories that allow for user reviews and social bookmarking sites where users may bookmark or tag content with their opinions.
Many of us are familiar with local web directories such as Citysearch and Northwest Source, among others, that we might use to find a restaurant, mechanic or other service provider. The very controversial Avvo.com site is a web directory that compiles information and reviews about lawyers. Social bookmarking sites, such as Digg.com, allow users to find content, such as articles and blog postings, that other users have tagged with positive opinions.
A primary use of these tools is to connect with a community of people with similar interests. They further allow you to easily find content valuable to you and your clients. Finally, these tools enable your business to have links on the Web back into your website — a very important element to optimizing your practice’s website for the search engines.
“Social-networking” sites enable people to connect with one another directly through a user community. Facebook and MySpace are the most well-known social-networking sites, but sites have sprung up connecting people of every possible community and interest. For example, Lawlink.com connects licensed attorneys. These communities engage in conversation, link people and share content. They often have “groups” within them that focus on a particular interest area.
For example, the site LinkedIn (www.linkedin.com) is a social-networking site for business professionals. Users link to others they know on the site and are then able to see how many degrees of separation they are from other members through their network and can request introductions to others. Because people are linked through a trusted network, it creates a comfortable environment to obtain referrals, look for jobs and share information. LinkedIn contains numerous groups specifically for lawyers, including the Association for Corporate Counsel and Solo Attorney Practitioner’s Forum.
It is important to note that Facebook is gaining significant traction as not only a social tool for the Gen Y users, but also as a business development tool for all of us. To maximize the value of your involvement in social-networking sites, you must use them to find and connect with people you know or people you want to know. The strength lies in the quality of your connections and enables others to find you through their own networks of friends and colleagues.
Web 2.0 provides powerful marketing tools for any practice. The tools connect you with people you know and, more importantly, people they know. They allow you to make your mark as a knowledgeable resource, and aggregate and filter content relevant to your interests.
As with any networking organization, you must commit the time to utilizing these sites to build relationships through sharing of content and opinions. Many people begin by submitting posts on others’ blogs and signing up for a social-networking site, whether personal or professional, and committing 15 minutes per day to learning about what they offer.
Content is everywhere and you will find that you have opinions to share. Remember, though, Web 2.0 is viral, and once you leap in, you may find it difficult to extract yourself. But I guarantee you will certainly enjoy the ride and the perks of enhanced marketing for your practice.
Michelle Hayden Bomberger is the founder of Small Business Legal Services PLLC, a law firm focused on serving small businesses. She has a J.D. and MBA from Northwestern University and serves as the chair of the WSBA’s Law Office Management Assistance Program Committee. She may be reached at 425-646-2360 or michelle@sblslaw.com.
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