Is Blogging a Dangerous Form of Marketing for Attorneys?

While an October 28, 2008 post in the Am Law Daily warns that blogging can have dangerous implications for job searches, there is an implication that it could also be dangerous as a form of marketing for attorneys.  The post recounts the example of a spouse of a law student who listed in a blog the cities in which the couple was interested in living.  The law student had interviewed at the law firm of Bryan Cave, but the spouse's blog failed to include the city where Bryan Cave is located as one of the cities in which the couple was interested.

Ironically, the law student had referenced the couple's blog on a resume submitted to Bryan Cave.  According to the Am Law Daily post, law students should be careful about the nature of the content they include in their blogs, and they should be careful about referencing their blogs.  The suggestion of Bryan Cave's recruiting and professional development manager is for law students to include content on their blogs - such as a discussion of a legal research project or issue - that will advance their career objectives.  The Bryan Cave manager has similar advice for content on Facebook and other social networking entries, and she recommends that law students "Google" themselves because that is what potential employers may be doing.

While the Am Law Daily post does not address internet marketing for attorneys or lawyers, the post raises some important client development issues.  Social media and social networking can be powerful tools as lawyers promote their legal practices.  However, new media must be used strategically and with an eye toward how clients and potential clients will react to the content being provided.  Lawyers, like law students, should take the opportunity to Google themselves periodically.  Clients and potential clients no longer rely exclusively, or even primarily, on Martindale Hubbell.

On Saturday, November 1, 2008, at 12:00 pm ET, 9:00 am PT, I will be presenting a free webcast/teleseminar about how attorneys can use blogging as part of their marketing efforts.  Part of the webcast will focus on written questions submitted by attendees.  Here is the registration link to that free webcast: BentleyTolkBloggingTeleseminar.  I look forward to answering your questions on November 1.