Blogging & Social Media for Business Development

Kevin O'Keefe, CEO of LexBlog, argues the case for social media and blogging saying that they focus on the same principals as traditional networking.

Professionals have always received their best work by virtue of relationships and word of mouth. The Internet did not change this. The Internet, when used properly, accelerates relationships and word of mouth. Imagine an engagement continuum where on the left side we have broadcast, one-way, and talk at. On the right side we have listen first, two-way, and converse.

Until blogging and social media, professionals did their Internet marketing through websites and email newsletters. They lived on the left side of the engagement continuum. Blogging and social media focuses on the same principals as traditional networking. Listening, conversing, and talking with people.

Imagine attending a networking event. Would you walk into the room, tell everyone to be quiet, get up on a soapbox, and read 'regulatory updates' through a bullhorn? Of course not. You'd approach people you'd like to get to know, politely listen to conversations, introduce yourself, and, as appropriate, offer your take on the subject being discussed. Look at blogging and social media the same way.

Develop a strategy. What type of work do you want? What type of clients are you looking for? Who are the influencers of prospective clients and referral sources? Engage clients and prospective clients by listening to the questions and concerns they raise when speaking with you. Without breaching confidence, answer questions in your blog in a conversational tone. Your blog posts will be found on Google searches.

Email a relevant blog post of yours to a client letting them know you were thinking of them. Demonstrates your care as well as your expertise. Engaging influencers of your prospective clients is even more important than engaging prospective clients. 95% of people are influenced by 5%.

What publications do your prospective clients read, what blogs do they follow, what associations do they belong to, and what conferences do they attend?

Reference relevant publications and blogs in your own blog; offer your own insight and commentary on what they are writing. Reporters and bloggers will notice you. Reporters will call for a quote and bloggers will cite you in their blogs.

Highlight association activities and conferences in your blog. This will endear you to association leaders and conference coordinators. You will be invited to speak at conferences attended by your prospective clients. Twitter, LinkedIn, Facebook, and other social media complement a professional's blogging. Without a blog, it's difficult to establish a credible web presence, offer a clear, consistent voice for your practice, and get known as the "go to' person in your field.

Use Twitter to build social media equity by sharing the relevant news you are reading. Connect with people on LinkedIn whom you meet through blogging. Engage with friends, close business associates, and relatives through Facebook. At all times, think engagement just as in the real world.

How do you measure your success in blogging and social media?

• Is your reputation being enhanced?
• Are your relationships growing?
• Are you being viewed as a subject matter expert?
• Are you landing not just clients, but high quality clients?

The same way you measure business development success offline.

Kevin O'Keefe is CEO and Publisher of LexBlog, the leading provider of social media solutions and strategies to law firms. The LexBlog Network, with over 7,000 members, is the world's largest professional blog network.

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