Archives for June 2010

Blogs on the Back Burner

There’s a very interesting article this week on the Wisconsin Law Journal site exploring why some longtime legal bloggers are posting less frequently — sometimes going weeks or months between posts.

Are they lazy? Lousy? Quitters? Or worst of all, apostates?

To me they seem like smart marketers attuned with the best channels for their time and financial resources.

There are several very sound reasons to cut back or otherwise shift gears on your blogging output:

  • The blog has plateaued or hit a point of diminishing returns for business development purposes.
  • Business development objectives have been met and can be leveraged through other means/platforms with less effort.
  • Subscriptions, pageview stats and other performance metrics can be sustained with fewer posts.
  • The blogger has more than one blog to maintain.
  • It’s not performing optimally and needs retooling/reconcepting.
  • It’s become a vampire, draining precious time and money.
  • Other social media platforms (e.g. Twitter, Facebook groups) are more productive/interesting/engaging.
  • It’s not fun anymore.

The net takeaway here is that the tapering off of post output by people who’ve been at it a long time, some with notable success, does not mean that blogging as a business development tactic is in trouble or that the bloggers themselves have lost their mojo. By design or default, their social media habits/mix have evolved.

And that’s…OK 🙂

When One-Trick Ponies Attack

I read a preposterous blog post last week by someone who should know better. The CEO of a blog design and hosting company, he declared that public relations professionals have no business helping law firms with marketing or social media programs because social media is basically personal networking on the Internet, and lawyers are the experts at personal networking.

That’s like saying PCs are basically fancy typewriters invented by Al Gore to work the Internet.

Or if you prefer, it’s like the climax of Episode 95 of “The Simpsons,” “Lisa vs. Malibu Stacy”:

“They changed Malibu Stacy!” 

“She is better than ever!”

“She still embodies all the awful stereotypes she did before!”

“But she’s got a new hat.”

For the record, social media is not the automation of offline processes, and there is no priestly caste with gnostic secrets (or miraculous hosting solutions, or rainmaker retreats for that matter) who hold the keys to the kingdom. Social media and its practitioners constitute a fundamentally new model for creating and sharing information, connections and experiences, and one of its most transformational characteristics is its radical meritocracy.

Not only can law firms learn from PR professionals, but also from mommy bloggers, Lego enthusiasts and non-profits — and vice versa.

Social media best practices and best practitioners can be found in every industry, and expertise/mastery has been achieved by individuals from a broad range of professional backgrounds.

The “visionaries” in social media are the innovators, and genuine innovators look outside their milieu for ideas and inspiration.