Lawyers Dont Be Toast Or Even Worse Burnt Toast

Developing the Next Generation of Rainmakers Lawyers: Don’t Be Toast or Even Worse â€" Burnt Toast LexBlog’s Kevin McKeown is both a great friend and a wonderful source of information. Whenever we are together I feel like I learn something from him. I asked Kevin to share his thoughts with you. As a lawyer, your digital footprint should create a positive first impression or chances are you’re toast. And, if you don’t have any “toehold” online then your toast is burnt. Why? These days  all client and potential clients can be reached via social media and social networking channels. In fact,  98% of business decision-makers  read  blogs,  watch peer videos, and listen to  podcasts. In the  legal vertical  as an example,  74% of  in-house counsel say they use social media in listen-mode only. If you’re not online driving your agenda someone else is… Today, the Internet (online, digital, social) plays a big part in how the  word-of-mouth engine  works. Consider: That should be no surprise if you’re paying attention to the world around you: Today’s buyers are increasingly sophisticated. While getting a referral from a trusted friend might start the ball rolling, the [potential client] will go home and do some more research. They will probably give your website a drive-by. Maybe read a few blog posts and look to see if you’re active on their social channels. They’ll even spend a few minutes on Google to see what pops up about your firmâ€"positive  or  negative.  â€"Lee  Frederiksen, Ph.D. Because of the power of word-of-mouth,  your clients have the potential to influence others to retain â€" or not to retain â€" your services. Positive and negative reviews certainly sway opinions about your law practice but so does sitting on the sidelines doing nothing.  And frankly, I’m not sure what’s worse: losing a potential client to a negative review or losing that potential client because they couldn’t find any information about you online. Don’t be conspicuous by your absence. So, how do you avoid the toaster? Waiting for work to come in the door is no fun. Don’t be that lawyer wishing for a positive online review. Having a  well-structured online content strategy online is critical to your success. How is the Internet changing the way you do your business development? I’d love your thoughts on this.  You can leave a comment below,  email me, or catch me on Twitter at  @kevinmckeown. About the Author Kevin McKeown is empowering 8,000 lawyers  to network through the Internet  as  LexBlog’s  President.  The  LexBlog Network  is the largest professional blog network in the world. Kevin’s  career spans 27+ years. He’s a veteran of Mitsubishi International Corporation and other emerging technology/Internet companies. Kevin is also an Attorney licensed in two states and a former federal law clerk. His blog,  LeadershipCloseUp, is about the collision of social networking, leadership and the business of relationships.   I practiced law for 37 years developing a national construction law practice representing some of the top highway and transportation construction contractors in the US.