August Program Recap - Engaging Your Audience Online

Over the last few years, many law firms have begun to notice the increasing online presence of both their clients and competitors, which goes beyond the standard Web site. It's no longer enough to only have a stock Web page that's purely informational. The modern Web user wants interaction. As Jason Parkman, General Manager at Hubbard One, explained at the August 2007 LMA Chicago meeting, "You need to engage your audience in such a way that they feel you are having a conversation with them, not just marketing to them."

Understanding "Web 2.0"

The Web, as Parkman describes it, has gone through three significant phases. The first phase he labels "browsing." This is your basic Web use or "surfing the Web," that is, going to specific Web sites to find content. The second phase he labels "searching." This is the Web phase that ushered in the Google Empire. Web users found it harder to find the content they were looking for by simply going to specific Web sites and started frequenting search engines that compiled lists of Web results. The third phase he labels "sharing." This phase is centered on the concept of user Web-based interaction. This is the Web 2.0 phase, where applications like blogs, podcasts, wikis and social networking sites rule the day. Most law firms have only entered the first two phases of Web use or are only just beginning to see the value of an interactive Web site.

Perhaps the best way of thinking of Web 2.0 is in terms of interaction. By allowing your audience to contribute to the content of your Web site and to participate in the ongoing dialogue on your Web site, you can go beyond the concept of a Web page being merely a place to go to receive static information. Blogging is perhaps the most popular Web 2.0 application currently being used by law firms. Blogs can help to build a Web-based community of people that are constantly contributing to an ongoing dialogue, both internally at your firm and externally with potential clients. Other popular Web 2.0 applications are video sharing sites (like YouTube or Google Video), social networking sites (like Facebook, LinkedIn or MySpace) and collaborative Web sites or wikis (like Wikipedia), in addition to many others.

Business to Business Marketers Using Web 2.0

Creating the successful Web experience as a tool for online business-to-business communication requires engagement. Parkman suggests that once a person finds your Web page through proper search optimization and online marketing strategy, you should immediately deliver value to the user. The "landing page" on your Web site should have multiple levels of engagement that draw the user deeper into the site. This might include a section of links to videos, a way to sign-up for the monthly newsletter, podcasts, RSS feeds, white papers and other Web 2.0 applications. Giving the user multiple ways to interact and spread the word to other users will keep people interested and returning to your site on a regular basis.

Law Firms and Web 2.0

For law firms to begin integrating the latest round of online content, a centralized Web site is a must have. Your law firm needs to speak with "one voice," even if it is providing service all over the world. This centralized site should provide more than just "stuff about you," it should have valuable content that addresses all of the various users who visit the site. That means you may have different paths for recruits than you would for potential clients, but they can both access their "path" through the same centralized page. This should also include an "alumni" path that has become essential for inclusion in a solid business development plan.

Web 2.0 strategies should not only be geared toward inbound users or those people coming to your site, but should also incorporate "outbound communication." An example of outbound communication might be a monthly e-newsletter or an e-mail marketing campaign; however, again, providing valuable content is essential. Nobody likes getting SPAM in their email. This outbound content must be something that is useful to the user.

There are multiple ways that law firms can "enhance" their Web sites. Blogs have become extremely popular, but many fail within the first year. The major reason for failure is that they are not updated frequently enough. For a law firm to have a successful blog, updates need to be made a minimum of once a week, with the most successful blogs updating five or six times a day. Another great enhancement for your Web page is the "mini site." These might be sites detailing pro bono activities, an outline of your firm's community involvement or a section on corporate social responsibility.  

Getting Your Firm Web 2.0 Savvy

Many firms are expanding their thinking when it comes to utilizing new Web technology to drive business and bring in recruits. The struggle is to figure out the best way to get started. The first hurdle is getting practice leaders to "buy-in" to the value of Web 2.0 applications. In order to do this, you have to get them to understand the value in their terms. Start with identifying the goals for business development. Then, show how other progressive practices or industry groups have utilized these tools to great effect. Remember that not all of the new applications are for everybody. Each firm is unique and must determine what works best for them. Leverage what is engaging offline and then get it online. If you have a partner that is an engaging speaker, put him on video. If you have presented an inspiring seminar, develop an audio podcast to go along with a white paper of the event. If one of your lawyers is a great and prolific writer, have him or her start a blog.

Thousands of online tools are right at your fingertips. Spend some time finding what works best for your firm and you might find that you’re reaching new clients and recruits more effectively and more successfully.

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Tom Ciesielka, president of TC Public Relations and a member of LMA's Public Relations Committee, has worked as a publicist for more than 15 years. Clients of TC Public Relations appear in media outlets such as: CNN, The New York Times, National Public Radio, The Chicago Tribune and Good Morning America. While not reading about his clients in the news, you can catch Tom doing stand-up comedy around Chicago. Tom can be reached at tc@tcpr.net.

Drew Schadegg, our guest author, is a Public Relations Specialist for TC Public Relations and works with law firms in the areas of litigation, real estate, religious rights and free speech. He has assisted clients with appearances in media such as the Fox News Channel, Associated Press, ABC News, WGN Radio and USA Today. When not spreading clients' messages through the media, Drew can be found at local clubs listening to rockabilly and roots music or on a lake fishing for bass. Drew can be reached at drew@tcpr.net.