How lawyers can use web content to build, nurture and solidify professional relationships.

2. Doctor
Judge
Real estate and
construction
mogul

3. • Online Relationships?
• Forget marketing (sort of).
• Getting involved.
• Word of mouth and the internet.
• Beyond the written word.
• Is it working?
• Time is actually on your side.
• The ‘V’ word. Working with vendors.
• Get a chuckle?

4. 1. Assume that everything that you do online is
public and permanent.
2. Think about all of the people who will “look
you up” on the internet (clients, colleagues,
judges, jurors, etc).
3. Consider your ethical obligations and your
state’s rules of professional conduct.

6. Online relationships are similar in many
ways to pen pal relationships.

7. The ways in which we communicate and interact are changing.

10. These are the people I care about.

12. 1.Be authentic.
2.Be present.
3.Be polite.

13. 1.Be authentic.
2.Be present.
3.Be polite.
Rule #1, online and offline.

14. 1.Be authentic.
2.Be present.
3.Be polite.
People who never answer the phone, stop receiving calls.

15. 1.Be authentic.
2.Be present.
3.Be polite.
Flies prefer honey to vinegar.

16. Keep it real.

20. Are you doing this?

22. Word of mouth is still the leading way most lawyers get
new business.
When looking for a lawyer, people often ask colleagues,
friends, or relatives.
Discussion of your reputation, skill and experience is likely
to take place online, off-line and face to face.
The fastest growing source of information where people
are likely to have these discussions is the Internet.

23. Write – Writing is probably the single most effective way to
begin to build top-of-mind awareness. Whether it’s blog
posts, infographics, slide presentations, tweets or emails,
your writing will play a large role in demonstrating your
knowledge, skill and experience.
Speak – If writing isn’t your strong suit, maybe you can
focus on speaking. Be on constant look-out for speaking
opportunities. These might include conducting seminars,
CLE, or creating informational videos.
Meet – Face-to-face meeting is still the best way to solidify
relationships and word of mouth referrals. Food makes
friends.

24. What do people find when they
“look you up” online?
What impact does it have
on them?

25. Are you staying in touch?

26. Are you sharing your knowledge &
experience?
An (variously, e-
book, ebook, digital book, or even e-
edition) is a book-length publication in
digital form, consisting of text, images, or
both, and produced on, published through,
and readable on computers or other
electronic devices.
A is an authoritative report or
guide that helps readers understand an
issue, solve a problem, or make a decision.

27. Are you keeping their interest?
or infographics are graphic visual
representations of information,
data or knowledge. These graphics
present complex information
quickly and clearly.

28. Be social.

29. Demonstrate
expertise.
Share knowledge.

35. What are your
readers telling you?

36. Are you a source?

38. Content, or
is the process of sorting
through content on the
web and presenting it in a
meaningful and organized
way around a specific
theme.

40. • Do people compliment you on your
content?
• Do people subscribe to receive your
content via their feed readers
and/or email?
• Do people share your content with
their friends on social networks?
• Do people quote you and link to
“stuff” you’ve published on their
own sites?

41. An arbitrary Day on the Internet
Here’s how a day on the internet might look:
Check your Reader: 30 minutes
Commenting: 15 minutes
Write a blog post: 1 hour
Answer someone’s question: 15 minutes
Participate in a discussion (Twitter, Facebook, LinkedIn): 15 minutes
/

42. It’s Your Reputation
It’s Your License
Put your reputation first, follow the rules and make the web better.