The Fallacy In Web Analytics And Data For All Lawyers
When using the Internet, focus on relationships and word of mouth first. Use analytics and data as tools to advance relationships and word of mouth on the net, not dictate all business development decisions.
As best I understood it, the firm, among other things, would focus on identifying popular words in their posts and tell their lawyers to use these popular words more often when blogging. The content from the blogs, rather than being in independent publications, would be moved to the firm’s website. The popular words would draw more traffic to website information about the firm and its lawyers.
Data and analytics are valuable. But just because they exist does not mean they apply in all situations, nor always come first.
Frank Strong of LexisNexis recently shared a survey identifying how people find a new lawyer. Was it search, analytics, or data-driven?
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Hardly. A combination of word of mouth, referrals, and family led the way significantly over Internet search.
A couple weeks ago, I had a Facebook exchange with Gerry Riskin, a highly respected law firm management consultant. Riskin shared a a news story on drones with his point being that lawyers ought develop expertise in the area.
When I asked how lawyers would demonstrate their drone expertise, Riskin, who works with leading lawyers around the world, responded:
Speaking, writing, web portal, blog, sponsoring local drone competitions, trending association meetings…
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You see that his focus is on developing a word-of-mouth reputation, networking, and getting out and meeting people to build relationships.
Riskin knows from personal experience that the Internet is an extension of how good lawyers get their work — by word of mouth and relationships with people. The Internet enhances and accelerates word of mouth. The Internet enables faster engagement and engagement with more people across greater distances.
Google and search is very important. What a lawyer shares online via a blog or otherwise ought to be easily found on a relevant search.
Google can bring in a lot work for lawyers in certain practice areas, especially for lawyers who are not as interested in using the Internet for reputation and relationship building.
Be slow, though, to paint with a broad brush when armed with web analytics and data and when listening to data and analytics experts.
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When using the Internet, focus on relationships and word of mouth first. Use analytics and data as tools to advance relationships and word of mouth on the net, not dictate all business development decisions.
Kevin O’Keefe (@kevinokeefe) is the CEO and founder of LexBlog, which empowers lawyers to increase their visibility and accelerate business relationships online. With LexBlog’s help, legal professionals use their subject matter expertise to drive powerful business development through blogging and social media. Visit LexBlog.com.
LexBlog also hosts LXBN, the world’s largest network of professional blogs. With more than 8,000 authors, LXBN is the only media source featuring the latest lawyer-generated commentary on news and issues from around the globe. Visit lxbn.com now.
