He mentions the “law marketing” and “client development” angles, which appear to be the driving forces behind most new lawyers (and many older ones) frantically jumping on the social media bandwagon. The fact that “Return on Investment” or “ROI” is difficult, if not impossible, to measure has no deterrent effect. “Publish or Perish”, once the mantra of academia, has now become the rallying cry of social media law marketing types.
“…I’ll also add two more reasons to why people blog. First, because it’s fun. Bloggers are an opinionated crowd, and we like to get our opinions out there. Second, lawyers are creatures of affirmation. We live and die by the proverbial pats on the head, or by knowing we’ve gotten the better of someone’s argument. For better or worse, these are rewards in themselves. A third reason may be to contribute to the “collective consciousness,” but I don’t have any delusions that I have the necessary altruistic instincts for this to be a legitimate reason.
Finally, I’ll agree with both of them on the core point. Revenue isn’t even on my list of reasons of why to blog. Your mileage may vary, and I’m no “rainmaker consultant,” but the fact that no one has coherently put forth any data on what blogs clients read, or anything persuasive on the relationship between blogging and revenue should tell you all you need to know. An even more compelling metric for me (and I’ve said this before) is that when I sit down and tally the hours spent blogging, I can’t even think about doing the cost/benefit. It’s easily 3 or 4 vacations worth. And I take my vacations seriously.
If you don’t enjoy writing, don’t bother blawging.
If you don’t have any opinions, blawging is a waste of not only your time, but your readers’ time, as well.
If you don’t care about issues affecting your practice and the profession, you’re not cut out for blawging.
If you think that blawging will get you more clients, you don’t know the first thing about the business of law.
If you believe that paying a lawyer marketing firm which promises to get you top “SEO ranking” on Google searches or thousands of followers on Twitter, then I don’t care what you have to say, write, or think.