Virginia Lawyers Weekly

User-generated content, open-source sharing, social media – these are just some of the buzzwords surrounding the Web 2.0 trend.

In previous weeks, we’ve looked at how to enhance the presence of your firm’s Web site and also how to branch out into blogging. Now, in the final installment of the Web 2.0 series, we will examine how you can use a variety of new media tools to promote your Web site and generate more business for your firm.

Web 2.0 revolves around the practice of networking. Networking itself is not a new concept. Lawyers have always known the value of interacting with others to build contacts and boost reputation. Bar meetings, law school alumni events, firm retreats and civic and volunteer organizations bring thousands of lawyers together each year for this very purpose.

However, Web 2.0 is reshaping how we network with one another and it doesn’t even require you to leave the office. While nothing beats the importance of face-to-face contact, online networking gives you the flexibility to collaborate, interact and share information without the restrictions of location and time.

But relying on your law firm Web site alone does not necessarily guarantee you’re reaching your full potential audience.

Sometimes, bringing new visitors to your site involves branching out into third-party social media Web sites.

Networking through social media is a good way to show potential clients that your firm is well connected and keeps up with the current trends of the Web. And since many law firms have yet to build a presence in the social networking community, being among the first to do so will give your firm a competitive edge.

Not sure where to start? Here are some social media resources to consider:

Social Networking. Becoming a member of social networking sites such as LinkedIn and Facebook allows you to interact and keep up-to-date with colleagues as well as discover new contacts. These sites also give your firm the ability to build a visible fan base, share your latest news and market to your client base (see the Web Hits column from Nov. 17, 2008, to get more in-depth look at social networking).

Micro-blogging. Unlike an actual blog, micro-blog sites such as Twitter only allow posts of about a sentence length. Twitter is useful as a vehicle for to-the-point, breaking announcements such as case wins, firm promotions and new hires and other timely content. You can also choose to track the “tweets” of your colleagues and your favorite news sources.

Video Sharing. YouTube is currently the most well-known video sharing site. You can post video content such as a welcome message for site visitors, discussion and analysis of law or firm advertisements. If you don’t have the technology needed to create and upload the videos yourself, you can always scan YouTube for relevant videos created by others, and post those to your site. Web 2.0 is about sharing, after all.

Social Bookmarking. Social bookmarking sites are set up so users can save links to specific Web pages, such as news articles, and share them with others. Sites such as Digg, Reddit and Del.icio.us rank the overall popularity of each page, giving the most well-liked content staying power. When your firm publishes a blog, news item or document online, you can add it to one of these sites to generate interest among Web users.

The Web has come a long way in the past 10 years, and it’s certainly hard to predict how the Internet will evolve into the next decade. As new technologies emerge, it’s best to keep up with the trends and explore what advantages they may bring to your firm.

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