- Speak in the first person. Blogs work when they develop an individual voice. Readers will tune out a “corporate” voice immediately.
- Include good links. Effective blogs are part of a conversation, and links to other sites are the currency of conversations online.
- Read what others are writing. Use a news aggregator to follow what others are saying so you can keep your comments current.
- Syndicate your content. Publish your blog in RSS so that people can subscribe to it. This tactic will greatly expand your reach.
- Look for conversations about you. Use a service like Technorati ( www.technorati.com) to monitor your name, your firm name, your practice area—see who’s talking about things that matter to you. Then participate in those discussions.
Rick Klau ( firstname.lastname@example.org) is Vice President of Business Development for FeedBurner and a Law Practice technology columnist.
Ann Lee Gibson, PhD ( email@example.com), is principal of Ann Lee Gibson Consulting. She consults with law firms on business development initiatives.