Leveraging Your Reputation: Two ways to be an expert online

Tom Ciesielka is president of TC Public Relations (www.tcpr.net). Tom has about 25 years of marketing and public relations experience, working with individual lawyers and midsize law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at Chicago Bar Association CLE programs. Reach him at tc@tcpr.net.

There are various ways to become an expert through speaking, media appearances, and writing. Here are other two ways that you can become an expert, which will enhance your reputation even more:

Use LinkedIn. Join a LinkedIn group in the area in which you specialize and get involved in discussions and answer group members’ questions. And here’s something that will make you really stand out: start a discussion where you offer some proprietary information to the members. For instance, if you’ve published an article about how a particular law will help your members in their profession, or you’ve published an analysis of legal trends, then share that with the group.

An even more effective way to connect with group members and to raise your LinkedIn profile is to make a Top 10 list of something that will help them. If the information that you’re offering is specific and beneficial, they will want it. After you’ve created your list, let the group know by starting a discussion thread, and tell them to email you if they want a copy.

I’ve seen it work effectively: Several months ago, someone posted a message in a group that I belong to, saying that she created a checklist for fundraising, and asked people to e-mail her to get it. So many people contacted her and made comments below her post, that she is one of the most influential people in the group, and her profile has been at the top of the page as a key influencer for several months.

Create Videos. Many people post videos on YouTube or Vimeo and gain a following if their content is helpful. Think of tips or insights that you think people need to hear. First look at other videos and see what people are searching for and watching, and come up with effective search terms and content that will make your video attractive. If you’re not sure about how to create quality videos, see my tips that I’ve shared here before.

Overall, think about how the information and experience that you have can help others, and find the best outlets to express your expertise so that people will see that you’re an attorney to whom they should turn.


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