TopGraph works with smart attorneys seeking the authority of a relevant and trusted social graph in the 21st century networked economy.
To paraphrase Seth Godin, brand is the set of impressions, memories, and expectations that, taken together, leads a person or business seeking legal services to choose you or your firm over some other attorney or firm. Even if your blog or website is on the first search engine results page (SERP), the prospect still has a choice between you and the other attorneys on that page. A blog in which every post is about your specific practice will not brand you. You and most of the other attorneys on the SERP will be indistinguishable.
To impress a prospect with the sense that you are both an accomplished attorney and a human being with whom a fruitful association is likely requires published content which generates that impression and expectation.
Yes, many social media gurus proclaim that for professional and business purposes, content should be all buttoned-down business all of the time. That may hold for large enterprises, but for attorneys, and their law firms, the world has changed.
"Social media gives lawyers the tools to provide clients with the kind of in-depth information that they've come to expect online prior to making any kind of decision requiring a significant commitment of resources [not to mention an always risky emotional investment]. ... Social media satisfies our longing for human contact and provides a tool for building trusted, multi-dimensional relationships." Social Media for Lawyers: The Next Frontier (2010), by Carolyn Elefant and Nicole Black. amazon | bn