But very recently it was a blog post which blew up the career of Uber's founder Travis Kalanick.
Blogging is holding its own as an effective platform for so many of the objectives lawyers are determined to accomplish.
In 2,900 Words
In The New York Times, Maureen Dowd interviewed the author of that game-changer-Susan Fowler.
Last February, in a 2,900-word post, Fowler presented herself as twice a victim when employed by Uber.
First, she was sexually harassed.
Next, there was retaliation when she reported that to Human Resources. Here is that iconic post.
The world took notice. The rest is governance history at Uber.
Thought Leadership and Long Form
Fowler could have used newer forms of social media and social networks to have her say.
But it was the blog platform that is ideally suited for long form. And, thought leadership finds a cozy home in long form.
As ghostwriters know, thought leadership is back. Tech visionaries, corporate executives, and political activists have returned to presenting their ideas in detail. They have no shortage of engaged readers.
That "evidence" should encourage lawyers to recognize they have a shot at being heard on the critical issues in law.
Developing New Business
Google likes blogs. Those who know both the how-tos of search engine optimization and creating unique content will receive high rankings. That can convert into attracting new business.
Admittedly, the postings must be continual. That requires an investment in not only time. But coming up with fresh angles.
Given the existence of so many media players, it's counterproductive to present what everyone else is posting about how blockchain is impacting law firms or the alleged illegal activities in the Trump Administration.
Becoming a Paid Influencer
Many influencers started out on the blog platform. Soon enough, they got it that's not enough.
They repurpose that initial blog content on Twitter, Facebook, Instagram, LinkedIn Update, and Google+.
In addition, they will master video. They will publish books. They will go on paid speaking engagements.
But what first appears on the blog is their signature.
Blogs have become one version of the "billboards" on the internet. Yes, their owners can and do sell space for advertising.
However, just with the television networks, they have to maintain the metrics media buyers expect.
Early on in blogging, mental health experts discovered its healing power.
Part of that was, yes, the process of putting emotions into text and visuals.
But what was also playing out was the operation of what's known as the "creative trance," "flow," or "being in the zone." The human beings in emotional turmoil are lifted out of themselves.
Studies such as the one by the ABA and Hazelden/Betty Ford document that lawyers have a higher rate of mental illness than those in the general population.
To Blog or Not to Blog
The decision to become a blogger is a commitment. The internet is cluttered with abandoned blogs.
Search engines "notice" if the content is unique, the frequency of postings, traffic, inbound links, comments and more. So do readers.
Even the loyal ones will exit and not come back if the author isn't providing value. That is, delivering content that isn't available elsewhere.
The initial commitment should be this: The new bloggers will give it their all for six months. During that, they figure out if this is the medium which best serves their thought leadership, professional, revenue-making, and emotional objectives.
Full Disclosure: In April 2005, with Paul Chaney's guidance, I began this blog.
From the get-go, it was a magnet pulling in new business. Sometimes, as during the past several months, it still is.
There were also times when I asked myself and my executive coach if investing my time in it had reached the point of diminishing returns. But those times were short-lived.
The most important payoff has been how quickly blogging catapults me into the creative trance.
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