:: Copywriting and Direct Marketing ::

The web has fundamentally changed the speed with which we can publish information as well as the access others have to that information. With these changes, it has become increasingly important that you not only make sure you are putting forth efforts to establish your reputation online, but that you monitor what is being said about you as well.

I want to address not only ways you can build your reputation online, but also some suggestions for tracking what is being said about you.

1. Create a blog and regularly contribute to it - By writing articles about the fields of practice you work in is a great way to build trust and reputation. Others will look to you as an expert and you will build a great catalog of material to “show off” to prospective clients.

2. Google Alerts - This handy, free tool from Google allows you to enter keywords you want to track online. It will then scour the internet looking for new instances when they appear. You can have the results emailed to you or connected through RSS to a reader such as GoogleReader. Start by entering your name, the name of your law firm, other employees, etc. This is a simple way to track when new discussions mentioning your arise.

3. Use Twitter Search - By searching in the Twitter stream for your name and your firm’s name, you can track in real time when others tweet about you. You can also respond quickly if a criticism or complaint is found.

4. Participate in social media sites and discussions - Getting active in social media is a great way to build your reputation online as well as keeping track of what others might be saying. Answering questions in your area of practice on LinkedIn or submitting new articles on Digg is a good way to build relationships as well.

Fundamentally, interactions on the web are very similar to those in the offline world. As you get recognized as a thought leader in your areas of expertise, people begin to trust you and your reputation gets built. This comes in especially handy if others write negative things about you or have questions about your work.

When others write things that are negative or complain about and experience with your firm, this is an opportunity to track what is being said and respond accordingly. Most often, the situation can be diffused and turned into a positive for your firm.

When you put forth effort into establishing and developing your online reputation you will see potential clients turning into actual clients. Establishing trust and monitoring is essential in the online community.

Originally posted 2009-06-07 04:17:07.