Working with a ghostblogger can be a great, collaborative experience for many busy attorneys–but the key is just that… COLLABORATE!
This week we asked: Do you write your own blog?
1. Yes, every word comes from me – 55%
2. Somewhat, I collaborate with a ghostwriter – 35%
3. No, I give direction but the writing is done by someone else – 10%
My Thoughts: Almost 90% of you either write your blog yourself or collaborate closely with your ghostwriter. Fantastic.
My main advice to clients who want to work with ghostblogger is just that…be involved! No matter who puts the actual words on paper (or on screen), the voice, tone and ideas should come directly from you.
A few of my clients have recently begun working with ghostwriters with great results. Though you must still dedicate your time to overseeing the content, these professionals can help shape your words and post on a regular basis. My advice if you’re planning to go this route? Stick with someone in the legal arena, whether it be a lawyer, former lawyer, paralegal or law student; find someone you connect with—even though it’s someone else writing it should still reflect your tone and your opinion, and all content should be directed by you; and be clear on the arrangement from the beginning by setting a schedule for how many posts you expect per week or per month. I also think the lawyer needs to be the one fielding comments and responses, and generally connecting with readers.
On the other end of the spectrum is LexBlog’s own fearless leader Kevin O’Keefe, who his own definite view of ghostblogging. I recently read a post by Kevin that included the following statement:
But the very essence of social media precludes ghostwriting. Social media is not about producing content. Social media is about engaging others so as to build and nurture meaningful relationships. Engagement that requires listening to your audience and offering value to the conversation.
I agree with the statement, but not the context. I truly believe that you can engage and nurture relationships even if you are not the only hand in the blog. In fact, I called Kevin and had a discussion about this very issue. My point? Rather than negate the power of a ghostblogger, we should look at the ways to make that arrangement work to the benefit of the lawyer. If the question is: "to blog or not to blog?" the answer is simple… do what you have to do to blog.
Black Pearl: For more thoughts from Kevin, read the rest of his post on ghostblogging.