3 Easy Ways for Lawyers to Follow Up When Readers Share Their Writing Online

by JD Supra Perspectives

It’s all in the follow-through, where content and conversation meet.

We regularly hear from attorneys and law firm marketers who are pleased that their analysis, commentary, and other written work are well-liked on social media.

What we don’t see as often from law firms is a sense of how to follow-up. How to make the most of that targeted, online attention and turn it from visibility into opportunity?

What should you do if your law firm's content is being liked, shared, and discussed on LinkedIn, Twitter, Facebook, blogs, etc? Here are three easy steps:

1. Send a private note of thanks and invitation to connect with you…

An obvious first step, right? If a professional in the industry you serve shares on LinkedIn a piece of commentary you wrote (blog post, client alert, what-have-you), connect with them on LinkedIn.

Their share is a public act; it is completely reasonable for you to respond with appreciation.

Benefits: many, including ongoing connection with you and easy access to the next piece you write.

2. Publicly thank the person for sharing your work…

…also, join the conversation if (as happens) the share turns into dialogue between, say, members in a particular LinkedIn group.

Two benefits, among others: first, visibility to the entire group, where you can further demonstrate your expertise by following up on what’s being discussed. Second, your public note of thanks makes it easy for silent observers in the group to notice you and connect, should they want to do so. This will be true in most social communities, in which conversations are watched with interest by otherwise silent members.

3. Use the engagement to guide your next writing…

Frequently with JD Supra contributors we see shares and discussions around content on, for example, LinkedIn that reveal obvious next writing assignments. These ideas can come from lively debates, outright objections to your views (your next piece can take on the criticism), or from explicit suggestions in the shares (“I like this post, but wish it also talked about…”).

On this last score, I would advise keeping an informal list of names of people who share your work on the social networks, their blogs, and elsewhere. Include those engaged readers in the first round of your own “shares” when you write a new piece, or when you’re announcing an event/speaking engagement. After all, they’ve shown that they’re willing to read your work. Make the most of that.

Two benefits: your next writing assignment is on a topic with proven interest. Once written it can serve as an icebreaker with your easiest audience: people who have read you (and therefore are getting to know you for what you do best).

...there are many things you can do to extract value from the way your work is received online.

We all want that one article we’ve written to be a home run, an out-of-the-park success. The problem with such thinking is that if you don’t hit a home run every time you write, you may well consider your writing a “failure.”

It doesn’t really work that way. Home runs are terrific, and they do happen. But the rest of the time, there are many things you can do to extract value from the way your work is received online. It’s all in the follow-through. This is where content and conversation meet.

It’s not just about relationships and it’s not just about content. It’s about both.


[Paul Ryplewski is JD Supra's VP of Client Services. Follow his latest writings here.]

Written by:

JD Supra Perspectives

JD Supra Perspectives on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.