LexBlog, a company that helps build and maintain law blogs, conducted a survey of blogging activity by Am Law 200 firms. As reported via a Law.com article, as of mid-March, 53 Am Law 200 firms were blogging in some manner, either through a blog the firm itself sponsored or a blog run on the side by one of its lawyers. (Alan Cohen, Cutting a Winning Edge in Law Firm Blogs (May 2, 2008) www.law.com.) The blogging activities of Am Law 200 firms is relatively new: "A little more than a third of those firms started blogging in the last six months alone, according to LexBlog." (Ibid.) Most Am Law 200 firms offer very targeted blogs, focusing on a specific area of law.
Large firms examining the bloggin issue return to the same questions:
- How much business will a blog generate?
- What if something goes wrong as a result of a blog?
- How much nonbillable time will a blog take?
While the big firms wrestle with these issues, the biggest returns on the blogging investment are being realized by small firms. (Gina Pasarella, Am Law Firms Giving Blogs The Stamp Of Approval (April 17, 2008) www.law.com.) "Blogs can be more effective than almost any other marketing tool in showing a clear return on investment, according to one legal marketer." (Ibid.)
Blogging in the legal industry is rapidly evolving, and I'm willing to confront the risks that have about three quarters of the Am Law 200 sitting on the sidelines. The last 5 weeks since this blog launched have been exciting, educational, nerve-wracking, and tiring. But it has been worth it so far. And just in case you didn't read my disclaimer, I'm not offering you any legal advice on this blog, and we don't have an attorney-client relationship just because you found and read this blog. Oh, and my blogging is unrelated to my employment or my employer. Just so we're clear on those details.