Came back from the awesomely large Association of Legal Administrators conference in Montréal
The session included a presentation by Bonnie Shucha
Her rationale for firm blogging covers five points:
A blog – or blawg (a law related blog) – a popular new style of publishing on the web, can be used for Internal as well as External communication:
* to enhance the visibility of your firm and its attorneys;
* to establish expertise in an area of law;
* for project and knowledge management ;
* to monitor what others are saying about your firm and your clients; and
* for internal communication such as announcements for staff, to archive the firm’s policies, FAQs, etc.
Make the name very descriptive of the content -– like "Security Law in California." Well Slaw's not exactly wearing it's meaning on its sleeve.
Link to the blog from the firm’s Web site and include its URL on all firm communications, letterhead and business cards -– but make sure it’s something the firm is committed to. With PHP technology you can have the most recent topics of your blog appear on your firm Web site. It does put pressure on the attorneys to write posts and it jazzes up the Web site. Which is no bad thing
Tell your clients and everybody about your blog.
Register with search engines & directories.
Use keywords in the titles of your posts -– make each title descriptive of the post and more people will read it. Good thing they didn't hear about our Stephen Harper and Pamela Anderson title - we broke that rule in spades
Link to other blogs. "This is huge in the blogosphere. If another attorney has a related blog, ask to post reciprocal links," she said. It’s called a “blogroll,” a list of blogs that the blogger readers.
Offer your own unique perspective.
Encourage reader feedback and solicit comments. "It’s a lot more enjoyable for the blogger when you get a response".
If you're looking for a solid rationale for blogging on legal topics in your organzaition, Bonnie's deck is a great place to start.