1. Rob La Gatta: In September, you cited the AmLaw Tech survey, which said that 33% of AmLaw 200 firms are using blogs. Do you expect this continue to rise? Any predictions as to how or when?
Monica Bay: Blogs will continue to rise in popularity, with creative uses. For example:
- Tom Baldwin, previously of Sheppard Mullin Richter & Hampton [and] now with Reed Smith, helped establish blogs at SMRH as a vehicle to promote 12 practice areas, ranging from Antitrust to Fashion & Apparel. Many were originally e-mail newsletters, he has said, that were changed to blogs. One direct benefit is that the firm doesn't have to worry about spam filters, which often interfered with subscriber receipt of the newsletters.
- K & L Gates was one of the first firms to establish an eDiscovery Law blog,
- and in the wake of Katrina, New Orleans' McGlinchey Stafford set up a Hurricane blog (and also has a class action blog).
As law firms become increasingly comfortable with the technology, they will use blogs for everything from recruiting to administration to promoting practice groups to marketing their expertise. Blogs, when properly executed, provide an opportunity for both individuals and groups to showcase their "wares." Blogs provide a fast vehicle for firms to exploit (in a good way) significant events (such as Katrina) to show leadership and business development finesse.
2. Rob La Gatta: Can you offer any ideas as to why, by and large, bigger firms tend to be more resistant to attorney blogging than smaller ones?
Monica Bay: I'm not sure that's true anymore. The one thing that does hamper large firms is that they tend to be paralyzed by "Firm-speak"; I often see that when large firms submit articles to Law Technology News. Blogs will fail if the authors must be vetted by committees or marketing execs, who want everything to be bland "happy talk" with the word Firm capitalized even in the middle of sentences.
Blogs, by their nature, need spontaneity and spirit...and you rarely get that if you must go through a food chain to post. As firms begin to better understand the potential to build and develop new (and existing) markets with blogs, I think you will see them become less paranoid about letting authors speak freely.
3. Rob La Gatta: What is Law Technology News' (and the ALM's) position on blogs? Will we ever see blogs featured more prominently on the LTN homepage?
Monica Bay: While I am not the spokesperson for ALM policies (that's the terrain of our CEO Bill Pollak), there's no question that ALM and LTN have both been enthusiastic pioneers in the blawgosphere.
We immediately recognized the potential of legal blogs, and launched the Law.com Legal Blog Network, which promotes and monitors legal blogs. I was the first ALM editor to debut a solo blog, and we now have several, including group and solo efforts, such as:
with more to come. My two blogs are prominently listed on the LTN website homepage, and the Legal Blog Network is prominently featured on Law.com's home page.
4. Rob La Gatta: As a journalist operating in the legal realm, do you see the line between lawyering and reporting getting thinner? Is it feasible that one day, blogging lawyers will be considered the most reliable reporters in a given niche?
Monica Bay: I think it all boils down to "res ipsa loquitur": the thing speaks for itself. The entire concept of media is changing, and ultimately, readers will assess the value of content based on its quality and credibility. Lawyers don't need to call themselves "reporters" – they can simply stand on their own credentials.
With Internet-based content from a variety of sources available to all, uber search tools will be increasingly important. Credentialed journalists are not the only folks offering content...but their role as gatekeepers, as filters, as trusted advisors will become increasingly important as the glut of information increases.
For example, there have been some debates about the role of bloggers influencing U.S. Supreme Court decisions (which I personally think is a good thing). If we believe that the best decisions are made when you have the best, most thoughtful, most authoritative information, then there's room for everybody at this party.
5. Rob La Gatta: You update The Common Scold quite frequently. Do you think being a blogger gives you a better understanding of their application and value?
Monica Bay: Absolutely. I manage two blogs, one that is multi-author and fast paced, with short brisk items (EED Update, co-produced with Sean Doherty of Law.com); the second that is more personal, opinionated and eclectic (The Common Scold) .
Each of the two has a different goal and purpose. For example, I pontificate more on my own blog, where EDD Update covers everything from our experts' commentaries to vendor press releases. Each is a valuable vehicle. Blogs really are blank canvas, with room for Picasso and Jasper Johns. Everyone can have different mission.
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