What’s the ROI on large law firm blogs?

I‘ve been asked by a large law firm back East, ‘What’s the ROI in using blogs for a large law firm?’ The person I’m talking with believes in the merits of blogs for their firm, they’re looking for ammunition in presenting blogs to the firm’s management.

I have some ideas, but I’d be interested in hearing yours. Share your ideas in comments or an email, and I’ll post your ideas next week, and, if you wish, attribute to you the points you made.

Not wanting to jump the discussion, perhaps just to prime the well, here’s a post on the ROI of blogs from 18 months ago (4.5 years ago in Internet years). Referenced Charlene Li’s comments on the subject and made the following points:

• Enhancing the reputation of lawyer(s) or professional(s) as reliable and trusted experts
• Picking up more speaking engagements
• Being quoted as an expert by trade and mass media more often
• Enhancing one’s search engine rankings
• Reducing the cost of content distribution to clients and prospective clients
• To showcase the lawyer(s) or professional(s) intellectual capital when meeting with prospective clients
• Make content easily accessible to journalists (40% use blogs as source at least once a week) and other users via RSS
• Monitoring RSS feeds on topics relevant to the blog and engaging in the discussion via the blog and commenting on other blogs
• Connecting with journalists via their blogs

Thanks for sharing sharing your ideas.