Rather than blogging declining with the growth of over social media, blogging is growing faster than ever among the Am Law 100.
Why the popularity of blogs among large law firms? Per Dayton:
- Blog posts are the fuel that feeds the social media engine. It is law firms’ blog posts that are shared widely across other social media.
- There is no more powerful tool for search engine optimization (SEO) than the continuous creation of blog content. When clients and prospective clients search online as to an issue that your lawyers could address, is your my firm coming up in the Google search? If the answer is no, it may be time to start blogging.
- Blogs generate high quality work for large law firms. Dayton recently spoke to a firm which has brought in more than 20 high quality engagements through its blogs.
Who are the 20 holdouts among the top 100 firms who are not blogging?
It’s only a matter of time before all of the top 100 firms use blogs. I’d be surprised if there’s more than couple firms not blogging by the end of next year.
Blogs have proven to be a natural for large law. Blogs enable law firms to share their intellectual capital for business development. Large law has that intellect by virtue of the lawyers the firms attract from leading law schools and judicial clerkships.
Blogs also feel like a natural extension of traditional business development for lawyers in large law who have developed business through writing and speaking.
I can remember almost 10 years ago LexBlog working with its first large law firms. Much has changed. The wild thing is that we are just scratching the surface in blogging among the top 100 law firms.
In addition to the aforementioned post and above graphs from Dayton, please see LexBlog’s State of the Am Law 200 Blogosphere.