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Blogs have made it into the mainstream. Dear Abby, earlier this month, offered her opinion to teens on whether or not to blog. A Google search for 'blogs' garnered 1,680,000 results. A similar search just for 'web logs + law firms' offered 18,100 matches.
For law firms, blogs seem a natural progression in using the Web for marketing and communications purposes. Once firms were considered behind-the-times if they didn't have a Web site. Then the next great 'must have' wave brought us e-zines, e-letters and e-mail alerts. Now, the race is on to launch law firm blogs.
And therein lies a problem. Blogs (or blawgs as they're often referred to in law firm marketing lingo) are at their very essence, personal. And the tendency in law firms is to try to institutionalize communications to match management's edicts on brand, image and reputation. Whether your firm already allows or encourages blogs, or is contemplating the use of this tool, we'll share some advice on how to move forward ' and some cautions on problems to avoid.
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