Is a blog right for you—or your firm?

To blog or not to blog—that is the question many lawyers are asking themselves, wondering if they should test the waters or wait to see if blogging is just a passing trend.

“Blogging Lawyers: A Workshop on the Whys, Whats and Hows – and How Nots,” a session during the recent Third National Solo and Small Firm Conference in Santa Fe, N. M., examined the topic.

Blogs—or Web logs—have been around for more than a decade. They offer personal observations on news and events, ranging from critiques of movies and music, to opinions on politics, government and points of law. Blogs can be hosted on individual or firm Web sites, and blog updates can be sent out through RSS Web feeds to people who sign up receive them.

Globally 78 percent of Internet users are reading blogs as part of their regular media diet, according to global communications firm Universal McCann. And with a 2008 survey from marketing firm Zogby International that reveals the Internet as the primary news and information source for more than half of Internet users, the growth of blogs is likely to continue.

Lawyers as a group have taken to logging as a way to differentiate their practices. In fact, so many lawyers have blogs that the legal version have their own nickname—blawgs.

In making the determination on whether or not to blog, there are several points to consider. First is deciding on a goal for the blog—providing updated information on a practice, providing background on what prospective clients should know about the law or providing observations on one facet of law. Whether or not the blog encourages comments and whether or not those comments should be public are other issues to address.

Inviting comments encourages reader participation, helping to build a blog audience. However, many lawyers and law firms are wary because of concerns about rogue users spreading offensive and untrue news and opinions. Additionally, many lawyers worry they don’t have enough time or material for regular posts. In those cases, an electronic newsletter, updated whenever there is something new to report, may be a better option.

Some lawyers use blogs very successfully to publish their expertise in a specific segment of practice, positioning themselves as experts in that facet of law. Examples can be found in directories listing the now-hundreds of legal-centric blogs, such as Blawg.com and the ABA Journal Blawg Directory.

Deciding where to host a blog is another critical decision. For some lawyers including a blog as part of their firm’s Web site works best. For others, making use of an outside host is preferable. However, be wary of free blogging platforms. While these services, such as Blogger, are compelling, joining these services means using an assigned URL that usually incorporates the host’s name. Instead, a service that allows use of an original, unique domain is preferable for branding purposes as well as to ensure a smoother transition when moving to a new host.

Recognizing that clients, prospective clients and other lawyers have come to rely on electronic information more and more, a blog might be the right approach for a lawyer or firm to use in establishing a position as a trusted source of legal information. The challenge is not so much creating a blog, but maintaining it day after day, keeping content fresh and links updated.

“Blogging Lawyers: A Workshop on the Whys, Whats and Hows – and How Nots,” was moderated by Carolyn Elefant, Law Offices of Carolyn Elefant. Panelists included Ross Kodner of MicroLaw, Inc., Gini Nelson of Engaging Conflicts LLC, Nerino Petro of the Wisconsin Bar Association and Jonathan Stein of the Law Offices of Jonathan G. Stein.

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