Law Firms See Payoff in Blogs

Of the top 200 U.S. law firms, 96 now publish blogs, according to LexBlog Inc., which advises lawyers on interactive media use. That’s up from 39 firms in 2007.

While the growth reflects broader trends, it also underscores a generational shift at firms as young lawyers -- equally at ease online as they are offline -- become their firms’ future decision makers, said Ken Bernhardt, a marketing professor at Georgia State University.

As a partner at McKenna, Long & Aldridge, attorney Stefan C. Passantino represents political heavy hitters like former House Speaker Newt Gingrich and state Insurance Commissioner John W. Oxendine. But Passantino, who heads McKenna’s political law team, has another role these days: blogger.

At paytoplaylawblog.com, he assembles items that highlight the pitfalls that occur when corporate campaign contributors get government contracts, a phenomenon known pejoratively as pay to play. One recent entry is on the corruption trial of ex-Illinois Gov. Rod Blagojevich, whose case leads Passantino to cheerily conclude: “And they said pay to play law was boring!”

Passantino said he started the blog last fall because he found it fun. “It allows me to track the interesting parts of the law but not really having to get into the nuts and bolts of a compliance program,” he said. “I use it as a credential so that people know that I know this area of the law.”

Other lawyers and law firms are doing the same, as the legal industry borrows a page from service and product companies that use social media as marketing and networking tools. Passantino’s blog is independent of the firm, but if he makes a name as the go-to blogger on political law, it could drive business to McKenna.

Part of the firms’ strategy is claiming legal niches and finding lawyers on staff who like to blog, which generally involves scanning for stories on relevant issues and posting a summary, sometimes with commentary. Bloggers may also answer questions.

Life in the green lane

Atlanta law firm Smith, Gambrell & Russell recently launched two blogs -- one on estate planning and the other on sustainability and environmental law.

Jessica Lee Reece, an SGR attorney who manages the sustainability blog, was a natural fit. She already does an environmental blog, “Life in the Green Lane,” for a women’s magazine.

On her law blog she aims to give clients and potential clients a rundown on current happenings and changes in state and federal environmental law. But she also wants it to be fun. Recently she blogged about a Georgia Conservancy-sponsored event at Piedmont Park that featured organically grown food and wines, and she posted on her adventures in seeking out eco-hotels for vacation.

“We want the blog to be legally driven but also a resource for our audience,” Reece said. “We don’t want to editorialize too much but we do want to do something the provides value.”

The goal of these efforts is to raise firms’ profile and drive business. But law firms have an additional wrinkle other companies don’t: They can’t give legal advice and generally have to stay away from giving a legal opinion. They also must carefully respond to questions so those asking them don’t think the blogger or the firm represents them.

As with print advertisements, some bloggers post contact information. The State Bar of Georgia’s ethics rules on advertising don’t address online communications specifically. Several state bar associations, including Florida’s, are trying to hammer out online standards.

A scan of Georgia law firm blogs show prominent disclaimers that they don’t give legal advice. Reece, for example, will answer basic questions but if readers require more detailed advice, she links them with one of the firm’s attorneys. That approach enables firms to promote their expertise without giving away their product or turning off potential clients with an overt sales pitch.

Measuring results is more subtle than tracking billable hours from clients drawn by the blog.

“There are four things it has to do,” said Kevin O’Keefe, an attorney and chief executive of LexBlog.

1. “Am I extending my reach?
2. Am I engaging my target audience?
3. Am I increasing my measure of influence; how often am I being cited?
4. And is my target audience activated? Are they calling me?”

That’s the measure law firm Sutherland, Asbill & Brennan has used since the firm, which has an energy practice, launched a blog on liquefied natural gas blog five years ago and one on offshore energy in 2008. “We wanted to show people that we know the (natural gas) business better than anybody,” said Sheri Palomaki, business manager of Sutherland’s energy group. Giving people in the field information on new developments helped the firm differentiate itself, she said.

The firm spent about $5,000 on setting up the blogs, but she said the investment paid off as an e-mail subscriber list grew to 2,000 people.

Extracted from The Atlanta Journal-Constitution. Article by Péralte C. Paul.