Blogging continues to grow in big law firms.
Kevin O’Keefe of LexBlog posted his State of the AmLaw 200 blogosphere, March 2008 last week. He found that from August 2007 to March 2008, the number of big law firm blogs grew from 74 to 110. Of the 110, 80 are firm branded.
Joy London and I also track firm-branded blogs. We reported our findings in Updated Directory of Large Law Firm Branded Blogs (20 Nov 2007) and at our list of Large US Law Firm Branded Blogs. The differences in our blog counts probably results from Joy and me missing some blogs, new ones since our update, and different definitions of what constitutes firm-branded.
However you slice the data, the trend clearly continues up. With many firms spending 2% of gross revenue on marketing and already producing a stream of legal content, I am surprised the number of blogs is not much higher. My analysis of blogging in Blogging – Why the Fuss, suggests that a rational assessment of the costs and benefits of competing marketing channels favors blogging over many alternative marketing activities (aka lead generation).