There is often debate, particularly in the legal industry, over the purpose of blogging. The Web is social media… and writing a blog connects with people. I present the SkaddenInsider as evidence: http://skaddeninsider.blogspot.com/
A meaningful conversation? Sure, if you’re interested in the hottest associate, bonus drama or cold weather news. I admit that it’s amusing. A vote underway at SkaddenInsider deals with the hottest female associate. As of January 31st, there have been nearly 1000 votes. Inappropriate? Perhaps. If I engage a top Firm, I don’t care if the attorney working on my case is Cyrano — I want someone who can melt the flesh of my competitor. But given the high-pressure environment that is biglaw, it does lighten things up. Plus with votes for male associates, it’s equally as offensive to men.
With 1000 people interested in the relatively innocuous happenings at a biglaw firm, how many would be interested in practice areas, new cases or even recruiting? It might be 1%, but if you reach out to one decision-maker, the effort is worth it. What’s the opportunity cost of avoiding blogs?
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