Last fall, when our sibling publication Law Firm Inc. surveyed marketing officers at Am Law 200 firms, one of the surprising things the reporting turned up was that firms didn’t quite know what to make of blogs, those Web-based journals that cover everything from hot-button geopolitical issues to which celebrity was spotted on which street corner with someone who may or may not have been Lindsay Lohan.

Some firms saw great potential in the medium — an easy, cheap and highly effective way to get the word out about their practice groups and expertise. Others saw pitfalls — an easy, cheap and highly effective way to put your foot in your mouth, upset clients and run into trouble. Most, though, just didn’t know what to think.

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