Kevin, I think you misunderstand me. Some of the best blawgs are written by lawyers within huge law firms. But for the most part, these blogs are lawyer-initiated and lawyer-driven; the firm does not play a directing role. On the rare occasions when a firm does start up a series of blogs on its own initiative, activity often drops off quickly and months can go by between fresh postings — as you know, blogs need passion and frequency to survive. My point is that a large law firm can and should encourage its lawyers to blog, but (a) there must be a committed, enthusiastic blogger driving the effort, and (b) the bulk of the promotional reward will go to the individual blogger (as it should — she’s the one doing all the work).

My post said nothing about multinational technology companies successfully instituting and growing a blogging culture. I’m focusing on large law firms, which are as hidebound and risk-averse as you’re going to find in the business world, and where the whole business case for existence depends on strengthening the firm brand first, the lawyer brand second or lower. Blogs go against their grain on both these counts.

Large firms need brands so powerful that clients will stick around even if (when) individual lawyers leave — they want lawyers strong enough to attract and keep good clients, but not so strong that these clients will follow them wherever they go. But blogs are being sold (rightly) to lawyers as vehicles by which they can promote their own brand, identity and expertise, no matter where they work. With lawyers moving around so much these days, any personal brand promotion, especially a blog, can’t help but undermine a firm’s position in the marketplace. That, fundamentally, is why I think a large law firm’s marketing goals are not compatible with blogs.

Really not sure where you pull that out of the air. There are individual lawyers blogging on their own or as part of practice groups who are expressing their insight and commentary on topics within their niche. And doing so quite successfully.

And I guess Sun which has 1,000′s of blogs, including ones published by their in-house counsel and CEO? Being done for better communication, knowledge gathering, and networking – all for the benefit of the corporation.

And I guess the 1,000′s of blogs microsoft emloyees have has not worked to improve the image of the company among developers across the globe?

I think you are giving big law firms more credit that they deserve. I agree that there is a big tension between the institutional take that law firm marketing would want to impose and the more natural, personal nature that works better in a blog.

I have not heard many thinking ahead to whether the content belongs to the firm or not and whether it is portable. Most firms just want to disassociate themselves with the blog.

I think the firms are missing out in the marketing opportunity.