I've repeatedly cautioned lawyers about using a blog as marketing tool. When properly used, it can serve as a very cost-effective search engine optimization tool. But when misused, it can prove more harmful than helpful. BusinessWeek recently published a cautionary tale about a corporate blog misused to such a degree that you'll have a hard time believing what you read. The lesson — don't casually launch a blog. Instead, spend time learning how to use a blog or retain the services of an expert. We spent a year planning the launch of our blog. Okay, maybe that's excessive, but it has performed exactly as we planned. No nasty surprises.
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