“Law firms should encourage their lawyers to write online content—by creating financial and career advancement incentives, and by making sure the top lawyers lead by example…”

“The whole point of a blog post is that it’s personal and authentic,” he writes. “What is published under your name and your photo must come from you. Avoid ‘ghostblogging’ in the law unless sincerity and trustworthiness aren’t important reputational assets to you.”