Author: Guy Alvarez

Managing the quantity and variety of social networks can be overwhelming

The business of law is undergoing significant change. Competition is fierce and clients are looking for firms that will offer them more than traditional legal advice. At the same time, companies across all industries are rapidly adopting social technologies and practices as a way to enhance their productivity, gain a competitive advantage and develop customer […]

I recently read an excellent book called The Social Employee: How Great Companies Make Social Media Work by Cheryl and Mark Burgess.  The book’s central theme concerns the concept of the social employee, which the authors define as someone who effectively cultivates his or her personal brand and thereby comes to play a key role as company representative […]

Recently I spoke with a friend who is quite savvy about social media and handles business development at a major law firm. During our call he complained about the lack of understanding of social media marketing, not just in his firm but in the entire legal industry. “You don’t understand how bad it is. At a recent conference, […]

“If the world operates as one big market, every employee will compete with every person anywhere in the world who is capable of doing the same job. There are lots of them and many of them are hungry.” Andy Grove We work in a global economy. The rapid evolution of technology has enabled the world to […]

Editor’s note: This open letter from law firm marketing leaders to partners about their frustrations at the firm was published in 2014 and change has been slow in coming. So, we’re republishing it as a clarion call to law firm partners for change.  Many of our clients and friends are Chief Marketing Officers at some of the […]

Law firms and legal marketers are spending tens, even hundreds of thousands of dollars for the privilege of placing their content on third party publications or distribution services. The reason law firms are willing to pay for this is to expand their reach. These publications and services have created extensive distribution networks and are (at least […]

Social media marketing is an extremely effective tool in raising brand awareness and creating vehicles for engagement with your clients and prospects. In order to maximize its effectiveness, a social media marketing strategy must consider three distinct media elements: owned media, earned media and paid media. Owned media is a channel your company controls. There is fully […]

The focus today is in creating and executing a robust content marketing strategy

The most common mistake that organizations and individuals make on social media is too much promotion and too little listening. I call it “the bullhorn approach.” Too many believe that social media is just another advertising and marketing channel where they can endlessly write about themselves and shamelessly promote their products and services. All they do […]

The first step in developing a content strategy for your law firm is to identify your buyer personas. According to HubSpot, “a buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” For law firms, this means a representation of who your clients are, […]

Rainmakers who collaborate end up with a bigger book of business than those who hoard work.