Tara Hunt, author of the 2009 social marketing book The Whuffie Factor: Using the Power of Social Networks to Build Your Business, said in an interview with Rosemary O’Neill at Successful Blog:
Individuals understand how to build Whuffie [social capital] because every relationship is important to them – especially when they are starting out – but brands are still thinking in terms of mass market. They don’t know how to invest in one relationship at a time.
Rosemary and Tara may be talking about makeup, food, and other products, but what they’re saying applies to anyone selling services as well in this social-media-saturated environment. You’ll need to adapt this advice to your unique situation as an attorney, but don’t discount its value because of that.
People want to do business with people, more than with institutions. The personal relationships you build, offline or online, through web content, newsletters, or social media (the right social media for your audience) will build your stream of clients for long-term growth and security.