It’s no surprise that word-of-mouth marketing is effective, but when
brand managers combine it with the power of social media, they see
greater campaign success, all while spending less money. A recent study
in the Journal of Consumer Research found people on social media often
form opinions or make judgments about products and services based on the
opinions of those they follow.
So how can you use the power of the influencer to bring more business? Experts say tap those traditional and non-traditional media outlets early and often when ANYTHING newsworthy happens in your practice area. What's newsworthy? Any news indicative of a trend, the utilization of new law, the conclusion of a case involving new use of a old law, bold faced names, big dollars, and of course, the tried and true local perspective on a national news topic.
Maintain a steady stable of media influencers you reach out to with these story ideas again and again. Then when you do get published or your interview is broadcast, spread the news far and wide through your social media pages and e-blasts among your contact list.