Note: This is the second of three blog posts about how social media relates to law firms. These ideas loosely stem from a May 1st presentation I gave for the 3rd annual Law Firm Marketing & Business Development Leadership Forum, held at Harvard Club in New York City.
I have come to believe, based on research from organizations such as BTI Consulting and Hellerman-Baretz Communications, that buyers of legal services find and engage lawyers 60 to 70 percent of the time based on relationships. A buyer already knows a lawyer that he or she trusts. Or, a buyer asks a peer for a referral for a specific type of matter. Or, a buyer turns to a center of influence – a trusted accountant, consultant, banker or business acquaintance – for guidance on which lawyer to engage. So, personal relationships are at the center of everything.
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