I recently gave a “Social Media 101” presentation to the marketing team of one of the world’s largest law firms. To be candid, I wasn’t sure if I’d have any believers at the end of the presentation. That’s because there are very few stories of Fortune 500 General Counsels awarding large matters based on a thoughtful Twitter feed.
Professional services firms are pioneers in content marketing. Consulting firms, law firms, accounting firms, engineering firms and architects: these are the professions that invented idea-based marketing. Since the early 1960s, professional firms have invested heavily in bylined articles, publishing, seminars, webinars, podcasts and conferences. But they’ve been slow to embrace social media.
So it’s World Cup time again. This means that, in addition to the games themselves, I’m treated to my quadrennial browbeating from my UK friends who remain perplexed that I am not ready to put life on hold for a month’s worth of “football”.
At a recent event hosted by the Association of Management Consulting Firms (AMCF) Walter Kiechel, former editor of Fortune magazine and author of The Lords of Strategy: The Secret Intellectual History of the New Corporate World, discussed how strategy’s great gurus influenced the development and implementation of ideas within their organizations and those of their clients.
We’ve all seen the signs: shaky fingers, bleary eyes, achy wrists and plain old sleep deprivation. You or your colleague may be suffering from a significant case of Social Media Tool Exhaustion. And the more time you spend online, the more likely you are to suffer relapses.