For law firms, word of mouth continues to be the principle generator of work. Firms historically tried to leverage its power using “thought leadership” marketing, through “offline content” such as newsletters, white papers and articles. Today, however, this is no longer enough.

Target audiences have moved online, expanding the reach of word of mouth to the multitude of web channels. The challenge this presents firms is that they need to do more than just have an online presence. They need to be active, contributing content to the right online space, at the right time, to be consumed by the right people.