If you’ve read the popular book The Tipping Point, you know that the key to the success of Paul Revere’s famous midnight ride was not so much the speed or distance that he rode, or the volume of his cries, but his unique trait as a “connector” which gave him the social capital to spread the warning of the arrival of the British Army.
When alerting the patriots, he didn’t just ride down the road willy-nilly shouting, “The British are coming! The British are coming!” Rather he knew exactly which doors to knock on to alert just the right people (who were also very well connected) in order to get the word out in the fastest, most efficient manner. You could say that Paul Revere was America’s first social networker!
As we approach the end of 2011, we may be reaching a tipping point of our own regarding the use of social media. Professional services marketers and business developers are taking these new technologies more and more seriously.
The topic was very much alive and well among attendees at the Legal Marketing Association’s annual regional conference in Boston this month (see previous post), where firm attorneys and marketers learned and shared techniques and success stories of integrating social media into their marketing and business development plans.
Since social media are not going away, I am presenting some of my previous writing on the subject. I hope you’ll find some of it helpful as you consider your business plans for 2012.
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