I was with JD Marketing, PR and Marketing Agency, yesterday discussing social and content strategy within a wide range of firms.
Jan and her team have 19 years of experience and have first hand experienced the market develop.
In that time the biggest change has been the journey to yes (engaging in a contract). Rather than starting in person between two professionals it now begins online and a social media strategy has never been more important to all professional service firms. Hubspot note that 61% of global Internet users research services and products online before making a decision.
As Pinsent Masons comment below having a social media strategy with real-time content will result in substantial reward through building your individual and firm's brand.
In the words of Wayne Gretzky "You miss 100% of the shots you don’t take". Without creating and distributing content online it will be hard to become a Thought Leader in your specialist area.
The correct social media strategy will enable effective brand promotion, as well as open up a real-time way of engaging with users and canvassing instant feedback. Organisations that stay on the right side of the law and, importantly, the expectations of their users, will navigate the potential pitfalls and reap the substantial benefits that so many others have enjoyed.