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Editor’s Note: A very intriguing article from respected online engagement expert Kevin O’Keefe. It would be interesting to hear from legal technology marketers on this topic. It would also be insightful to hear from those marketers on how they handle discussions with individuals who have the dual goal of objectively covering a company, product, or technology and trying to get payment for that coverage. The power of the pen and pixel needs to be counterbalanced by accountability and responsibility.

Extract from article by Kevin O’Keefe

Sales, marketing and business development is best done, or at least started, online today. Not with websites and email campaigns but through mediums being used by your customers, prospective customers and their influencers. Blogs, Facebook, Twitter and LinkedIn should be used by company leaders as individuals, not by the company.

People learn about products, services and company leaders socially. They learn to trust a company, its leaders and their counsel through online engagement – think blogging and social networks.

Don’t get me wrong. Face to face discussion is critical to sales. But accelerating relationships and your reputation makes selling much easier.

 

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