Today, you’ll buy a stale cheese sandwich from your local station kiosk and feel the urge to share a piece of it with the rest of the world. Taking a picture or writing a recommendation – whether we realise it or not – is creating and distributing new content. In today’s world, it’s become almost second nature – and it doesn’t show signs of letting up any time soon.

If we can record it on our phones (or whatever the latest handheld device is), we’ll quickly upload it to our preferred social network (LinkedIn, Facebook, Twitter, Instagram), or a selection of them, for our peers to see and comment on.

It’s this obsession with over-documenting EVERYTHING – the mundane to the unbelievable – that has led to a surge in the amount of digital content available. New platforms are emerging every day to facilitate our need for a constant flow of images, videos and stories. Not only that, but with the advent of live streaming and instant media, we’ve become accustomed to receiving our news as soon as it breaks.

We, the public, are information hungry and we’ve a growing desire for ‘faux-experiences’. We want to be able to listen to it, or watch it unfold without actually being there. We want to taste it before we sit down to eat it, gaining ‘first hand’ experience before we actually try it for ourselves.

This equates to much more than a generation of mobile zombies with lessening attention spans and a growing impatience for shoddy content. This means the environment in which your law firm operates is changing, every single day.

Traditional, disruptive marketing is out.

Consumers have learned to tune out the white noise of ads on an endless rotation and instead recognise that they have the power, the voice and the know-how to learn everything they want to know about your law firm – not just what you cherry-pick to tell them. And with a simple swipe of a screen and touch of a button, he or she can share their opinion with millions.

Although consumer power can seem daunting, the evolution of the online platform has afforded us an even playing field. You and Mr. Consumer have the same tools right at your finger tips…

So why not use them to your advantage?

It’s called ‘social listening’, and it’s just another way of researching the market, monitoring what your prospects say about your industry online and initiating informed conversations with prospects…

Delving a little deeper, social media allows:

  1. Salespeople to see what prospects are saying about their brand and competitors
  2. Marketers to generate new leads, using social platforms to find opportunities and determine the names of the true buyers inside organisations
  3. Businesses to build deeper relationships with existing clients, driving them to purchase again and again

So how do you leverage social listening to help identify your best prospects?

Social media can be used to identify your best prospects by creating consumer profiles. Leverage the content overload to gain a better idea of who to target, where they are, what industries they’re in and what they’re saying about your industry.

Consumer profiling is a way of categorically defining your prospect to better target them based on their individual characteristics. You can then use this information to offer a superior service that speaks to your prospects on a personal level.”

James Noble, Propero Partners

Define your best prospects by;

  1. Demographic – age, industry, job role, experience
  2. Geographic location – where they live, where they work
  3. Psychographic characteristics – opinions, attitudes, interests, lifestyle
  4. Buying patterns – where they buy, how they buy, amount, frequency, timing

You can collect a lot of this information right now. So leave blindly cold calling to the old-school salespeople – boost your consumer knowledge using social listening and consumer profiling, and initiate informed conversations with your ideal prospects, today.


For better or for worse, social media marketing is here to stay – but it’s how you use it that dictates how successful it will be for your firm. To learn more about building authority for your law firm and how that can translate into new business and increased revenue, the Propero Partners team have put together an actionable, 4-point checklist…


Download our 4-Point Checklist For Building Authority in the Legal Industry.

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