Gyi Tsakalakis, co-founder of digital legal marketing agency AttorneySync, says that while lawyers have begun to embrace the impact of the internet on the practice of law, some have “seemed to forget the cornerstones of a successful practice: reputation and relationships.” He suggests that it “isn’t a choice between the internet and technology or reputation and relationships,” offering that the lawyers most likely to survive in the future are “those who harmonize relationships, reputation, automation, personalisation and authenticity.” On ways this can be achieved, he suggests automated emails that mark birthdays and other occasions or company achievements; claiming, completing and managing a Google My Business profile; and utilising social networks for referrals.
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