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When Clicks Don't Count

By Marlisse Silver Sweeney
September 02, 2014

There's a lot of allure when it comes to viral content. The thought of law firm marketing whizzing through the Web, without cost to the firms, is enough to make a person cry. Just ask Buzzfeed, which has a business model that includes creating videos and posts designed to go viral.

But when it comes to marketing your firm, Eric Fletcher, a law firm marketing officer, warns that the attempt to make something go viral can actually backfire. “Each time we are seduced into reaching for the masses, we take our eye off strategic targets,” he writes in a recent post.

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