by W. Blair Meeks
Communication Strategist
Jackson Spalding

If Facebook stock is any indication, it seems investors are having as hard a time as many others in the business community placing a value on social media. There is no doubt social media are an incredibly important development in the world of communication. They’ve given voice to the voiceless, helped topple governments and put incredibly powerful tools of influence in the hands of everyone who has access to the Internet. But what is the value to business, attorneys and the legal community? Many are struggling with that question. This month’s Raising the Bar will provide some answers.

A consistent challenge in the public relations field has been determining an exact dollar value for the work we do: how much is it worth for everyone in town to know you’re the smartest lawyer in your field? The knowledge itself has no monetary value, but when that knowledge influences action it is extraordinarily valuable. The very existence of PR as a profession centers on the fact that people make business decisions based on reputation, connection and relationships. With social media, you can now build those reputations, connections and relationships without having to go through some other media outlet to reach your audience. Of course, it’s still great to have the Wall Street Journal quote you on its front page as a national expert in your field a few times a year, but now, through social media you can build your own audience by consistently delivering useful, engaging information to people in the subject matter areas where you want to be involved.