Jaffe PR’s Monica Smith and Stephanie Kantor Holtzman discuss how social media marketing helped grow a niche practice area at Cole, Schotz, Meisel, Forman & Leonard, P.A. — in particular, its special-needs planning practice. This practice grew in response to an emerging demand to help parents establish sound estate-planning strategies to protect their children with special needs. With blogging and podcasting leading the way, Cole Schotz created a social media strategy promoting firm writings and events. Their measured approach and close attention to site analytics led to a relevant following and business development opportunities. Read more on this social media success story.
