If a tweet is sent into the Twitter-verse and nobody retweets it, did it have an impact?

Maybe or maybe not, depending on your firm’s marketing strategy and goals. But how do you determine marketing success in a digital world filled with so many intangibles and potential tools? “In a lot of ways, digital communications efforts can be measured in an easier fashion than traditional marketing efforts such as print advertising or outdoor advertising,” said Jeffrey Berardi, Chief Marketing Officer at K&L Gates LLP. “The tools have changed so much over the past several years that tracking and measuring is a lot easier now than it has been in the past.”

Originally published in LEGAL MANAGEMENT OCTOBER/NOVEMBER 2013.