RainToday: How are you using social media at Total Attorneys?

Ed Scanlan: We really encourage all our 200+ employees to be completely transparent and to Twitter and to blog about what’s going on here and about what they’re working on. Essentially, what it's helped us do is build our brand from a really strong internal corporate culture, as opposed to having a disconnect between what we say in the marketplace and what actually happens internally.

We’re going to be more powerful as a brand if our internal messaging matches identically with what we have going out to our customer base. So, we’ve allowed our brand to evolve from our internal culture. That's resulted in a lot of blog posts, a lot of people tweeting, a lot of people recording and posting online videos about what they’re working on. The effect of that is our customers see what we're all about, we’re not hiding anything. We’re being a transparent organization: this is us, warts and all, and luckily we've got a lot of good stuff going on so a lot of the messaging that’s going out is very positive.

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