Jay S. Fleischman looked at his law firm's marketing expenditures in the expensive New York City media market and knew something had to change, especially after the terrorist attacks of Sept. 11, 2001, left his business locked down for three weeks while he was still responsible for paying his advertising contracts.

"I was watching thousands and thousands of dollars go out the door to let people know about our firm, and it just wasn't returning on investment. I knew that if that kept up, I'd be filing my own bankruptcy," he says.

A self-described "geek" and technophile, Fleischman had been following the potential of the Internet as a marketing tool and in 2003 launched his first blog, which evolved into the blog New York Bankruptcy Help, a bankruptcy advice and information hub. The blog became so popular that it has generated "millions of dollars" in business over the years and now accounts for approximately 70% of the firm's business. Fleischman shed his six-figure advertising budget. Moreover, the success of his social media efforts led to a new consulting practice for Fleischman.

Read the complete case study to learn how they did it.

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