The importance of being social – leveraging social media for business development growth

As the chief marketing officer at two of the world’s most successful law firms, and as a national marketing professional at a global management consultancy, Deborah Farone has mastered the skills of professional services marketing, business development and communications. With expertise in creating strategic firm-wide marketing programs in the U.S. and abroad, Deborah brings a diverse range of skills to each unique situation her clients face. She is also the author of the book "Best Practices in Law Firm Business Development and Marketing" (PLI 2019) and is a regular columnist for Forbes. Deborah was the first person to be hired to create and operate a marketing program for Cravath, Swaine & Moore LLP, acknowledged as one of the country’s most admired law firms and is one of the CMOs recognized for helping to found the business development and communications profession at law firms. Her clients have included some of the country’s leading law firms, jury consultants and professional advisors. In addition to her highly regarded work for law firms in the strategic marketing and communications counseling spheres, she has established and led marketing and business development efforts in management consulting, advertising and public relations firms. Deborah was nominated by her peers as the first recipient of the Legal Marketing Association’s Legacy Award in recognition of her contribution to the profession. She has lectured in the U.S. and in Europe, taught numerous marketing classes and has served on the faculty of New York University.

I love brands, the businesses that stand behind them and the stories that go with their creation and growth. I have been lucky enough to advise some of the world's best known brands including British Petroleum, Jimmy Choo, Dr Martens, Mercedes-Benz, H&M, Hewlett Packard, Ducati, Estee Lauder, Ralph Lauren and McDonald's to name a few. As an IP lawyer for over 30 years I have gained experience of advising on the distinctiveness of brands, litigating them cross-border, licensing, achieving co-existence agreements and helping brands expand around the world. During the last 15 years my memberships of international networks like the International Trade Mark Association and International Bar Association has allowed me to build extensive relationships with lawyers and clients around the world. It has helped me to learn about different cultures and understand the importance when dealing with people from different countries.