I recently gave a “Social Media 101” presentation to the marketing team of one of the world’s largest law firms. To be candid, I wasn’t sure if I’d have any believers at the end of the presentation. That’s because there are very few stories of Fortune 500 General Counsels awarding large matters based on a thoughtful Twitter feed.

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Professional services firms are pioneers in content marketing. Consulting firms, law firms, accounting firms, engineering firms and architects: these are the professions that invented idea-based marketing. Since the early 1960s, professional firms have invested heavily in bylined articles, publishing, seminars, webinars, podcasts and conferences. But they’ve been slow to embrace social media.

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So it’s World Cup time again. This means that, in addition to the games themselves, I’m treated to my quadrennial browbeating from my UK friends who remain perplexed that I am not ready to put life on hold for a month’s worth of “football”.

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At a recent event hosted by the Association of Management Consulting Firms (AMCF) Walter Kiechel, former editor of Fortune magazine and author of The Lords of Strategy: The Secret Intellectual History of the New Corporate World, discussed how strategy’s great gurus influenced the development and implementation of ideas within their organizations and those of their clients.

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We’ve all seen the signs: shaky fingers, bleary eyes, achy wrists and plain old sleep deprivation. You or your colleague may be suffering from a significant case of Social Media Tool Exhaustion. And the more time you spend online, the more likely you are to suffer relapses.

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