This document discusses persuading a law firm to use social media. It provides statistics showing that an online presence influences in-house counsel's decisions when hiring lawyers. The goals are to persuade firm management and lawyers, and to measure success. Metrics on law firm social media use from 2010-2011 show increases in blogging, social network usage, and importance of online content. Suggestions are made for finding lawyers interested in social media, resources needed, habits to form, and potential returns on investment including media mentions, speaking opportunities, and new client engagements and relationships.