Commenting on the results, Passle's co-founder, Tom Elgar, said that potential clients expect more from social media than advertisements and dull announcements, but many firms are "unnecessarily reticent" about going further. "These top 200 firms have the best experts in the business, yet they are not demonstrating it online. "People, and businesses, want to work with experts. Ghostwritten blogs fail to deliver knowledge and insight on the same level - it really has to be written by someone working in the field to attract both clients and networking opportunities," he said. "In an industry where many are slow to adapt and to adopt, there can be a real competitive advantage for those who embrace them now. It appears that the smaller firms are leading the charge."