4. Technology is your friend. There are tools like Passle that help you quickly comment on news articles (for example, a looming tax proposal or pending elimination of regulations) and post that to the firm’s news pages and social media accounts. Designed for teams, Passle helps lawyers quickly engage in conversations that matter, while giving a content manager the chance to review the offering before it is published. Eversheds and Freshfields, two large London-based law firms, are already using it.