Getting New Business with Web 2.0

What exactly is Web 2.0 and how can law firms profit from it?  This was the central question that Canright Communications of Chicago and The LawMarketing Portal asked in a survey conducted in June with Evalueserve.

Web 2.0 will boost law firm revenues, support marketing efforts, improve communication with existing customers and help get new clients, according to the survey.

At the same time, the survey shows that lack of knowledge and expertise of Web 2.0 techniques provides the greatest challenge for organizations.

The term "Web 2.0" refers to a wide range of online services, networking techniques, and software systems applications to foster communication and participation. The techniques and technologies of Web 2.0 are transforming marketing, public relations, and publishing. The shift is generally characterized by websites that feature dynamic media and active networks designed to generate conversations.

To demystify Web 2.0 and fill the knowledge gap, the next Canright Speaker Series will explore survey results more fully while defining Web 2.0 terms and showing examples of such techniques and technologies as:

  • Social networking (LinkedIn, Twitter, MySpace)
  • Social bookmarking (, Digg, Sphere)
  • Blogging (Blogger, WordPress)
  • Content Sharing (Flickr)
  • Wikis (Wikipedia)
  • RSS feeds (Feedburner)
  • Mashups (Google Maps)


Our survey results show that respondents mainly have a surface understanding of Web 2.0, with just 24% familiar with the term (Table 1). Overall, companies see marketing as the key way in which Web 2.0 will affect revenues (Table 2). At the same time, some 62% of respondents see that the greatest challenge to using Web 2.0 techniques is lack of knowledge and expertise (Table 3).

To combat these challenges, companies and individuals need to learn how they can make Web 2.0 work for them. At our next Canright Speaker Series, on Aug. 16, we’ll define and demonstrate key Web 2.0 techniques and discuss the results of the survey in greater detail. Watch your inbox for an invitation to the event in August.

Register for this complimentary event here. Attendees will receive a report on Web 2.0 and full survey results.


Level of Awareness of Web 2.0:
24% :: Definitely know about Web 2.0
43% :: Have heard of Web 2.0
33% :: Have not heard of Web 2.0


How will Web 2.0 Influence Future Revenues?
58% :: Marketing products and services
57% :: Serving and supporting existing customers
56% :: Building name recognition
55% :: Acquiring new customers
47% :: Delivering services online
42% :: Selling products and services
37% :: Collaborating internally on projects
26% :: Collaborating with vendors and suppliers


Biggest Challenges to Using Web 2.0:
62% :: Knowledge and lack of expertise
52% :: Proving ROI
42% :: Difficulty integrating into current workflows
41% :: Difficulty measuring results

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