Larry Bodine Law Marketing Blog
New Study Reveals Social Media Use Is Now Mainstream for In-House Lawyers
Today's post is a press release that reveals which social media outlets are the most popular, therefore most important to utilize.
LinkedIn, blogs by fellow lawyers and Wikipedia are among the tools most frequently used by in-house counsel in their professional lives, according to a new survey released today by communications firm Greentarget, consulting firm Zeughauser Group and InsideCounsel magazine.
In-house attorneys use social media more than ever, for everything from building professional networks to consuming substantive content to conducting business and industry research.
This survey, referenced with the hashtag #ICSurvey on Twitter and represented visually by an infographic, suggests that many legal marketers are not yet making full use of the channels and platforms that can effectively reach the primary buyers of legal services. But it also affirms the wisdom of law-firm marketers who take an integrated, content-centric approach to incorporating digital platforms into their communications strategies, treating them as an extension of their thought leadership efforts.
The In-House Counsel New Media Engagement Survey, conducted for the first time in 2010, measures the changing perceptions, attitudes and social media usage behaviors of in-house lawyers and their impact on business development efforts. Earlier iterations of the survey are now hosted athttp://insidecounselsurvey.com
“The survey results suggest, in no uncertain terms, that the convergence of digital and traditional media is fueling the continued use of social media among the in-house bar,” says John Corey, president and founding partner of Greentarget. “Our 2013 survey makes it crystal clear — as evidenced by the sustained prominence of LinkedIn and attorney-authored blogs, the growth in mobile consumption of news and a continuation of the ‘invisible user’ trend — that in-house lawyers are using social media as part of their daily routines.”
- New media use is now mainstream. The percentage of respondents who say they do not use new media has plummeted from 43 percent in 2010 to just 27 percent today.
- LinkedIn is still the “serious” social network. Sixty-seven percent of in-house counsel used LinkedIn for professional reasons during the past week, and 40 percent used it during the past 24 hours. It remains the most frequently used platform for professional reasons.
- Attorney-authored blogs are popular and trusted. Respondents say they read blogs by attorneys as often as they read blogs by professional journalists, and more than half (53 percent) say well-executed blogs influence hiring decisions.
- The “invisible users” trend is accelerating. Although social networks are designed to promote online engagement, most respondents (74 percent) are using social media in a listen-only mode versus commenting on posts and participating in discussions—up from 68 percent who identified themselves as invisible users in 2012.
- Use of mobile is prevalent. Fifty-three percent of survey respondents read business news on their smartphones daily, while 39 and 23 percent, respectively, use tablets and mobile apps for news every day.
- Wikipedia is emerging for business-oriented research. Sixty-five percent of respondents say they use Wikipedia to conduct company and industry research, up from 51 percent in 2012. This is one of the more significant jumps in the year-over-year data.
- Online video is largely unexploited. Many respondents report that they are watching online video from law firms, but they are doing so infrequently.
- Peer-driven rankings lack influence. Despite the energy and resources that law firms continue to invest in peer-driven rankings, they have minimal impact on the opinions of outside lawyers or hiring decisions, the survey data suggests.