The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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According to the latest GlobalWebIndex report out this month, social media behavior is shifting from content creation to distribution, providing those who create professional, informational content with a distinct advantage in marketing to consumers via social media.

The GlobalWebIndex is derived from data collected from the largest and most detailed ongoing market research study ever conducted into online and social media. It is conducted three times a year, providing both trend data and large local samples from more than 30 global markets.

Here are some interesting nuggets from the latest report:

The earlier adopters of social media explored new ways of creating and sharing online content, however, the research across the last few reports shows that now most users focus their contributions and activities on consuming and redistributing content.

Contrary to expectations at the outset, the rise of social media has led to the evolution of a retransmission culture online whereby the content that people consume is created by professional sources but filtered and curated by social means.

Micro-blogging and social networking are the first and second fastest growing social media activities. So much of the activity on these platforms is retransmission of content, retweeting, re-posting of video clips, etc. and so little is the actual creation of content. This presents great opportunities for professional content creators to harness social channels to spread their content.  

Real-time is moving the emphasis away from creating content to transmitting other peoples content.

This graph from the latest report shows what consumers want from brands (yes, you are a brand). Note how the most popular category – the desire to improve knowledge -- grows with age:

Distributing your expert knowledge via social media platforms will become an increasingly important tool in your law firm marketing arsenal as social media usage continues to shift from content creation to distribution.

Click here to get my free report on Advanced Internet Marketing Strategies for Attorneys: How to Use Blogs as a Secret Weapon in Your Online Arsenal.

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