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

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The 2012 In-House Counsel New Media Engagement Survey, conducted by Greentarget, Inside Counsel magazine and Zeughauser Group, examines how in-house lawyers utilize social media. 

Attorneys who seek to be hired by in-house counsel should take note of the results in planning their law firm marketing efforts – particularly these from the executive summary of the report:

Blogs are influential. 76 percent of the survey respondents said they place some level of importance on a lawyer’s blog when making a hiring decision. 

Blogs are credible. 84 percent of respondents said they perceive blogs as credible.

LinkedIn is the preferred social network.  88 percent of respondents said that LinkedIn is the “serious” social network for lawyers, and a significantly greater number of in-house counsel are using LinkedIn for both personal and professional reasons.

Older generation of in-house counsel is catching up on social media. A greater number of older in-house counsel are participating in social media than the 2010 survey revealed; most notably, older counselors are becoming greater consumers of blogs.

Listening instead of contributing. In-house counsel rarely contributes content on social networks, instead preferring to monitor and listen.

Clearly, social media use among in-house counsel is rising and becoming more influential in decision-making. Attorneys targeting this market as prospective clients need to raise their social media game to be noticed.

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