A new survey released last week by communications firm Greentarget, consulting firm Zeughauser Group and InsideCounsel magazine says that in-house attorneys are using social media more than ever, with LinkedIn, blogs by other attorneys and Wikipedia among the most popular tools.
Highlights from the 2013 In-House Counsel New Media Engagement Survey include:
Social media use is now mainstream. The percentage of respondents who say they do not use social media has plummeted from 43 percent in 2010 to just 27 percent today.
LinkedIn is still the “serious” social network. 67% of in-house counsel used LinkedIn for professional reasons during the past week, and 40% 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.
Mobile use is prevalent. 53% 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. 65% of respondents say they use Wikipedia to conduct company and industry research, up from 51% in 2012.
If your target client includes in-house counsel, this survey is telling you that you need to be participating on LinkedIn, blogging and setting up a Wikipedia page for your law firm.
To read an article on how to develop a Wikipedia page for your firm, see 3 Keys to Crafting Your Law Firm’s Wikipedia Article at LawMarketing.com.
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