New Media Survey: Importance, Implications and Glimpse of the Future
Drum roll, please…new media is officially mainstreamed. According to the 2013 In-House Counsel New Media Engagement Survey by Greentarget, InsideCounsel and Zeughauser Group, 2013 is the year lawyers NOT using new media tools are hard to find. The survey polls corporate in-house counsel nationwide and gives insight into where marketers should focus their new media efforts.
The results show:
Shrinking Gap: The popularity of social media is so high that only 27% (down from 43% in 2010) of respondents are not using it. There is still an age gap, albeit a shrinking one, with younger counsel accessing social media more frequently than their more senior peers.
LinkedIn Leader: Facebook is the most commonly used social media site for personal interactions, but it (along with Twitter) lags far behind LinkedIn on the professional side. The survey shows two-thirds of counsel accessed LinkedIn within the past week for professional reasons.
Room to Grow: “I would best be described as lurking,” claims one respondent about their online presence. Currently most social media users are “invisible users,” consuming great amounts of content but never producing any. Most in-house counsel do not need to do much self-promotion, which accounts for part of the trend, but it also suggests there is still plenty of room for newcomers. Only 3.35 blogs exist per AmLaw 200 firm. New blogs, which are well written, well researched and strategic at attention grabbing, have ample opportunity for high readership.
The Score: Major legitimacy points are awarded to Wikipedia, which is now a frequently used professional tool; and a few are docked from peer driven ranking systems, which are seldom factored into the hiring process.
The Future: Perhaps the most fascinating aspect is the largely untapped video realm. Videos on law firm websites and YouTube channels are very seldom accessed. On the other hand, much less video content exists to BE accessed. The survey considers video a possible new frontier and suggests there is plenty of opportunity for firms who produce high quality and informative videos (if you build it, they will come?).
The 2013 In-House Counsel New Media Engagement Survey is helpful to any marketers or professionals looking to stay one step ahead of the new media curve. The complete report delves deeper into how to best guide your marketing strategy in the expanding new media marketplace. It is full of insight and worth taking a look. Go to insidecounselsurvey.com.