2012 In-House Counsel New Media Engagement Survey

How much time, attention and resources should a business-to-business focused organization spend on marketing and communicating via social media channels?

This relatively simple question has a complex and varying answer. While the utility of social media within the consumer environment is clear, marketing executives throughout B2B organizations, particularly professional services firms, continue to struggle to determine how much attention to pay to these networks.

Our analysis of this issue started with the legal industry where we noticed that law firms had widely varying degrees of engagement on social media networks. To what extent are the purchasers of legal services paying attention to social networks? We decided to pose this question to in-house counsel directly via a targeted survey effort.

2010’s landmark In-House Counsel New Media Engagement Survey, the first research project of its type in the legal field, affirmed that client-side lawyers were beginning to dip their toes into the social media pool by using new media technologies for both personal and professional reasons. There was a clear generational divide between younger and older counsel in their use of social media tools, but even a year ago both were taking significant advantage of new media resources, especially law firm blogs.

The results in 2012, by contrast, indicate much wider adoption by in-house lawyers in their 40s, 50s, and 60s, while use by younger attorneys has leveled off. However, you wouldn’t notice this change unless you surveyed the community, because they’re largely consuming information without commenting or providing content themselves.

Read an executive summary of the full report.  Should this summary pique your interest, we invite you to contact us for a copy of the full results.

The 2012 New Media Engagement Survey was developed in partnership with Inside Counsel Magazine and Zeughauser Group.

We look forward to continuing the dialogue surrounding this topic. Feel free to check Current Conversations periodically for further analysis of the data and the implications for marketers within the legal sector and beyond.

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