New survey: How in-house counsel research outside counsel
In a recent survey that is getting a lot of online attention, 164 in-house counsel were asked about their use of new media. As part of this survey, in-house counsel ranked the following activities as "most important" for helping them research and hire outside counsel:
1. Recommendations from sources you trust -- 73 percent
2. Articles and speeches the lawyer has authored -- 38 percent
3. Bios on the firm's Web site -- 30 percent
4. Blogs published by lawyers on relevant topics -- 27 percent
The Corporate Counsel New Media Engagement Survey was conducted by Greentarget Strategic Communications, ALM Legal Intelligence and Zeughauser Group. There is a lot of good stuff there. Go to those sites to download a copy for yourself! (By the way, a survey counts as "content.")
Three of these four results involve content produced by lawyers and law firms -- which the survey calls "credentialing" or "demonstration of thought leadership."
In fact, the concept of credentialing among providers and purchasers of legal services is evolving almost as rapidly as the technology that is driving the change. What does it mean to be credentialed in today's legal marketplace -- a marketplace in which real-time communication is critical, true dialogue is expected, and traditional sources of information are under constant pressure from emerging media?
It means that to a greater degree than they currently may realize, law firms have the potential to hasten the inevitable assimilation of new media tools by recognizing their value as information-delivery and marketing tools -- and by crafting content for them that is authentic and relevant.
While the more traditional marketing channels for law firm credentialing continue to dominate -- publishing articles in trade journals, speaking at industry conferences and being quoted in the press -- in-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future.
A constant stream of quality content -- the best way to establish the credentials of a lawyer or law firm.
