In-House Counsel Are Reading Your Blog

Originally posted in the National Law Journal on January 25, 2012

The public relations firm Greentarget LLC released a survey in 2010 regarding the use of social media by in-house counsel that has shaped strategy of law firms across the United States. This morning, the firm released its New Media Engagement Survey findings for 2011. The results were somewhat surprising.

The survey, conducted with the Zeughauser Group and Inside Counsel, found that, across all age groups, more than 50 percent of in-house counsel reported using LinkedIn during the past week — and many within the past 24 hours. Only one group showed a decline — lawyers aged 30 to 39. In 2010, 84 percent of lawyers in that age group reported using LinkedIn during the past week; in 2011, their use declined to 65%.

“The days of the younger ‘power users’ is quickly fading as older counsel are using social media tools with greater fervor and frequency than they were just 18 months ago,” said John Corey, Greentarget’s founding partner.

Law firm blogging has also seen huge gains in terms of credibility and its ability to persuade legal departments, the survey found. Fifty-five percent of the general counsel surveyed said blogs influenced their hiring decisions, and 76 percent attributed importance to a lawyer’s blogs when hiring outside counsel. Read more