Why content is key to exploiting social media in the legal sector

Why content is key to exploiting social media in the legal sector

By Kevin Wheeler

Two recent surveys have shed some light on what is required to use social media as a successful business development (BD) tool in the legal sector.

The first survey, 2013 In-House Counsel New Media Engagement, by Greentarget in the US looked at the use of social media by in-house counsel. This found an increasing use of social media by in-house counsel, particularly LinkedIn, blogs and Wikipedia. Not surprisingly, this usage is greatest amongst those aged under 40. An interesting finding is that the majority of in-house counsel are “invisible users”, in other words, they prefer to listen rather than contribute to online discussions. They use LinkedIn to stay connected to their peers in the lawyer community and to check the CVs of private practice lawyers that they may hire. Wikipedia is used as a research tool and blogs serve as a useful information source which, when executed well, can have an influence on hiring decisions.

It is clear to me that the minority of law firms and lawyers that are getting it right are using blogs as part of their “thought leadership” offering; that is, identifying a business issue that is of relevance to their target audience, providing insight into the impact of this issue on the client’s business (and this may involve commissioning research into the issue), and sugg

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About the author:

Kevin Wheeler has been advising professional services firms on all aspects of marketing and business development for nearly 30 years. As a consultant he helps firms to manage and grow their key clients as well as to win new ones. As a certified coach with WABC he works with partners and those approaching partnership to improve their BD skills.