How Are You Using Digital Platforms to Build Your Book of Business? Law Firm Content is Flowing, But In-House Counsel May Not Be Reading.
Law firm lawyers are, at some point in their careers, expected to generate business. For many attorneys, that means building a reputation for excellence among corporate counsel. In addition to networking and speaking, lawyers often turn to publishing on new media platforms like LinkedIn and blogging. But are digital platforms a good way to reach general counsel, chief legal officers, deputy and assistant general counsel, and other in-house counsel? The fifth annual survey of in-house counsel and law firm marketers "shows firms keep churning out more content, but often without documented strategic plans," say communications firm Greentarget and consulting firm Zeughauser Group. According to "GT Survey: Law Firm Content Is Flowing, but Are In-House Counsel Reading?": "Nearly a third of in-house counsel said they don’t read those blogs, that they don’t expect them to affect hiring decisions and, perhaps most alarmingly, that they view blogs as increasingly less credible."
A better use of time might be to focus on client alerts, practice group newsletters, and LinkedIn -- all of which corporate counsel pay more attention to than blogs.
An infographic by the Legal Marketing Association breaks down the survey results.