Mark 2013 as the year it became hard to find lawyers not using new media tools. The 2013 In-House Counsel New Media Engagement Survey offers ample evidence that social media tools have gone mainstream. As LinkedIn, blogs, and other forms of new media grow in usage and credibility, lawyers increasingly are accessing those tools on the go using mobile technology.
When Greentarget and Zeughauser Group conducted our inaugural survey in 2010, many in-house lawyers were still uncomfortable with the new media technologies that were redefining the media. Yet as that landmark survey showed, some increasingly were turning to social media to obtain news, conduct research, and deepen professional networks. We said at the time: “Change is more extensive than many pundits have appreciated to date.”
Our second survey in 2012 showed that the move towards new media had advanced considerably. This year’s survey makes it clear the trend is irreversible. In 2013 the lawyer who has his paralegal print his emails for him, gets all his news from the print edition of The New York Times, and thinks a “blog” is a smudge on his tie is part of a dying breed.
Yet our survey shows that some of the most popular regions of the new media ecosystem are far from fully exploited—rich with opportunity, perhaps, for pioneering lawyers and law firms that create high-quality content that grabs attention on those channels.
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