NEW YORK: Social media has become more widespread as a b-to-b tool for the legal profession, but a generational gap still exists, according to a survey of in-house counsel by Greentarget Strategic Communications.
The research, released May 17, identified blogs as a leading source of news for 43% of respondents. In addition 53% of those surveyed said that they expected their new media consumption of industry news and information to increase over the next 12 months.
“This research shows that blogs, done properly, are a very relevant and influencing force on the bottom line,” said Aaron Schoenherr, founding partner, Greentarget.
According to the survey, those in the 30 to 39-year-old age group were more likely to be engaged with social media, with 53% citing it among their leading sources of news and information. For older age groups this number dropped significantly: just 25% of those ages 40 to 49, 24% ages 50 to 59, and 13% of those 60 years old and older cited social media as their primary source of news and information.
“There is a generational gap and firms need to strike a balance when it comes to allocating resources,” noted Schoenherr.The quantitative study of 164 in-house counsel was conducted by Greentarget Strategic Communications in collaboration with ALM Legal Intelligence and Zeughauser Group. The survey took place in March and April 2010.