5 Comments

  1. Michael Heron
    June 12, 2017

    Thank you for sharing this article Jayne. I would have to disagree with you, especially with regards to LinkedIn. I and my law firm clients have successfully won new business through LinkedIn. I was also surprised to see you reference Greentarget, who as well as blogs, have always been strong advocates for law firms to use LinkedIn, as their research shows that 75% of in-house lawyers in the US are on LinkedIn. I agree with you about some of the other social media platforms but it depends how they are used. Facebook is great to engage with alumni that may now be potential clients and Instagram is fantastic for sharing pictures of events.

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    • Jayne Navarre
      June 12, 2017

      Thank you, Michael, for chiming in. I appreciate your observations and agree that LinkedIn, Facebook, etc., as I say in this post, “in deft hands can be an effective tool for “networking” for business.” But individual networking is not my thesis here. If you’ve ever written a blog post, then you’ll know how tough it is to cover all angles in roughly 1500 words. I chose to limit this post to one thesis: the efficacy of enterprise branded social media, not individual social media. Also, I’m using the in-house counsel audience, e.g., a sophisticated buyer of legal services. If you dig into the survey, you’ll see that many in house counsel are using Facebook, LinkedIn, etc., but for business purposes, not necessarily for content. They prefer getting their content through other channels. Yes, Facebook, Instagram, etc. are all great places to be – on an individual level, but not necessarily so on a brand level. While there are outliers, and your experience may be one, broadcasting announcements and the like do not match up to the hype. My money is best spent elsewhere. Posting photos of events is fun, and yes, some people care. But if you’re looking for results, the ratios are thin. Thanks again for stopping by!

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      • Michael Heron
        June 12, 2017

        Thank you for your response Jayne. I also write the occasional blogs so understand the challenge! I would just also add, not meaning to be picky with you, that the Greentarget research you quoted and I referenced in my last comment, was referring to In-house counsel in the US. They concluded that they could be categorised as “silent users”, meaning they wouldn’t necessarily engage with your content, i.e. like it or comment on it, but are there consuming it and exposed to it. So whilst they are there for networking they are also consuming and potentially being influenced by good and relevant content. I look forward to reading your next blog.

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