A new generation of in-house counsel is about to transform the legal business.
A recent survey of attitudes towards social media has revealed a striking gap between the media preferences of the outgoing generation of in-house counsel (those over 60 years old) and the emerging group of leaders within corporate legal departments (those 30-39 years old). See the chart below.
So what’s the takeaway?
The simplest conclusion that one can draw from this is that social media will become an increasingly important legal marketing tool. However, in my opinion, this is the least of it. As I see it, the data point to a seismic shift in the business landscape for law firms.
As the “Twitter generation” gets promoted, their progressive attitudes towards communications will transform the business culture. As a result, geographic proximity and face-to-face meetings will become much less important. And, increasingly, clients will be willing to work with professionals halfway around the world -- as long as they have the exact right expertise.
This raises a big question for every professional: If clients can select from any expert on the planet, why should they pick you? Here’s one possible answer.
This data was taken from a survey of 164 in-house counsel by Greentarget.