The recent LexisNexis/Vizibility survey of social media for law firms deservedly generated a lot of headlines, buzz and discussion in the blawgosphere. While many legal bloggers identified a pending deluge of new legal blogs as the key takeaway, some of the most interesting information in the study has been overlooked.
Worth Considering More Closely
- Video – Despite being an even more nettlesome and expensive enterprise than blogging, nearly half of respondents indicated they plan to incorporate video into their marketing mix — a percentage more or less consistent across firms of all sizes.
- QR Codes – To be honest, I don’t think Vizibility was a good partner for this survey because QR is a mobile technology for accessing online content through physical media. Despite Vizibility’s pitch, QR is not a social media networking or marketing platform. But the bigger issue is that even if you consider mobile applications to be social media marketing, there is no compelling data to indicate QR technology has staying power, let alone growth potential. The infographic distributed with the survey results announcement misleadingly correlates QR code growth with smartphone market growth, when its future is more directly tied to advertiser choices. While QR code-based gaming and discounting applications were popular with consumer product marketers over the past year, smartphone users themselves have not enthusiastically embraced their use, and the future of QR is uncertain. Notwithstanding, the survey suggests that 80 percent of law firms will have QR codes in their marketing mix by the end of 2012, predominantly for mobile access to online marketing materials and business card data. So are legal marketers riding the tail end of a gimmick?
Notable for Their Absence
- Budget and Resourcing Plans – A single five-minute branding video can cost as much or more than the out-of-pocket expenses for an entire year of blogging. Even low-budget productions can cost several thousand dollars apiece. Combined with aggressive movement into blogging and social networking engagement, does that mean marketing budgets will be increasing, or will it be funded through cuts to other marketing tactics? Which ones? Will there be new marketing hires, or a greater reliance on outside contractors?
- Non-Blog Content Marketing – Content distribution and SEO optimization platforms like JD Supra and SlideShare are bona fide forces in content marketing for law firms. However, the survey did not mention them by name, nor include content marketing as a category.
Worthy of Its Own Category
- The infographics accompanying the survey results press release literally and figuratively animated the narrative, and elevated the overall impact of the announcement. It would be great to see adoption and utilization of infographics in law firm marketing explored in a future survey.
What did you think of the survey results? Anything surprising? What kinds of questions would you have asked?
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