Counsel to Counsel - September 2008 - (Page 18) martindale pulse Online Professional Networking Survey Shows Increasing Use Among Corporate Counsel, Desire for Lawyer-Specific Solutions and commissioned by LexisNexis Martindale-Hubbell, shows that networking internationally is one of the most difficult challenges facing corporate counsel worldwide. The results of the blind study, which can be downloaded at http://www. leadernetworks.com, also point out that in-person networking, with its high cost and effort, has become difficult to sustain, with almost 60 percent of corporate counsel attorneys agreeing or strongly agreeing that it’s hard for them to connect with everyone they want—or need to—at conferences. “How often have we all ended up connecting with someone who doesn’t share a professional interest just because they sat next to you after the buffet line? Through professional networks, counsel can reach out to or be found by other professionals who are looking for people like them,” suggests DiMauro. The efficiencies that online professional networks bring to professional networking are remarkable. Now, through the use of professional networks, attorneys can decide who they want to connect with online and not be limited to proximity or situation. In addition, 55 percent of corporate counsel attorneys said that it’s now harder to stay connected with colleagues and peers with whom they already have relationships, and more than 60 percent agree that they don’t have the time—or resources—to leverage current opportunities to network with their peers. Online networking enables professionals to keep in contact with their peers and associates in a digital way; they can share company newsletters, blog entries, recent successes and engage in online discussions about issues. In addition, online networks can be used for familiar tasks attorneys are already doing such as researching attorneys. Would you be interested in joining an online professional network designed specifically for lawyers? 60% 50% 40% 30% 20% 10% 0% 14% 16% 48% 41% Corporate Counsel Private Practice imes are changing. It might be a cliché, but the phrase certainly rings true, especially when discussing trends in professional networking among legal professionals. In fact, according to a new survey of 673 lawyers—including 449 corporate counsel and 224 private practice attorneys—almost 50 percent are members of online networks and more than 40 percent are interested in joining a network designed specifically for attorneys. “This finding definitely signals a professional readiness to use social media to support the legal practice. There is a definite need for attorneys to have their own network where they can collaborate and communicate with their legal peers with the same privacy and exclusivity that are available with in-person networking, away from the watchful eye of nonpractitioners,” according to Vanessa DiMauro, president of Leader Networks, a consultancy dedicated to creating professional networks. “The most important thing here is the element of trust,” DiMauro adds. T 45% 36% Yes No Don’t Know membership to connect on both a personal and professional level. But online networks, as they stand today, are not perfect. In fact, fewer than 10 percent of corporate counsel were very confident that their current online networks could help them do their jobs better. Changing Mindsets What’s causing this shift? Professional networking is critical to any attorney’s success. Lawyers want to talk to other lawyers whom they know and trust when they have a business need or challenge. Yet, with overscheduled calendars and tightened budgets, it’s become more and more difficult to network in the traditional sense. The June 2008 Networks for Counsel Survey, conducted by Leader Networks It’s hard to connect with everyone I want or need to at conferences 35% 30% 25% 20% 15% 11% Corporate Counsel Private Practice 25% 20% 25% 25% 24% 28% Trend Toward Exclusive Networks It’s clear that the legal industry wants and needs more. Over 40 percent of survey respondents said that they’d be interested in joining an online professional network specifically created for lawyers—especially if that site provided dynamic, relevant information and a safe, private environment. Interestingly, the desire to adopt an online network was shared among a wide variety of demographics as both young and experienced lawyers expressed a willingness to participate. Respondents noted that a trusted brand behind the network was also a key driver and a major reason to join a professional network. But whether or not more exclusive legal networks develop in the near future, one fact is certain—and almost half of survey respondents agree—online networks are expected to have a significant impact on the business and practice of law within the next five years. Author John Lipsey, Esq., is vice president, Corporate Counsel Services, LexisNexis Martindale-Hubbell. He can be reached at john.lipsey@lexisnexis.com. LexisNexis® Martindale-Hubbell® 10% 5% 0% 2% 3% 4% 4% 10% 11% 9% Strongly Disagree 6 5 Neutral 3 2 Strongly Agree Clear Benefits, Improvements Needed It’s no wonder then that online professional networks have quickly become a better option for corporate counsel to connect— and stay connected—with peers. According to the survey, 48 percent of corporate counsel attorneys are members of online social networks like LinkedIn, MySpace or FaceBook, and 43 percent use their 18 http://www.leadernetworks.com http://www.leadernetworks.com
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