 |
While social platforms are making some inroads as digital information sources for clients of professional services firms, traditional media and other editorial-filtered options remain the top choices for both C-suite members and in-house counsel at those companies, according to a new study from Greentarget and Zeughauser Group.
The “2022 State of Digital and Content Marketing” report finds that eight out of nine (80 percent) of C-suite members think publications and websites covering their profession are either “very valuable” or “somewhat valuable” to them as online information sources. Traditional media (defined as sources such as the Wall Street Journal) came in right behind that at 79 percent, and trade publications covering industry news were cited by 69 percent.
Traditional media was the top pick for in-house counsel (78 percent), with trade publications and other publications or websites covering their profession both coming in at 68 percent.
 |
The top social media platform was LinkedIn, which was called a valuable source by 64 percent of C-suite members and 57 percent of in-house counsel. Twitter was named by 44 percent of those from the C-suite and 33 percent of in-house counsel, with Facebook coming in last with 41 percent of C-suite members and 23 percent of in-house counsel.
When it comes to the top pick for CMOs looking to market their firms, LinkedIn beat out all competitors, with 81 percent deeming it “very valuable” and the other 19 percent labeling it as “somewhat valuable.”
Traditional media snagged a “very valuable” ranking from 62 percent of the CMOs surveyed, but other social media platforms lagged far behind LinkedIn. Twitter was called “very valuable” by just 13 percent, with Instagram getting only seven percent and Facebook racking up no “very valuable” scores at all.
The highest number of CMOs (81 percent) also indicated that they gave LinkedIn a “high” priority when allocating resources for content distribution, topping traditional media (67 percent). Once again, Twitter, Instagram (both 13 percent) and Facebook (three percent) were far down the list.
Regarding what kind of content they want to see, respondents placed articles at the top of list, with conferences/webinars and research reports also scoring well. They also noted the increasing importance of thought leadership and credentialing activity.
Greentarget and Zerghauset Group conducted their research, which surveyed 100 in-house counsel, 100 various C-suite members and 30 law firm chief marketing officers, from April through August of this year.
The number of stakeholders and issues that affect almost every business decision is turning CEOs into “corporate diplomats," according to a report from Edelman.
Almost two-thirds of the chief communications officers (65.9 percent) surveyed in a new study from Page say that the scope of their job has expanded over the past two years.
Ask any practitioner or academic, and they’ll tell you that not only is public relations one of the least understood professions in the world, but it also has a lingering odor about it, a stigma, a bad reputation. This has, and will continue to be, a problem for the field. But have you ever asked yourself why, and when, these anxieties about PR became widespread, and if, or how, they may be justified?
Zara is the most recommended brand in the U.S., according to a new survey conducted by research data and analytics group YouGov.
In a healthcare environment suffering from what often seems like too much information, doctors have become just one item on a menu of patient choices—and not always the most significant one, according to a new study from Edelman and the Yale School of Public Health.
