The number of consumers who are tuning out traditional media and advertising, and using consumer-to-consumer communication like blogging, mobile messaging, comparison shopping sites, word-of-mouth marketing, and peer-to-peer networks continues to rise.
A quick look at the stats:
- Blogging: Ten percent of consumers read blogs once a week or more, compared with 5 percent in 2004.
- Real Simple Syndication (RSS): Six percent of consumers use RSS feeds once a week or more, compared with 2 percent in 2004.
- Social networking: Six percent of consumers use social networking sites once a week or more, compared with 4 percent in 2004.
Lawyers and other service firms should heed Forrester Research Vice President and Research Director Chris Charron’s words, “Technology has given consumers an option to tune businesses out — and tune each other in.”
Web sites and press releases where firms talk at their prospective customers are becoming less and less important. Engaging in Internet discussion through blogs and the effective use of RSS where customers can see what makes you tick is where it’s at.