The legal research solutions team at Accufile has done some research for you, pointing to the newly published report on law firms’ use of social media.

Law firms use social media to connect with clients, attract potential clients, and keep an eye on competitors. In turn, legal consumers use it to find products and services, locate job openings, and authenticate businesses and firms. A digital presence is a necessity for law practices that want to increase their brand awareness or establish a thought leadership position in specific practice areas. 96% of respondents to an Attorney at Work survey use social media in business and 70% use it as a part of their overall marketing strategy.

Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests and other forms of expression via virtual communities and networks (definition from Quizlet.)  The web-based applications contain content generated by users of a community or a company or an association. They are quickly replacing paper-based media due, in part, to the ease of accessing and contributing to one. Some of the most popular include Facebook, Twitter, Instagram, Snapchat, LinkedIn, and YouTube. Although many of them began as platforms for personal interests, they were quickly adopted by business as a way to promote their products, brand, and image.

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Good2bSocial recently published the 2019 Social Law Firm Index, which shows how America’s top 200 law firms are using social media for marketing, thought leadership, and business development. For example, 75% of respondents feel that LinkedIn is their most valuable platform for market/business development. The annual study ranks America’s top 200 law firms for best social media achievement. Since their first study in 2013, they have seen a significant increase in the use of social media by American law firms. They feel most firms understand the need for social media and digital communications in their marketing and business development strategies.

Every Am Law 200 firm has a presence online, and most use at least two digital media platforms. DLA Piper uses social media to convey the firm’s values and brand proposition. The firm’s main channels are LinkedIn and Twitter. Law firms are using more video and interactive content to engage with prospects and clients. Baker McKenzie created a series of videos featuring conversations between partners, clients, and speakers, all discussing the future of work. Squire Patton Boggs’ thought leaders produce content at a very high rate, which fits perfectly with the fast pace of Twitter. These firms are also embracing data analytics and are starting to develop strategies around measurement and key performance indicators to gain a better understanding of their return on investment.