If you are a social media sceptic, then our new report, “Global Social Media Check Up: An international audit of B2B law firm engagement in social media methods”, might help to change your mind. Together with our colleagues at Burson-Marsteller, LexisNexis Martindale-Hubbell has produced an international audit, benchmarking how law 110 B2B law firms in 22 international cities across seven regions are using the popular social media networks, LinkedIn, Twitter, Facebook, Blogs and YouTube.
Overall, we found that the use of social media tools is gathering momentum in the legal sector, with more concentrated efforts in North America and Western Europe overall. LinkedIn emerged as the most popular channel overall, with the highest penetration among legal professionals, with 85 of the 110 firms audited using the network. The next most popular networks are Twitter and Facebook respectively.
The audit also revealed the range of imaginative approaches that some law firms have already taken in their approach to using these new channels to reach out to a variety of audiences. These range from using Facebook with supporting YouTube videos for graduate recruitment, LinkedIn’s public and private discussion groups for employee and Alumni communications and online training and masterclasses on YouTube.
The report also includes best practice tips for using social media platforms and methodologies for evaluating the return on investment. Other practical insights come from case studies, including a guide to managing the legal risks courtesy of Emma Woollcott from Mishcon de Reya and Danvers Baillieu, a lawyer current with Pinsent Masons LLP in London, who uses Twitter very successfully as a business development tool.
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Download the summary or full report and additional resources including an infographic, video clips discussing the audit and a white paper about social media usage by law firms.