The Social Law Firm Index explores the success of law firms’ digital marketing efforts and includes reviews and rankings of all firms on the 2019 Am Law 200. We study and publish our findings to raise awareness about the value of digital marketing for law firm business development. The Social Law Firm Index analyzes each firm’s presence on the internet and across social media and evaluates their social usage to extend thought leadership content and to engage with clients and constituents. This year, DLA Piper outdid its competitors and takes first place in the 2019 Social Law Firm Index.
Since we published our first report in 2013, the state of digital marketing and social media usage in our industry has significantly shifted. This year, every Am Law 200 firm has a presence online, and most use at least two digital media platforms. Firms are also measuring the impact of their social marketing efforts more closely.
First-place finisher, DLA Piper, has clearly demonstrated their expertise when it comes to social media marketing. While the firm has only been around since 2005, they’ve always considered themselves an innovative firm, and they recognized from the start that social media was an excellent tool to share their voice and values with the marketplace. As Erin Dimry, the firm’s chief marketing and business development officer, said, “Social media is inherent in our culture. We’ve embraced it for years.”
DLA does a good job at using social media to convey the firm’s values and brand proposition. The firm’s main channels are LinkedIn and Twitter, but it has also embraced Facebook and Instagram to share more of the firm’s culture and social responsibility work. According to Dimry, “By sharing imagery on these channels, we hope to share a sense of who we are and what we value. Our commitment to inclusion and service comes to life in the activities of our people.” Furthermore, the firm consistently shares thought leadership content they know their audience will find valuable. “Market research tells us that our prospects and client’s value accessible, actionable information.” said Dimry. “We want them to be able to access our knowledge base across their social media channels.”
A consistent and programmatic approach is necessary when talking about a firm with nearly 4,300 lawyers and a presence in more than 40 countries. Creating an editorial calendar, and regular collaboration and team meetings between the regions, helps with planning and promotion, which in turn builds credibility with the attorneys. Additionally, each region brings its own unique cultural and political complexities to a communications strategy.
Obviously, DLA Piper’s efforts have paid off. Not only is this the firm’s fifth first-place win in the Social Law Firm Index, but their quarterly analytics continue to trend upward in terms of shared content, followers, and engagement. On top of regular communications across the firm, the team also provides on-board training so that everyone is aware of their efforts and how they can participate.
For complete rankings, case studies, and legal marketing insights, download your copy of The 2019 Social Law Firm Index.