The 2017 Social Law Firm Index takes a comprehensive look at the top 200 law firms in the country (as ranked by The American Lawyer) and analyzes, measures, and ranks each firm’s reach and engagement across a variety of social media channels and content platforms.
We asked the top firms in each category to describe their experience and efforts in achieving success. McDermott earned top honors for LinkedIn. Here’s their story.
“Ensure that everyone operates from the same playbook”
When McDermott set out to improve our social media efforts and effectiveness, we started with the question: How can we enhance the social media experience, both for our clients and for our lawyers?
We looked to innovate how we position content to our LinkedIn audience, and ensure that every post was targeted, client- centric and aligned to the Firm’s business objectives. McDermott’s well-established thought-leadership initiative, along with a continuous stream of events and external media placements, yielded a full pipeline of original, multimedia and curated news content, and allowed us to share diverse and relevant posts, while minimizing promotional content.
Improving the social media experience for our lawyers and empowering them to become brand ambassadors was our biggest challenge. We recognized tremendous untapped potential in our lawyers’ professional networks and thought-leadership content, but needed to uncover what had been holding them back from capitalizing on these powerful assets. In asking for feedback, our lawyers made it clear that we had to make their experience with social media effortless. In response, we developed a number of “how-to” guides and training tools to help our lawyers find value in social media and build stronger relationships with their connections. We conducted professional development training sessions with lawyers across the Firm, including hosting a LinkedIn kiosk at our Partner Retreat. Perhaps most impactful was implementing a one-click social sharing feature, which allowed our lawyers to easily share external news to their individual social channels.
Because we have a global, cross-functional marketing team that shares responsibility for social media, it was critical to provide comprehensive training, socialize best practices and improve collaboration to ensure that everyone would operate from the same playbook.
While we continue to hone our approach, we have already seen significant improvement across all key engagement metrics since this plan was implemented. More than 90 percent of our lawyers have LinkedIn profiles, the rate at which we are gaining new followers has tripled over the past 12 months, and the Firm has generated several client and media opportunities due in part to our efforts.