On November 15th, we published the results of The Good2bSocial 2022 Social Law Firm Index, our annual whitepaper that examines how America’s top 200 law firms (as ranked by The American Lawyer) adopt and apply digital marketing in terms of outreach, engagement, and business development. The Social Law Firm Index analyzes each firm’s digital footprint and evaluates their use of social media to extend thought leadership messages and otherwise engage with clients and constituents. These factors are reduced to numerical measures, weighted, and incorporated into an algorithm to develop each firm’s rank on the Index across 8 different channels.
The full report includes overall and individual channel rankings, along with feature stories on the top-ranking firms in each category: LinkedIn, Twitter, SEO, Instagram, Thought Leadership, Facebook, YouTube, and Podcasting.
Click here to download your copy of The Good2bSocial 2022 Social Law Firm Index.
Among the key findings of this year’s index are:
More firms are using short-form video on social media
With the rise of social media trends like TikTok and Instagram Reels, consumers now expect to consume content in an easily digestible way and are opting for short video bites as opposed to longer videos. We found many firms had luck creating short, biteable videos for social media, or even leveraging newer tactics like TikTok or Instagram Reels to remain top of mind with their audience.
Firms that cater to multiple audiences are seeing the importance of market segmentation
Many firms have found unique and innovative ways to connect with their audiences on a more personal and valuable level. With market segmentation, law firms are able to send more targeted messages to their varying audiences by segmenting them into groups. Many firms accomplished this by creating different social media accounts for each audience, or even different podcasts for different topics. In the end, the result is a better experience for their potential clients and less wasted marketing resources.
Firms are getting creative with their site’s organization and design
It’s no secret that a well-functioning website is essential today, but now law firms are taking their sites to the next level through the imaginative use of typography, fonts, textures, and suitable legal colors, combined with a simple and fast navigation structure. Overall, the goal is to achieve a design and functionality that is built with clients in mind. This has led many firms to make their navigation even more streamlined through the branding of ‘resource centers’ where they can share all their educational content.
Top Ranking Law Firms
The Overall Top Five Firms were the firms that demonstrated the greatest comprehensive adoption, integration, and use of digital marketing, social media, and thought leadership content. The firms topping the list are:
- Norton Rose Fulbright
- Baker McKenzie
- DLA Piper
- Reed Smith
- Latham & Watkins
The top performer, Norton Rose Fulbright, makes it their goal to reach existing and potential clients exactly where they are. Overall, the firm invests much into its social media strategy and recognizes the importance of connecting this strategy to its larger marketing efforts.
The firm sees itheir role as providing content that adds value, is interesting, timely, and generates engagement. Norton Rose Fulbright uses social media to push out thought leadership, share firm content and promote events or awards. With consistent posting and attention-grabbing images on LinkedIn and Twitter, the firm shifted to Instagram to share more of its culture and the human side of the firm. Firm members share photos of their homes, pets, and scenery that spark interest and a smile.
The Good2bSocial 2022 Social Law Firm Index rankings are based on a proprietary methodology developed to assess the effectiveness of each firm’s use of social media and digital marketing. Our analysis is further informed by the depth of our experience working with law firms, our familiarity with current trends and conditions in the marketplace, and best practices used across digital marketing channels. For more insights, best practices, and full rankings, you can download a copy of the 2022 Social Law Firm Index here.
If you need help with your social media strategy or if you’re looking for ideas on how to improve your firm’s performance on social media, contact us for help today.