the social law firm index: how the top u.s. and u.k. law firms rank in their use of social...
DESCRIPTION
The purpose of these joint studies are to assess the extent to which U.S. and U.K. law firms are currently using and relying on social technologies and practices as part of their business operationsTRANSCRIPT
The Social Law Firm™ Index: How the Top U.S. and U.K Law Firms Rank in
their Use of Social Technologies
Guy Alvarez, CEO Good2bSocial
www.Good2bSocial.com @guylaw1313
@guylaw1313
The Social Law Firm™ Index • Fall 2013
– In conjuncQon with Above the Law – AmLaw 50 Law Firms – White paper released in December 2013
hVp://good2bsocial.com/the-‐social-‐law-‐firm-‐white-‐paper/
– Index announced January 2014 • Spring 2014
– In conjuncQon with The Ark Group – U.K. 100 Law Firms – Report to be published end of Summer 2014
• Summer/Fall 2014 – In conjuncQon with Above the Law – AmLaw 100 Law Firms plus submiVals – White Paper released December 2014 – Index announced January 2015
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Purpose
The purpose of these joint studies are to assess the extent to which U.S. and U.K. law firms are currently using and relying on social technologies and pracQces as part of their business operaQons
@guylaw1313
Methodology • We reviewed the websites and social media profiles of target law firms across all public pla^orms, including LinkedIn, Facebook, TwiVer, Google+,YouTube, Slideshare and others
• We assessed each firm’s publically available substanQve content as well as its social reach and engagement, assigning a point value based on the number of followers, friends, likes, comments and so forth.
• We also collected informaQon across the legal market through a series of surveys conducted by our publishing partners.
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Finding No. 1 A majority of firms recognize the importance of social media markeQng and are devoQng substanQal resources to establishing their firm’s social media presence.
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Finding No. 2 A majority of firms currently recognize the importance of creaQng and publishing substanQve content. They are also commibng resources to ensure that substanQve content is updated frequently.
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Finding No. 3 Although a majority of large law firms are creaQng substanQve content, they are not making consistent or effecQve steps toward sharing that content on their websites or across social media channels.
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Finding No. 4 The majority of large law firms that currently make use of social media have a very low level of engagement with the public through their own websites and through public social networks.
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Finding No. 5 MarkeQng remains the single most important focus of social technology usage by law firms. Among the large law firm segment, recruiQng has emerged as the second greatest focus of law firm social media pracQces.
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Finding No. 6 In the large law firm segment there is very liVle use of Social Business tools or pracQces to foster internal collaboraQon and teamwork. Smaller law firms are much further ahead in the deployment of Social Business tools and techniques in connecQon with internal collaboraQon and the delivery of client services.
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Finding No. 7 While the vast majority of large law firms have not yet implemented firm-‐wide social networks, many firms are acQvely experimenQng with Social Business tools and pracQces in a more limited fashion.
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Finding No. 8 Small law firms have been achieving a higher level of success and saQsfacQon than large law firms in their aVempts to implement Social Business pracQces.
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Finding No. 9 Small law firms have been much more proacQve in encouraging lawyers to use social media for business development purposes and in providing training to encourage usage. Large law firms have been less inclined to promote social media training or usage.
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Finding No. 10 Use of Social tools and pracQces is becoming an important part of the criteria lawyers use when deciding where to work
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• The use of social technologies and pracQces is slowly gaining tracQon in law firms.
• AdopQon is proceeding at the slowest pace among the largest law firms and more rapidly among firms with between 1 -‐ 20 lawyers.
• The legal sector lags far behind the broader corporate marketplace, as law firms seem to be in the very early stages of assessing the opportuniQes presented through social business transformaQon.
• Almost all firms are packaging and presenQng content in a way that is disconnected from social media channels and difficult to share.
• In the majority of cases, large law firms are ineffecQve in their use of social media, achieving low levels of reach and engagement relaQve to the resources available and the market opportunity
Conclusion
