Survey: Personal Injury Attorneys Slow to Adopt Social Media for Marketing Purposes

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National legal group advertiser RW Lynch finds that personal injury attorneys are lagging when it comes to using popular platforms for customer outreach, lead generation

With the constant stream of communication expected through social media, the time commitment is likely a driving factor in pushing firms away.

RW Lynch, a national group marketing platform specializing in TV, web and mobile marketing for personal injury attorneys, released survey findings today indicating a majority of personal injury attorneys don’t use social media platforms for professional purposes. Of the survey respondents, over 60 percent said they do not utilize social media to market the firm. When asked for a reason they have not engaged users on these platforms, over 43 percent cited lack of time while another 25 percent said social media was not relevant to their business.

The findings are surprising, as personal injury attorneys have generally been ahead of their peers when it comes to adopting new forms of marketing. In fact, the findings differ starkly from other sectors of the law industry, where reports have suggested social media is becoming an effective marketing tool.

“We were surprised at the slow adoption of social media by personal injury attorneys,” Brian Lynch, President of RW Lynch, said. “Although PI firms have consistently been quick to adopt new marketing techniques, such as billboards, radio, television or web pay-per-click, their reticence here may be due to the greater time commitment demanded by social media marketing.”

Many personal injury firms are sole practitioners, or at most employ a small cadre of attorneys. With the constant stream of communication expected through social media, the time commitment is likely a driving factor in pushing firms away.

Of the 40 percent of attorneys that did use social media, an overwhelming majority used Facebook only. In fact, over 82% of attorneys who used social media for professional purposes cited Facebook while other popular sites like LinkedIn (35%), Twitter (14%) and even blog platforms (35%) trailed far behind. Among the reasons for using social media, attorneys listed increasing leads as the largest attraction, with 82% naming it the primary motivation for usage. Sharing content (10%) and encouraging customer reviews (7%) were also cited.

“While Facebook is certainly a strong marketing tool due to its enormous audience, attorneys that do use social media need to do a better job of reaching all the social media platforms,” Lynch added. “The numbers prove that consumers are interacting with all types of companies through social media. By not registering their firm, attorneys are giving up a free line of communication with potential clients.”

The reasoning may lie in a general wariness of social media as a valuable time investment for marketing purposes. With caseloads and typically smaller staffs, most personal injury attorneys have been slow to incorporate new media into their firms in general. According to the survey, 37% of law firm employees still used cellular phones without internet capabilities. Over 95% also said they have no plans of offering a branded mobile application for current or potential clients.

“It is certainly understandable that attorneys have little time to adopt social media and mobile technology however they may be losing ground to the firms that make the time,” Lynch said. “The fact is that law firms don’t compete on pricing, they compete on marketing and advertising. Those that add social media to their regular outreach arsenal will have an inherent advantage.”

About RW Lynch
RW Lynch is a comprehensive marketing platform for personal injury attorneys, serving law firms nationwide for over 28 years. RW Lynch provides complete advertising and marketing solutions for the legal community, including TV, web, mobile and email strategies. RW Lynch operates the InjuryHelpLine, a phone and web service that helps people who have been injured due to accidents or negligence find strong legal representation in their communities. To date, this free service has connected over 3 million people with local personal injury advocates. The Golden List provides clients with a comprehensive dashboard of real-time ad responses. The TakeAim Algorithm is a one-of-a-kind industry tool RW Lynch developed to translate audience feedback into adaptive advertising intelligence.

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Will Kruisbrink
Walker Sands Communications
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