As part of their initial efforts to establish a social media presence, the majority of large law firms have demonstrated a willingness to devote substantial resources to create valuable, non-promotional content to populate their social media properties.
New York, NY (PRWEB) January 09, 2014
The research was particularly focused on the large law firm segment, specifically the 50 largest firms in the U.S. as identified by The American Lawyer. The study reviewed the websites and social media profiles of the Am Law 50 across all public platforms, including LinkedIn, Facebook, Twitter, Google+, YouTube, Slideshare and others.
Each firm’s public and substantive content was evaluated, as well as its social reach and engagement and assigned a point value based on the number of followers, friends, likes, and comments. The overall effectiveness of each firm’s efforts in social media was then ranked.
In addition, a questionnaire was distributed (and gave each firm the option of submitting it anonymously) in order to collect information regarding the extent to which firms are currently using social technologies and practices internally. The questionnaire gathered data about the deployment of internal social networks on the enterprise or at a practice group level, as well as the use of similar tools to foster collaboration and teamwork.
The results of this study are being published in two stages. This white paper summarizes findings and gives analyses. The findings are based on the audit of each Am Law 50 firm’s social media presence, the anonymous questionnaire we circulated to select firms, and the information collected through the online survey.
The analysis is further informed by the knowledge of conditions in the legal market that Good2bSocial and Above The Law possess.
The second component of the findings will be published in January 2014 and will be the inaugural Social Law Firm Index™. This ranking is based on a methodology developed to assess the effectiveness of each firm’s use of social media based on their website and their presence across all public social media platforms. The methodology for the rankings will be explained in more detail when the index is published in January 2014.
This is from the Executive Summary of The Social Law Firm White Paper:
U.S. law firms are at the very early stages of use and deployment of Social Business technologies and practices. This early stage is characterized by a nearly universal recognition by large law firms of the growing importance of social technologies for external marketing and business development purposes. As part of their initial efforts to establish a social media presence, the majority of large law firms have demonstrated a willingness to devote substantial resources to create valuable, non-promotional content to populate their social media properties. However, in the majority of cases, large law firms are ineffective in their use of social media, achieving low levels of reach and engagement relative to the resources available and the market opportunity. Moreover, the use of Social Business technologies and practices for internal collaboration and communication among large law firms is in its infancy. Only a single respondent to our large law firm survey indicated that their firm had established an internal social network. There is a very low level of adoption and deployment at the practice group level as well.
Small law firms appear to be adopting and deploying Social Business technologies and practices in a more aggressive manner. They actively use social media to generate consumer-oriented business leads and use social business tools to promote collaboration and teamwork.
The complete Social Law Firm White Paper can be downloaded here.