Nearly All Small Firms Use Social Media in Legal Marketing
By Larry Bodine, Editor in Chief, Lawyers.com.
The era of the
Luddite lawyer is over. Solos and GPs in firms of one to five lawyers are
embracing social media wholeheartedly, according to new research – even more
than our colleagues in large law firms.
People are joining
social media by the millions.
- LinkedIn announced in February that
it had reached 150 million users.
- This is dwarfed by Facebook, which
says it has 845 million monthly active users.
million people have registered for upstart social network Google+ since it
launched last summer.
- Twitter claims to
have 107 million active users.
- There are now 70
million WordPress blogs,
accounting for half the blogs on the internet. Blogs written by lawyers account
for 6,300 “blawgs” in 75 subcategories according to Blawgsearch.
Joining the crowds
online, lawyers in small firms are actively sending updates, tweets and blog
entries to promote their practices. In fact 91% of lawyers in small firms (one to five lawyers) plan to implement
social media as part of their marketing programs, according to research by
Vizibility Inc. and LexisNexis. This is a higher percentage than law firms in general,
of which 81%
report plan to use social media marketing tools.
When asked how
important social media is in their firm’s overall marketing strategy, 59% of
lawyers in small firms said it was extremely important. Respondents in small
firms in the Vizibility/LexisNexis survey said they use the following social
use professional social networks like LinkedIn and MyLegal.com
use consumer social networks like Facebook and Google+.
use video networks like YouTube and Vimeo.
19% use social question-and-answer sites like Wikipedia, Quora and Yahoo
It’s true that LinkedIn
is a Happy Hunting Ground for Lawyers. Rule No. 1 of law firm
marketing is to "go fishing where the fish are." That fishing hole is
LinkedIn, where 100 million executives and in-house counsel have profiles. In
my opinion, if you’re not on LinkedIn, you are invisible online.
The facts show that
a prominent blog influences hiring of law
firms. Most corporate clients attribute some level of importance to a
lawyer’s blog when deciding which firms to retain, according to a new Greentarget
report. Law firms that blog have far better marketing results, specifically
more web visitors, inbound links and indexed pages. More website visitors mean
more people to convert to leads and sales.
Vizibility also asked lawyers in small firms how they measured the success of
their social media program.
of respondents measured lead generation.
measured new business.
measured increased website traffic.
measured the number of followers and online connections.
24% measured by improved client satisfaction.
a lawyer who trained other lawyers in business development for more than 10
years, I think that lead generation and new business are the only valid
measurements of social media marketing. Attracting more followers and online
connections is worthwhile only if they lead to in-person meetings. Online
marketing has to produce new files and new revenue or it’s not worth doing.
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