LinkedIn and Blogging are the Top Choices for Online Marketing
LinkedIn is the leading social media channel for lawyers— with 161 million business owners, managers, executives and lawyers having profiles -- followed closely by law firm blogs, according to a new LexisNexis Insights paper, "Use of Social Media in Legal Marketing Industry Survey."
Meanwhile, it makes sense that blogging came in a close second, as a firm’s blog can serve as the central hub for social media activity—various tools can easily and automatically publish blog content to social media profiles once the content is posted. Moreover, a blog can be a successful platform to demonstrate knowledge and facilitate networking while also enriching the overall content of the firm’s website.
Considering the number of respondents frequently updating their social media profiles, there seems to be a healthy appreciation for active participation. Yet the responses demonstrate there are large percentages of attorneys that are not active or do not have complete and up-to-date profiles. For LinkedIn, 59 percent of respondents from law firms with five or fewer attorneys report that all of their firm’s attorneys actively participate/have current profiles; 44 percent report the same for Facebook; and 42 percent for Twitter.
Robust Adoption in Legal Industry, Slightly Higher for Small Firms
When asked, “When do you plan to implement social media as part of your marketing programs?” 91 percent of respondents from law firms with five or fewer attorneys indicated they already use some form of social media. That rate is higher than the still-impressive 86 percent reported by respondents from law firms with more than 100 attorneys.
Such robust adoption rates across the board indicate attorneys from firms of all sizes recognize the business potential of social media. Likely the lower costs of getting started with social media participation (when compared with more expensive forms of direct marketing and paid advertising) and the growth of tools and platforms have helped spur adoption across all firm types, regardless of size.
However, the survey results indicate that respondents from small law firms have higher lead-generation expectations than survey participants from large firms. According to the survey, when asked, “How do you measure the success of your social media programs?” the top response from survey participants from firms of five or fewer attorneys is lead generation, or 76 percent of respondents, compared to just 47 percent of respondents from large law firms.
Click her to download a free copy of Use of Social Media in Legal Marketing Industry Survey.
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