NEW YORK, NY – Today, Good2bSocial announced the results of The Good2bSocial 2021 Social Law Firm Index, which examines how Am Law 200 firms adopt and apply digital marketing in terms of outreach, engagement and business development.
The Social Law Firm Index analyzes each firm’s presence on the internet and across social media and evaluates their social usage to extend thought leadership messages and otherwise engage with clients and constituents. These factors are reduced to numerical measures, weighted and incorporated into an algorithm to develop each firm’s rank on the Index.
This year, Good2BSocial measured reach, engagement and marketing performance on platforms including Twitter, LinkedIn, Facebook, Instagram, YouTube, thought leadership and podcast production.
“This year was just as challenging and unique as 2020,” said Guy Alvarez, CEO of Good2bSocial. “We saw Am Law 200 law firms generate a huge amount of content, even creating COVID-19 resource centers to provide valuable insight and advice to their clients and prospects. Law firms have learned how to effectively use social media to build their businesses, but now they need to take it a step further. They need to participate and help strengthen their existing relationships while strategically growing new relationships. We think this Index shows firms how important it is.
Among the key findings in the 2021 Social Law Firm Index are:
Law firms creating podcasts has grown exponentially
Podcasts continue to grow in popularity. Nearly 40 percent of Americans listened to a podcast in the last month. As of 2021, 75 percent of Am Law 100 firms had a podcast and many law firms now produce multiple podcasts. Podcasting helps lawyers further establish themselves as experts in their given field, which in turn makes them very attractive to new prospects.
The use of video has increased across social media
Video content is one of the most popular mediums for law firms today—and for good reason. It can be more engaging, more memorable, and more popular among consumers than other content on social media. Video also gives your brand a voice and allows you to move quickly to take advantage of news stories, break down a complicated case or explain a new law in simpler terms. With the growing popularity of TikTok and Instagram Stories, it’s imperative law firms begin making the pivot to producing more video.
Increased focus on DEI and corporate activism
2020 opened up a lot of ugly inequities in the country. Law firms issued press releases relaying their commitment to improving their diversity efforts, upped their donations to BIPOC causes, increased pro bono efforts, and showed their support with LBGTQ audiences with rainbow flags. Other firms have even gone above and beyond that. As the public and clients pay closer attention to societal and racial issues, time will tell if law firms continue making racial justice aid an integral part of their firms through programs and initiatives long beyond 2021.
The 2021Social Law Firm Index Best Performing Firms:
The Overall Top Five Firms demonstrated the greatest comprehensive adoption, integration and use of digital marketing, social media and thought leadership content to market and grow their practice. The firms topping the list are:
- White & Case
- Orrick, Herrington & Sutcliffe
- Baker McKenzie
- DLA Piper
- Latham & Watkins
The 2021 Social Law Firm Index rankings are based on a proprietary methodology developed to assess the effectiveness of each firm’s use of social media and digital marketing. The full report, including overall and individual channel rankings, along with feature stories on the top-ranking firms in each category, is available here for download.
Good2bSocial’s mission is to help lawyers, law firms and organizations understand and leverage the power of digital marketing, content, and social media, using unmatched experience and the latest technology and techniques to power measurable marketing and business development strategies. Good2bSocial offers a full suite of digital marketing services for law firms and companies in the legal industry, including website design and development, social media management, high-impact content strategy and production, email marketing, lead generation programs, PPC, SEO and marketing automation.
Natalie Moe Marketing Manager Good2bSocial [email protected] (212) 634-7657 ext. 719
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