Releases the 2016 Social Law Firm Index

Brian Sanchez

Groundbreaking annual study ranks the performance of AmLaw 100 firms
on performance, reach and engagement on social media platforms and
thought leadership

Leading digital marketing agency Good2bSocial has released its third
annual Social Media Law Firm Index, the only study of its kind that
takes a comprehensive look at the top 100 law firms in the country (per
The American Lawyer magazine’s AmLaw 100) and analyzes each firm’s
adoption and use of best practices in social media marketing and thought
leadership content.

In addition to measuring social media marketing performance, reach and
engagement on specific platforms like Twitter, LinkedIn and Facebook,
the 2016 Social Law Firm Index takes a particular look at how digital is
being employed by firms to communicate and amplify thought leadership
content.

Guy Alvarez, CEO of Good2bSocial, emphasizes, “A law firm’s most
valuable resource—its intellectual assets—are also its most critical
marketing assets. Content on social media platforms can be powerful
business development tools for a firm, when used correctly – but simply
including them in a digital arsenal without thoughtfully considering
their value and best use renders them worthless. Social media marketing
requires a strategy, training and adequate resources to effectively
execute digital campaigns.”

Key Findings from the Study:

  • Bigger Isn’t Always Better: While the largest firms continue to
    perform better in reach and overall social media performance, our
    analysis reveals a number of firms considerably smaller in size
    performing very well in engagement and thought leadership.
  • Education v. Promotion: The firms that performed poorly in the
    study were those whose outbound communications were limited to press
    releases and other promotional content about themselves and their
    attorneys. These firms had the fewest followers and lowest engagement
    rates.
  • Think Frequent: The study’s highest-ranking firms published
    value-added content on a frequent, consistent basis. Conversely, the
    firms with the lowest scores published content irregularly and
    intermittently. Establishing and adhering to an editorial calendar to
    plan and track future content can help firms adhere to a regular
    content distribution schedule.
  • Some Lag Behind: While many of the AmLaw 100 firms have some
    degree of mastery and maturity in using social media to extend their
    reach and grow business, some firms appear to still reside in the Dark
    Ages. As leadership at clients and startups large and small grows
    younger, for millennials and others, social media is an accepted and
    expected communications channel.
  • Video Infancy: Video is still a medium that has been slow to
    adoption by the AmLaw 100. Law firms are still in the experimental
    stage in learning the best applications for video in business
    development and brand-building efforts.

The Social Law Firm Index 2016 Best Performing
Firms:

The Social Law Firm Index 2016 Overall Top Five Firms
demonstrated the greatest comprehensive adoption, integration and use of
social media to market and grow business via social channels. The firms
topping our list include:

     
1. DLA Piper
2. Latham & Watkins
3. Norton Rose Fulbright
4. Morgan, Lewis & Bockius
5. Greenberg Traurig
 

This year marks the inauguration of Good2bSocial’s Thought Leadership
Index where firms were measured for representing their talent, acumen
and skills in informative, accessible and impactful ways optimized for
digital consumption. Polsinelli ranked first on the inaugural Thought
Leadership Index, followed by K&L Gates and Latham & Watkins. The Social
Law Firm Index 2016 also ranked firms based upon their Twitter, LinkedIn
and Facebook usage.

For the first time, the Social Law Firm Index 2016 utilizes The
Good2bSocial Score™, an algorithm designed to measure the true impact of
a law firm’s digital marketing footprint. Good2bSocial Score™and The
Social Law Firm Index ranks are based upon a proprietary methodology
developed to assess the effectiveness of each firm’s use of digital
marketing and social media. The Good2bSocial Score™ ranges from zero to
a perfect 100.

Download a copy of The 2016 Social Media Law Firm Index 2016
http://good2bsocial.com/thesociallawfirm

Stay abreast of ongoing discussions and research about the Social Law
Firm
http://thesociallawfirm.com

About Good2bSocial

Good2bSocial is the leading digital marketing agency for law firms,
lawyers and companies in the legal industry. Comprised of experts in
business development, marketing, advertising, social media, consulting,
journalism, data analytics and knowledge management, they offer a full
suite of digital marketing services including social media,
pay-per-click, SEO, content marketing and digital strategy. Good2bSocial
helps their clients to understand and leverage the power of digital
marketing and social media to power and transform their marketing and
business development strategies while delivering measurable and
meaningful business results.


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