Which law firms are out there winning the legal marketing game on social media and which firms are still rocking their MySpace page? Maybe that’s not fair… after all, MySpace might be where we all end up once Elon’s finished with Twitter and Zuckerberg finishes collapsing Facebook into a collection of creepy VR avatars. So let’s replace that with “which firms are still hosting their firm website on GeoCities?”
Answering that question is the charge of the Social Law Firm Index 2022, the annual report on digital marketing from Good2bSocial. The index measures the “reach, engagement and marketing performance on platforms including LinkedIn, Twitter, Instagram, Facebook, YouTube and podcasts.” These measurements are then plugged into the Good2bSocial algorithm to develop each firm’s rank.
The report includes a wealth of information. Apparently 70 percent of the Am Law 200 are using short form video as part of marketing. That’s a lot higher than I think anyone suspected. Nearly that percentage host their own podcast. Unsurprisingly, Brown Rudnick’s Instagram profile took a giant leap forward when they tackled a high-profile matter:
BR’s Instagram followers skyrocketed after they represented actor Johnny Depp in his defamation suit. Clark said their 17,000-plus followers are incredibly passionate about their content and engagement on this platform is off the charts. Sharing videos of attorneys helps drive feedback.
There’s a lot in here to check out… and the report should properly shame some firms really struggling on the internet.
So who ranks top 5 overall?
“We see our social media channels as an essential part of our firm’s brand, in which we showcase our legal experience, share our culture and reinforce our principles,” said Emily Rogers, Norton Rose Fulbright’s U.S. Chief Marketing and Business Development Officer. “We make sure everyone at our firm knows how to use the different channels and understands how the audiences differentiate.”
Congratulations on winning the internet this year!
Joe Patrice is a senior editor at Above the Law and co-host of Thinking Like A Lawyer. Feel free to email any tips, questions, or comments. Follow him on Twitter if you’re interested in law, politics, and a healthy dose of college sports news. Joe also serves as a Managing Director at RPN Executive Search.