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The Social Law Firm Index: How the Top U.S. and U.K. Law Firms Rank in their Use of Social Technology - BDI 6/10 Social Media Marketing Summit for Law Firms

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Presentation: The Social Law Firm Index: ...

Presentation: The Social Law Firm Index:
How the Top U.S. and U.K. Law Firms Rank in their Use of Social Technology
Presented by: Guy Alvarez, Chief Engagement Officer, Good2bSocial, LLC
The audience will learn the results and general findings from a series of studies, which were conducted to assess the extent to which U.S. and U.K. law firms are currently using and relying on social technologies and practices as part of their business operations. The study reviewed the websites and social media profiles of the 50 largest law firms in the U.S. and the 100 largest law firms in the U.K. across all public platforms, including LinkedIn, Facebook, Twitter, Google+, YouTube, Slideshare and others. The study assessed each firm’s publically available substantive content as well as its social reach and engagement, assigning a point value based on the number of followers, friends, likes, comments and so forth. This enabled us to rank the overall effectiveness of each firm’s efforts in social media.
The U.S. study was undertaken jointly by Above the Law and Good2bSocial between June and October of 2013. The U.K. study was undertaken jointly by The Ark Group and Good2bSocial between March and June of 2014.

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The Social Law Firm Index: How the Top U.S. and U.K. Law Firms Rank in their Use of Social Technology - BDI 6/10 Social Media Marketing Summit for Law Firms The Social Law Firm Index: How the Top U.S. and U.K. Law Firms Rank in their Use of Social Technology - BDI 6/10 Social Media Marketing Summit for Law Firms Presentation Transcript

  • The Social Law Firm™ Index: How the Top U.S. and U.K Law Firms Rank in their Use of Social Technologies Guy Alvarez, CEO Good2bSocial www.Good2bSocial.com @guylaw1313
  • @guylaw1313 The Social Law Firm™ Index • Fall 2013 – In conjunction with Above the Law – AmLaw 50 Law Firms – White paper released in December 2013 http://good2bsocial.com/the-social-law-firm-white-paper/ – Index announced January 2014 • Spring 2014 – In conjunction with The Ark Group – U.K. 100 Law Firms – Report to be published end of Summer 2014 • Summer/Fall 2014 – In conjunction with Above the Law – AmLaw 100 Law Firms plus submittals – White Paper released December 2014 – Index announced January 2015
  • @guylaw1313 Purpose The purpose of these joint studies are to assess the extent to which U.S. and U.K. law firms are currently using and relying on social technologies and practices as part of their business operations
  • @guylaw1313 Methodology • We reviewed the websites and social media profiles of target law firms across all public platforms, including LinkedIn, Facebook, Twitter, Google+,YouTube, Slideshare and others • We assessed each firm’s publically available substantive content as well as its social reach and engagement, assigning a point value based on the number of followers, friends, likes, comments and so forth. • We also collected information across the legal market through a series of surveys conducted by our publishing partners.
  • @guylaw1313 Finding No. 1 A majority of firms recognize the importance of social media marketing and are devoting substantial resources to establishing their firm’s social media presence.
  • @guylaw1313 Finding No. 2 A majority of firms currently recognize the importance of creating and publishing substantive content. They are also committing resources to ensure that substantive content is updated frequently.
  • @guylaw1313 Finding No. 3 Although a majority of large law firms are creating substantive content, they are not making consistent or effective steps toward sharing that content on their websites or across social media channels.
  • @guylaw1313 Finding No. 4 The majority of large law firms that currently make use of social media have a very low level of engagement with the public through their own websites and through public social networks.
  • @guylaw1313 Finding No. 5 Marketing remains the single most important focus of social technology usage by law firms. Among the large law firm segment, recruiting has emerged as the second greatest focus of law firm social media practices.
  • @guylaw1313 Finding No. 6 In the large law firm segment there is very little use of Social Business tools or practices to foster internal collaboration and teamwork. Smaller law firms are much further ahead in the deployment of Social Business tools and techniques in connection with internal collaboration and the delivery of client services.
  • @guylaw1313 Finding No. 7 While the vast majority of large law firms have not yet implemented firm- wide social networks, many firms are actively experimenting with Social Business tools and practices in a more limited fashion.
  • @guylaw1313 Finding No. 8 Small law firms have been achieving a higher level of success and satisfaction than large law firms in their attempts to implement Social Business practices.
  • @guylaw1313 Finding No. 9 Small law firms have been much more proactive in encouraging lawyers to use social media for business development purposes and in providing training to encourage usage. Large law firms have been less inclined to promote social media training or usage.
  • @guylaw1313 Finding No. 10 Use of Social tools and practices is becoming an important part of the criteria lawyers use when deciding where to work
  • @guylaw1313 • The use of social technologies and practices is slowly gaining traction in law firms. • Adoption is proceeding at the slowest pace among the largest law firms and more rapidly among firms with between 1 - 20 lawyers. • The legal sector lags far behind the broader corporate marketplace, as law firms seem to be in the very early stages of assessing the opportunities presented through social business transformation. • Almost all firms are packaging and presenting content in a way that is disconnected from social media channels and difficult to share. • In the majority of cases, large law firms are ineffective in their use of social media, achieving low levels of reach and engagement relative to the resources available and the market opportunity Conclusion
  • QUESTIONS??? GUY ALVAREZ GUY@GOOD2BSOCIAL.COM WWW.GOOD2BSOCIAL.COM