This document summarizes a survey of social media use among Orange County law firms in 2012 and 2013. It finds that LinkedIn was the most commonly used platform, with over 80% of firms using it regularly in both years. While around 55% of respondents saw social media as important for business development in 2012-2013, only around 10-20% were blogging weekly or more often. The top uses of time on social media by attorneys were sharing content and learning about clients/markets. Developing visibility, website traffic, expertise, and leads were seen as the major benefits of social media marketing. Most firms that outsourced social media functions prioritized developing a strategy.

1. Conducted by
Moving Social Media Ahead in 2014
Analysis of Social Media Trends in Orange County Law Firms

2. Seeing examples of well-coordinated social
media programs that are humming along.
What will help your firm get to
the next step in your social media
program?
3
86.5%
67.1%
2012
2013
Linkedin Facebook Twitter
Which of the following are you or
your firm regularly using?4
2013
82.1%
38.5%
23.1%
85.7%
49.4%
31.2%
2012
In 2012 and 2013 approximately 55%
of respondents strongly agree or
agree that social media is an important
component in personal business
development marketing mix.
Social media is an important
component in my personal business
development marketing mix.
2
LinkedIn is the ultimate personal
branding platform. LinkedIn provides one
of the best opportunities to increase your
visibility and credibility with members of
your brand community.”
– Forbes November 2013
“
On Facebook, photos perform best
for likes, comments, and shares as
compared to text, video, and links.”
– Dan Zarrella, Hubspot
“
What are your firm’s current feelings
about social media?1
41.6%
33.3%2012
2013
We are actively integrating social media into
our marketing mix.
Social Media is About Sociology and
Psychology More Than Technology.”
– Brian Solis, Principal Analyst at Altimeter Group
“
LinkedIn is the world’s largest professional
network with over 225 million members.”
– Forbes November 2013
“
40% of users check LinkedIn daily.”
– Legal Marketing Association
“
How often is your firm blogging?
5
We post at least weekly if not more often.
10.3%
22.7%
2012
2013
Of the various social media options a
blog is the best way to demonstrate
your knowledge, experience, and care.
A blog establishes trust based on your
empathy for your audience (knowing
what’s of value of to them)…”
– Kevin O’Keefe, Real Lawyers Have Blogs
December 2013
“

3. When building relevant audiences and
extending brand reach, it’s better to
focus on delivering targeted educational
content on a regular basis.”
– Inc.com November 2013
“
How attorneys are spending their
time on social media.6
In 2012 and 2013 the attorneys indicated
they spent the most time on social media
sharing and posting content.
Next they use social media to gain
knowledge about clients, targets and
staying abreast in areas of interest.
Good content always has an objective;
it’s created with intent. It therefore carries
triggers to action.”
– Ann Handley, Chief Content Officer,
MarketingProfs
“
LinkedIn profiles show up at the top of
Google searches. When someone googles
you, your LinkedIn profile will likely show
up in the first or second spot.”
– Forbes November 2013
“
Attorneys report the benefits of
social media marketing are:7
Raising firm visibility
Increasing website traffic
Providing industry expertise
Developing business leads
Don’t just use LinkedIn as a
broadcasting tool. If you expect to be
memorable, you need to provide value
to others. Only promoting your individual
blog posts, or the firm’s work, will not
only become boring to others, but it will
send the perception you aren’t there
to connect at all. Talk to others. Share
relevant content written by others. Click
like when you approve of something your
clients say. Tag others in your comments
when they deserve credit, or when they
inspired a comment.”
– Legal Marketing Association
“
Firms that elected to outsource some
or all of its social media functions
chose developing a strategy as a
critical issue.
8
78.1%
71.4%2012
2013

4. www.extrememarketing.org
Merry is a founding partner with Extreme Marketing and a leader in
professional services marketing and business development solutions.
With over 20 years of experience she provides clients with tools to grow
relationships and to successfully identify, court and convert targets into
clients. In addition to proven business development and revenue generating
programs, Merry designs and implements social media programs, brand
development and client satisfaction programs targeted to generate new
business.
With extensive experience in change process management, Merry is often
called upon to assist firms implement comprehensive marketing programs.
She has interviewed hundreds of clients for large services businesses
across the country. Her work includes a variety of training programs in
business development, client retention and satisfaction programs, advanced
facilitation skills and presentation skills.
Merry has been an active member of the Legal Marketing Association
(LMA) serving as national Vice President and Co-Chair of the international
LMA conference. She is a frequent national speaker and author and has
published articles in numerous national periodicals such as the National
Law Journal, Corporate Legal Times, ABA Journal, Strategies, AmLaw Alert,
Firm Governance, and Marketing for Lawyers. In 2012 Merry was inducted
into the prestigious College of Law Practice Management.
2222 Martin, Suite 255
Irvine, CA 92612
Phone: 949-260-9200
Fax: 949-260-0940
Merry Neitlich
949-260-0936
merry@extrememarketing.org
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