The Verdict – Social Media in the Legal Sector
Welcome to The Verdict, our inaugural study into the way that corporate law firms engage on social media. Using our proprietary model we have analysed the social media performance of the UK Top 30 firms.
In an age when, in the UK, 72% of adult internet users have a social media profile, the case for engagement by law firms – and professional services firms more broadly – should be self-evident. Social platforms can facilitate and support brand building, reputation management, recruitment, as well as building and maintaining relationships.
After a slow start (particularly if you compare to other professional firms such as accountants) UK law firms are starting to find their social media feet. All 30 law firms analysed are active on social media with a combined follower count across both LinkedIn and Twitter totalling over 1 million, averaging at over 34,000 followers per firm.
Our analysis ranked each of the UK Top 30 firms’ social media engagement in three categories: presence, impact and quality. Together we feel that these measures provide a sound qualitative and quantitative assessment of social media performance. The scores for each category were combined to generate our leaderboard (see p.5) with Baker & McKenzie topping the list by virtue of ranking first for its social media presence and in the top five for both impact and quality. Making up the top five were Allen & Overy, DLA Piper, Clifford Chance and Pinsent Masons.