Posted by: johnocunningham | September 28, 2013

Best Blogs of August: Social Media Trends Among Law Firms

This is my 12th post in a series of monthly features that I have dubbed “Best of My BlogRoll.” The concept is simple – each month I peruse my own blog roll (see that column on the right) for material created by other bloggers that I think is most worthy of sharing with others, and then I report on it here.

Sorry for the tardy posting on the subject, but I have had a number of family priorities that took precedence over my work in the past two months.

So anyway, for the month of August, I have chosen to highlight an August 28 post about law firms and social media provided by Larry Bodine on his LawMarketing Blog.

Larry offered readers a terrific snapshot of key stats from the 2013 ABA Technology Survey, noting among other things that:

  • 27 percent of U.S. law firms now have blogs, nearly double the number from 2010;
  • 59 percent maintain a presence on one or more social media networks, more than triple the 17 percent number of 2010; and
  • 19 percent of lawyers say that clients reported retaining them because of social media connections (compared to 12 percent just 2 years ago).

Of course, it is difficult or impossible to quantify how much social media presence also contributes to what advertisers call “top of mind awareness,” a critical factor in determining whether a purchaser is likely to keep your firm in mind for future purchases of services. I suspect that if someone measured the “top of mind” impact of social media, it would be significant.

It is also difficult to know how many clients had their selection of counsel “affirmed” or “ratified” by intellectual content shared on Websites via social media, tipping the scales in favor of one lawyer as a better choice over another.

But we know for certain that clients are reading blogs and twitter posts and other forms of social media, and we know that they report acting on what they read from time to time, picking up a phone to call or at least researching a lawyer or firm that they otherwise might not have noticed.

Clearly, social media has established itself as a long-term trend and not a fad, and it is time for lawyers, law firms and their service providers to ramp up their social platforms and content.

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