Only 64 percent of the Am Law 50 — the 50 largest law firms in the U.S., as identified by The American Lawyer — had Facebook pages, far behind LinkedIn (100 percent), Google Plus (94 percent), and Twitter (90 percent), and a common finding in an analysis of their social network usage by Good2BSocial was a lack of compelling content and, by extension, poor engagement with users.
Only two of the Am Law 50 publicly responded to comments on social networks, according to Good2BSocial, which found that smaller firms tended to be more adept at adopting social technologies.
Good2BSocial described its findings on social media usage by the Am Law 50 as follows:
While the majority of the Am Law 50 have established their presence on public social media platforms, their presence is inconsistent at best and often evidences only a token effort. This demonstrates a low level of understanding as to social media best practices. Firms’ messaging and positioning lack cohesion, and there is little evidence that law firms are addressing the social media landscape strategically, rather than using it as just another marketing channel.
Most firms are devoting resources toward the creation of substantive, non-promotional content. However, they are doing little or nothing to make that content appealing, usable, and shareable in the social media environment. Instead, law firms are publishing the majority of their content in a form and format ill-suited to social media platforms and for the social media audience. Content is often packaged in PDF format without regard for promoting network pass-along.
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.
Our findings suggest that most large law firms do not use social networks strategically or view them as opportunities for engagement. Instead, firms continue to view social media as nothing more than a distribution channel for firm news and press releases.
Readers: What can law firms do to make their content on Facebook and other social networks more compelling?
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