Tag: Social Media

Moving Parts of a Successful Law Firm Social Media Campaign

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Social Media seems pretty straightforward on the surface. Everyone is doing it! It seems simple enough to create a profile, upload a profile picture and start posting. And for the average Internet user, it is. However, if you want to achieve marketing goals, Social Media becomes a much more intricate process.

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Because it sends a message to potential clients that your firm is transparent, professional, approachable and connected, choosing to use Social Media is important. Sharing a good blend of content will enhance these qualities and showcase your law firm’s expertise.

Identify Your Goals

A successful Social Media marketing strategy begins well before the accounts are created. Start by identifying your goals.

Is your primary goal branding, conversions, social proof, traffic to your Website or simply creating a network around your brand where people can approach you, leave reviews, or even refer your law firm to their social network?

You must identify these goals early. They will even affect many choices you will make, including which social platforms you will be active on.

Choose Your Social Media Platforms

Once you know your goals and have set aside a budget, it’s time to look at the various social networks – namely Facebook, Google+, Twitter, LinkedIn and Avvo. Each of these platforms functions differently. Each one has its strengths and weaknesses. And each one will accomplish different goals.

For example, if you are looking to enhance your SEO campaign with Social Media, create personal and firm Google+ profiles. On the other hand, if you are looking to share your content and connect with more people, create a Facebook business page.

Choose as many social networking sites as necessary to meet your demands. No one says you can only choose one.

To help you with creating an initial Social Media strategy, here is a brief look at each platform’s strengths and weaknesses:

  • Facebook – This is the most popular social network. It makes it much easier to connect with people and drive traffic to your website. Facebook Insights are in-depth and informative, while paid ads are cheap and effective. Facebook is also the most successful for converting followers into clients.
  • Google+ – This platform is closely tied to Google search, Local, and authorship / publisher mark-up. Google+ Communities are also a great place to target users who will likely find your content interesting or helpful. For SEO, Google+ is essential. However, its network isn’t as copious as Facebook.
  • LinkedIn – This is the place to connect with professionals. It is a great place to feature B2B businesses, start a referral network, create Groups to showcase your expertise, get endorsements or find clients who may be in need of your particular field of law (such as estate planning, immigration or business law).
  • Avvo – This is best for showcasing your expertise and connecting with people in your geographical area who currently need a lawyer. It requires vigilant maintenance to earn a good rating. We don’t suggest starting Avvo unless you plan to participate regularly.
  • Twitter – This platform’s use for law firms has been dwindling lately. It has a large network of users and doesn’t differentiate between people and businesses, which makes for easier networking. However, nearly everyone on Twitter has an agenda and is therefore deaf to everyone else’s agenda. There is much more spam to wade through.

Build Your Social Media Network

Once you have chosen platforms and created profiles, the next step is arguably the most important part of Social Media marketing – building your network.

There are many ways to do this on various platforms. However, one maxim remains constant: Build an organic network.

Paying for followers, +1s and likes looks impressive. However, it will hurt your campaign in the long run. Posting to a page with no followers is like speaking to an empty room, and posting to a page with bought followers is like speaking to a room full of mannequins. The result is the same: No one is seeing your content.

Here are a few effective ways to grow your network:

  • Use charity or community initiatives, donations and scholarships – These initiatives showcase your law firm’s passions and attract loyal like-minded followers.
  • Use paid ads – These ads keep your law firm in front of new users and target the right people. This is also a fantastic way (via Facebook) to promote your content and drive traffic to your Website.
  • Use outreach – This is a great way to foster mutually beneficial relationships. If done properly, outreach efforts can enhance your Social Media and SEO campaigns.

Post Quality Content

Posting quality content is essential. After all, what use is a large, loyal network if you never engage them? Post a variety of content that is interesting and shareable, such as:

  • Pictures
  • Blogs
  • Local and national news
  • Firm news.

Never try your hard call to action on Social Media. At best, it will be ignored. At worst, it will drive your followers away.

Social Media is about making your law firm approachable and connecting with people. You can achieve this by posting interesting, quality content that your followers will want to read and interact with.

It’s arguable which is more important to a successful Social Media campaign – content or networking. We believe it’s safe to say that one relies on the other. Both are crucial.

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Social Media and Divorce

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The following is a good article on forbes.com about how social media can affect your divorce: http://www.forbes.com/sites/jefflanders/2013/08/20/how-social-media-can-affect-your-divorce/

In my experience, social media is a better source of evidence for proving adultery and obtaining useful information for a custody battle than for finding hidden assets.  But the author is spot on when he writes that even if your spouse is not a “friend” and does not have direct access to your Facebook page for example, chances are that one of your other “friends” will allow him/her to access your page.  Thus, photos of you drunk at a party will find their way into evidence during trial.  Even if you did not post the photo, your friend might tag you in his photo, and thus your spouse gains access.

Another common mistake is having a teenage child as a friend on Facebook, and then writing negative comments about the spouse which the child has access to; having a child as your friend on Facebook is not a good idea and frowned upon by the courts.

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Yelp Wanted: For Law Firm Reviews

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If you are like most businesses, you consider word of mouth your most valuable marketing channel. Increasingly, online reviews are a critical component of Web word of mouth.

Frequently used lawyer review sites include Google+, Citysearch and Yelp. The rise of review sites, and Yelp in particular, has been of significant importance to business owners across the world. For example, Apple iPhone’s Siri application primarily uses Yelp for its reviews. This article will walk you through the basics of leveraging Yelp to improve your word-of-mouth marketing and grow your business.

Getting Started on Yelp

yelp law firm website internet marketingThe first step every law firm should take with Yelp is to activate its business page. The public can see and review your business profile whether or not you activate the page, so proactively filling out your business profile sends a clear message to previous and prospective clients that you care about your online and offline image. Be sure to complete all of the fields, including photos, descriptions, phone numbers and office hours, to create a solid profile. Including photos of co-workers and other employees will communicate a safe and inviting environment.

Many people are intimidated by law firms and research them online before calling or emailing a firm. Meeting those visitors on Yelp with appropriate photos and information will give them a positive impression that your firm is approachable.

Once your firm’s Yelp account is active, the real benefits can begin and you can start leveraging your online reviews.

Respond to Your Law Firm Reviews

At some point, if you haven’t already, you will start to receive reviews. Some will be glowing testimonials of your professionalism and competence. Others may ask questions or express concern. It is vital that you respond to your reviewers. If someone had a less-than-ideal experience, follow up with that individual and ensure that his or her concerns are addressed. In many cases, your follow-up will prompt your client to edit or add a new review, which may help your online image. Learn more about responding to existing online reviews here.

Leverage Yelp Offline

Post a sign or sticker in your office letting clients know they can find and review you on Yelp. Most law firms send out some sort of direct mail or newsletter. Add the Yelp logo to these mailings to encourage recipients to leave a review. You can also notify Yelp next time you host a community event or fundraiser. Posting these events online will spread your offline positive influence even further via the Web.

Display Your Positive Yelp Reviews

Framing awards, articles from local newspapers and other publicity items has long been a standard practice in law firm lobbies. Doing the same for recent positive online reviews is no different. Viewing positive reviews of your law firm will likely cause your clients to think of your firm in a warm light and will encourage them to also leave a glowing review online.

Refer Your Referrers

No advertising operates in a vacuum. Encourage clients to visit you on Facebook, Google+, LinkedIn, YouTube, and other Social Media networks. Likewise, make sure those connected to your Social Media profiles know you are on Yelp. A simple “Check us out on Yelp” can encourage many clients to leave a review.

Live Up to Their Positive Reviews

Finally, and most importantly, you must continue providing excellent service. It is impossible to get away with sub-par service in today’s world. As you know, competition grows stronger every day. If you are not good at serving clients, the word will get out—through Yelp or other types of word-of-mouth. Positive reviews will follow naturally when you provide outstanding service.

Keep Your Review Practices Ethical

Never, ever, ever, under ANY circumstances, purchase positive reviews. Yelp is very strict with its review policies, and suspicious reviews are flagged and dealt with regularly. Just as spamming Google and other search engines can lead to major penalties or even blacklisting, paying for or offering bribes for reviews on Yelp can be detrimental to your business. As with all your marketing efforts, check with your state Bar Association to be sure you are operating within its guidelines when it comes to your online review strategy.

Why Tweeting Doesn't Make You A Twit

The Rainmaker Institute mini logo (1)recently presented at the American Bar Association annual conference in San Francisco on “Why Tweeting Doesn’t Make You a Twit!”
 I was shocked and amazed at the number of attorneys I spoke to who still don’t believe that using social media is an effective way to acquire more clients, establish credibility and get a steady stream of referrals.

More often than not I heard comments such as:

“Social media is for younger generations;”

“People don’t use the Internet to look for attorneys;”

“I know firms that spent money on social media and never saw a return;” or

“The type of people who I want to do business with aren’t on social media”

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These statements are categorically not true. In fact, believing these statements can be detrimental to the success of your law firm. Actively and appropriately engaging in social media is no longer a “nice to have” it is a “must have” if you truly want to build a successful firm.

Think about your own experience. If you are considering buying a new product or service, and you go onto the Internet and can’t find information on a website, Facebook, Twitter, YouTube, Amazon or any other number of social media platforms, your enthusiasm and interest in that particular company or product begins to diminish.

You may even find you trust the company less, are more skeptical of the product or service and begin to seek out competitors who offer the same product or service.

When people search for legal help the process is no different. It’s human nature to want to avoid making bad decisions that cause us financial or emotional harm.

Our fears are calmed and our skepticism is lessened when we can read and learn about the product or service we are about to invest in. When we read or watch third-party reviews we feel safer. When we see that a company is actively offering valuable and powerful information to those who may need the product or service, we believe we are mitigating the risk of a bad decision.

You must always remember that people buy emotionally and justify logically.

That’s why Twitter is one of the fastest growing online social media platforms. When used correctly and ethically it is a powerful part of a firm’s overall online marketing strategy.

Some basic and impressive statistics about Twitter easily demonstrate why this platform must be utilized.

  • There are 200 million active users;
  • 20 percent of individuals who “follow” a company on Twitter do so to give feedback and share ideas;
  • 71 percent of individuals who positively review a company on Twitter (with a Tweet, Re-Tweet) go on to suggest the company to his/her peers;
  • 56 percent of consumers would be more likely to encourage friends and family to try new products from a social brand than in person or over the phone;
  • 63 percent of consumers agree that social experiences make them more interested in a brand’s product;
  • 64 percent of consumers have made a purchase decision based on social content;
  • 67 percent of 18-34 year old consumers prefer to do business with social companies;
  • 91 percent of 18-34 year olds using social media are talking about brands.

If the above reasons don’t compel you to jump on Twitter and actively use it to grow your firm, here are three additional reasons to use Twitter.

With Twitter, you can build a massive platform:

A platform helps you effectively grow the number of people who know who you are, know what type of people/companies you are qualified to assist and know how you are different than every other law firm out there.

Twitter helps you establish credibility:

People do business with people they know, like and trust.

Being active on Twitter helps you establish yourself as a thought leader.

You can effectively position yourself as the “go-to” attorney for your practice area and geographical region.

You offer followers powerful, relevant and helpful information that begins to build a relationship and positions you and or the firm as a valuable and credible source of information.

Drive traffic to your website:

You can engage people on Twitter with powerful information and then direct them to your website. It is your website’s job to educate, engage and compel the viewer to take action and call or email the firm and/or set up an appointment with an attorney.

On your website you can showcase who you are and how you are different from other firms. If you do not actively display how you are unique and different from all your competitors out there, people will begin to make decisions based on price. This is the single worst position you can find yourself if. You never want to get business because you are the “cheapest attorney out there.”

There you can also give viewers the opportunity to: Learn about you and the firm, hear about others’ interactions with you through testimonials (when permitted by state) and case studies (demonstrate expertise), and discover how you can help them navigate their pressing legal issue.

Twitter of course, must be used effectively and ethically. Marketing is not a sprint, it’s a marathon. You must invest either the time or money into these strategies consistently so your efforts can gain traction and eventually give you a return on your investment.

This article originally ran in The Record Reporter, an Arizona newspaper and website that covers legal business news:

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What Works for Business to Business (B2B) Content Marketing

The Rainmaker Institute mini logo (1)he B2B Technology Marketing Community on LinkedIn has more than 50,000 members, making it one of the largest groups on the popular business social network. Recently, 815 members of the group responded to a survey about content marketing about what works and what doesn’t for B2B content marketing.

According to the survey results, content marketing is used primarily for lead generation; here are the tactics being employed and their effectiveness rankings:

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Not surprisingly, LinkedIn tops the list for the most effective social media platforms for content marketing, followed closely by YouTube. Video is becoming increasingly more popular since it is an easily digestible format:

 

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In addition, the survey uncovered the following trends:

More than 82 percent of B2B marketers are increasing their content production over the next 12 months.

YouTube is gaining popularity as a social media platform to reach and engage B2B audiences – Facebook is losing ground.

Marketing automation is on the rise. 61 percent of marketers use marketing automation platforms, up from 43 percent last year.

You can click on the following link to see a slideshow of the entire survey results: B2B Content Marketing Report 2013.

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LinkedIn (or Left Out) for Lawyers

Until recently, very few lawyers and corporate counsel had even heard of the social media site LinkedIn.  In fact, it surprises many to learn that LinkedIn was launched ten years ago.  How quickly things have changed!

Ninety-five percent of ABA members indicate that they have posted their profiles on LinkedIn. Seventy percent of corporate counsel indicate that they use LinkedIn regularly as a tool to find and vet outside counsel.  These statistics come from a 2012 ABA survey.

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LinkedIn is now one of the world’s most popular websites.  If you would like to be found by potential clients, your LinkedIn profile has become even more important than your website biography.  If you are looking for networking opportunities, your LinkedIn presence and activity have become just as important as your face-to-face networking.

LinkedIn launched in May 2003.  “From the very start, LinkedIn differentiated itself as a site for business, business development and recruitment rather than a social site,” said Phil Nugent.

“In just ten years, LinkedIn has gained 225 million users around the world, including 80 million users in the United States,” said Nugent.  “More than 173,000 people join LinkedIn each day.  It is a great place for many attorneys, because the demographics of LinkedIn skew older, wealthier and more-educated than any of the other top social media sites.”

Nugent discussed effective use of LinkedIn by lawyers and law firms at the monthly educational meeting of the Rocky Mountain Chapter of the Legal Marketing Association, held July 9 at Sullivan’s Steakhouse in LoDo Denver.  Nugent is a non-practicing attorney and principal at NCG Strategic Marketing.

“Successful use of LinkedIn as a business development tool has three steps,” said Nugent.  “First, you must post a complete and compelling profile.  All too many lawyers and law firms leave it at that, however, and then wonder why LinkedIn is not working as well as they had hoped.

“To achieve success on LinkedIn, you must build a strong network of connections in terms of both quality and quantity,” said Nugent.  “With this accomplished, you can leverage LinkedIn as a business development tool to find others, to get found and to conduct market research.”

Getting Started on LinkedIn

The creation and posting of a good profile is step one of a solid LinkedIn presence.  However, it should not be the same as a lawyer’s website bio.  Instead, it should be designed to satisfy the unique needs of LinkedIn’s search algorithm.

“LinkedIn’s algorithm uses a metric to quantify profile strength, which has a huge effect on search results,” said Nugent.  “Different areas of your LinkedIn profile carry different weights.  You should aim for a profile-strength of “all-star,” or as close to 100 percent as possible.”

Nugent discussed and gave specific recommendations regarding the algorithm’s weights.

Name and title (25 percent) — Do not make the mistake of simply listing a generic job title in this very important space.  It should include carefully selected keywords – the keywords that those searching for someone like you are likely to use.  The title category can be as long as 120 characters, or about 18 words.

Photo (5 percent) – A profile that includes a photo is seven times more likely to be viewed than one without a photo. Be sure that the photo is both professional and recent.

Summary (10 percent) – Use your summary to tell a compelling story about how you help clients solve their legal problems.  This section should include plenty of keywords.  It can include up to 2,000 characters, or about 350 words.  Spell check is always recommended.

Education (15 percent)

Previous two jobs (30 percent)

Three recommendations (15 percent) 

Another smart tactic for promotion of your LinkedIn presence is to customize your profile’s URL.  LinkedIn automatically generates a random URL, but this easily can be changed to a much shorter version featuring your name.  Additionally, you should be sure to add links to your website and blog.

On the “Edit Profile” page you can add content modules that include projects, publications, honors and awards, patents, certifications and languages.

“Throughout your LinkedIn profile, remember that content is king,” said Nugent.  “The copy should be compelling and should include plain-English keywords that are the same words that will be used by your target market or your ideal clients.  These keywords should indicate who you are and what you do.  Avoid ‘legalese’ — unless your clients use it, too.”

Once you have prepared and posted a strong LinkedIn profile, you want to make sure that people can actually gain access to it.  Go to the “privacy controls” section of your profile and choose the settings that allow “everyone” to view your profile photo and visibility.

Creating a LinkedIn Network

To support a strong LinkedIn profile, you need a strong network.  When it comes to building a network, you can pitch as well as catch.  This means that you shouldn’t rely only upon the invitations that you receive; you should proactively send invitations to those with whom you would like to be connected.

A LinkedIn network works like a big circle, with you in the middle.  First-degree connections are direct connections.  These are the people you have accepted and who have accepted you.  Second-degree connections are friends of these friends.  Third-degree connections are friends of second-degree connections.  Your level of visibility into third-degree connections is limited, and a request to connect must be routed through the second-degree connection that controls the relationship.

“The quality of your network is important,” said Nugent.  “If you accept too many random invitations, your network, although large, may not be sufficiently useful.  If you accept (and send) too few invitations, you won’t be able to use the database as it was designed.

“Before accepting any invitation,” said Nugent, “ask yourself if this person is potentially a client or a source for the kind of work you really want to do. Strive for balance between the quantity and the quality of the invitations you accept.”

When vetting an invitation, check out the inviter’s profile.  Is the invitation from a real and (apparently) respectable individual?  Does the inviter have quality contacts that might prove valuable?  Does the inviter have a large number of contacts?  Did the inviter include a personal note with the invitation?  “Rely on these factors to determine if it makes good sense to connect,” said Nugent.

When sending out your own invitations, start with your existing contact list.  Include your firm’s partners, associates and staff; members of professional, business and industry groups that you belong to; and referral sources, clients and friends.

“Never allow your network to stagnate,” said Nugent.  “It should grow continuously.  When you meet a new contact, follow up within 48 hours with an invitation to connect on LinkedIn instead of (or in addition to) an email or a written note.  To facilitate this tactic among those you meet, consider including your LinkedIn address on your business card.”

Using LinkedIn for Research

“A well-crafted LinkedIn network is like a finely tuned sports car,” said Nugent.  “It’s really a waste if you just let it sit in the garage.  You should take it out for a spin as often as possible.  The more you ‘drive’ LinkedIn, the more you’ll discover its usefulness — and the more you’ll realize what a powerful tool it can be on a daily basis.”

Your LinkedIn network is essential when conducting pre-interaction due diligence.  “You can search your network in order to find out useful information about prospects, their companies, clients, competitors, consultants, referral partners, media sources and employees,” said Nugent.  “The quality of your results will be determined by the quality of your contacts and the size of your network.

“LinkedIn can help provide answers to many important questions,” said Nugent.  “These include who is the right person to talk to in a particular organization?  What can I discover about this person prior to our meeting?  Who else is on their team?  Who might be able to provide me with background or an introduction?”

LinkedIn’s “advanced search” capability allows you to refine a search by relationship, location, current company, industry, past company, school and language.  Search can be further narrowed by groups, years of experience, function, seniority level, interests, company size, Fortune ranking and date joined.

Lawyers who want expanded search capabilities and additional functionality can try a premium membership on a monthly basis rather than sticking with the basic free membership.  However, the free membership provides plenty of power for most LinkedIn users.

“In just ten years, LinkedIn has gone from being a novelty embraced by techies to a must-have marketing tool for all professionals who hope to compete in today’s marketplace,” said Nugent.  “By creating a strong profile and a robust network, and by being an active user, any lawyer can vastly enhance his or her online visibility and reputation.”

Determining Which Social Media Platforms Work Best for Your Law Firm [INFOGRAPHIC]

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When you consider the overwhelming number of people who are now using social media, the question you should be asking is not, are my prospects, clients, and referral sources using social media? The question you should be asking is, which network are they using most often?

Don’t make the mistake of thinking you are your client.  Just because you don’t actively participate on Facebook or other social media platforms don’t mean your clients and prospects aren’t.   Very few law firms are aggressively going after these platforms; it’s an opportunity to get ahead of the curve. Plus, search engines now rank social media pages, so it’s very important for SEO.

Depending on the demographic of your clientele, you may have more success with one social media platform compared to another. The infographic below, based on the latest social media usage data from the Pew Research Center, can help you determine which platforms can work better for you, depending on the profile of your ideal target market:

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Your Face is for Sale! The 4 Most Interesting Things About the Proposed Update to Facebook’s Governing Documents

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If you use Facebook (and you likely do, if only to play some game that apparently involves crushing large amounts of candy), then you received an email last week informing you that Facebook is proposing changes to its Data Use Policy and Statement of Rights and Responsibilities.  The proposed changes are largely in response to the $20 million settlement, approved last month by a federal judge, of a class action brought against Facebook in response to its use of user names and photos in “Sponsored Stories”.

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In January 2011, Facebook implemented the Sponsored Stories advertising mechanism, which turned user “likes” into product endorsements.  The claim argued that Facebook did not adequately inform its users that profile photos and user names would be used by advertisers to recommend products and services.  The claim also argued that Facebook inappropriately did not give users the ability to opt out of the Sponsored Stories advertising feature and allowed the use of the likeness and photos of minors who, the claimants argued, should have automatically been opted out of the program.  Arriving just days after the approval of the settlement, the proposed changes include an interesting mix of responses and clarifications.  These are the most noteworthy:

Your face is for sale.  Under the approved settlement, Facebook agreed to pay $20 million and give its users greater “control” over the use of information by advertisers.  Facebook did not, however, agree to let its users opt out of allowing advertisers to use information entirely.  Under the revised Statement of Rights and Responsibilities, each user gives Facebook permission to use his or her name, profile picture, content and information in connection with commercial, sponsored or related content.  Facebook further clarifies that this means that businesses or other entities will pay Facebook for the ability to display user names and profile pictures.

  • Kids, be sure to ask your parents’ permission.  By using Facebook, each user under the age of 18 represents that at least one parent or guardian has agreed to Facebook’s terms, including the use of the minor’s name, profile picture, content and information by advertisers, on that minor’s behalf.
  • Your profile photo is fair game for facial recognition scanning.  Facebook scans and compares pictures in which you are tagged so that when your friends post more photos of you, it can suggest that they tag you.  The updated Data Use Policy makes it clear that your profile photo will be scanned for this purpose as well.
  • There’s a renewed emphasis on mobile phone data.  The updated policies make it clear that Facebook and, in certain cases, third-party integrated applications, will have access to a broad array of mobile data.  This includes the use of friend lists by third party mobile applications to advertise mobile applications used by an individual’s friends.  Whereas Facebook encountered substantial difficulty in implementing Sponsored Stories and similar advertising mechanisms, Facebook’s program of allowing mobile applications to market themselves as “Suggested Apps”has been a bright spot for the company’s bottom line.  Moreover, Facebook has signed on to an agreement with California Attorney General Kamala Harris that mobile applications constitute “online services” and, as such, are governed by the same disclosure and transparency regulations applicable to websites.  The clarifications related to mobile devices and applications suggest that Facebook intends to further develop the use of mobile data as a revenue stream without risking the same type of legal action.

Facebook’s proposed revisions remain open for public comment.   While the proposed revisions are unlikely to stoke the kind of furor that past changes have inspired, they remain an interesting display of the developing give-and-take between consumers and online service providers who provide a “free” service in exchange for the right to use and monetize personal data.

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Tips for Measuring Content Marketing Results [INFOGRAPHIC]

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We saw the Brandpoint infographic below posted on the MarketingProfs.com website and thought it was a good representation of how you can tell if your content marketing efforts – blogs, social media posts, videos, articles, etc. – are working for your practice.

After all, if you are spending time and/or money on content marketing, you really do want to know if it’s working, right? See below on how to measure the effectiveness of your content marketing in terms of awareness, consideration and conversion:

ABA Survey Says Lawyers Getting Clients Via Social Media

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A hat tip to my friend Larry Bodine, editor-in-chief of Lawyers.com, who reports on findings from the newly published2013 ABA Technology Survey in his LawMarketing Blog today as follows:

27% of US law firms now have blogs, up from 22% last year, 15% in 2011, and 14% in 2010. Only 9% of lawyers maintain a personal, professional blog outside the firm. Solo attorneys are the most likely to have a professional blog, as are those between the ages of 40-49.

59% of those surveyed indicated their firms maintain a presence in a social network such as LinkedIn or Facebook, up from 55% last year, 42% in 2011, and 17% in 2010. Of those firms with a presence, the breakout of channels can be seen in the chart below. LinkedIn and Facebook are the most used, but legal-vertical network use remains low.

Individually, 81% of attorneys report using social networks for professional purposes, up from 78% last year, 65% in 2011, and 56% in 2010. LinkedIn usage is nearly universal (98%), with Facebook usage actually falling from 38% in 2012 to 33% this year.

19% of law firms now use Twitter, up from 13% in 2012. Individual Twitter usage by attorneys reached 14%, up from 11% last year. Twitter usage is more common in solo and small firms.

How effective is maintaining a presence in social media? When those utilizing any type of social media/networking were asked if they ever had a client retain their legal services directly or via referral as a result of their use, 19% indicated “yes” (compared to 17% last year and 12% in 2011). Solo and small law firms reported better results than larger firms.

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