Social media marketing is becoming increasingly common in law firms, according to a study by content solution provider LexisNexis. The organization found that B2B law firms are using social platforms to locate new clients and foster relationships with organizations they represent.
LexisNexis polled 100 law firms and found that LinkedIn was the most popular platform, with 77 percent of companies using it. Facebook and Twitter registered far less use. The LinkedIn legal marketing trend is especially pervasive in North America, with the United States leading the way.
For law firms, social media marketing can be tricky, as correspondence could be subject to regulatory compliance scrutiny. However, like any other industry, effective and responsible use of social media can greatly improve a law firm’s visibility and help it appeal to new partners and prospects. Moreover, social content sharing provides a means for existing clients to keep track of a firm’s latest news.
“With some notable exceptions, now is the time for law firms to adapt their business models and experiment with social media as part of their client acquisition and retention programs, or risk being left behind,” Derek Benton, director of international operations at Martindale-Hubbell, said in a release.
Brafton reported earlier this year that law firms have been aggressive in adopting other forms of new media marketing as well. According to the study, 35 percent of law firms use QR codes as part of their social media marketing campaigns.