The online publication Attorney at Work recently published a free Lawyer’s Guide to Social Media Marketing. It’s an impressive piece of work that both breaks down results of a survey of its own readers and bundles a range of useful independent articles.
These articles are quick reads and written by reputable personalities in the legal industry including Jared Correia, Gyi Tsakalakis, and Attorney at Work Editor Merrilyn Astin Tarlton, among many others.
What we found interesting is just how many US-based attorneys are active on social media, according to the survey. For an industry that routinely catches flack for being tech laggards or slow to adopt new tools, the survey suggests a refreshingly different view.
That’s why the study is this week’s Friday Share.
According to the survey:
– 91% of respondents use social media
– 90% are on LinkedIn and half believe LinkedIn is the most effective client-getter
– 41% say they use Facebook more often than any other platform
– 64% say their use of social media is part of an overall marketing strategy
– 5% say social media is very responsible for getting them new clients
– 54% think lawyers using social media for marketing is more hype than reality
While the final bullet seems to reinforce conventional wisdom, when compared with other surveys, the difference is clearly noticeable.
For example, the chart we created above compares data from the Attorney at Work survey, with that of a survey conducted in the UK by the Solicitors Journal. Those interested in the Solicitors Journal survey should see: Infographics: The online habits of solicitors.
A New Law Firm Business Development Webinar
Savvy law firms know that outreach or relationship building done in silos may come at the expense of additional opportunities for the firm. Knowing “who knows who” puts law firms in a position to better serve client needs and increase the share of legal work for clients.
At a high level, there’s research data to support this view. For example, it is an area of opportunity research firm BTI Consulting identified for law firms an in its market outlook for 2015.
On an anecdotal level the concept can be translated into definitive numbers. For example, as reported in the ABA Journal, one law firm earned roughly $84,000 in unanticipated business because “because one of its attorneys left a note every day in the CRM software.”
While the lawyer’s observation that one of Osborne’s venture capital clients was considering investing in a company was unrelated to Osborne’s business with the client, “another lawyer at Osborne happened to have deep knowledge of the company the venture capital firm was evaluating and saw the notes in InterAction,” Cherian says.
As the survey above notes, clearly lawyers are growing business relationships through social media – and technology provides a means to understand those relationships in the context of a business.
As part of an educational series, the LexisNexis InterAction® team is hosting a webinar next week titled: How Technology Can Support Your Business Development Program.
- What: Law firm business development webinar
- Who: Managing partners, rainmakers and law firm business development staff
- When: Thursday, February 19, 2015; 11:00 a.m. EST
- Where: Online seminar: http://bit.ly/bizdev-webinar
- Cost: Complimentary with registration
- Speaker: Doug Johnson, Managing Director, Catapult Growth Partners, LLC
Bonus! 10 Posts on Social Media and Legal Marketing
If legal marketing is a topic of continuing interest, then we’d also offer this bundled list of entries related to the topic at hand.
1. Power of Lists: 51 Twitter Handles for Legal Pros to Follow. A round up of lawyers and legal pros to consider following on Twitter from across segments, functions and sizes. And don’t forget to follow us: @Business_of_Law!
2. Six Predictions for Law Firm Marketing in 2015. In this contributed post by Larry Bodine, he predicts that “social proof is necessary to generate leads” because “potential clients spend 16 minutes of every hour” on various social media sites.
3. Law Firm Marketing: How to Navigate Online Reviews. A summary of commentary from Trip Advisor Assistant General Counsel David Morris stemming from a session from the Mass LOMAP 4th Annual Super Marketing Conference.
new client leads convert 22 times more often if you respond to a client inquiry within minutes.
4. Lies and Truths: 8 Tips for Law Firm Marketing Online. This is another summary from the Mass LOMAP conference with tips from a range of experts and a few captivating statistics including: “new client leads convert 22 times more often if you respond to a client inquiry within minutes.”
5. Five Lessons from an Expert Webinar on Law Firm Marketing. Seemingly small but important details matter, according to this summary of a webinar provided by Tim Corcoran and CRM expert Chris Fritsch. Mr. Corcoran also makes a cameo in the above mentioned Attorney at Work social media guide for lawyers.
6. How Buyers Seek Out Small Law Firms and Determine Expertise. This outstanding – and data-driven – contributed article by Lee Frederiksen, Ph.D. of Hinge marketing, underscores the importance of a holistic digital marketing strategy for law firms, websites, search engines like Google, good-old-fashioned word-of-mouth, social media and references all play a role.
rainmaking is more crucial than ever to firm and lawyer alike with greater competition for client business.
7. How Law Firms can Generate More Referrals and New Business. This second contributed article also by Mr. Frederiksen, breaks down survey data to identify the three types of referrals that exist – and how to make an effective referral marketing strategy.
8. Six Tips from the Big Law Trenches for an Effective Digital Strategy. Our creative manager Kevin Bonsor summarizes a session by Michelle Woodyear a digital marketing manager at Orrick, Herrington & Sutcliffe. Tip of the day: “80% of legal site traffic is to attorney biographies.”
9. Can Rainmaking Be Taught in Law Firms? Are law firm rain makers born or made? While the debate continues, the reality remains, “that rainmaking is more crucial than ever to firm and lawyer alike with greater competition for client business.”
10. SlideShare Friday: Turning Law Firm Website Visitors into Clients. We finish this list with a previous entry from our Friday Share series – stay with us here – sharing a presentation by Larry Bodine which also cites data from Hinge Marketing. It’s living proof that real relationships are cultivate online and through social media – and that’s the underlying point of this entire post. As for Mr. Bodine’s presentation, he cites data finding that Yelp is the #1 trusted site for finding a lawyer. His presentation is worth reviewing.