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Social media has transformed the way people communicate. However, the degree to which legal professionals have embraced social media remains unclear. Register to attend our free webinar for legal marketers. We'll explore the results of a recent study by LexisNexis and Vizibility, identifying the social media tools attorneys and firms use, and assess the levels of adoption.
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March 7, 2012
Social Media in the Legal Industry
March 7, 2012
The Social Media Explosion
Social Media in the Legal Industry2
Source: Larry Bodine blog post, “Nearly All Small Firms Use Social Media in Legal Marketing”
First law firm websites
LinkedIn launch
Facebook launch
Twitter launch
Today • 845 million
use Facebook • 150 million
use LinkedIn• 100 million
use Twitter
1995 2000 20102003 2004 2006 2012
845 million
150 million
100 million
March 7, 2012
What Prospects Want and Social Media Delivers
Prospects
Social Media in the Legal Industry3
1 Source: Greenfield/Belser, from Larry Bodine, “Executives Rely on Internet to Find Lawyers”2 Source: New York State Bar Association Journal 9/09, from http://www.lexisnexis.com/law-firm-marketing/online-marketing-power/
Delivery• Identity (they know you exist)• Authority (they can see your capabilities)• Interaction (you can communicate directly)
of business decision-makers search for lawyers online.1
of consumers begin lawyer search using search engines, websites and social media.2
78% 65%
March 7, 2012
Small Law Firms are the Biggest Social Media Pros
In small firms (1-5 lawyers)Percentage who:
Social Media in the Legal Industry4
Source: Vizibility/LexisNexis Survey, “Use of Social Media in Legal Marketing,” law firms with 1-5 lawyers, response to question 1
Plan to use social media
Rely on social media for new business
Say social media is extremely important
91%
71%
59%
March 7, 2012
What Social Media Tools Do Small Firms Prefer?
Professional social networks (LinkedIn)
Blogs
Consumer social networks (Facebook, Google+)
Video networks (YouTube, Vimeo)
Social Media in the Legal Industry5
Source: Vizibility/LexisNexis Survey, “Use of Social Media in Legal Marketing,” law firms with 1-5 lawyers, response to question 4
Social media tools preferred by small law firms
73%
68%
51%
90%
88%
March 7, 2012
How Are the Benefits Measured?
measure lead generation
measure new business
measure increased website traffic
measure number of followers and online connections
Social Media in the Legal Industry6
Source: Vizibility/LexisNexis Survey, “Use of Social Media in Legal Marketing,” law firms with 1-5 lawyers, response to question 5
How small law firms measure the benefits of social media programs
76%
61%
54%
71%
March 7, 2012
Keep It Current!
Percentage of lawyers with 100% up-to-date social media profiles
Social Media in the Legal Industry7
Source: Vizibility/LexisNexis Survey, “Use of Social Media in Legal Marketing,” law firms with 1-5 lawyers, response to question 7
58.5%
Small firm lawyers All lawyers
19%
44%13%
41.5%12%
March 7, 2012
Spread The Word
It’s not just about creating social media accounts. You need to help people discover your social media usage.
Social Media in the Legal Industry8
Add social media links to email signaturesand online bios
Leverage content aggregators like JD Supra
Add QR codes to printed bios and business cards
March 7, 2012
Five Things To Do Today!
Make sure LinkedIn profiles for your attorneys include one or both of the words “attorney” and “lawyer” in the job title.
Update contact info, firm name, experience and practice areas for all your attorneys’ Martindale-Hubble and Lawyers.com profiles.
Get others to recommend your attorneys on LinkedIn and initiate peer reviews on Martindale-Hubble and Lawyers.com.
Use QR codes to build digital bridges to social media, placing them on business cards and printed bios.
Use the same photos on your website bio and all other online profiles, including a hi-res image on LinkedIn.
Social Media in the Legal Industry9
Here are five simple action items you can do right now
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5
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2
March 7, 2012
Benefits Far Outweigh Pitfalls
Social Media in the Legal Industry10
Small firm winners: Social media creates visibility, interaction and respect that pays off in engaged prospects and proven new business.
Small firm naysayers: Social media is too hard to control, not enough resources, ROI not proven
March 7, 2012
Social Media in the Legal Industry
