The Impact of Lawyer-Influencers on Social Media

By Marc Primo

In 2018 survey, the American Bar Association conducted a comprehensive study of 4,000 ABA members practicing in private firms across the United States. The respondents consisted of a diverse range of law firms, including solo and small firms comprising 2–9 attorneys, making up 74% of the sample. Additionally, mid-sized firms with 10–49 attorneys accounted for 12% of the respondents, while larger firms with 50+ attorneys represented 14% of the participants. This extensive survey aimed to gather valuable insights into the website and marketing strategies employed within the legal industry.

According to the ABA survey, it's clear that law firms are fully embracing the online realm. They've recognized the importance of establishing a strong digital presence. The survey reveals some great insights: 77% of law firms now have a website, 76% are actively using social media, and 24% maintain a blog. When it comes to social networks, LinkedIn takes the lead with a remarkable usage rate of 93%, followed closely by Facebook at 63% and Twitter at 14%. But that's not all! Online directories like Avvo (47%) and Martindale (31%) are also popular choices among legal professionals. These findings truly highlight the growing significance of the online landscape in the legal industry.

The survey participants highlighted six crucial factors driving social media adoption within their law firms.

• To stay in touch with contacts and prospects.

• To build a personal brand.

• To publish content.

• To drive traffic to the law firm’s website.

• To discover thought leaders and keep up with trends.

• To acquire leads

When it comes to paid advertising, solo and small law firms find the most effective channels to be Facebook (36%), Google Display and Search Ads (22%), LinkedIn (7%), Instagram (2%), and Twitter (1%). It's worth noting that paid advertising only accounts for 10% of the overall marketing budget for 65% of these firms. It is evident that law firms and lawyers are actively utilizing social media platforms. However, the crucial query remains: are they effectively harnessing its power? Many lawyers have a minimal presence on social media. Perhaps maintain a fan page on Facebook or a profile on Twitter, and occasionally make posts. However, they don't see any tangible results.

The Reasons Behind Lawyers' Failure in Social Media

Merely having a social media presence on platforms like Facebook, Twitter, or LinkedIn won't benefit your law practice in any way if you neglect it. Creating a fan page on Facebook or a profile on Twitter and LinkedIn will be futile if you choose to ignore it.

Most lawyers treat social media as a platform for broadcasting press releases about their law firms. However, potential clients couldn't care less about your recent verdict or settlement in a high-value case or your consecutive yearly selection as a Super Lawyer. You're wasting your time if you only use social media for self-promotion.

Perhaps you're sharing informative articles about legal issues that might interest consumers on Facebook and Twitter. You aim to help solve problems for consumers by addressing the questions you receive daily and regularly sharing new articles on social media. While this effort is commendable, it alone won't attract new cases or generate revenue for your practice.

In the past, word of mouth was paramount. Providing exceptional value to your clients resulted in referrals, fueling the success of your law practice. Building robust and trusting relationships with your clients was the key, to transforming them into enthusiastic advocates. Your law practice flourished through genuine care and unwavering commitment, one client at a time. Interestingly, nothing has really changed. Social media has revolutionized relationship building, expanding the reach of your connections far beyond the boundaries of your local community. Moreover, the discussion surrounding your exceptional work is no longer confined to a small dot on a map. Instead, through the power of social media, word of mouth can now spread to a much wider audience, amplifying the recognition of your accomplishments. Relationship-building is at the core of social media. However, lawyers and their law firms often overlook this, mistakenly focusing on the mere quantity of "likes" on Facebook and "followers" on Twitter. It's important to recognize that the number of "likes" and "followers" holds no real significance. The quality of your fans and followers is vastly more important than the quantity.

The advent of social media has revolutionized the legal landscape, offering lawyers an unprecedented avenue to cultivate relationships and expand their influence. However, the key to success lies not in mere numbers, but in the quality of these connections. By effectively leveraging social media, lawyers can enhance their practice by establishing authentic relationships and providing valuable content. It is important to remember that social media is not merely a self-promotion tool but a dynamic avenue for meaningful interaction and engagement. As the digital era continues to unfold, lawyers who embrace and adapt to these changes will undoubtedly position themselves at the forefront of the legal industry.