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Law firms and social media aren't exactly best friends. The Wall Street Journal looked at how 110 different global law firms used social media. The results: not many of them do.
Many firms have basic Facebook or LinkedIn profiles set up. Some of the findings, as reported by The Journal, include:
Sure, these numbers seem low. But at the same time, can you imagine how a firm could effectively use a YouTube channel? It's hard to imagine large firms developing videos to put on social sites. It's not like you could easily advertise for antitrust litigation through short web-based videos or tweets.
Much of the business that come to law firms aren't necessarily engaged from social media connections in the first place. A lot of firms seem to get clients from referrals, or word of mouth. When it comes to hiring the right firm, companies tend to want to find a firm that has a good reputation in the right field.
This doesn't necessarily mean that social media isn't useful at all. For firms that deal a lot with individual clients, social media can allow easier access to attorneys. It can also educate potential clients on the firm's practice areas and strengths.
How law firms use social media is ultimately up to them. The survey findings seem to indicate that perhaps attorneys are still used to traditional forms of marketing. As more and more clients get on social media, however, maybe law firms will too.