Good2bSocial's 2021 Social Law Firm Index

How America's Top 200 Law Firms are Using Digital Marketing

About the Whitepaper

The 2021 Social Law Firm Index, produced by Good2bSocial, examines how the top 200 law firms in the country (as ranked by The American Lawyer) adopt and apply digital marketing in terms of outreach, engagement, and business development. The report analyzes and measures the effectiveness of each firm’s reach and engagement across a variety of social media channels and content platforms.


In this report, you'll find:

The overall digital ranking of each law firm, as well as individual rankings by social network: LinkedIn, Facebook, Twitter, Instagram and YouTube.

An evaluation of each firm's use of thought leadership content and search engine optimization (SEO) on their firm website.

Featured case studies from the top firms in each category describing their experience & efforts in achieving success.


We study and publish our findings on the adoption of digital marketing technologies by law firms to demonstrate the value of digital marketing for business development. When we first started seven years ago, law firm digital marketing was still in its infancy, and digital marketing strategies weren’t a reality for many firms.

The state of digital marketing and social media usage in our industry has significantly shifted since we published our first report. Every Am Law 200 firm now has a social media presence, and most use at least two digital media platforms. Digital and social have developed into required components for law firm marketing. The Social Law Firm Index measures the effectiveness of law firm reach and engagement across the variety of online digital media channels.  


First Place Overall Winner

Our overall first-place winner White & Case keeps a narrow focus with all their social media efforts - reach their audience. Learn how they reach their intended audience through an integrated digital strategy that maintains the focus on what matters to that group, whether a new or existing client or prospective new hire.


Learn what our overall first place winner Baker McKenzie did to make their LinkedIn presence stand out and how they developed new ways to build on their engagement strategy beyond just posting and sharing content.


First place Twitter winner Orrick uses Twitter to celebrate accomplishments and stay engaged in the legal ecosystem and conversations happening on the social media site. Explore what else the firm did to create a presence worth celebrating.


When it comes to SEO, first place winner Holland Knight has adopted the importance use of keyword and trained all their attorneys to write all content with keywords in mind. Learn what else the firm did to make sure their SEO strategy has been effective.


First place winner Squires Patton Boggs uses their Instagram presence to post authentic and timely content showcasing their firm's diversity, equity and inclusion efforts, along career developments, firm culture and charity-led efforts. Learn how they've mapped out their successful strategy with high quality photos and videos.

Thought Leadership

First place winner Mayer Brown takes their thought leadership very seriously and wants to help their clients navigate the fast-changing legal, policy and regulatory landscapes. Learn how the firm has made content a fundamental part of their client relationship.


First place winner Latham & Watkins keeps their Facebook presence full of content focused on life and culture at the firm with videos, multimedia and even the occasional timely meme. Learn how they keep a steady balance between approachable and authoritative.


First place winner Jones Day has figured out an effective system that works for their attorneys to produce compelling content and keeps engaged viewers coming back. Staying consistent, concise and creative has allowed the firm to develop a library of videos targeted at the right audience, not just the largest audience.



First place winner Norton Rose has set the standard for law firm podcasts. With six successful podcasts all targeted at unique and specific audiences, the firm has learned how to use them as a way to develop new business and stand apart from its industry competitors. 

Predictions for 2022

How has the use of social media at law firms evolved?

We published our first findings on the adoption of social media by law firms in 2013 to raise awareness about the value of social media for branding, relationships, and business development. At the time, most firms were struggling to understand the value of social media.

Today, every Am Law 200 firm is participating on social media and most are actively developing strategies across multiple social media platforms.

paid-online-ad-[Converted]Continued Increase In Paid Online Advertising

ABM-[Converted]Focus On Account-Based Marketing and Related Technologies

Martech-[Converted]Evaluation Of Firms MarTech Stack 

About Good2bSocial

Good2bSocial works with law firms, legal marketers, companies and associations in the legal industry to help them understand and leverage the power of digital marketing. By combining our unmatched industry experience with the latest technology we are able to deliver and execute measurable marketing and business development strategies. Good2bSocial offers a full suite of digital marketing services including high-impact content marketing, PPC, SEO, paid social, email marketing, marketing automation, website/microsite development, social media management and training.