How Well Did America's Top 200 Law Firms Leverage Digital Marketing in 2022?
About the Whitepaper
The Good2bSocial 2022 Social Law Firm Index takes a deep dive into how the nation's top 200 law firms (as ranked by American Lawyer) are using digital marketing to connect with and engage the target audience each needs to drive business development success. To determine how each is leveraging its online assets, we’ve spent months analyzing and measuring each firm's effectiveness and reach across all major social media platforms and content channels.
Within the pages of this report, you'll find:
Each firm's overall digital ranking, along with individual rankings for each social network: LinkedIn, Twitter, Facebook, Instagram, and YouTube.
Evaluations of each firm's use of thought leadership content and SEO on their websites.
Featured case studies detailing the top firms' experience in each category and how they found success.
Key findings for the legal marketing industry
Predictions for 2023 legal marketing trends
The answers to your most pressing legal marketing questions directly from Good2bSocial Founder & CEO, Guy Alvarez
We published our first Social Media Law Firm Index eight years ago when digital law firm marketing was still in its infancy. In fact, many firms were just beginning to understand the various tactics available to them. For most, a digital marketing strategy wasn't even a reality.
Much has changed since that first Index was released. Digital and social are now required components for any law firm marketing plan. Every Am Law 200 firm now has a social media presence, and most leverage at least two digital media platforms.
So, which firms are making the best use of digital to reach and engage with their target audiences in 2022?
Here's a summary of what we found:
First Place Overall Winner
Our 2022 first place winner Norton Rose Fulbright views social media as an essential aspect of the firm’s brand. Find out how their savvy approach to social media has allowed the firm to establish thought leadership, showcase its attorneys’ expertise, share its culture, and reinforce its core principles and values.
Baker McKenzie continues to do a great job on LinkedIn, earning our #1 ranking for the second year in a row. Find out how the firm not only managed to stand out on the platform, but also included new and imaginative ways to drive engagement beyond standard “likes” and “shares.”
36.5% of Firms Used Linkedin ADs
No other firm matched White & Case for intelligent and creative use of Twitter. Explore what the firm did to make its Twitter presence worthy of our #1 ranking.
McDermott, Will, & Emery obviously understands the importance of a robust SEO strategy. Discover what steps this firm has been taking to earn Google’s attention, as well as our #1 ranking for SEO.
Brown Rudnick effectively leverages Instagram to showcase the firm’s values and culture. Explore how quality photos and videos have helped drive engagement and earn Brown Rudnick our #1 Instagram ranking for 2022.
70% of firms are using Short-Form video
Baker McKenzie also takes thought leadership very seriously, producing a steady stream of content to keep clients informed and showcase the firm’s formidable expertise. Learn how this firm is making thought leadership a keystone of its content marketing strategy.
91% of firms have an active blog
Baker McKenzie has also mastered Facebook. Discover how a mix of videos, multimedia, and other engaging content keeps their Facebook presence both authoritative and approachable.
To keep its loyal audience returning for more, #1 ranking Quinn Emanuel Urquhart & Sullivan posts video content that is every bit as compelling as it is well-produced. Check out how the firm’s efforts have helped nurture the right audience, rather than merely the largest.
Steptoe & Johnson has taken the lead in podcasting, producing weekly episodes of its timely and informative shows. Explore how this top-ranking firm is leveraging its podcast to showcase its attorneys’ subject-matter expertise and stand apart from its competitor.
68.5% of law firms have podcasts
Predictions for 2022
How has the use of social media at law firms evolved?
Law firm digital marketing has evolved significantly since we first published our Index in 2013. Now that nearly all firms understand the importance of social media to their overall marketing strategy, we expect the field to evolve even further, and anticipate that firms of all sizes will continue to discover ever-more sophisticated and creative ways of leveraging their digital assets.
An increasing use of video, especially short form video across all platforms, even ones that are traditionally not video focused.
A change in focus from quantity to quality of content. Law firm blogs will be phased out and replaced with resource centers and microsites that are industry or topic driven.
There will be an increase in social media audio through hosting live streams to demonstrate thought leadership.
Advancement in marketing analytics and data. Law firms will look to glean meaningful insights from their data that will guide their future marketing spend and channels.
Digital fatigue is lurking on the horizon.
Good2bSocial works with lawyers, law firms, and legal marketers serious about growth but who often become frustrated because the time, money, and effort they’ve spent on their digital campaigns doesn’t generate the returns they expected.
We offer a full suite of services including high-impact content marketing, PPC, SEO, paid social, email marketing, marketing automation, website/microsite development, social media management and training. As the leading digital marketing agency serving the legal industry, Good2bsocial leverages unmatched industry experience with the latest technology to deliver and execute measurable marketing and business development strategies capable of helping our clients achieve their business and marketing objectives.