Every year, my colleagues at Good2bSocial conduct an in-depth study on the adoption, use, and best practices of social media marketing by large law firms. That study, The Social Law Firm Index, catalogs the ways law firms are navigating the latest social media trends and how they are using social tools to maintain a competitive edge.

While it focuses on the activities of the Am Law 200, The Social Law Firm Index provides valuable insights that midsize and smaller firms can consider to enhance their marketing strategies, improve client engagement, and ultimately drive growth. The most recent report, for example, highlights the transformative role of artificial intelligence (AI), the growing importance of video marketing, and the shift towards new advertising metrics—all issues that should be top of mind for midsize firm leaders and marketing teams. 

Here are five key insights for midsize firms from the most recent report:

1. HARNESSING AI FOR EFFICIENCY AND CREATIVITY

Eight of 10 marketers surveyed for the report said artificial intelligence was having a positive impact on their work. AI is helping free marketers from time-consuming, mundane tasks, and it’s becoming a key tool in the content creation process, assisting with research and drafting of written materials, editing and enhancing videos, and producing easily repurposed transcripts of audio-visual content.

Artificial intelligence can’t do everything, however. Editing is essential to ensure the firm’s written materials maintain authenticity and nuance. As the Survey report notes, “AI can serve as a tool to help firms work smarter, not harder. However, firms must continue to showcase their authenticity, expertise, and authority.”

2. THE TWITTER/X PROBLEM 

Elon Musk's stewardship of Twitter, now rebranded as X, has been tumultuous, to say the least. The number of daily active users has decreased by 15 million, and misinformation and hate speech have flourished, leading to questions about the platform's ongoing viability.

While some law firms may still find value in Twitter/X, it’s wise to diversify your social media strategy. Consider exploring newer platforms like Threads, which has gained traction as a safer, more engaging alternative. Maintaining a presence on multiple social media channels can help ensure your firm remains visible and connected with your audience.

As Guy Alvarez, Good2bSocial’s founder and executive vice president of strategy, said in the report: “My sense is that most firms are deemphasizing their efforts on X and focusing more on the other social platforms. There are a few firms that are still trying to generate meaningful results from X, but those firms are in the minority at this point.”

3. CREATING SHORT-FORM VIDEO

Short-form video content continues to dominate social media, driven by platforms like TikTok and Instagram Reels. The report highlights YouTube Shorts, an easy-to-use feature allowing videos of up to 60 seconds. The time limit forces video creators to keep their content focused to help attract people with short attention spans. “Creating short-form video content for your law firm and personal brand is a great way to grow your visibility and generate more engagement,” the report notes.

Repurposing existing YouTube content into Shorts can maximize the reach and effectiveness of content. Firms should focus on creating concise, engaging clips with captivating titles to attract viewers. YouTube's algorithm favors videos with high watch times, making Shorts an ideal way to capture and retain audience attention.

4. EMBRACING SOCIAL LISTENING FOR DEEPER INSIGHTS

Social listening involves monitoring online conversations about your firm, competitors, and the legal industry. For midsize law firms, this practice can provide real-time feedback on client perceptions and competitive positioning.

Social listening tools can track mentions, comments, and reviews across social media and other online platforms. By analyzing this data, firms can identify trends, address issues proactively, and refine their marketing strategies. Social listening also offers a competitive edge by revealing what clients and prospects think about competitors, enabling firms to differentiate their services more effectively.

5. NAVIGATING NEW ADVERTISING METRICS

Google continues to send mixed signals about the future of third-party cookies. The search giant has said it wants to eliminate cookies but has pushed back the deadline for ending them multiple times. Now, the company has announced it will let users decide whether they will be tracked by cookies. 

In real terms, this probably spells doom for third-party cookies in Google’s Chrome browser, since most people usually opt out of ad tracking when given the option. Midsize and smaller law firms will need to focus on shifting to new metrics to measure digital advertising performance across multiple channels.

TAKEAWAYS FOR MIDSIZE FIRMS

• Integrate AI thoughtfully. AI tools can efficiently handle routine tasks, freeing up human resources for more nuanced work. But maintaining human oversight and editing is crucial to preserve the authenticity and quality of the content produced.

• Diversify your social media presence. With the uncertainty surrounding Twitter/X, firms would do well to explore and establish a presence on newer platforms like Threads. Maintaining active engagement across multiple social media channels can broaden a firm’s reach and enhance its visibility.

• Embrace Short-Form Video. Create short, engaging clips with captivating titles to boost visibility and engagement across platforms like YouTube Shorts, TikTok, and Instagram Reels. 

• Implement social listening tools. By monitoring mentions, comments, and reviews across social media and other online platforms, firms can proactively address issues, refine marketing strategies, and stay ahead of the competition.

• Adapt to new advertising metrics. Google’s shifting position on third-party cookies means digital marketers must adopt alternative metrics to measure campaign performance. By establishing robust performance models that do not rely on traditional tracking methods, firms can effectively demonstrate the impact of their marketing efforts.

As The Social Law Firm Index notes, the digital landscape is always evolving. This poses a significant challenge for midsize law firms and their marketing efforts. It also presents an opportunity. Leveraging emerging technologies and adopting a flexible approach can help firms achieve long-term marketing success. The key is for firms to remain informed about the digital world and to be proactive.

Do you have questions, feedback, or topics you would like The Edge to cover? Send a note to david@good2bsocial.com.