Social media: Quarter of partners think it’s a waste of time
Law firms are spending a significant chunk of their marketing budgets on social media, but do not really understand how to make it work and so are seeing little return on investment, new research has found.
The average firm spends up to a quarter of its marketing budget on social media activity, despite only 23% saying social media works for them and the same proportion reporting that their partners consider it a waste of time.
The law firm marketing collective said identifying how to use it effectively and keep up with trends in order to engage prospective clients was one of law firms’ main challenges for the year ahead, given that 91% of the UK adult population is on social media.
For TikTok or TikNot: Law firms in the social media age, FirstLawyers commissioned research among senior marketers at 100 law firms in England and Wales handling personal injury, clinical negligence, conveyancing and/or wills and probate work. Annual marketing budgets ranged from £84,000 to £159,000, on average, annually depending on the size and make-up of the firm.
It also reviewed firms’ levels of activity and engagement on Facebook, X, TikTok and LinkedIn and said the results indicated “some muddled thinking”.
Despite the low priority firms gave to social media marketing, 40% identified a strong social media presence as second only to reputation among the factors that most influence people instructing them.
TikTok was the least popular, with only 11 of the 100 firms surveyed actually on it, with even fewer posting regular content – although Ipswich, Colchester and London firm Attwells reported how its viral posts on TikTok have helped recruitments.
This compared to 75 firms on Facebook, 96 on X and all 100 on LinkedIn. LinkedIn was one of the most effective marketing channels cited by marketers, behind only search engine optimisation, email marketing and event sponsorship (23%).
The report said: “Given the nature of the legal services involved, it’s curious that firms are more likely to use LinkedIn to raise awareness than Facebook – and that they rank LinkedIn as only just behind personal recommendation and an online search as the most likely way prospective clients would find them. As a predominantly B2B platform, that is surprising.”
Qamar Anwar, managing director of First4Lawyers, said: “A firm’s social media presence is an extension of its reputation, but it requires significant investment of time and resources to be successful.
“You have to really understand your audience, their preferences, what platforms they engage with, and the type of content they want to see. Only when you have that authentic relationship will they engage and, in turn, promote you to other potential clients.
“Whilst our research indicates that there is no one standout channel, social media – both paid for and organic – is an important part of the marketing mix and firms who fail to embrace it risk losing business.”
Few marketers agreed that their firm “fully embraces social media” and cited problems such as lack of resource or clear business objectives and difficulties in getting fee-earners to contribute content as preventing them from achieving their aims.
The biggest issue highlighted in the research, however, was the lack of engagement on socials. A fifth of the firms posting on Facebook every week were talking to an audience of fewer than 500 followers. Likewise, the number of likes, shares and comments for most law firm posts on X did not exceed single figures.
Mr Anwar commented: “Consumers want content that is engaging, relevant to them and adds value; they don’t want a sales pitch and will be quick to see through corporate speak.
“It also doesn’t matter how often you post if you’re not reaching the right people. It’s about defining and then building your tribe – people interested in particular legal news, advice and commentary. Most law firms have not yet got to grips with this, which is why they are seeing minimal return on investment.
“Checking socials is now part of the buying journey for a growing number of consumers, particularly the younger generation, and if yours aren’t up to scratch then that could mean the end of their journey with you.”
Most law firms are still using social media as if it’s the yellow pages. I would say the legal services industry is about 30 years behind most service industries. Here’s one reason why (of many).
1. The tail is wagging the dog! The partners know as much about marketing as my mother who sits around eating muesli and reading ‘The Lady’ magazine. She’s 80! Agencies do what the law firms want because they don’t want to lose the firm’s business. In-house marketing professionals do as they’re told. No point for them fighting the pay-masters. You then get a load of garbage legal content and sales copy – and amusingly – the partners just can’t work out why!
The very people who give advice are averse to listening to advice from people who know more than them! These are the very lawyers who call their clients idiots when they don’t take the lawyers (correct, because they’re experts in law) advice.
Michael Hinchliffe
The ‘Special Ops’ Legal Copywriter