Law firms outperform rivals on LinkedIn by encouraging wider engagement – News

Reading time: two minutes Broad participation is more important than “star performers” when it comes to improving a firm’s LinkedIn performance, according to a report by TBD Marketing. The research highlighted the growing role that lawyers and staff at all levels play in shaping law firms’ online visibility, with firms such as Hogan Lovells and Ashurst LLP among top performers. Researchers assessed LinkedIn social media maturity across four dimensions in their first ‘social media barometer’ for law firms, including: a ‘firm score’, based on followers and engagements per employee; an ‘influencers score’, reflecting the number of lawyers and staff in TBD’s top 1,000 legal LinkedIn influencers; a ‘social army score’, measuring the number of lawyers and staff posting on LinkedIn; and a ‘leadership score’, informed by the posts of senior and managing partners. Using this framework, City law firms claimed the top three spots in the rankings, with Hogan Lovells topping the leaderboard, showing “consistent engagement rather than reliance on a small number of standout individuals”. Ashurst, which came second, was recognised for its leadership visibility, and Bird & Bird, which came third, performed “strongly across the board”. Other highly-ranked firms included Addleshaw Goddard, Brabners LLP, Lewis Silkin, Linklaters LLP
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