In today’s rapidly evolving legal landscape, staying ahead of the curve is essential for law firms looking to attract and retain clients. As social media continues to reshape the way we communicate and do business, LinkedIn has emerged as a powerful platform for law firms to connect with corporate counsel and potential clients.

Here are some important trends from the BTI Consulting Group’s recently published Benchmarking Law Firm LinkedIn Performance Report, which is based on three years of research that identifies the law firms performing best on LinkedIn and ranks performance levels for more than 200 firms — by name.

• 20% Follower Growth for Law Firms for the Second Year in a Row: LinkedIn has seen a surge in the number of corporate counsel members, and they are now joining the platform in high numbers. While law firms might have been late to the LinkedIn party, they are making up for it with impressive follower growth, which has continued for the second consecutive year. This presents a unique opportunity for firms to expand their reach and influence in this professional network.
• Am Law 2nd 100 Firms Out-Engaging All Others: Among the law firms on LinkedIn, the Am Law 2nd 100 firms stand out for their precision in producing compelling content that generates engagement. Their ability to address legal issues and share firm news in a captivating manner has put them ahead of the competition, showcasing the importance of strategic content creation.
• Followers Show Little Relationship to Active Engagement: While gaining followers is a significant achievement, it’s just the beginning. Engagement reigns supreme on LinkedIn. It’s about sparking meaningful discussions, igniting likes, shares and reposts. Creating enduring digital and analog relationships should be the ultimate goal for law firms, moving beyond just accumulating followers.
• The Holy Grail for Learning About Law Firms for Corporate Counsel (and Laterals): LinkedIn offers a unique platform where readers can find all the insights they need about law firms, outside the stiff formality of a traditional website. The ease of digesting information on LinkedIn pages compared to conventional websites is transforming how potential clients perceive law firms. This trend could potentially lead to LinkedIn outperforming law firm websites in creating positive perceptions and generating inbound leads.
• Partners Are Rarely Outwardly Supportive: Surprisingly, few partners within law firms actively support their firm’s LinkedIn posts and activities. This represents a missed opportunity for substantial outreach. Encouraging partners to engage on the platform can significantly enhance a firm’s visibility and credibility.
• Posting Drives Engagement: It’s a simple formula: the more you post, even repurposed content, the more likely your firm will generate active engagement. Consistent posting keeps your firm top-of-mind for your followers, fostering a sense of connection and trust.

Law firms that embrace these leading strategies early on are positioned to gain a significant advantage in the evolving client landscape. Clients are just beginning to identify the firms they want to follow and engage with on LinkedIn. These initial stages offer law firms the opportunity to set the benchmark for others to meet, ultimately gaining the most engagement and reaping the benefits of a dynamic digital presence. The future of legal marketing is social, and LinkedIn is the platform where it’s happening.

Key Takeaways

1. LinkedIn Growth is Surging: Law firms are experiencing substantial follower growth on LinkedIn, making it a vital platform for expanding their reach and influence.
2. Content Precision Matters: Am Law second 100 firms are excelling in creating engaging content that addresses legal issues and firm news. Precision in content creation is crucial for generating engagement.
3. Engagement Over Followers: While gaining followers is important, active engagement is the ultimate goal. Law firms should aim to spark discussions, likes, shares and reposts for lasting relationships.
4. LinkedIn as a Resource Hub: LinkedIn is evolving into a valuable resource hub for corporate counsel and laterals to learn about law firms. It provides insights in a more digestible format compared to traditional websites, potentially outperforming them in perception and lead generation.
5. Partner Engagement is Essential: Partners’ active support on LinkedIn is currently underutilized. Encouraging partners to engage with firm posts can significantly enhance outreach efforts.
6. Consistent Posting is Key: Regular posting, even if it involves repurposing content, increases the likelihood of generating active engagement. Maintaining a consistent presence keeps your firm top-of-mind for followers.

LinkedIn Posting Checklist for Law Firms

When it comes to posting on LinkedIn, law firms can benefit from a structured approach to ensure their content is engaging, informative and aligned with their goals. Here’s a checklist to guide law firms on what to post on your LinkedIn company page.

1. Industry Insights

• Share articles, reports or insights on current legal trends and developments relevant to your practice areas.
• Offer expert commentary or analysis on recent legal cases or regulatory changes.

2. Firm Updates

• Announce significant firm achievements, such as awards, new hires, promotions or office expansions.
• Share updates on pro bono work or community involvement to showcase your firm’s values.

3. Client Success Stories

• Highlight successful case outcomes or client testimonials (with permission) to build trust and credibility.

4. Educational Content

• Create and share informative content like webinars, videos or infographics that educate your audience on legal topics.
• Host Q&A sessions or “Ask the Expert” sessions to engage with your followers.

5. Thought Leadership

• Publish articles or blog posts authored by your firm’s attorneys, showcasing their expertise and thought leadership.
• Share speaking engagements, panel participation or contributions to legal publications.

6. Employee Spotlights

• Feature individual team members with brief profiles, showcasing their expertise, interests and contributions.
• Share behind-the-scenes glimpses of your firm’s culture and work environment.

7. Engage with Current Events

• Connect legal topics to current events or national/global issues when relevant, demonstrating your firm’s awareness and relevance.

8. Interactive Content

• Use polls, surveys and interactive posts to encourage engagement and gather feedback from your audience.
• Run contests or challenges related to legal knowledge or community involvement.

9. Visual Content

• Incorporate eye-catching visuals, such as images, infographics and videos, to enhance the visibility and impact of your posts.

10. Networking and Sharing

• Regularly engage with other legal professionals and organizations by commenting on, liking and sharing their content.
• Share content from reputable sources that align with your firm’s values and interests.

11. Call-to-Action (CTA)

• Include clear CTAs in your posts, directing readers to visit your website, contact your firm or participate in discussions.
• Encourage followers to share their thoughts and experiences in the comments.

12. Analytics and Monitoring

• Regularly review LinkedIn Analytics to assess the performance of your posts and adjust your content strategy accordingly.
• Monitor comments and messages for inquiries or opportunities for further engagement.

13. Consistency

1. Maintain a regular posting schedule to keep your firm top-of-mind for your followers.
2. Balance the frequency of posts to avoid overwhelming your audience.

14. Compliance

• Ensure that all posted content adheres to ethical and legal guidelines governing attorney advertising and client confidentiality.
• Embracing these LinkedIn trends can give law firms a significant advantage in today’s evolving client landscape as clients and corporate counsel increasingly turn to LinkedIn to engage with legal professionals

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Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.

Over her 20+-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn, Twitter, YouTube, Instagram, sign up for her email list and follow her latest writing on JD Supra.