Eversheds top as lawyers lose out to accountants on social media

Accountancy firms are making better use of social media than their legal market rivals, research by benchmarking company Living Ratings has found.

The company, which regularly benchmarks financial and professional services communications, ranked law firms alongside with major accountancy firms. Its research found that Eversheds was the law firm with the greatest social media presence.

Of the two professions, however, accountants were found to make better use of social media overall, with Deloitte and Ernst & Young bagging the top two places.

Firms were rated on a number of factors including influence, outreach, brand presence and content, Twitter frequency and Twitter response time. The top 10 (in order) are Eversheds, Allen & Overy, Taylor Wessing, Berwin Leighton Paisner, Bird & Bird, Irwin Mitchell, Freshfields Bruckhaus Deringer, Clifford Chance, Nabarro and CMS Cameron McKenna.

An Eversheds spokeperson said: “Pulling together our social media strategy has been a great team effort across our global business. Our focus is on relationships and social media allows us a degree of engagement with our key stakeholders that other channels of communication aren’t yet able to deliver. It’s clear that both now and in the future, social media will be one of the key channels of communication for many businesses.”

Twitter was found to be the most popular method of communication used by law firms. Living Ratings found that although firms used Twitter regularly, the teams operating the accounts relied on re-tweets and linked to content generated by other parties. There was also a lack of original content or links to unique insight hosted on firms’ websites, Living Ratings found.

Facebook and LinkedIn were the next most common social media channels used by firms. The PR teams within firms responsible for social media tended to focus on graduate recruitment within these channels but used a variety of multimedia posts while pages are regularly updated.

Living Ratings analysed Eversheds’ use of social media platforms, pointing out that the firm highlights it use of these on its website. Eversheds also maintains a blog, Living Ratings found, which showcases all of the firm’s Tweets and blogs from heads of practice.

The firm’s Twitter feed was also regularly updated throughout the working day and typically guided users into Eversheds’ work, showcasing deals and expertise. In addition the firm’s YouTube channel has built up more than 11,000 views and is completed by playlists and a company profile.