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Law firms’ eagerness to master social media could be going to waste where students and trainees are concerned.
In a recent Lawyer2B poll on readers use of Twitter and Facebook, 40 per cent of respondents said they do not get any of their news from social media.
One quarter said that they preferred Facebook to Twitter, 20 per cent said they “always keep an eye” on Twitter, while another 15 per cent said that they used a mix of social media sources.
Last week, research company Living Ratings found Eversheds to have the best social media presence across law firms. Firms were rated on a number of factors including influence, outreach, brand presence and content, Twitter frequency and Twitter response time.
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.
For more on law firms’ attitudes to social media, see Lawyer2B’s examination of how graduates can contribute to law firms’ tentative steps towards social media mastery (2 October 2012) as well as this article on how developing your online presence can help you prepare for life as a trainee lawyer (26 April 2013).