Wed, 22 May 2013
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Top firms losing out to upstarts in social media sphere
This 'survey' is hardly cutting edge or adding much to the debate - all it consists of is punching the names of Twitter accounts into Klout's website and then putting them into a table. Solely using third-party tools such as Klout or PeerIndex to measure online influence is dangerous for professional services brands. These tools can be a useful indicator, but are designed for B2C brands (so no surprises that QualitySolicitors comes tops!) and are heavily influenced by factors irrelevant to law firms, particularly network size. Law firms using social media don't need to get distracted by measures such as these but should rather focus on basics like audience and message.
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