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Law firms behind accountancy firms in use of social media

Only a small number are generating ‘original branded content’

30 April 2013

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By Manju Manglani, Editor (@ManjuManglani)

Accountancy firms have the edge over law firms when it comes to social media use, a new study has found.

It found that law firms are failing to effectively leverage core social media channels as part of their PR and communications efforts.

With 39 points, Deloitte took first place in Living Ratings’ joint rankings for the accountancy and legal profession. Eversheds came in joint second with Ernst & Young, scoring 35 points. Allen & Overy ranked second among the law firms and joint eighth with Mazars, with 30 points.

The majority of the rest of the law firms listed in the top 20 took up the bottom half of the combined tables, with the last four places taken up by Freshfields (23 points), Clifford Chance (19 points), Nabarro (18 points) and CMS Cameron McKenna (16 points).

Firms were ranked according to their social media influence and outreach, using the Kred methodology. They were then rated and ranked based on their brand presence, brand content, frequency of Twitter usage and responsiveness to enquiries on Twitter.

“Twitter is by far the most popular social channel, although only a small number of firms are generating original branded content based on unique insight linked to their company website. Our research shows far too many rely on re-tweets and links to non self-generated external content,” the report said.

“The use of Facebook and LinkedIn is also extensive with decent commercial content, links, regular updates and posts and rich-media content such as video and infographics. Graduate-focused content is generally good across the sectors.”





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