Exclusive: Large UK law firms 'more effective' at social media than US counterparts

Large UK law firms have a significantly more effective presence on social media than similarly-sized US firms.

That's according to The Social Law Firm Index, UK Edition, a unique new study by Good2bSocial and Managing Partner which ranks the top-100 UK law firms based on their social media efficacy.

The research found that UK law firms are actively experimenting and deploying social business technologies more effectively than US law firms.

"UK firms have shown a greater willingness to experiment with emerging social technology and have embraced its use in various ways that goes well beyond the level and type of usage we found among US firms," say Guy Alvarez, Joe Lamport and Robin Sosnow in their upcoming Managing Partner article 'Social value', which provides a preview of the top 10 rankings.

The three UK law firms which rank highest overall for social business usage are DLA Piper, Allen & Overy and Clifford Chance. Similarly, the top three by reach are Allen & Overy, DLA Piper and Clifford Chance. Interestingly, however, the top three firms by engagement are DWF, CMS and Brodies.

"While the ranking for reach is fairly consistent with the overall rankings and could be attributed to the size of the firm and the number of lawyers within the firm, engagement rankings do not follow that pattern," comment the authors.

"Here, firms like Brodies, Mischon de Reya and Freeth Cartwright have had significant success, even though they are smaller firms compared to the others. What this shows is that a law firm, regardless of size, can effectively compete with larger firms in creating valuable and useful content."

The research also found that more than half of the UK firms surveyed have already or are in the process of deploying an internal social network.

The authors believe the UK legal market could be "on the verge of a significant increase in the use of social business technology", particularly in terms of fostering internal collaboration.

Alvarez and Lamport's Managing Partner report, Outperform the Competition: Business Strategies for the Social Law Firm, was published in June 2014. The Social Law Firm Index, UK Edition publishes in August 2014.

First reported in Managing Partner. For more information on this subject please visit MP.