Hubbard One Social Networking Survey: Firms using blogs & LinkedIn. Twitter not so much.
Many thanks to John Simpson, Managing Account Director, for furnishing a copy of the Hubbard One Social Networking Survey at the Managing Partner Forum in Florida:
Hubbard One Social Networking Survey
• 50 in-depth interviews
• Law firms and Managing Partners: AmLaw 20
• Companies and General Counsel: Fortune 20
Facebook Today
• Firm Page
– 35% of top 20 American law firms have FB page
• Firm Employee Groups
– 40% of top 20 American law firms have FB groups
– 60% of top 20 Fortune 500 firms have FB groups
• Individual Profiles/Pages
– 0% of top 10 GC’s, 10 Managing Partners have public FB profiles
LinkedIn Today
• LinkedIn Profiles
– 3 General Counsels of top 20 Fortune 500 Companies
– 3 Managing Partners of top 20 AmLaw firms
• LinkedIn Groups
– Current Employees
• 40% of top 20 AmLaw firms
– Alumni
• 70% of top 20 AmLaw firms
• LinkedIn Company Profiles
– 100% of top 20 AmLaw firms and Fortune 500 companies
General Counsel LinkedIn Usage
• Only 25% visit LinkedIn more than once a month
• Only 5% visit more than once a week
• 80% review firm website bios
• 17% also review LinkedIn profiles
• 10% have taken a call based on a LinkedIn intro
• 4% have looked for common connections
• 4% consider LinkedIn recommendations when considering giving work to a firm
Attorney LinkedIn Usage
• 68% of lawyers visit LinkedIn more than once a month
• 28% of lawyers visit more than once a week
• 56% have used LinkedIn to locate bios
• 32% have looked for common connections
• 4% have used LinkedIn to generate business
• 0% have connected with a GC they didn’t already know
How are Attorneys and GCs Using LinkedIn?
|
Viewing profiles, resumes, updates |
80% |
|
Finding common connections |
16% |
|
Finding the person you need |
4% |
|
Getting introductions |
0% |
Twitter Today
· Clients tweeting? 0 of top 20 Fortune 500 General Counsels are tweeting
· Law firm leaders tweeting? 0 of top 20 AmLaw Managing Partners are tweeting
· Law firms tweeting? 5 of top 20 AmLaw firms are tweeting
Blogs Today
• ~45% of AmLaw 200 Blogging
• Blawg.com is tracking:
• 2,788 legal blogs
• 1,400 active blogs
• >680,000 posts
The interviewees:
• 50 in-depth interviews
– 25 General Counsel
– 25 Attorneys
• 20 Partners
• 5 Senior Counsel
• Research sample typically includes:
– Law firms and Managing Partners: AmLaw 20
– Companies and General Counsel: Fortune 20
I'm not surprised by these results. I think that Twitter can be a great tool for businesses, but it's more difficult to determine the best marketing practice for Twitter, and it's certainly not the right fit for every company. It also requires constant upkeep and creativity, where as Linked in is more straight-forward. It's possible to reap benefits on LinkedIn from a commitment of ten minutes a week.