At a presentation yesterday at the Legal Marketing Association’s annual conference, I discussed a survey I did of how many AmLaw100 firms have a Facebook presence in the form of a fan page. For reference and posterity, I am sharing the results here on the blog, too. I also surveyed the same firms’ presence on Twitter, results of which I will share on a subsequent posts. Surveys of other social media may also be in the offing sometime soon.
So, on with the Facebook survey — and a note here that I did NOT review groups. This research only applies to pages. There is a difference. To learn more about the difference, there are any number of resources out there; here’s a post on Mashable.
Of the AmLaw 100 firms:
Only 31 have some kind of fan page that is related to the firm. But only 13 firms are “working” those pages with content such as status updates.
The remaining firms have pages for recruiting or pro bono or a specific practice area. And 13 firms basically just have a placeholder page posted, with little content.
In some ways this result is surprising; in other ways, it is not. Overall, it seems pretty pathetic.
As referenced above, some other firms may be using groups instead of pages for their Facebook presence. But even then, a rough sampling of a variety of firms on the list showed that most groups were either for alumni (a very good use of Facebook groups, btw) or summer associates and recruiting efforts (again, a good use). However, firms that just use groups for those purposes are missing out on other opportunities.
Many people are still skeptical of how Facebook and businesses (like law firms) are going to be interacting in the future. Does a law firm even need a page on Facebook? I have my opinions, but I think the fact that it now has more than 400 million users worldwide, that more than half of its users in the United States are over age 35, and that the average user spent more than seven hours on the site this past January are all testiment to the fact that Facebook is more than a passing fad that can be easily ignored. For an interesting take on how Facebook is here to stay, check out this New York Times article.
So, here’s the 13 AmLaw 100 firms who are Facebook fan page rock stars:
Foley & Lardner
Alston & Bird
Fish & Richardson
Haynes & Boone
Did I miss any firms? Time for some peer review of my research. If you have any questions, feel free to email me.