The question of which is the most effective law firm on Twitter is one that often seems to come up in our conversations with clients and contacts in the legal world.
It's very hard to give a definitive answer, but that's just what we're going to try to do in this blog post.
A good measure of social media influence is the Klout score of a business, which looks at a number of factors and assigns a score to the profile based on its effectiveness. In isolation, this score doesn't really help us much to establish how influential a business is socially. However, when the scores from businesses within a sector are compared it does allow us to see who are the 'best' Twitter users within an industry.
With thanks to our friends at Legal I.T. Insider (@), who produce a list of the Top 200 Law Firms in the UK, we decided to review which of the firms was most influential on social media. We reviewed all 200 law firms, merging a few because of recent deals and mergers, identifying their principal Twitter handle and using it to find their Klout score. Sadly some firms didn't seem to have a Twitter account, or their tweets were protected, and they had to be excluded.
Using this methodology, we were able to identify the top 10 most influential law firm Twitter accounts of the Top 200 UK Law Firms.
|Rank||Firm||Twitter Handle||Klout Score|
|4||Taylor Wessing LLP||@taylorwessing||56|
|6||Allen & Overy LLP||@AllenOvery||54|
|8||Wragge Lawrence Graham & Co LLP||@WraggeLaw||54|
|10||Freshfields Bruckhaus Deringer||@Freshfields||53|
On the face of it this data is what you might expect, with one or two exceptions - if you think the size of the brand should drive influence.
The most effective large law firm tweeters
We thought it might be interesting to take this a step further to identify which firms were punching above their weight in terms of influence. To do this we deducted the firm's rank in the Twitter league from their position in the revenue table.
For example, Irwin Mitchell is the 19th largest firm by revenue and yet the most influential tweeter - this gave it a "punching above their weight" score of 18 (19-1). At the other end of the spectrum, the country's largest law firm, DLA Piper, occupies the 119th position in the Klout rankings so by our metric has a "punching above their weight" score of -118.
By applying this metric to all firms in the study, we are able to identify who are the most effective tweeters relative to the size of their business.
|Rank||Firm||Twitter Handle||Klout Score||"Punching above their weight score"|
|3||Bott & Co||@bottandco||49||115|
So there it is, our opinion of the Top 10 most effective tweeters out of the large law firms. Congratulations to @stephensscown, @jmwsolicitors, @bottandco, @forsterdeanltd and @ibb_solicitors - you're great examples to your peers on how you should approach social media as a way of extending your brand presence.