How Lawyers Are Using Social Media in 2019
I’ve been covering lawyers’ use of social media in my column for the Daily Record since 2008. Back then, most lawyers believed that social media was a passing fad, despite my ardent assertions to the contrary. Some even believed that it was both unethical and unwise for lawyers to use social media. Convincing lawyers that social media was a phenomenon that they needed to learn about was an uphill battle, to say the least.
How times have changed. I first became convinced that a dramatic shift was occurring in 2011 when a reporter for the Democrat and Chronicle, Gary Craig, wrote an article entitled “Threat Alleged Via Facebook ‘Poke.’” As explained in the article, a federal judge was unable to proceed with an arraignment of a defendant who was accused of threatening a witness via a Facebook “poke.” The judge had no idea what a “poke” was, and neither did the attorneys before him, so he sought out - and obtained - the information he needed from a spectator seated in courtroom.
For me, that was a turning point. Because that’s when I knew that social media was actually impacting cases, and that lawyers were finally going to begin to take notice and want to learn about - and use -social media.
Fast forward to 2019, and these days, according to the latest Legal Technology Survey Report issued by the American Bar Association, the majority of lawyers and law firms are using social media for professional reasons in one form or another, whether it’s for business development and networking or for litigation purposes.
According to the Report, 76% of lawyers surveyed reported that their firms maintained a presence on at least once social network. And 79% of lawyers reported that they personally used social media for professional reasons. The reasons for their online interactions varied, with 70% citing career development and networking as their motivating reasons. 54% hoped to obtain clients as a result of their participation online. 48% used social media as a tool to increase their education awareness. And finally, 30% used social media to investigate their cases.
For those lawyers seeking to drum up business as a result of their online interactions, some were successful, with 35% reporting that they’d had a client retain their services directly or via a referral because of their social media use for professional purposes. 46% indicated that their online interaction never resulted in a new client, and 19% weren’t sure.
According to the Report, the most popular social media network amongst lawyers is LinkedIn. 46% of lawyers indicated that their law firms maintained a LinkedIn presence, and 65% reported that they personally maintained a LinkedIn profile for professional purposes.
The second most popular site is Facebook, with 42% of lawyers reporting that their law firms maintained a Facebook presence. 37% of responding lawyers shared that they personally used Facebook for professional reasons, and 90% indicated that they participated on Facebook for personal, non-professional purposes.
Next was Twitter, with 14% of respondents indicating that their law firms maintained a Twitter presence, and 25% reported that they interacted on Twitter for professional reasons using personal accounts. 1% of lawyers reported that a client had retained them as a result of their use of Twitter for professional reasons.
Then there are blogs, which have been around longer than social media, but have decreased in popularity with lawyers over the last few years. According to the Report, 24% of law firms maintain a blog. And, 8% of lawyers reported that they personally maintained a blog focused on a legal topic, down from 15% last year. Finally, 36% reported that a client has retained their services because of their blogging efforts, down from 43% last year. So legal blogging is clearly on the decline, but nevertheless is still a very viable business development tool.
So there you have it: lots of statistics on how lawyers are using social media. And, yes, unlike 2008, the majority of lawyers are learning about - and using - social media in 2019. Are you one of those lawyers? Is your law firm using social media? Are you? How does your social media use compare?
Nicole Black is a Rochester, New York attorney, author, journalist, and the Legal Technology Evangelist at MyCase law practice management software for small law firms. She is the author of the ABA book Cloud Computing for Lawyers, co-authors the ABA book Social Media for Lawyers: the Next Frontier, and co-authors Criminal Law in New York, a Thomson Reuters treatise. She writes legal technology columns for Above the Law and ABA Journal and speaks regularly at conferences regarding the intersection of law and technology. You can follow her on Twitter at @nikiblack or email her at [email protected].