SMM Case Study: Regional Law Firms (Part 1: Competition Overview)

In this series of articles, I will try to research, evaluate and suggest actions on
the state of social media presence and outreach for not-so fashionable small to
medium size businesses. Starting with small local law firms.

For part 1 let’s get to it and start with the competition overview.

Social Media Management Case Study: Local Law & Legal Consultancy Firms

Getting a list of competition

To get started, step 1 for me is usually checking out the competition. I picked a
random city which was Pennsylvania. From the local directories I found a list called findlaw.com, which held the website links for 17 different law offices around the city. I will take a random sample of 8 to get started.

Competition Social Media Links

Table from the original SMM audit report for potential client

Competition Overview

This is the summary from the assessment of their social media activities.

Facebook

• Active but only uses internal articles
• Has animated infrographs but posted only on Facebook
• No variety in posting
• The limited number of likes indicate the owner nor employees nor the
  clients invited their friends to like
• Because of exclusively using internal content, posting is infrequent
• Just people in suits sitting in front of a landscape backdrop or sitting in
  an office

Twitter

• Has account linked on the website but no posts recent posts
• Old posts are uninspired text posts some with URLs but no thumbnails

LinkedIn

• No post on Business profile, yet it’s linked
• The C-Suite Employees/Owners/Lawyers aren’t active on LinkedIn either
• No adequate referral/recommendation/testimonial

YouTube

• Monotone narration with upbeat music
• Verges on being an ASMR video but the upbeat music keeps me from
  relaxing
• Watchtime is justifiably abysmal
• No video thumbnail

Conclusion to part 1

The state of social media presence for regional law firms by and large isn’t that
great. For a human focus business there is incredible room for growth.

In the next part, I will suggest review successful social media account in this
industry and look into what they are doing right.

Contact Me for more details

Email:
anyfactor@gmail.com

Discord: anyfactor#8591
Twitter: https://twitter.com/anyfactor
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This case study was made in request for my Social Media Management & Digital Marketing Service.

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