In a notable innovation within Biglaw firms, a particularly groundbreaking practice has been revealed. A recent report has been published by Good2bSocial in their 2023 Social Law Firm Index suggesting that a top-tier Am Law 200 firm has revolutionized their communication efforts with an intensely strategized use of Instagram.
The identity of the firm remains undisclosed, but the firm’s Chief of Communications has reportedly stated, “Over the years, we have evolved our Instagram strategy to integrate thought leadership, including reels and posts, making use of video, photography and graphics that share our experience while highlighting our people.” This detail suggests a profound shift in how law firms are approaching client engagement and online branding, reflecting a firm’s ability to adapt and embrace contemporary communication methodologies.
Historically, law firms have been more inclined to traditional forms of outreach and PR, largely due to the serious and professional nature of the sector. However, as social media platforms become increasingly integral to both personal and professional lives, more firms are starting to recognize the importance of having a strong and effective online presence.
Whether this marks a significant change in the way Biglaw firms will approach social media engagement in the future remains to be seen. However, this example clearly presents the benefits of an intelligent and forward-thinking approach to utilizing social media and the potential gains that can be reaped from doing so might encourage other firms to rethink their own digital strategies.
Given the evolving nature of this trend, it promises to be a space worth watching for the legal professional community worldwide. For the comprehensive report by Good2bSocial and the revelation of the top-performing Instagram firm among the Am Law 200, go to the complete report.