Andy Cullwick (pictured), director of marketing at First4Lawyers:
Andy Is social media performing as well as it could be for you?
Working in marketing, it’s hard not to cast a critical eye over other brands’ posts on social media and I see lots of examples of content done well – but many where it isn’t.
It was this that inspired our 10th annual white paper – ‘TikTok or TikNot: Law firms in the social media age’ – looking at how law firms are faring when it comes to using the channel to engage with consumers.
We commissioned independent research of 100 law firm marketing leaders to find out how much they were investing in social media and what they were seeing in return.
The findings were revealing and suggest that, as we approach the new year, many would benefit from reviewing and refreshing their social media strategy to see better results.
What the research found
The average law firm spends around a quarter of its marketing budget on social media but sees little in return, our research found.
Gaining a better understanding of the channel and how to make it work for them was identified as one of firms’ biggest challenges for the year ahead.
LinkedIn was the most popular social media platform, with all 100 firms we spoke to having an account, followed by X (96 – although the tide is rapidly turning on that one), Facebook (75) and TikTok (11). That’s not to say TikTok should be dismissed and the interview with Libby Hendry, former social media manager at Attwells Solicitors which has become something of a TikTok sensation, in our white paper is well worth a read.
However, our own analysis of f