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The report released Tuesday also noted that more and more firms have been getting active on social media, saying there has been a particularly notable jump in firms using YouTube since last year. In 2018, only 29% of firms had a YouTube channel, while 69% had one in 2019, according to the report.
Many firms also joined Instagram in the past year, according to the report, which noted that the younger demographic on the photo-sharing platform can make it a good way to present a positive image for potential recruits.
Facebook use, meanwhile, has reportedly declined among firms.
"Most firms now understand the need for social media and digital communications in their marketing and business development strategies," the report said. It added, "Not only does it give law firms an opportunity to demonstrate their lawyers' knowledge and experience, but it allows clients to gain a better understanding of the strengths and competencies of each firm."
The best firms, the report said, will use data analytics to see which social media strategies pay off and will gear social media to improve the firm's search engine visibility. Successful firms have also trained employees on social media use and invested in tools that allow employees to share approved content on social media channels, the report added.
"Law firms that 'get it' focus on producing client-centric thought leadership content, as opposed to firm-centric promotional content," Good2bSocial's CEO Guy Alvarez said in the report.
The report praised DLA Piper for its recent "visual identity refresh" and for using its social media strategically to promote the firm's brand.
"We have always made an effort to share content that offers valuable insight," Erin Dimry, the firm's chief marketing and business development officer, said in a statement in the report. "Our clients are pressed for time, and we wanted to be sure they could quickly identify and access our content on their social media channels."
Overall, the top firms remained largely unchanged in 2019. Not only did all top-five firms from last year appear in the top five again, but the only new addition to the top-10 list was international immigration firm Fragomen, Del Rey, Bernsen & Loewy LLP, which jumped from 38 in 2018 to ninth place in this year's index.
The last-ranked firm of 2019 was Williams & Connolly LLP.
The report also evaluated which firms excelled on different social media platforms, ranking Quarles & Brady LLP No. 1 at Facebook, Baker McKenzie as the top performer on LinkedIn, Squire Patton Boggs LLP as the best at Twitter and DLA Piper as the top of the Instagram game.
It also labeled Norton Rose Fulbright as No. 1 in thought leadership for its "digital first" and "develop locally, grow locally, engage globally" approach, as well as its efforts to talk about topics relevant to client interests.
Going forward, the report said that Good2bSocial expects firms' Facebook use will continue to decline, due in part to the platform's tarnished image after a series of scandals, as well as overall declines in Facebook use. However, the company expects that firm use of YouTube and Instagram will continue to rise.
"Video is cheaper than ever to produce, and many firms are investing in videos as an effective and engaging medium to tell their stories," Alvarez said in the report. "Video is a great tool for law firms, because it enables them to visually explain complicated concepts or methods, while at the same time lends a bit of personality and authenticity to their content. The use of video will only continue to increase."
Good2bSocial expects more and more firms to start putting out podcasts as well.
The company also encouraged firms to use social media to do more than simply "distribute their press releases."
"Social media is called social for a reason, and firms that are not using social media to engage with their audience and to develop new relationships are really missing an opportunity," according to Alvarez.
--Editing by Jack Karp.
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