Am Law 50

‘Out of balance’ is a type of balance, when you think about it.

ATL reader opinion was sharply divided over that recent law firm partner “Hang in There Baby/This Too Shall Pass” email. You’ll recall that the partner was seeking to reassure her younger colleagues who face the challenge of balancing the demands of the Biglaw grind against those of motherhood. Her message: eventually things will be better.

Only a few years ago, when the author was a new mother, she found herself “in the fetal position (ed. note: see what she did there?) on the kitchen floor so completely spent that honest to God I did know how I could get through another day.” Things improved; now the partner can promise her younger counterparts that “one day in the future,” when the kids1 can talk and brush their own teeth, “you will bake a pie and wear clean pants.” In between all-nighters prepping for trial, of course. While some found solace in this message, others found it to be cold comfort at best.

Let’s put aside whether one thinks the partner’s advice is uplifting or risible. For the sake of argument, if the legal profession — specifically law firms — is truly trying to foster the advancement of women attorneys, we can all stipulate that the effort is thus far a failure. What is going on when a fit of despair on the kitchen floor is such a “relatable” thing?

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Throughout 2013, along with our friends at Good2BSocial, ATL researched the social media practices of law firms. The research had three components: (1) a review of the websites and social media profiles of the Am Law 50 across all public platforms, including an assessment of each firm’s publicly available content as well as social reach and engagement (number of followers, comments, etc.); (2) a survey of the firms themselves regarding the extent to which they are currently using social technologies and practices internally; and (3) a survey of the ATL readership to glean the perspective of practicing attorneys and other legal professionals.

We are publishing the results of this research in two stages. Back in December, we published a white paper summarizing our findings and analysis. (Sign up here to receive a free download of the paper.) Our findings show that, while the majority of the Am Law 50 are established on the major public social media platforms, their presence often exhibits only a token effort. Generally speaking, there is little evidence that Biglaw is addressing the social media landscape strategically rather than using it as just another marketing channel for firm news and press releases. That said, some Biglaw firms are distinguishing themselves with the reach, engagement, and creativity of their social media efforts.

Today we publish the second component of our findings: our inaugural Social Law Firm Index, where we identify which specific firms are making the most effective use of social media…

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Can Biglaw solve this puzzle?

Most every law firm — including 100 percent of the Am Law 50 — maintains a Linkedin company page. Or rather, “maintains” such a presence on that most buttoned-up of all the social media platforms. A quick look at the LinkedIn pages of the Vault top 10 shows that only two firms bothered to change their page’s default setting to display “Services” rather than the inapt “Products” tab on the navigation menu. (Kudos to Kirkland and Debevoise!) This might seem like the most trivial of nits to pick, but aren’t these firms defined by fanatical attention to detail? Yet this nonchalance is emblematic of Biglaw’s unsettled relationship with social media.

We can safely assume that Biglaw’s old guard just wants social media to get off its lawn already, but what data we have strongly suggests that, as organizations, firms believe — or act as if they believe — that engagement with social media is worth doing (pace Brian Tannenbaum). When we examine the particulars of how they are managing this engagement, firms should hope that there is truth to Chesterton’s dictum: “If a thing is worth doing, it is worth doing badly….”

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