In an exciting development for the legal industry, Best Lawyers® and Good2bSocial are combining their expertise to present the most comprehensive and insightful Social Law Firm Index (SLFI) report to date.
This collaboration follows Best Lawyers' acquisition of Good2bSocial in August 2023, marking the beginning of a strategic partnership that will offer unmatched value to the legal marketing sector.
The SLFI, originally developed by Good2bSocial, has long served as a crucial benchmark for the most relevant and impactful digital marketing practices among the top 200 law firms in the U.S.
As we begin preparing for the 10th edition of the SLFI, we are excited to introduce new developments that will deepen our analysis and provide even greater value to the legal community. Additionally, we will reflect on key insights from past reports to highlight evolving trends and strategies.
What Is the Social Law Firm Index (SLFI)?
The SLFI is Good2bSocial’s annual study on the adoption, use and best practices of social media marketing within the American legal space.
This in-depth exploration ascertains how well the nation’s top 200 law firms (as ranked by The Am Law 200) are using digital strategies to connect with their target audience to achieve their business development goals.
Over the years, the SLFI has expanded its focus from social media usage to encompass a broader scope of digital marketing efficacy. This includes content marketing, video marketing, SEO, AI integration and client-centric strategies.
How the SLFI Benefits Law Firms
Since 2014, the findings of the SLFI have been offering crucial takeaways for firms of all sizes, providing actionable strategies that can be applied to enhance their inbound lead generation efforts. By leveraging this knowledge, firms can improve their visibility and credibility ultimately strengthening their digital presence and impact.
A Powerful Partnership: Good2bSocial and Best Lawyers
The partnership between Good2bSocial and Best Lawyers aims to elevate the SLFI, making it a comprehensive resource for law firms.
Good2bSocial brings a proprietary methodology to the SLFI rankings, assessing each firm's effectiveness in social media and digital marketing. This analysis is supported by extensive experience with law firms, and knowledge of current market trends and best practices in digital marketing.
Best Lawyers’ long-standing reputation in the legal field, combined with advanced data analysis tools, further strengthens the depth and accuracy of the SLFI.
Best Lawyers' Methodology and Technology Enhancements
From 2024 onward, the SLFI will leverage Best Lawyers’ four decades of experience in evaluating the legal industry. This will ensure a more robust and extensive evaluation of law firms’ digital marketing strategies. Best Lawyers' research capabilities will play a major role, providing greater data analysis and assessments.
New Areas Covered in This Year’s Index
In a notable expansion, the SLFI will now incorporate data from two new surveys: The 2025 edition Best Law Firms – Law Firm Survey and an all-new Chief Marketing Officer (CMO) Survey. These additions will provide a richer data set offering more detailed reference points. The result will be a broader view of the legal space's social media and digital marketing practices.
Trends from Previous Reports
Over the past decade, the SLFI has identified several key trends that have shaped the digital marketing strategies of law firms. While the new report is in the works, these are the most significant observations from previous years:
Client-Centric Content
One constant across SLFI editions has been the focus on client-centric strategies. Firms increasingly recognize the value of tailoring content to address client needs and pain points directly. This approach not only boosts engagement but also fosters trust and credibility—a cornerstone of successful client relationships.
Adoption of New Technologies
The adoption of new technologies has reshaped how firms approach marketing. The integration of AI, for instance, has empowered firms to analyze vast amounts of data, personalize client interactions and optimize online campaigns. Over 80 percent of marketers recognize the positive impact of AI on their efforts, noting increased efficiency and more detailed knowledge of client behavior.
Rise of Video Content
The rise of video content has been equally transformative. Many firms recognize video’s ability to convey complex legal concepts in a digestible format while increasing engagement across social media platforms. Currently, 87 percent of firms use video on their LinkedIn, 42 percent use reels on Instagram and 11 percent create YouTube Shorts.
Podcasts in Law Firms
Similarly, 57 percent of law firms have embraced podcasts, leveraging this medium to establish thought leadership, share industry insights and connect with audiences on a deeper level.
Podcasts offer a unique platform for firms to discuss complex legal issues in an accessible format and they have become an effective tool for demonstrating expertise and building trust with existing and potential clients.
Inbound Marketing
Inbound marketing remains a high-quality source of leads, particularly through SEO and blog content. By regularly maintaining a blog, as 82 percent of firms do and creating valuable and relevant content, law firms can attract potential clients organically and build lasting relationships.
Slower Adoption of TikTok
Although TikTok adoption has been slower among law firms, it remains an emerging platform to watch. Many firms are cautious due to its unique format and younger audience, but those who use it successfully showcase their firm's personality and engage a broader audience.
Looking Ahead to the SLFI 2024
As we look forward to the 2024 Social Law Firm Index, we anticipate continued emphasis on these strategies and the emergence of new metrics to measure social media and digital marketing impact.
With Google's impending deprecation of third-party cookies, the legal sector must adapt to new methods of tracking and measuring engagement. This shift will require innovative approaches to gather data and prove the effectiveness of digital marketing efforts.
Coming Soon: SLFI Results
The SLFI results will be published in the fall, offering an in-depth analysis of digital marketing trends and assessments for the top 200 law firms in the U.S. We invite you to stay informed for further updates and the final report, which will provide law firms with even more valuable insights, helping them stay ahead in a competitive market. Pre-register now to be among the first to receive the SLFI results as soon as they are released.
