P2P

31 I L T A N E T . O R G and indisputable advantages – for both reputation and relationship development. Six Global 50 firms offered little or no video content, but 15 firms scored 100.0 in our latest study for video. One example the researchers called out was Cooley's "Dealology" narrated by one of its partners. They are simply produced – perhaps shot in the lawyer's office or a conference room and cover important aspects of different deal types. The content meets the accessibility standard, with the text of the material captioned on top of the image, and the accompanying page content summarizes what visitors will learn when they listen to it (for several of them). The shortest is 3:37 minutes and the longest is 13:52. These prove that you don't have to spend a fortune on creating a video with the highest production value. The purpose is to inform, so they should be clear, relevant, crisp, pleasant to watch and have no jargon. SOCIAL MEDIA While most firms link to LinkedIn and Twitter, they have varying (lower) degrees of interest for Facebook, Instagram and YouTube. The Global 50 firms use their social media sites more strategically than smaller firms (with some exceptions, of course). Too many smaller firms focus only on self- promotion – news about the firm (such as firm and lawyer awards, updates on new partners, specific achievements). They are not using social media to discuss relevant news and topics that would appeal to a strategic and broader audience. This is a huge missed opportunity to invest in boosting a firm's reputation via thought leadership, whether you originate content or curate and comment on others' posts. Full exploitation of YouTube is still uncommon for the Global 50 firms, but five firms do stand out because of their comprehensive YouTube channels and thousands of subscribers: Jones Day, Mayer Brown, Latham & Watkins, White & Case and Baker McKenzie. In the Q4 2019 study, four firms scored 100.0 on Interactivity, Engagement + Social Outreach – Morgan Lewis, Ropes & Gray, K&L Gates and Winston & Strawn. The lowest score was a 58.6.

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