Title: The digital presence of law firms: a study of social media strategies employed by prestigious US law firms

Authors: Sara García-Moreno; Maria Elena Aramendia-Muneta

Addresses: Universidad Pública de Navarra, Campus Arrosadia s/n, Pamplona, Spain ' Universidad Pública de Navarra, Campus Arrosadia s/n, Pamplona, Spain

Abstract: The increasing digitalisation has brought to the fore the importance of building and consolidating the digital presence of law firms on the internet. Through the analysis of different accounts on various social networks (Twitter, LinkedIn, Facebook, Instagram, YouTube, Podcast), we will study the strategy of some of the most prestigious law firms in the USA (DLA Piper, Baker McKenzie, Norton Rose Fulbright, Latham & Watkins and White & Case). This paper aims to deepen existing research on social media strategies, as well as to encourage future analysis of law firms in this area. A general tendency has been observed to show the human side of such firms as well as the different pro bono services they are engaged in. The main conclusions found that Law firms need to develop different strategies for each social network and accurately define the target audience in each network.

Keywords: social media; law firms; marketing strategy; content; Twitter; LinkedIn; Facebook; Instagram; YouTube; Podcast; digital presence.

DOI: 10.1504/IJWBC.2025.149331

International Journal of Web Based Communities, 2025 Vol.21 No.4, pp.283 - 308

Received: 17 Mar 2023
Accepted: 24 Oct 2023
Published online: 27 Oct 2025 *

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