!
Masons
There is an obvious advantage for Pin-
sent Masons by frequently sharing non-
@PinsentMasons
legal articles: their social content is in-
!
stantly accessible, regardless of a user’s Pinsent Masons are one of the most
sector. This means that the account isn’t
revered legal firms in the city of Lon-
just useful for people who are a lawyer,
don. They have over 350 partners and
partner, or trainee. It has universal ap-
employ more than 2,500 staff across the
peal.
world - allowing them to establish of-
!
fices in various cities, such as Hong
Good communication
Kong, Munich, and Shanghai.
The Pinsent Masons’ graduate Twitter
!
account is good at nurturing dialogues
Pinsent Masons are unique in that they
between the company and its potential
focus on four main sectors in the legal
new employees. They provide graduates
industry: finance, infrastructure, energy, with genuinely helpful advice and are
and manufacturing. In terms of their
always quick to reply when an online
company ethos, Pinsent Masons pride
user has a question. Furthermore, they
themselves on building their company
actively attempt to engage with young
directly upon the needs of their clients.
adults frequently:
!
!
To reflect this diversity and dedication,
the firm have two Twitter accounts - one
for general matters (@PinsentMasons)
and the other specifically catered to-
wards graduates (@PMgrads).
!
What do Pinsent Masons do well?
!
!
tweeting quality content
This is something that many legal firms
Pinsent Masons’ Twitter account is one
could benefit from practicing more
of the few in this report which tweet out
widely. It’s vital for members of the le-
non-legal matters on a regular basis. For
gal sector to communicate directly with
example, their press office frequently
aspiring lawyers. This helps them to
publish commentaries on important
generate potential leads and cultivate
news events:
any future recruitment opportunities.
!
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In addition to this, Pinsent Masons’
seem important, but it’s vital for legal
graduate account is very good offering a
businesses to make themselves stand out
personalised approach to social media
from their competitors in the context of
interaction:
social media. One of the ways to
!
achieve this is through exciting and en-
gaging visuals.
!
!
How can this be replicated?
!
Overall, the tone is friendly and ap-
Pay attention to students
proachable; exactly what users want
If other companies want to enjoy the
from communicating with a law firm
same success as Pinsent Masons, then
over the internet.
!
they should create a separate Twitter ac-
count for graduates. This is a fantastic
Visually engaging content
opportunity for legal firms to shed their
One of the other reasons for Pinsent
conservative image and engage directly
Masons’ success is that their social con-
with users in a more friendly way. More
tent is visually engaging. Their reports
often than not, legal firms are very good
often include images and photographs
at using their graduate accounts to
which makes their account appear more
communicate directly with people.
eye-catching and dynamic. Here is a
!
good example:
!
Take an interest in non-legal content
One of the challenges facing legal firms
and their Twitter accounts is finding a
way to appeal directly to non-legal fol-
lowers. The very nature of the legal in-
dustry means that lawyers must engage
directly with a variety of businesses
across a limitless amount of sectors.
!
To combat this problem, many legal
firms could look at the example from
Pinsent Masons. They successfully
manage to tweet about a variety of top-
!
ics and appeal to a wider range of audi-
ences than other legal firms. This is in-
Although this is something that the firm
credibly important for raising brand
need to do more often, they have already
awareness and generating leads for any
set a good precedent for using striking
business.
visuals in their tweets. This might not
!
Prominent London Legal Firms and Their Twitter Accounts 35 of 63
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How can Pinsent Masons improve?
more visuals and videos. This would
!
help them to distinguish their brand
tweet more regularly
from their competitors and establish
Pinsent Masons are very popular on so-
their own unique corporate identity on
cial media, but they aren’t maximising
Twitter.
Twitter to its fullest potential. Their
!
main account is only updated once every
Follow more Twitter accounts
few days - meaning that they aren't
Given that Pinsent Masons are being
communicating enough with their
‘followed’ by considerably more online
clients and prospects. This is a huge dis-
users than they follow themselves, it
advantage for the firm, especially con-
would strongly suggest that the firm is
sidering how effective regular tweeting
considered a thought-leader in their sec-
can be useful for improving any digital
tor.
marketing strategy.
!
!
However, one of the problems with Pin-
Use their main account to its fullest posent Masons’ account is that they don’t
tential
communicate enough with other users.
The Pinsent Masons graduate account is
Their lack of engagement is a testament
very good at communicating with others
to the fact that they use Twitter primari-
and developing meaningful relationships
ly as a promotion tool. This is all very
with Twitter followers. However, less
well, but it means that the firm aren’t
can be said for their main account. It has using social media to its fullest poten-hardly any interaction and is used pri-
tial.
marily as a vehicle to promote corporate
!
content. Although it’s vital to advertise
To combat this problem, it might be
corporate publications on Twitter, users
beneficial for Pinsent Masons to take
appreciate variety too.
more of an interest in sharing content
!
from other useful accounts. As a result,
Pinsent Masons could benefit from at-
the firm would appear less conservative
tempting to engage directly with their
and actively demonstrate their social
followers on a regular basis. For exam-
connections throughout the world.
ple, they could send their content direct-
ly to the people who want to read it.
This would allow them to develop rela-
tionships with their clients and even
generate more interest in their business
brand.
!
In addition to this, their main Twitter
account could benefit greatly from using
Prominent London Legal Firms and Their Twitter Accounts 36 of 63
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