Allen & Overy’s (A&O) Twitter account has emerged as the most successful in the legal sector, according to a recent survey.
Intendance allocated points using a formula that considers the number of followers and firms’ commitment to their own Twitter accounts, the number of updates (which counts for more if the time elapsed between tweets is low), the ratio of followers to following and the number of retweets of their posts.
A&O’s Twitter page gained the highest ranking for several reasons including the fact that the firm’s brand is used comprehensively on its account, which also incorporates its corporate website.
The magic circle firm’s website manager Christian Walsh said: “This is nice recognition of our efforts over the past two years and our intent is to continue to embed social media into A&O’s communications. Twitter helps us shape the debate around key issues, and also to listen to the feedback and respond to it.”
Despite having zero tweets Norton Rose’s account, which ranked number 10, scored 88 points in the survey, only two points below Olwsang, which has posted over 100 tweets. Other firms that made it into the top 10 were Withers (fourth place), Clifford Chance, DLA Piper (real estate group), Shoosmiths, (joint fifth place with Olswang) and Taylor Wessing (sixth place).
The survey also revealed that 66 per cent of the top 50 law firms that were surveyed have Twitter accounts, although many are not used proactively, with some even lying dormant with few or no tweets. Meanwhile, a sizeable 35 per cent have unclear ownership.