And in Portugal? The digital strategy of the major law firms
A survey by Iberian Lawyer reveals an ecosystem concentrated on a handful of channels, dominated by LinkedIn and shaped by a cautious, institutional approach
In a context where digital platforms are multiplying formats, language and expectations, Portugal’s major law firms have opted for a restrained, selective strategy, consistent with the legal sector’s traditional positioning. After analysing the Spanish case, Iberian Lawyer has replicated the exercise in Portugal to take a snapshot of large firms’ presence on social media. The questionnaire—carried out on a sample of 11 of the top 20 firms by revenue, according to the publication’s own estimates (more details here)—offers a view of which platforms they use, for what objectives, and why others remain outside their communications perimeter.
FEW CHANNELS
The picture painted by the data is that of a concentrated ecosystem, where a small number of networks serve as the backbone of external communication. LinkedIn features in 100% of the firms surveyed and is confirmed as the central channel. Beyond merely having a presence, it is where strategic objectives are concentrated: strengthening the brand, disseminating legal expertise and connecting with a professional audience. It is also valued as a more controllable and secure environment for a sector built on trust. That role is reflected in the most frequently cited reasons for using it: reaching a professional audience, sharing legal, educational content and reinforcing institutional positioning. Added to this are talent attraction, maintaining relationships with clients and the relative ease of management, as well as the fact that LinkedIn has become standard practice across the sector.
Accordingly, the most common content on LinkedIn is corporate and legal: internal news, legal and educational pieces, achievements (awards, rankings), brand content, new hires, events and activities. The use of audiovisual formats and podcasts exists, but remains a minority. Among the most frequently cited objectives are disseminating legal knowledge and sustaining reputation, followed by strengthening the brand and increasing visibility among potential clients.
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