Abstract

After evincing the importance and impact of social media over various sectors, this paper attempts to explore the relationship between social media usage by the Indian law firms. In addition it examines the various factors that are instrumental in influencing the Indian law firms to increase their business development. The paper envisages on the need and ways through which law firms can use the social media to enhance their clientele base. Indian lawyers can have a broadened view on the usage of social media and the related benefit thereof through this study. The application of attribution modeling is also initiated in this study and a framework is suggested for the law firm to enhance the firm’s performance. Recently, social media monopoly has gained importance that lead to a need to analyze whether it plays a vital role in Indian law firms too or not. This study ensures if the social media has any business development impact on Indian law firms. The sample size was 75 numbers of Indian law firms. Those attributes that contributes towards social media usage were measured using attribute mapping model. The relationship between the type of social media, its reach and outcome in terms of leads were explored in this study. The assessment of the social media usage by Indian law was done through online-questionnaires and telephonic interview schedules. The methodology for analyzing included rotation matrix of the attributes identified chi square analysis, attribution and engagement mapping in social marketing. The main objective of the study ensured of the below
• Assessing social media’s best practices that are benchmarked at a global level and compared with that of the findings of the study.
• To scale the initiative of social sharing of law firm content and the relevant benefit of sharing.
• To measure the internal employee engagement through social media and related aspects namely – morale, team work, collaboration.
• To evince the impact of attribution mapping and social media engagement relationships over the business development.
Finally whether Indian law firms can use social media as a stratagem and elaborated on how effectively it can be utilized to enhance the business development.