Law firms strive to gain relevance on LinkedIn

The study reveals a clear gap between large and medium-sized companies, although not always in favor of the former. Law firms such as Garrigues, Cuatrecasas and Uría Menéndez continue to lead in absolute metrics (followers, publications and total interactions) and maintain high institutional visibility thanks to intensive and sustained content strategies over time. In general, large firms have experienced an average growth of 20.7% in their LinkedIn community.

However, the report detects a significant evolution in relative indicators. As these firms achieve greater digital maturity, their interaction ratio per follower drops to 0.36. At the same time, medium-sized companies are emerging as the real engines of the platform, with an average growth of 43.9% in interactions compared to 2024 and an interactions per follower ratio of 0.81, nearly double that of the previous year.

ECIJA, a benchmark in efficiency and commitment

In this context, ECIJA stands out as one of the most notable cases in the sector. Together with Sagardoy and Elzaburu, the firm forms the podium of the most efficient law firms on LinkedIn, leading the ranking of interactions per employee. This indicator highlights ECIJA's ability to maximize its digital impact through a strategy focused on relevant content, coherent with its positioning and with a high level of participation from its professionals.

The report highlights that LinkedIn is becoming a space where lawyers act as true brand ambassadors. "LinkedIn is becoming a tool for the firm's members to act as brand ambassadors and showcase their pride of belonging," says Javier Herreros, managing partner at Goodwill Comunicación. In this regard, ECIJA stands out for its ability to engage its team and generate valuable conversations, with an industry average now standing at 47.6 interactions per employee.

Beyond volume: relevance and conversation

The analysis also issues a clear warning: posting more does not guarantee better results. The number of posts is less important than the ability to generate comments and conversation. Firms such as Uría Menéndez and Pérez-Llorca stand out for achieving high levels of interaction with a more contained editorial effort, while Cuatrecasas and Garrigues combine volume and commitment to maintain their leadership.

Among the medium-sized firms, in addition to ECIJA, Montero Aramburu and Ceca Magán stand out for their high levels of interaction, and Ungria for leading the percentage growth of followers and the interactions per follower ratio. However, the report classifies ECIJA among the firms that best balance visibility, efficiency, and impact generation, solidifying its digital position against larger competitors.

In summary, the study confirms that success on LinkedIn is no longer measured solely by the number of followers, but by relevance, efficiency, and the ability to generate conversation. In this new landscape, ECIJA has established itself as one of the firms that has best adapted its digital strategy, strengthening its brand and positioning in an increasingly competitive environment.

Access the full article published in Expansión here.