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TBD reveals LinkedIn data analysis on The Lawyer magazine’s Hot 100 2023


This week, the Hot 100 was published by The Lawyer magazine, spotlighting the elite of the legal industry, including the top dealmakers, successful litigators and in-demand experts in competition, investigations and construction. 

For the third year on the trot, TBD Marketing has analysed the LinkedIn data to evaluate the performance of three categories of LinkedIn posts which relate to the Hot 100; 

  • Personal posts by the person nominated in this year’s Hot 100;
  • Posts by their employer; and
  • Posts where The Lawyer magazine has posted

Simon Marshall, founder of TBD Marketing, a marketing agency for law firms says:

“We focus on these three categories as they allow us to compare how individuals, companies and the media’s posts perform, comparatively. Getting nominated is a real career highlight so ideally, the individuals would be recognised across all three post formats.”


The research findings

The Lawyer magazine issued one person for each and every individual named in this year’s Hot 100. That’s quite a commitment on behalf of the magazine’s editorial team.

And at first glance, it might appear that the magazine with an average of 52.24 likes and 3.4 comments performed worse than the individuals who posted and their companies who posted; 

But the reality is that The Lawyer is the real winner as every single post references their title. In fact, after three days, the single best performing post was one issued by The Lawyer – on behalf of tax supremo and thorn in Nadim Zahawi’s side – Dan Neidle. That post had an impressive 1,075 likes; 21% of all likes on posts by The Lawyer. 

Marshall continues:

“Overall, The Lawyer has gained great figures considering that they posted 100 times in one day from a company page. Especially since LinkedIn penalises company pages that post multiple times in 24 hours by diminishing their reach.”

The data also shows that The Lawyer succeeded most when the individual didn’t post themselves. But when both were posted, the individual outranked the magazine’s performance every single time.

When it comes to individuals, 63 of The Hot 100 shared a personal LinkedIn post, as did 64 of their employers. Four of The Hot 100 don’t have a LinkedIn profile.

On average, each individual received 152 likes and 34.03 comments.

Marshall explains:

“But the volume of reactions was way down from last year; after 24 hours, they were just 50% of what we saw in the first 24 hours in 2022. This is mainly due to Linkedin’s algorithm wreaking havoc with people’s social media strategies, as it now massively favours posts with comments.

“So take a bow Teresa Owusu-Adjei, who received the most-liked post after three days with 329 likes at the time of writing. And well done to Banke Odunaike, who had a whopping 150 comments on her post after three days.”

Marshall sums up, saying:

“Congratulations to everyone who was ranked, you’ve worked really hard for this opportunity, and you should be shouting about it from the rooftops. My advice is to update your biography on your website and on your social media to explain that you’re a new member of one of the most exclusive clubs in the legal sector, The Hot 100.

“When you look at our report, it looks like the posts got a lot of love. But, for context, just one single post by Alice Stephenson – probably the UK’s most famous lawyer on LinkedIn – got 28,788 likes last year and 1,194 comments. Now that’s the real power of a personal brand and something for next year’s nominees to try and beat.” 

Joanna Marshall, digital marketing assistant at TBD, said: 

“We gather data monthly for law firms and law firm leaders as part of our broader Digital 100 analysis assessing digital marketing in the legal market. It helps people make better decisions about their digital marketing.

“For the Hot 100, we compiled data twice this year – once within 24 hours and then again three days later to see how those posts performed. Doing this tells us how personal vs corporate vs media profiles interact with LinkedIn. It’s a fascinating indicator of what’s working with LinkedIn.

For a full copy of the report click here.

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