Guest Author
Is social media for law firms really necessary? Would someone really hop on social media to find a lawyer? The answer is a resounding yes.
Here’s the proof: 84% of law firms source clients through social media, highlighting just how important these platforms have become in the legal industry.
This blog will explore the many benefits of social media for law firms, offering insights into how it can help you build your brand, attract new clients, and establish your firm as a trusted authority.
We’ll dive into the types of content that resonate most with audiences, and which social media platforms offer the best opportunities for growth. Ready to elevate your law firm’s social media presence? Let’s get started.
Streamline your marketing with an efficient social media strategy template.
Short Summary
- 84% of law firms source clients through social media, making it a crucial tool for client acquisition and brand building in the legal industry.
- Posting a mix of content—such as case studies, testimonials, educational posts, and behind-the-scenes videos—helps engage your audience and build trust.
- You should have multiple social media accounts. LinkedIn is ideal for professional content, while platforms like Facebook, Instagram, and TikTok are better suited for client stories, interactive sessions, and short videos.
- Posting regularly—three times a week on LinkedIn and Facebook, and daily on social media channels like Instagram and TikTok—ensures your firm stays top-of-mind with potential clients and partners.
- By consistently sharing valuable content and engaging with your audience, your firm can establish itself as a trusted authority, which is essential for attracting new clients and top talent.
- Using social media tools like SocialBee can streamline your content management, allowing you to schedule and monitor posts efficiently. This helps ensure consistent engagement and maximizes your law firm’s online presence.
PRO TIP
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10 Law Firm Social Media Post Ideas You Need to Try
How can you drive the best results? Keep reading to learn how to create social media posts, what to post, where to post, and when.
Here are the best performing social media post ideas for law firms:
- Job vacancies
- Case studies
- B2B educational content
- Lead magnets
- Client stories and testimonials
- Live streams & Q&A sessions
- Behind-the-scene office tours
- Quick tips for common legal issues
- Frequently asked questions
- Engaging educational videos
LinkedIn Posts
LinkedIn is an excellent platform for making new connections and landing business opportunities. The platform is best suited for three content types: job vacancies, case studies, and B2B educational content.
1. Job Vacancies
LinkedIn allows users to post one job for free at any given time. The free job posting remains active for 30 days and can be viewed by anyone. To post more jobs simultaneously, grab a premium subscription.
Alternatively, you can post a job on your company page, like the one below:
Here are some of the best practices when posting a job on LinkedIn (whether on LinkedIn jobs or your company page):
- Include relevant keywords to help your vacancy appear for relevant searches. For example, if you’re hiring a divorce attorney, the term ’divorce attorney’ should appear regularly.
- Apart from the job description and personal specification, be sure to give candidates an insight into the company culture and other fringe benefits of working at your firm (health benefits, gym memberships, half-day Fridays, etc). At the same time, mention any crucial conditions of accepting a job offer (such as working the occasional Sunday or PTO restrictions during busy periods).
- Once the job goes live, ask every employee at your firm to share it on their LinkedIn feed to spread reach.
2. Case Studies
There are two ways to share case studies on LinkedIn:
- Write the case study on your website’s blog section and share it as a “feature” on your profile. Features are permanent links that sit on your profile page.
- Write a case study as a standard LinkedIn article, like the one below.
When writing your case study, follow the storytelling template:
- State the problem the client had.
- State what you did to solve the problem.
- Describe the (better) state of the client, thanks to your solution.
- Include a client testimonial with a direct quote from a client explaining how much their life has improved thanks to your services.
The problem-solution framework is the clearest way to demonstrate how good you are at serving your clients. Be sure to respect any client confidentiality requests.
3. B2B Educational Content
We live in the era of microlearning. Given social media’s fast-paced nature, people won’t always read lengthy content. So, as a B2B firm, publish short, punchy posts that give their readers one actionable insight.
Baker McKenzie’s Chicago branch has cleverly done two things in this post:
- Linked to the full article for those interested in a longer read, while generating traffic to their blog.
- Summarized the contents in five slides for a snapshot view, making it easier for busy professionals to quickly grasp the key points without having to read the entire article.
Here are a few other ideas of LinkedIn educational content for law firms:
- Create educational content that walks your audience through important legal processes, such as how to file a trademark or how to draft a basic contract.
- Cut and paste templates that your audience can use to streamline their document creation process. These templates can help them quickly draft contracts, agreements, or legal letters, ensuring consistency and reducing the time spent on paperwork.
- Legal checklists for ensuring that all necessary legal steps are followed during critical business processes. For example, they could use these checklists when starting a new business, filing taxes, or preparing for an audit.
- Create educational content that provides tips for storing contracts effectively. This could include best practices for organizing and archiving contracts, using electronic storage solutions, and ensuring compliance with data privacy regulations.
If your audience is made up of aspiring entrepreneurs or small business owners, a post about different business structures, such as LLCs or sole proprietorships, could be incredibly valuable. Highlight how choosing the right structure can provide benefits like limited liability protection, which can help business owners protect their personal assets.
Then, you could repurpose this blog post into an eye-catching LinkedIn infographic.
This type of post can help your followers make informed decisions about structuring their businesses, ultimately helping them minimize personal risk and maximize protection.
Sharing this valuable information positions your firm as a helpful resource for entrepreneurs.
Facebook Posts
Your Facebook social media efforts work best for two content types: lead magnets and client stories & testimonials.
4. Lead Magnets
Facebook’s boosted content feature is designed to capture leads directly within Facebook.
Take the following steps to integrate lead magnets in your law firm’s social media marketing strategy:
- Design your ad and offer. The offer could be to download a white paper or case study in return for an email address or to avail of a promotion, such as a free consultation.
- Post your ad on your law firm’s Facebook page.
- Underneath the post, click the blue ’boost’ button.
- Set the desired link to which you want to direct users and select the demographics.
- Select your budget and hit publish.
In the example below, Sheryll Law, P.C.’s offer wasn’t necessarily advertising its paid services. It advertised a free webinar that requires an email address to sign up.
The law firm will most likely use the emails for follow-up marketing and communications.
You could also share free resources on your law firm’s Facebook page by posting about them and including a link to a page where people can sign up with their email to get the resources sent straight to them. This way, you boost engagement without having to spend on ads.
5. Client Stories and Testimonials
While LinkedIn is a great platform for sharing detailed case studies, Facebook is ideal for posting shorter, impactful client testimonials and quotes. These posts can be enhanced by adding a client’s picture to a graphic or by simply creating a compelling text-based post.
The goal is to build credibility by showcasing positive client experiences, which can significantly influence potential new clients.
Social proof, like testimonials, plays a crucial role in a law firm’s ability to attract and retain clients. The more positive feedback you can share, the stronger your reputation becomes. You can place a client quote with their picture on a graphic or create a text-based post.
Instagram Posts
Instagram and TikTok are more interactive and media-rich social media platforms. You won’t experience growth on either of these platforms unless you’re sharing content like short videos and carousels.
6. Live Streams & Q&A Sessions
Host live Q&A sessions where you invite followers to ask their questions. To make these sessions productive and goal-oriented, you can introduce themes such as “What’s it like working at ABC Law Firm?” (during hiring season).
Here’s an excellent example from Dentons where an intern explains what it’s like to work at the firm.
This kind of content does more than just provide information—it gives a personal, inside look at what it’s like to be part of the team. When potential employees see real people talking about their experiences, it makes the firm feel more approachable and genuine.
7. Behind-the-Scenes Office Tours
Create a behind-the-scenes video tour of your offices, giving people a glimpse of your workspace and allowing current employees to say hello and introduce themselves.
In the below example, Wilmer Hale gives its followers an insight into its extracurricular activities, which helps people understand the values the firm stands for:
This not only gives a peek into their everyday activities but also highlights their commitment to meaningful causes. It shows that the firm cares about more than just legal work—they’re involved in the community and support important issues.
This kind of content helps people connect with your firm on a personal level, making it more relatable and trustworthy.
8. Quick Tips for Common Legal Issues
Offering quick tips on common legal issues is a powerful way for law firms to connect with their audience on social media. These bite-sized pieces of information are easy to digest and can offer immediate value to followers.
By sharing practical advice regularly, law firms can position themselves as accessible and knowledgeable resources, making it easier for potential clients to trust and engage with them.
Aurit Center, a law firm specializing in divorce mediation, exemplifies how law firms can effectively use platforms like Instagram to engage with their audience through legal advice:
By employing these strategies, Aurit Center enhances its online presence and meets the informational and emotional needs of its followers.
TikTok Posts
Law firms should be on TikTok to demystify legal concepts, attract a younger audience, and enhance their brand in a relatable way. The platform’s vast reach allows firms to present complex legal information engagingly and accessibly, connecting with potential clients who value modern, approachable legal services.
9. Frequently Asked Questions
Frequently Asked Questions (FAQs) are a practical way for law firms to connect with their audience by providing clear answers to common questions. They help break down complex topics into simple, understandable information, making it easier for potential clients and employees to engage with your firm.
AJ Fox Compliance is an example of a law firm leveraging TikTok to its advantage. On their profile, they post a series of questions covering a range of compliance-related topics, such as:
- How a firm manages risk compliance
- How to create a compliance function
- What an internal audit is
They also balance these with other engaging subjects, like how to break into the compliance field.
As a result, AJ Fox Compliant is catering to all segments of its target audience: potential employees and clients.
You can also share carousel posts with easy-to-follow instructions, like “Strategies to Protect Assets Against Litigation.” Briefly summarize typical asset protection strategies and measures without being too technical (disclaimer recommended). By doing this, you may inform prospective customers and establish your company as a valuable resource.
10. Engaging Educational Videos
Present the same educational content you’re sharing on LinkedIn in video form, featuring simple face-to-camera videos of law firm staff sharing their insights.
For example, in this TikTok, Jodie Hill explains how she started a law firm at 29:
These fresh and raw insights are highly beneficial for those interested in getting into law, whether working for themselves or at a firm.
How Does a Social Media Presence Benefit Law Firms?
Social media marketing is indispensable to any firm’s overall marketing efforts. Why? Organic social media marketing is a cost-effective way to reach your target audience.
Here are some of the benefits of social media marketing for lawyers:
- Improved organic visibility
- Lead generation
- Building trust and credibility
- Client engagement
- Reputation management
- Attracting top talent
1. Improved Organic Visibility
Consistently posting valuable and educational content improves your visibility, such as:
- Testimonials from successful clients served in the past. Positive client reviews increase brand trust among 72% of consumers.
- Answering FAQs and busting jargon-filled legal terms.
- Covering legal industry insights and news.
The key to social media for law firms is posting consistently.
A psychological phenomenon known as the mere exposure effect states that people naturally start trusting people (or brands) the more they appear in front of them.
In essence, you can establish trust by simply appearing on people’s social media feeds on a daily basis.
PRO TIP
Being a lawyer is not easy—it’s a busy and hectic profession. That’s where SocialBee comes in handy. With SocialBee’s automated scheduling and publishing tool, you can easily plan a week or more, depending how much time you can allot for this.
SocialBee allows you to create, schedule, and manage posts across multiple social media platforms, ensuring that your firm maintains a consistent online presence without the daily hassle.
Features like content categorization and posting variations make it simple to keep your audience engaged with diverse and relevant content. Why not pick a day or an hour to streamline your social media efforts with SocialBee?
Post on all your social media accounts from one place: SocialBee!
2. Lead Generation
Nearly three-quarters of legal professionals find leads through social media.
One effective approach is creating mini-campaigns around specific legal topics relevant to your target audience. For instance, a series of posts detailing step-by-step guidance on navigating common legal issues, like creating a will or the basics of a divorce proceeding, can attract users looking for these services.
You can also create downloadable guides, checklists, or eBooks that address common legal issues or new legislation relevant to your specialty. Use these resources as gated content where individuals must submit their contact information to access the materials. Promote these across your social media channels to drive traffic to your landing pages.
Moreover, highlight testimonials and case studies. Using quotes and short stories from past clients provides social proof and can make your firm appear more trustworthy and relatable, encouraging potential clients to reach out.
To generate immediate interaction, include a straightforward call to action in each post, such as “Message us for a free consultation,” or “Click the link to learn more about our services.”
Here’s an example of LinkedIn post with a clickable link:
Remember to focus on platforms that make it easy to find leads. For instance, LinkedIn, a social media platform dedicated to professionals, additionally offers online networking and natural lead generation opportunities.
Use LinkedIn’s search features and filters to find people who fit your ideal client base and engage with them directly by sending connection requests, doing outreach, and posting consistently.
3. Boosting Trust and Credibility
One of the great things about social media for law firms is how it can really boost your credibility.
When you’re attending a conference, giving a talk, or even just participating in a webinar, these are prime opportunities to show off your firm’s expertise.
By sharing these moments on social media, you’re not just filling up your feed—you’re letting people know your firm is engaged, knowledgeable, and on top of industry trends.
Plus, when you post about your events, you’re building a connection with your audience. It’s like saying, “We’re out here, we’re involved, and we care about what’s happening in the legal world.”
And it’s not just about what you share—interacting with other law firms and professionals on social media can help solidify your firm’s reputation as a credible and respected player in the field.
So, next time you’re at an event or hosting one, don’t forget to snap a photo or share a quick update. It’s a friendly, professional way to show that your firm is active, trustworthy, and worth paying attention to.
4. Client Engagement
Besides messaging potential clients directly, consider engaging with them on social media.
As a lawyer, you can engage with your social media community by:
- Responding to anyone who messages you directly—either in your direct messages (DMs) or through leaving a comment on your post.
- Boosting engagement by running giveaways and offering prizes, such as one hour of free consulting.
- Responding to frequently asked law-related questions.
Interacting with other people’s posts by liking, commenting, or sharing their content. This helps build relationships and increases visibility for your brand.
5. Reputation Management
Social media is also a great way to manage your reputation.
Nowadays, consumers are looking for brands that demonstrate a sound ethical code of conduct, such as:
- Ensuring that people are treated fairly regardless of their race, gender, disability, age, or other legally protected traits
- Fair treatment of employees
- Green practices
Making your stance clear on these issues positively affects your brand. Such content should be part of your social media calendar, coinciding with key awareness days.
While it’s important to address negative comments, building a positive reputation involves more than just putting out fires. You should consistently share content that reflects your brand’s values, like stories about your team, updates on sustainability efforts, or ways you give back to the community.
Engagement is key, so don’t just post and disappear; actively respond to comments, ask questions, and join relevant conversations. A simple acknowledgment or comment can go a long way in building relationships.
Highlighting positive feedback by sharing customer reviews or testimonials is also crucial, as it helps build trust and credibility when others see happy customers.
Educating your audience about topics that align with your brand values, such as tips on recycling or promoting inclusivity, not only positions your brand as knowledgeable but also shows that you care about more than just profits.
Being open and honest about what’s happening in your business, especially regarding changes that reflect your values, demonstrates transparency and builds trust. By integrating these strategies into your daily social media routine, you can create a strong, positive reputation that resonates with your audience and strengthens your brand’s identity.
6. Attracting Top Talent
Attracting top talent to your law firm is essential, and your social media presence can be a game-changer in making that happen.
Integrating your firm’s values and work environment into your social media marketing can really make a difference. This approach helps highlight why your firm is a fantastic place to work, drawing in applicants who are not only qualified but also a great match for your firm’s culture.
Frequently Asked Questions
Ready to Create a Social Media Strategy for Your Law Firm?
We hope you have a better understanding and appreciation of how effective social media management can help your law firm build awareness, generate leads, and attract high-quality talent.
The key things to remember when exploring social media for law firms:
- Post consistently. Match the content type to the social media platform. For example, posting short videos on Instagram and TikTok while opting for text-based breakdowns on LinkedIn.
- Vary your content between educational posts, case studies, testimonials, and DIY content, such as templates and checklists.
Use SocialBee free for 14 days, start bulk scheduling your content, and let the leads come pouring in.
SocialBee: Your AI-powered social media management tool
About the author: Guillaume is a digital marketer focused on content management at Wordable and Digital PR at uSERP. Outside of work, he enjoys his life in sunny Mexico, reading books, wandering around and catching the latest shows on TV.
