city
On-demand webinar: How to Bring your Law Firm More Clients
February, 2nd
Join our webinar

Social Media for Lawyers

updated
December 6, 2022
25 min
read

As an attorney, the majority of your attention likely goes into how you can help your clients in the most effective and professional way possible. But as the competition gets stiffer and you build your marketing strategy for your law firm, you might be curious whether social media is worth your time and energy. Is the power of social media for lawyers something, regardless of the firm size or practice area, you should explore?

The answer is yes. Social media can be highly beneficial for lawyers- it is used by over 4.7 billion people worldwide. According to statistics, 78% of lawyers use social media for business purposes, and 81% of those who use it say it’s helped them develop their practice. This number keeps increasing as more and more lawyers realize social media’s potential for networking, marketing, and even generating new business. There are several ways that social media can help lawyers, and this article will discuss them. 

In this article, you'll learn: 

  • How to use social media to promote your law firm
  • The things to avoid while using social media to promote your law firm
  • Some useful social media tools to use 
  • How to build your social media profile with the help of a professional 

Why Is Social Media Important for Lawyers?

Social media for lawyers

First and foremost, social media is a tool for entertainment. This is a key concept you must grasp to understand how social media works. But it's more than that. With over 53% of the world’s population on some sort of social media platform, 73% of lawyers and law firms use LinkedIn alone to reach more people and help them get more business. Here are only some of the benefits of social media marketing.

Find New Clients

Let’s be honest. There is little possibility that a person who is facing serious charges right now happens to scroll through Facebook posts and ads. Still, according to a study by the American Bar Association, 29% of lawyers report getting new clients through social media profiles. That means that lawyers find their potential clients not through selling their services but through branding. You never know who will see your social media platforms and send them along to a friend or family member.

Become a Recognizable Brand

Your practice is more than just a law firm. By tapping into different social media tools and platforms, you help establish yourself as more than a group of lawyers, but as a respected brand in the community. Although you might not currently think of your firm as a brand, the more consistently you post on social media, the more you build a brand in the eyes of your audience. The top law firms worldwide don’t need to sell potential clients a service; instead, they use a tailored social media strategy to establish brand recognition and consistency. Ensure all your posts maintain consistency in image style, colors, and overall aesthetic.

Let New Clients Find You

As social media is meant for entertaining people, keep in mind this important concept: people are neither looking nor searching for help on social media. They use Google for that. Hashtags and posting, engaging and shareable video content are designed specially to attract your audience to your profiles. 

The more time and effort you put into building your social media presence, the higher the chances you will build an audience that engages with your posts and shares them with friends or family members. Remember, just because you are in the legal industry doesn’t mean you can’t post informative and engaging content online.

Get to Know Your Audience

Social media is intended for sharing emotions and participating in people’s lives. Event-based advertising and community-focused marketing are elements that can help you both take part in the audience’s life and promote your services.

You might need to try posting different types of content on your pages to see what performs the best. Maybe your audience gravitates toward educational, social media posts or a more emotional marketing approach. By posting different types of valuable content, you can better understand what your audience prefers to see on their feed.

Improve Your SEO

You might not think of social media as a way to improve your search engine optimization (SEO), but in reality, it is a huge help for SEO optimization.

Social media signals are now a ranking factor in Google’s search algorithm, meaning your law firm’s social media activity can directly impact your SEO. By optimizing your social media profiles and using social media to share your content, you can reach a larger audience. 

Additionally, social media helps you: 

  • Build relationships with existing and potential clients to create a strong online reputation.
  • Improve your search engine rankings by making your website more visible to potential visitors.
  • Increase your firm’s visibility and attract more potential clients when you create multiple social media accounts and post regularly. 
  • Ensure that your content is easily found by people searching for legal services online when you use keywords and hashtags.

There are several ways to use social media to improve your lawyer’s SEO. 

1. Drive Traffic to Your Website

Creating and sharing content relevant to your target audience can attract more visitors to your website, boosting traffic to both your website and social media accounts. After that, you can use social media to increase website traffic; your social media profiles can be optimized, just like websites. Then, consistently communicating with your audience will increase your website and social media traffic. 

2. Gain Backlinks to Your Website

SEO heavily relies on backlinks to signal to search engines that content is useful to clients—new and existing. When you post the link to your content (blog, case study, or ebook) on a social network as a preview or excerpt, clients click on them to find out more. 

It is also perfect since it is sharable, so once one or more clients view the content, they share it with their friends via repost, story, or direct message.

3. Build a Following of Loyal Clients

Posting on your social media channels encourages connections with prospects. You can easily interact with prospective clients who are curious about your services and share the type of content that makes you unique. This helps to build trust and increase online reputation, especially when you post regularly (an account that posts less produces less engagement). 

4. Affects Local SEO Positively 

It should be no surprise that social media impacts your local SEO. Your NAP (your law firm’s name, address, and phone number) is essential in local search rankings.

Furthermore, social media allows you to geo-tag a video, animation, photo, or clip that you add to your Stories and posts to target specific locations. Clients browsing for it can boost your rankings in local search results.

Best Social Media Platforms for Lawyers

Social media marketers are the most successful when they're using the right platforms. As different people prefer different types of content, it’s important to tap into different social channels to create content that resonates with different audiences. Here are some platforms for your law firm to consider.

LinkedIn

LinkedIn is a great way to improve your social media marketing for lawyers. This platform is famous for its wealth of connections and ability to connect you with potential clients and partners. 

  • LinkedIn has a powerful search engine to help you find the right people to connect with. 
  • LinkedIn offers a variety of tools that can help you better market your firm online and secure business opportunities. 
  • You can use LinkedIn to promote your legal services. For example, you can create a LinkedIn profile summary and post it on your website or other social media accounts. This summary will tell potential clients about your experience as legal professionals and what you can offer them. 
  • Using LinkedIn effectively can improve your social media law firm marketing and increase your chance of securing new business.
  • You can use LinkedIn’s Jobs section to find job openings or its networking feature to connect with other lawyers. 

Incorporating LinkedIn into your marketing strategy can be a great way to connect with potential customers and build relationships. Here are a few steps you can take to get started on LinkedIn marketing for lawyers:

1. Optimize a Law Firm’s LinkedIn Page

Law firm Linkedin page opimization

Create a profile for a single lawyer of an entire firm that is professional and appealing to potential customers. Make sure to add a proper bio that showcases your skills and experience and includes a summary of your company, practice area, or projects.  

Keep your profile updated and personalize it to reflect your customers’ interests. Also, provide visuals like photos or videos of your team and projects. This will make you look more professional and trustworthy.

2. Post Content for Your LinkedIn Page

Connect with potential customers and build relationships. Share relevant information, share links to your website or blog, offer advice, create FAQs, write checklists, and even publish LinkedIn articles.

3. Expand Your Network

Join LinkedIn groups by reaching out to industry leaders and making professional connections. Start by looking for companies or individuals you want to connect with. Also, using your searches and profile, LinkedIn suggests suitable connections for you. This helps to build stronger relationships that can lead to more business in the future.

4. Be Sure to Use Hashtags

They function similarly to keywords in SEO and aid in increasing the visibility of your content on a prospect's social media feed. They enable clients to find you based on trending topics and interests related to the hashtags. 

And if you follow hashtags and topics related to your niche, you will be notified whenever it is trending.

Facebook

Facebook is the best social media platform for lawyers, with over 2.7 billion active users; perfect for lawyers thanks to its user-friendliness and large user base. It allows you to create a page for your business where you update your practice, share case studies or photos of your work, and engage with your followers. This will help you attract new clients and increase your brand awareness as you promote your services. 

You can also use Facebook to connect with your customers and followers and build relationships with them. This relationship will help you increase trust and credibility, which is important when marketing your business. Facebook also has a unique advertising system, which allows you to target your audience with targeted ad campaigns.

Even if a law firm has a limited marketing budget, its presence on Facebook is achievable with a strategy put in place.

1. Create a Business Page for Your Law Firm

Facebook allows you to create a business page to post updates about your company, offers, promotions, and more.

2. Optimize Your Facebook Law Firm Page

Facebook law firm page optimization

Fill out your contact information (website, phone, etc.). Also, add a call to action (CTA) that targets leads, such as ‘Contact Us,’ ‘Call Now,’ or ‘Send Email.’ Pin a post that describes your identity, values, and other characteristics.

3. Make Useful Posts

Create useful posts on Facebook

First, make sure your posts are interesting and relevant. The best way to do this is to research your topic and find inspirational stories or examples that relate to you. This will show potential clients that you’re knowledgeable and invested in your work.

Don’t forget hashtags. When you post something on Facebook, use relevant hashtags so people can find them easily. This will help you reach a wider audience, and it will also help you stand out from other law firms.

4. Adhere to Guidelines 

Be careful not to violate social media guidelines while using Facebook marketing for lawyers. For example, don’t post anything that’s illegal or infringes on someone’s privacy. 

Twitter

Twitter is a great way to improve your social media marketing for attorneys. Lawyers can use Twitter to connect with their followers and other lawyers and to share legal news and tips. Not only is it a great way to connect with potential clients and followers, but it also provides you with instant feedback. 

Twitter marketing for lawyers is complicated due to its content limitations (280 characters or less per Tweet). Still, its strength is the feedback mentioned above. This feedback can help you improve your content and metrics, leading to more clients and better search engine rankings. 

Twitter also allows you to track how your tweets affect your follower and subscriber counts, giving you a better idea of which tweets are working well and which ones should be tweaked. 

Tips on using Twitter for your content marketing strategy. 

1. Create and Optimize Your Twitter Account

The process of creating a new account is straightforward. When you’re finished, edit your account by adding high-quality photos to your profile and header. Fill out your bio, add your location, website, and so on. Finally, switch to a professional account and select the category corresponding to your legal practice area.

2. Interact With Your Followers

Make your Twitter audience interact with you

Make content that will engage your audience and pique their interest in your services. Inquire about what kinds of posts or content they’d like to see. This could be in the form of a blog post in which you use the comments to determine the majority, or it could be in the form of a Twitter poll.

3. Improve the Performance of Your Content

Promote your blog posts

Twitter is an excellent platform for providing timely firm news updates. It lets you do things like: 

  • Tweet a link to an interesting article about legislative updates 
  • Promote your blog posts, podcasts, and other types of content
  • Retweet an interesting post on a topic for your audience to see
  • Bring in the potential audience when you use trending hashtags in your posts

YouTube

Despite YouTube being a less popular platform for law firms and lawyers, creating a channel is an opportunity to share video-based content with your audience. While other social accounts can help you distribute your videos, having one location where your audience can stay up to date on your firm is an integral part of your content strategy. Use video content to showcase your firm’s personality and help them get to know you on a personal level. The better they know who you are, the more comfortable they’ll feel when using your services.

Since YouTube marketing for lawyers helps if you are looking for new ways to reach potential clients, here are some tips for compelling YouTube videos:

  1. Choose a marketing focus. Ensure your video focuses on marketing your services to specific target audiences. This will help you target your video content and ensure it effectively attracts potential clients. You can also opt for YouTube shorts to reach your audience
  2. Use visuals. Make use of graphics, clips, and other visual elements to help your video stand out and attract attention. Make sure you have a strong on-camera presence. Feel free to practice as much as you need to before making the final content.
Include visual elements in your Youtube video
  1. Establish a niche. Choose a legal practice that your firm specializes in and focus your video on providing information about that area. 
  2. Use other social media to promote your video. Share your video on social media platforms like Facebook, Twitter, and LinkedIn to help promote it and increase its reach.
  3. Make use of hashtags. Like the other platforms mentioned above, use relevant hashtags in your video title, description, and other tags to help improve the visibility of your YouTube.
Include relevant hashtags in your Youtube video description

Instagram

There’s no doubt that social media platforms like Instagram are incredible tools for marketing. And specifically, Instagram is perfect for lawyers. For one, Instagram is a visual platform - meaning it’s ideal for showcasing your legal work.

Thanks to its large user base—over 1.4 billion active users, Instagram is a great way to connect with potential clients and build trust. And, of course, social media marketing is all about engagement. So using Instagram to share exciting and even educational content is key. Not only will this help you attract new clients, but it’ll also keep your current clients happy and informed. 

Here are a few tips for using Instagram marketing for lawyers:

1. Create Engaging Content

Showcase your work through posts

Use Instagram to showcase your firm’s amazing work through Reels, Stories, and Posts. Showcase your clients’ cases, court appearances, and other legal victories on your Instagram account. Promote your law firm’s services and show your legal expertise by posting photos of your legal work for your clients. This will help you attract new clients, and it will also demonstrate your knowledge in the field. Promote your law firm’s calendar of events. Share photos of upcoming events, such as CLE seminars, networking events, and court hearings. These will help you attract new clients and build awareness for your firm.

2. Keep Captions Brief and to the Point

Even though every Instagram post has a caption, remember that it is not a blog and that many users will simply scroll through your post. They must be short, concise, and simple to read for your clients. Furthermore, because captions can help to increase engagement between you and your followers, you can include a call to action to entice clients to take action.

Should Your Personal Account Be Public?

This is a common question that lawyers have, but there isn’t a clear-cut answer. If you have personal social accounts that give off a professional persona, the answer is yes. If you are the face of your firm, it’s a good idea to build personal profiles that show off the information you want your audience to see. Remember that people will end up Googling you or your firm anyway, so you may as well curate the content accordingly.

How to Promote a Law Firm on Social Media

Clearly, social media for law firms is a great way to grow your firm, but what are the strategies to achieve success? Here are some tactics to consider when promoting your firm.

Set Out Your Aims

The first thing to consider is to outline your goals by posting to your profiles. Law firms will have different goals for their profiles; some want to gain more clients, some want to build brand awareness, and others want to gain more website visitors. Before diving head-first into a social media strategy, sit down and list your goals. They should be both short-term and long-term measurable goals, so you know how much progress you’re making. Once you have a baseline of how your profiles perform, you can adjust your goals accordingly and use them to drive your future campaigns.

Learn the Rules

Lawyers have specific rules and responsibilities they must follow online. Consider ethics regulations and other bar rules before posting to your accounts. You must take the time to learn and understand these rules before you start posting. Each platform has regulations, especially regarding unique content other lawyers could share. Some states also prohibit lawyers from using language such as ‘expert’ or ‘specialist’ to describe themselves. If you have doubts about what you can and cannot say, it’s always best to conduct your research accordingly.

Think About Paid Social Media Advertising

Keep in mind that you pay for impressions, not for clicks. That means you will pay for the ad whether somebody goes to your website or not.

Did you know that more than 7 million businesses have used Facebook ads to target a specific audience at one point or another? Putting some money behind your social media ads allows you to target particular audiences and cater your ads directly to them. When executed correctly, paid campaigns can be an incredibly lucrative approach to your efforts. One thing to be mindful of is the technical ins and outs of Facebook ads, as they can be challenging to optimize. 

Stick to SMART Goals

If you have never heard of SMART goals, they can be a valuable part of your approach. While we already discussed the importance of goal setting when it comes to your social profiles, SMART goals take this idea one step further. Regardless of the specific platform, all of your marketing goals should be:

  • Specific: Outline precisely what you need to do to hit your goal. Always use action words.
  • Measurable: What makes a goal successful, and what makes it fail? Make sure that you’ve outlined the metrics necessary to determine success.
  • Achievable: It’s always nice to set lofty goals but ensure they are attainable.
  • Relevant: How will this goal improve your law firm, and does it align with your overall strategy?
  • Time-bound: At what point will you meet the goal? Outline any targeted deadlines to keep yourself on track.

For example, maybe you want to hit a certain number of followers on your Facebook group by the end of the month. In this case, outline exactly how many posts you’ll create per week and how much engagement you’ll need to help you reach this goal.

Get to Know Your Client

Now that you’ve set your goals, you need to figure out how to achieve them. This starts by identifying who your client persona is. A client persona is a fictional representation of the key traits that you look for in your audience. It’s typical to develop a client persona using the data that you have on web analytics and user research. For example, maybe you’re a criminal defense attorney, and you’ve collected data that shows your typical client is a male in his 40s from a certain area of the state. By determining who your clientele is, it’s easier to create social media posts that resonate with them. This helps attract a larger group of clients, increasing your ROI.

Keep Up With Your Competitors

Once you’ve built out your client persona, the next step is to look into your competitors. Comb through their different platforms and see what's working and what isn’t. Take note of their weak spots so you can fill in the gaps with original content on your own profile. Maybe you have a huge competitor in the area who isn’t currently posting on Facebook. Take this opportunity to curate a Facebook page strategy to tap into this audience. A simple way to see how others are performing is to Google some of your keywords to see who is popping up.

Make a Schedule

Posting on any given channel at any given time might be the easiest approach, but it is undoubtedly the most chaotic. Instead of a disorganized system, create a schedule you’ll stick to. Use a content calendar to plan what posts will go on what platforms at any given time. Detailed content plans make it easy to map your social media strategy for weeks or months. 

It may be more work up front, but a calendar provides a clear roadmap for the foreseeable future to ensure you’re not scrambling to post things at the last minute. You will also have more time to double-check ethical rules for your firm content marketing. 

One Bit at a Time

If you don’t currently have profiles on the above platforms, you don’t need to rush into posting to every platform at once. Doing so could cause you to become overwhelmed and end up wasting time and money. Instead, start by focusing on one or two accounts at a time to stay in touch with your audience. You can focus more of your energy on curating thoughtful content that will have more of an impact on your audience.

Make a Proper Profile

Nobody wants to see a profile that isn’t filled out. Simply filling out your profile information is an easy way to make a positive first impression on your audience. Make sure to upload a high-quality profile photo representative of your firm. You should also include a well-written description of who you are and what your firm is about so newcomers can immediately understand the basics of your firm. Including a link to your attorney’s website, or any specific Facebook groups, can help consumers learn more about your brand identity.

Measure the Results

Measure your results in SEO tools

There’s no point in posting to your accounts if you aren’t closely measuring your posts’ performance. Every account provides you with invaluable statistics built in to help you better understand how your audience engages with the information. This makes it easy to see what types of content perform best and aren’t as appealing to your followers.

How to Track Your Law Firm Social Media Results

If you’re looking to improve your marketing efforts for your law firm, tracking social media results is a key step. There are a few free and affordable ways to track social media results for your law firm. 

1. Analytics tools. Tools like Google Analytics (GA) allow you to identify which content resonates with your audience and make sure your social media efforts are targeting the right way by monitoring: 

  • How many people are interacting with your posts;
  • How many people are clicking on your links;
  • How many people are visiting your website; 

2. Tracking software. Social media tracking software like Hootsuite and SocialBee measure the reach and engagement of your posts across different social media platforms. For instance, Hootsuite lets you track all your social media accounts in one place, and SocialBee provides detailed insights into which posts perform best. By monitoring your social media results, you can ensure that your marketing efforts are effective and that you’re reaching the right audience.

How Not to Promote a Law Firm on Social Media

Now that we’ve discussed the ‘DOs,’ let’s delve into what not to post on your profiles.

Ignore Your Audience

Don’t forget that social media is a two-way street. Even though you are the one posting to your profiles, you can’t forget to engage with your audience as well. If someone adds a comment or asks a question on a linked blog post, don’t forget to respond to them and answer their questions. Engaging with your target audience helps to build your community.

Share Unoriginal Content

Resonating with your audience starts by creating original video content and other original content, not simply a replica of another law firm. Your followers will immediately see through your unoriginal social media efforts and likely become disinterested in what you’re posting.

Spamming

Spamming on your social media accounts comes in many different forms. Common examples include bulk messaging, click-baiting, fraudulent reviews, spreading malicious links, or sharing excessive or undesired content. You can expect to lose followers quickly if you regularly post spammy content.

Best Social Media Tools to Use

Hootsuite

Social media marketing for lawyers can be challenging, but using Hootsuite can help. Hootsuite provides users with powerful tools to help them better understand and engage with their audience. Lawyers can use Hootsuite to: 

  1. Get a detailed analysis of their social media activity, so they can see what’s working and what isn’t.
  2. Obtain insights into who is talking about them online, what they are saying, and where they are located. 
  3. Tailor content and strategies to reach and influence potential clients effectively. 
  4. Stay up-to-date on the latest news and developments in their practice area, providing an invaluable resource for keeping abreast of the competition.

You can also use their other features, such as:

  • A dashboard that allows you to view and respond to all messages, comments, and brand mentions in one place.
  • A personalized paid campaign with the Boost feature, which balances organic reach and paid ads to optimize reach and engagement.
  • A method of adding multiple team members and assigning tasks to a specific member.
  • The ability to integrate and work with leading social listening tools such as Brandwatch, Talkwalker, and even HubSpot. 

Sprout Social

Sprout Social is another management platform that enables lawyers to improve their social media marketing. It provides users with the following: 

  • Powerful tools to better connect them with their target audience, engage with potential clients, and build their online reputation. 
  • A Wide range of tutorials and support resources ensure that users get the most out of their experience.
  • A way of managing content, scheduling posts, analyzing social media analytics, and more.

Later

Since social media marketing is a great way to connect with your customers and improve brand awareness, it can be challenging to get started. That’s where Later comes in. So whether you’re a small business or a large corporation, the Later platform allows lawyers to: 

  1. Create and manage social media accounts, track results, and create beautiful visuals.
  2. Provides valuable insights into their customers’ social media behavior so they can better target your marketing efforts. 
  3. Improve their social media marketing and allow them to schedule and publish content, as well as track the performance of your posts. This can be a valuable asset for lawyers who want to ensure they get the most out of their social media marketing efforts.

Mention

Mention is an excellent tool for improving social media marketing for businesses. This law firm social media management platform helps to identify and respond to negative sentiment by monitoring what people say about your firm online. 

  1. It allows lawyers to track their online reputation and manage their online presence.
  2. It provides tools for creating and sharing content and monitoring and responding to online reviews.
  3. It allows you to track your brand name and see what people say about it online. This can be extremely helpful in identifying potential customers or clients. 
  4. It can help you monitor your competition and see what they are doing well, so you can use the result to improve your legal services. 

Keyhole

With the help of Keyhole, lawyers can improve their social media marketing strategies and get ahead of the competition. This information helps lawyers see what they’re doing right, so they can adjust their social media marketing strategies and give themselves a leg up on the competition. 

It provides users with real-time data on how their social media posts perform and insights into what kind of content is resonating with their audience by tracking hashtags, mentions, and more. Lawyers can use this information to adjust social media strategies to engage potential clients better and grow a law practice.

Start Building Your Profiles Today With the Grow Law Firm

Having social media profiles for your business may not automatically improve your SEO, but stick with it, and you’ll see how they complement each other. Consider working with Grow Law Firm if you want to hire a professional to help you improve your marketing efforts.

Our team of experienced professionals can help you build robust, compelling profiles that will help you reach your target market. We understand the importance of online visibility, and our strategies are designed to help you achieve top rankings on search engines.

We offer various services to help you reach your marketing goals, including website design, social media marketing, and lead generation. We also have a wealth of experience in marketing automation, which means we can create custom campaigns designed to boost your website’s traffic and sales. So if you’re looking to take your business to the next level, Grow Law Firm is the perfect partner!

background webinar imagesasha berson bigsasha berson small
Top techniques for busy lawyers to bring in more clients in 2023
  • Easy steps you can take to bring in more clients and up this year’s revenue
  • The top website and marketing mistakes holding your law firm back
February, 2nd
1.30 pm CST60 minutes
Table of Contents
    + Click to spread
    star dots

    Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.

    Marketing audit

    Request a Marketing Audit

    For organic rankings, you need to have quality content that is tailored to answer the users questions,

    Thank you! Your submission has been received!
    Oops! Something went wrong while submitting the form.