How to Market Law Firms on Social Media

Oh, social media – the ever-changing landscape of likes, shares, and hashtags. It’s not just for sharing your vacation snaps anymore; it’s also a powerful tool for law firm marketing! 

However, that’s only the case if you choose your platforms wisely, develop a strategy, and don’t get caught in the same traps that so many modern businesses, influencers, and personal brands do.

In this article, we’ll explore how to market law firms on social media with panache, wit, and a touch of legal flair. 

So, buckle up and get ready to up your social media game!

#1 – Choose Your Platforms Wisely

Not all social media platforms are created equal, especially when it comes to law firm marketing. It’s a huge investment to try and grow an audience on every platform, and instead, you should select one or two that you can excel on. 

Here’s a quick rundown of the top contenders:


The ultimate professional networking platform, LinkedIn is perfect for showcasing your legal expertise, connecting with potential clients, and building relationships with other industry professionals.


With its massive user base, Facebook offers excellent opportunities for engagement, targeted advertising, and sharing informative content. Great for all-around connection-building ventures with all kinds of clients.


Ideal for sharing quick updates, industry news and engaging with your audience in real time, Twitter is a fast-paced platform that can help you stay on top of trends and conversations. Great for connecting with people and building personal brands.


YouTube is an interesting platform for law firms to market themselves on. It takes a lot of time to create video content, but the payoff can be massive when you have a huge audience behind you. What’s more, you can repurpose content easily to help encourage growth on all the other platforms!


While not as obvious a choice for law firms, Instagram can be an excellent platform for showcasing your firm’s culture, sharing visual content, and reaching a younger audience.

#2 – Content is King (& Queen)

Creating valuable, engaging content is the key to winning hearts, minds, and clients on social media. Without creating value and actually helping people, nobody will want to engage with what you’re talking about. Here’s what to consider:

  • Share Informative Articles and Blog Posts: Keep your followers informed and engaged with articles and blog posts that offer insights and advice on legal topics relevant to your practice area.
  • Use Visuals to Your Advantage: A picture is worth a thousand words, and visuals can help your content stand out in the social media crowd. Share infographics, images, or even memes (where appropriate) to catch your audience’s attention.
  • Leverage Video Content: From short explainer videos to live Q&A sessions, video content can help you connect with your audience on a deeper level and showcase your expertise.

#3 – Engage, Engage, Engage

Social media is a two-way street, so make sure to engage with your audience and join the conversation. This way, you’ll build relationships and will become an authority in your niche. With the trust that comes with that, you can build an audience of potential clients. 

Here are some tips:

  • Respond to Comments and Messages: Show your followers that you care by promptly responding to comments and messages, whether they’re praising your latest blog post or asking a burning legal question.
  • Ask Questions and Encourage Feedback: Get your followers involved by asking open-ended questions, running polls, or requesting feedback on your content or services.
  • Share User-Generated Content: Celebrate your clients’ successes by sharing their stories or testimonials, with their permission, of course.

#4 – Use Targeted Advertising

Social media advertising can help you reach potential clients who might not otherwise stumble upon your content. When you have something of value to offer, use targeted advertising services to expand your reach. Here’s how to make the most of your ad spend:

  • Define Your Target Audience: Identify your ideal clients based on factors such as location, age, interests, and legal needs. This will help you create more effective ad campaigns.
  • Test Different Ad Formats: From sponsored posts to carousel ads, experiment with different formats to see what resonates best with your audience.
  • Monitor and Optimize Your Campaigns: Keep an eye on your ad performance and make adjustments as needed to improve your results.

#5 – Showcase Your Firm’s Personality

Let your firm’s personality shine through on social media to make your brand more relatable and memorable. Nobody these days wants to connect and work with a faceless organization. They want personable people who they can get real value from.

Consider the following ideas:

  • Share Behind-the-Scenes Content: Give your followers a glimpse of your firm’s inner workings by sharing photos or videos of your office, team events, or even your morning coffee routine.
  • Highlight Your Team Members: Introduce your team members by sharing their stories, achievements, and interests. This can help humanize your firm and create a stronger connection with your audience.
  • Celebrate Your Successes: Don’t be shy about sharing your firm’s accomplishments, such as winning a high-profile case, receiving an award, or participating in community events.

#6. Establish Thought Leadership

Positioning yourself as a thought leader in your practice area can help you stand out from the competition and attract new clients. This builds credibility, authority, and trust, necessary considerations for clients who want to work with you.

 Here are some strategies to consider:

  • Share Industry News and Insights: Stay up-to-date with the latest legal news and trends, and share your insights with your followers to demonstrate your expertise.
  • Participate in Industry Discussions: Join conversations on social media related to your practice area, offer your perspective, and engage with other professionals and potential clients.
  • Collaborate with Influencers: Partner with influencers or other thought leaders in your industry to co-create content, participate in panel discussions, or host webinars.

#7 – Track Your Progress and Adjust Your Strategy

Last but not least, tracking your social media performance and adjusting your strategy as needed is essential. Keep an eye on the following metrics:

  • Follower Growth: Monitor your follower count to gauge the success of your content and engagement efforts.
  • Engagement Rates: Track likes, comments, shares, and clicks to assess the effectiveness of your content and identify areas for improvement.
  • Conversions: Measure how many social media leads turn into actual clients to determine the ROI of your law firm marketing efforts.


Social media offers a wealth of opportunities for law firm marketing, allowing you to connect with potential clients, showcase your expertise, and build your brand. 

By implementing the strategies outlined in this friendly and witty guide, you’ll be well on your way to marketing your law firm like a pro on social media. 

Just remember to stay authentic, engage with your audience, and always be prepared to adapt to the ever-evolving world of social media. 

Happy posting!

And if you want to enhance your law firm’s social media presence and attract new clients – don’t miss out on the power of social media marketing! 

Connect with our expert team today here at Lawsome Digital and discover how we can craft a winning social media strategy for your law firm. 

Get started now!