Social Media for Lawyers

How law firms should use social media to get new clients


Social media has become a big part of all of our lives. It is the place we go to share our vacation photos, congratulate our friends and family on big life changes, and share our glee.

It is also a platform that a majority of businesses use to connect with their audience and advertise their services. As an attorney, it is easy to see social media as a double-edged sword — potentially helpful as a marketing tool with the equal potential to be harmful to your firm’s professional image and reputation.

Social media for lawyers has a lot of benefits, from helping you connect with potential clients to advertising your legal services and portfolio. By following these social media tips for lawyers and creating a strategy to stick to, you can harness the positive impacts of social media for your legal firm.

here we will be discussing

  • Should lawyers use social media?
  • The right way for lawyers to use social media in 2021
  • How to grow your firm using social media
  • Getting social — get in front of potential clients

Should Lawyers Use Social Media?

Unquestionably, lawyers should be using social media to market their services. Your clients are spending hours on social media, and you never know when they will be in the market for your services. More than 4 billion people in the world currently use social media, and they spend an average of at least 2 hours and 30 minutes on social media every day.

Additionally, approximately 54% of consumers use social media to perform research before making a purchasing decision. Before a client decides to reach out to you, chances are that they are looking at your social media presence.

Need more stats to convince you? About 71% of the consumers who have a positive experience with a business on social media will also recommend that business to their friends and family. Social media can help you engage potential clients and enable them to share their experience with others.

These statistics all tell a similar message: if you don’t have a social media presence these days, then you’re missing out on critical leads and referrals for your legal firm. It is time to get onboard.

The Right Way for Lawyers to Use Social Media in 2021

One of the biggest takeaway lessons from this guide is how not to use social media as an attorney. Reap the benefits of social media and protect your reputation by avoiding the following:

Social media for lawyers
  • Be fake: To create a successful law firm brand on social media, you need to be authentic. If you force a different voice or persona, it will be easy for people to see through you, which will discredit you and your law firm’s brand.
  • Feed the trolls: On your posts, you may receive comments from people who simply want to stir up trouble. In social media language, these are known as trolls, and it’s best to simply ignore them and, if you can, delete their comments and block them from your page. Don’t argue or fight on the internet, because it can be used as ammunition to paint you in a bad light and harm your reputation.
  • Forget to apologize quickly: Avoid posting controversial topics. If you accidentally post something controversial and problems arise, apologize quickly. We all make mistakes. The important thing is what we do after making them. If you apologize quickly, you can rebuild trust with your audience and maintain a positive reputation online.
  • Post across all social media platforms: If you’re constantly posting and responding to comments on Facebook, Instagram, TikTok, Twitter, YouTube, and LinkedIn, you won’t have much time left in your day to actually do your work. Choose to focus on the social media platforms that your potential clients use. As a beginner in social media for lawyers, it is best to start with only one channel and build your audience up over time.
  • Use the social media platform as a billboard instead of a place to connect: The social media accounts you own shouldn’t be a billboard for promotional content. Instead, use your platforms to connect and chat with your audience. Answer their queries and questions, share personal stories, and connect as a human, not as a business.
  • Post every once in a while: Social media isn’t a post-once-a-month game. You must be consistent in order to create any waves. If you cannot make this happen, consider outsourcing your law firm social media efforts to an agency or hiring someone in house to take care of your social media.

How to Grow Your Firm Using Social Media for Lawyers

There are a lot of benefits that come with promoting your legal firm on social media. For example, by showing up on the social media, an attorney can:

  • Look like an expert
  • Reach potential clients
  • Enhance networking opportunities
  • Keep up with trends and news

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Getting Social — Get in Front of Potential Clients

Here are some steps to follow in order to properly promote your law firm in a way that stays true to your firm’s brand and makes the most of your platform.

  • Extensively Research Your Target client
  • Just like every solid marketing initiative, you must use social media with your target potential client in mind. Posting content for the sake of posting won’t yield many results. The content you post should actually resonate with your target audience. Perform adequate research and use your findings to create a social media plan for your law firm that works.

    If this is your very first time using social media as an attorney, then you should start with researching one, at most two, social platforms.

    Part of your research should include looking at what other law firms are doing to engage their audience. As you evaluate their posts, ask yourself these questions:

    • Which posts receive the most likes and comments?
    • What is the tone and content of the most popular posts?
    • How often is the firm posting?
    • How positive are the comments they receive?
    • What type of people (gender, age, occupation, location) are commenting and liking?

  • Position Your Firm as a Specialist
  • Being seen as a specialist in your niche can actually build trust between you and your potential clients. They’ll start seeing you as an expert in your area and when they do, they will be more likely to reach out. Talk about the topics you know rather than branching into too many industries.

    Here are some examples of posts you can make to build authority.

    • Link to respected sources that are relevant to your practice area and that bring value to your audience
    • When potential clients ask questions on your posts, respond to them promptly with an answer that is easy to understand — not one that is filled with complicated legal jargon
    • Showcase what you know and share tips that will help your audience
  • Engage With Your Target Clients
  • Connecting with others is one of the top reasons people use social media. It is not enough to simply have a social media account for your legal firm, you must actively interact with your audience. Answer their questions, thank them for their reviews, like their posts, and, when applicable, share stories.

    As you interact with your audience, always remember to do so respectfully.

  • Find and Join Different Social Media Groups
  • Many people use social media to search for nearby businesses, recommendations, and different local services. If you’re a part of groups — such as a local group of people living in a certain area or a group of people with shared interests, you can comment and create relationships with group members. If you make yourself known in the online community, those group members will be more likely to come to you when they need your services.

    When joining social media groups, always follow the group posting rules, which may include not soliciting your business services.

  • Consider advertising
  • Social media platforms such as Instagram, LinkedIn and Facebook have paid advertising options for businesses. Just like on Google Ads, businesses can pay to have an ad campaign displayed to their target audience who use the social platform.

    On social media, you can target your ads to specific audiences and locations, which is particularly helpful for attorneys that work in rare or unique niches.

  • Record Your Social Media Policies and Process
  • Once you finalize which platforms you are going to use for social media law firm marketing, the methods you’ll use to promote your firm, and the type of content you’re going to post, it’s time to document it all. Having a written policy on hand makes it easy to stick with your social media plan, or hire someone to take care of your social media business accounts.

    Your social media plan should answer the following questions:

    • Who will be responsible for posting?
    • Who will manage and react to content?
    • When will you post? (Which days and what time of day)
    • How will you manage backlash and negative comments?

    Record your new social media policies and processes inside a social media manual that’s easily accessible by all your staff.

  • Find the Right Social Media Tool
  • We understand that managing social media for a law firm is a big undertaking, especially when you factor in all of the other responsibilities you have. To make things a little easier, there are automation and social media scheduling tools to use. Zampi puts all of your social media platforms in one place, making it easy to create posts, schedule them, respond to comments and track engagement.

    Don’t miss out on all the potential clients you can find by amplifying your brand on social media. Pick a platform, do the target market research, and start building an online community.