Struggling to attract new clients? Social media marketing for law firms can expand your reach, strengthen trust, and drive more leads—but only if you do it right.
A law firm’s social media presence is about more than just posting often—it’s about sharing the right content, appropriate engagement, and adhering to industry regulations. Below, we outline key best practices and pitfalls to avoid, with real-world examples and expert social media marketing strategies for attorneys.
The Do’s of Social Media Marketing for Law Firms
How Law Firms Can Understand Their Audience on Social Media
Every successful legal social media strategy starts with understanding your target audience. Different practice areas require different content, so a one-size-fits-all approach won’t work.
For example:
- A personal injury firm should focus on reaching accident victims and their families by sharing posts about legal rights, insurance claims, and case timelines. Platforms like Facebook and Instagram work well for reaching individuals.
- A corporate law firm should target business owners and executives by sharing insights on compliance, contracts, and regulatory updates. LinkedIn is the ideal platform for this audience.
By identifying your target clients and choosing the right platforms, your firm can increase engagement and attract potential clients.
Why Consistency Matters in Law Firm Social Media Marketing
Social media success requires consistency. Many law firms start strong but lose momentum, making their online presence look outdated and untrustworthy.
Create a content calendar to maintain steady engagement instead of just posting whenever. A simple schedule could look like this:
- Monday: Legal tip or industry update
- Wednesday: Blog post or video explanation of a legal process
- Friday: Answer common legal questions
Consistency isn’t just about frequency—it also applies to branding. Your firm’s social media marketing strategy should stick to one consistent tone and visual identity across all platforms.
How Law Firms Can Share Valuable Content on Social Media
Clients turn to law firms for knowledge and guidance. Focus on educating your audience instead of just promoting your services.
Best Social Media Marketing Practices for Attorneys:
- Legal FAQs: “What should I do after a car accident?”
- Explainer videos: A short video on how estate planning works
- Case law updates: A breakdown of a recent Supreme Court ruling
- Infographics: A step-by-step guide on filing a personal injury claim
For example, a criminal defense attorney could post:
“If you’re stopped for a DUI, do you have to take a breathalyzer? The answer depends on your state’s implied consent laws. Refusing may lead to automatic penalties. Learn more on our website.”
By providing useful, engaging content, your firm builds trust and increases brand visibility.
How Law Firms Can Engage with Their Audience on Social Media
Social media isn’t just about broadcasting—it’s about building relationships.
What to Do:
- Thank followers for positive feedback. Example: “We appreciate your kind words! We work hard to support our clients.”
- Direct potential clients to appropriate resources. Example: “Great question! While we can’t give legal advice here, we’d be happy to discuss your situation in a consultation.”
- Join relevant conversations. Comment on legal news articles with professional insights to build visibility and credibility.
What to Avoid:
- Giving direct legal advice in comments.
- Discussing confidential client matters in such a public forum
- Responding to negative feedback with emotion—always remain professional.
By engaging in an ethical and professional, your firm strengthens its credibility and client relationships.
The Don’ts of Social Media Marketing for Law Firms
Over-Promote in Your Law Firm Marketing Strategy
A common mistake law firms make is treating social media like a billboard. Posting about services, awards, or case wins without offering useful content will drive people away.
Instead, follow the 80/20 rule:
- 80% of posts should educate, inform, or engage (legal tips, blog articles, industry news).
- 20% of posts can promote services, firm updates, or client testimonials.
For example, instead of posting:
“We’re the top personal injury firm—call us today!”
Try:
“Insurance companies often undervalue injury claims. Know your rights—learn how to maximize your settlement in our latest blog post.”
This balances promotion with value, making your firm more approachable.
How Law Firms Can Use Social Media Ethically
Confidentiality is a core principle of legal ethics. Even if you avoid names, sharing details about a case can still violate attorney-client privilege.
Consider this scenario:
- A law firm posts: “We just helped a client settle a major malpractice claim against a local hospital for $500,000.”
- Even if the client’s name isn’t mentioned, the hospital and amount could make it identifiable.
If you want to highlight a case result, obtain the client’s permission and keep the details vague. A better approach:
“Our firm recently resolved a complex medical malpractice case, securing a significant settlement for our client.”
This keeps everything confidential while still demonstrating success.
Make Misleading Claims in Law Firm Marketing
Lawyers must be careful with how they present their services online. Making exaggerated statements or promising results can lead to disciplinary action.
Examples of Misleading Claims:
- “We always win!” (No lawyer wins every case.)
- “100% success rate on personal injury claims!” (Impossible to verify.)
What to Say Instead:
- “Decades of experience fighting for injury victims.”
- “Committed to securing the best outcomes for our clients.”
By avoiding misleading statements, your firm stays credible and in compliance with legal advertising rules.
Skirt Ethical Guidelines in Legal Social Media Marketing
Legal marketing is subject to strict regulations. Violating these rules can lead to fines or disciplinary action.
Common Mistakes to Avoid:
- Direct solicitation of clients in jurisdictions where it’s prohibited.
- Implying an attorney-client relationship through social media interactions.
- Posting endorsements or testimonials that don’t comply with bar association rules.
For example, some states require disclaimers on promotional posts, such as:
“Attorney advertising. Prior results do not guarantee a similar outcome.”
Review your state’s bar guidelines before posting to make sure you’re in compliance.
Social Media Marketing the Right Way
A strong law firm marketing strategy helps attorneys attract the right clients while maintaining professionalism.
By understanding your audience, posting consistently, sharing valuable content, and engaging responsibly, your firm can get the most out of its social media efforts. At the same time, avoiding over-promotion, maintaining client confidentiality, making accurate statements, and following ethical guidelines keeps your marketing efforts compliant and trustworthy.
Need expert help managing your law firm’s social media presence? Contact us today for a consultation.