Social media is no longer optional for law firms—it’s where your next client is scrolling right now.
In this comprehensive guide, we’ll explore:
- Why social media matters for attorneys
- Which social media platforms are best for law firms (LinkedIn, Facebook, Instagram, Twitter (X), YouTube & TikTok)
- Organic vs. paid strategies for law firms, with examples
Why Social Media Matters for Attorneys
The average American uses 7 different social platforms and spends more than 2 hours per day scrolling feeds. Your firm needs to be part of that conversation.
According to the American Bar Association (ABA) 2023 Tech Report, 84% of law firms use social media. Nearly one-third have landed new clients directly from these platforms. Your competitors are likely active on LinkedIn, Facebook, or Instagram—and they might be attracting prospects that could have been yours.
It’s no longer enough to rely solely on word-of-mouth and a website; a strong social media presence has become a must-have for modern legal marketing.
Social media builds trust and visibility over time. People facing legal issues often start by asking friends for recommendations or researching online. An active, professional feed reinforces credibility when prospects research you. Educational posts and success stories position you as the trusted choice.
Social media is a cost-effective marketing channel. Social media accounts are free to create, and even a modest budget for targeted ads can yield significant returns. For law firms, social media often delivers an attractive return on investment (ROI). Facebook ads, for example, can deliver leads at a lower cost than traditional channels—especially with precise local targeting.
Choosing the Right Social Media Platforms for Your Law Firm
Not all social networks are created equal, and part of a smart strategy is focusing on the platforms best suited to your practice and audience.
Focus on the channels your clients actually use and the content you can deliver consistently. Below, we break down the major platforms—LinkedIn, Facebook, Instagram, Twitter (X), YouTube, and even TikTok—and how attorneys can leverage each.
LinkedIn: Professional Networking & B2B Outreach
LinkedIn is the most popular platform among law firms—83% of firms maintain a LinkedIn presence as of 2023.
It’s an ideal place for B2B content and networking: if your practice involves corporate clients, business owners, or referrals from other attorneys, LinkedIn is invaluable.
On LinkedIn, share professional and educational content that highlights your expertise. This could include posting short articles or comments on recent legal developments, case verdicts, or changes in regulations that affect your practice area.
LinkedIn is also great for firm updates and achievements: share news of awards, speaking engagements, successful case outcomes (within ethical boundaries), or community involvement. Engage with others as well: join legal groups, comment on posts from colleagues or local business leaders, and congratulate connections on their milestones.
Content tips for LinkedIn:
- Post consistently (e.g. a couple times a week).
- Mix up formats (text posts, infographics, short videos, or slide decks).
- Use relevant hashtags (e.g. #EstatePlanning, #PersonalInjuryLaw) to increase visibility.
- Invite colleagues or clients to follow your page and engage with your content to expand your reach.
Facebook: Community Engagement & Broad Local Reach
Facebook remains a powerhouse platform for reaching a broad audience. 57% of law firms use Facebook to promote their business.
On a Facebook business page for your law firm, you can share a wide variety of content: educational posts, firm announcements, community event photos, client testimonials, blog articles, and more. Visuals are important on Facebook—posts with photos or videos tend to get higher engagement.
Engagement is crucial:
- When people comment or message your page with questions (e.g. “Do you handle estate planning in Dallas?”), respond promptly and helpfully.
- Encourage interaction by asking questions in your posts (e.g. “What legal topic would you like to learn more about?”) or creating simple polls related to your field.
- Facebook Groups can also be valuable—consider joining local community groups or professional groups where you can organically participate and share your knowledge.
One of the biggest advantages of Facebook is its robust advertising and targeting options (which we’ll detail later). Even organically, you can boost important posts to reach more people in your geographic area or target demographic. Combine that with Facebook’s built-in reviews section—where satisfied clients can leave a recommendation—and it’s clear why Facebook is often considered the digital equivalent of word-of-mouth.
Content tips for Facebook:
- Post at least 2-3 times per week to keep your page active. Use a variety of content types: photos, short videos, or text updates.
- Try to reply to comments and Messenger inquiries the same day.
- Leverage Facebook reviews—ask happy clients for a quick rating.
Instagram: Visual Storytelling & Firm Culture
Law is often about people’s stories, and Instagram lets you highlight those human elements—your team, your clients (with permission), and your firm’s values – in a compelling way. It’s especially useful if you want to reach a slightly younger demographic or showcase a modern, approachable image for your firm.
On Instagram, focus on imagery and short videos. Share photos from around the office or at community events, graphics with legal tips, or short “Reel” videos where an attorney answers a common question in 30 seconds. Behind-the-scenes content works great too: show your team at work (a candid shot of an attorney prepping for court with a caption about fighting for clients), or celebrate firm milestones (“10 years in business!”) with a photo of your team. This makes your firm feel more relatable and trustworthy.
Instagram also supports Stories (ephemeral content that lasts 24 hours) and Highlights (which you can use to save important stories on your profile). You can use Stories to give quick updates or even run mini Q&A segments (followers can submit questions via Instagram’s question sticker, and you can post answers). For example, a family law attorney might do a weekly “Legal Tip Tuesday” story series answering questions about custody or child support.
Content tips for Instagram:
- Maintain a consistent visual style if possible (colors or fonts aligned with your brand).
- Keep content personable and engaging.
- Post a few times per week.
- Utilize captions to tell a story or provide context to your image.
- Engage with other accounts: follow local community pages, bar associations, or even other law influencers; like and comment on their content genuinely.
Twitter (X): Real-Time Updates & Thought Leadership
X is a platform known for real-time news and snippets of insight. About one-third of lawyers maintain a presence on Twitter.
On Twitter, you’re limited to short posts (currently 280 characters for a standard tweet), so brevity and clarity are key. Attorneys often use Twitter to share legal news or commentary: for example, an immigration lawyer might tweet updates about a change in immigration policy with a brief take on what it means, or a criminal lawyer might comment on a high-profile case in the news. If you have a blog, you can tweet the link with a punchy summary to drive traffic.
Twitter is also great for real-time engagement during events—if you’re attending a legal conference or a community forum, live-tweet some highlights or insights. Using popular hashtags (e.g. #LawTwitter is a common one for legal discussions, or hashtags for events like #ABAtechshow) can get your tweets seen by a wider audience interested in those topics.
Interaction on Twitter tends to be more public. People might tag your firm with questions or comments. Make sure to respond professionally and helpfully. Also consider following and engaging with relevant accounts: local news reporters, community leaders, and legal influencers.
Content tips for Twitter:
- Aim to tweet at least a few times a week, if not daily, since Twitter’s timeline moves fast.
- You can tweet original thoughts, share links to useful resources (with a brief comment on why it’s relevant), or even do a short thread (a series of connected tweets) to explain a concept that needs more than one tweet.
- Use hashtags judiciously—one or two per tweet is plenty, and make them specific (e.g. #EstatePlanning, #TexasLaw).
- Don’t forget visuals here too: tweets with an image or even a short video/gif can stand out in the stream.
By staying active on Twitter, you increase the chances that when a trending legal topic hits the news, your voice is part of the discussion, which can indirectly attract clients who see you as the go-to expert.
YouTube & TikTok: Expanding Reach with Video Content
Video is an incredibly powerful way to connect with an audience, and platforms like YouTube and TikTok have opened new avenues for lawyers to educate and even entertain.
While they require a bit more effort in content creation, the payoff can be big: YouTube is the world’s second-largest search engine (after Google), and TikTok’s short-form videos can go viral and reach millions, including younger audiences that traditional marketing might miss.
YouTube – Think of this as the platform for longer educational content. If you’re comfortable on camera (or even doing voice-over on slides), consider starting a YouTube channel for your firm. You can publish informative videos explaining legal processes or answering FAQs. For example, a probate attorney might create a 5-minute video on “How Probate Works in California,” or a personal injury lawyer could have a series called “Attorney Answers: What to Do After a Car Accident” walking viewers through steps to take. These videos can then be embedded on your website or shared on other social media (one piece of content can fuel multiple channels).
The advantage of YouTube is that, over time, these videos can rank in Google search results for relevant queries, potentially bringing in steady traffic. It’s also great for building trust—seeing and hearing you speak can make potential clients feel like they know you already.
TikTok – TikTok has a growing community of professionals (including many lawyers) who use short videos to share knowledge in a fun, accessible way. “Lawyer TikTok” has become a phenomenon, with attorneys amassing large followings by simplifying legal concepts or reacting to legal issues in the news. For example, an employment lawyer might do a 60-second video titled “3 Things Your Boss Legally Can’t Do,” using a catchy, plain-English delivery. A defense attorney might use a trending sound clip in the background while displaying on-screen text of a common myth vs. fact about traffic stops.
TikTok’s algorithm can expose your content to thousands of people even if you have zero followers, so one viral video about, say, “What to do if you’re in a minor car accident” could generate a wave of awareness for your firm. Some attorneys have even become minor celebrities via TikTok, which directly leads to client inquiries.
Content tips for video platforms:
- Consistency is important. Plan a doable schedule (maybe one YouTube video a month, or a couple of TikToks a week).
- Pay attention to questions people ask in comments—they’re great fodder for future content.
- Brand your videos subtly (an intro or outro with your firm logo and a call-to-action is useful on YouTube). On TikTok, you might include a line in your bio like “John Doe, Personal Injury Lawyer in Texas. For inquiries: [phone/email].”
- Always double-check music usage and privacy settings on TikTok to ensure you’re not violating any rules.
- Cross-promote: share your YouTube videos on Facebook and LinkedIn; post your TikTok videos to Instagram Reels or YouTube Shorts.
Organic Social Media Strategies for Law Firms
Now that we’ve covered where to post, let’s delve into what to post – specifically, the difference between organic and paid social media strategies for law firms.
Organic social media refers to the content your firm shares without paid promotion—posts, videos, stories, and interactions that build trust and visibility over time. When done with intention, organic social can strengthen your brand, educate your audience, and generate new business. Here’s how to do it effectively:
1. Plan Your Content
Use a monthly content calendar tied to your practice’s goals and seasonal themes. Rotate through content types like legal tips, FAQs, testimonials, firm updates, and community involvement to keep things fresh and consistent.
2. Share Content That Adds Value
Post content your audience cares about:
- Break down legal concepts in plain English
- Share client success stories (with permission)
- Debunk common legal myths
- Highlight firm milestones or community events
This builds credibility and gives potential clients a reason to follow and engage with your firm.
3. Stay Consistent and Timely
Post regularly—2–4 times per week is a good baseline for most platforms. Use scheduling tools to stay on track. Be ready to share timely updates too, like changes in local laws or trending legal news, to show you’re active and relevant.
4. Engage With Your Audience
Respond to comments and messages, thank users for engagement, and comment on others’ posts when relevant. Social media is a two-way street—regular interaction humanizes your brand and keeps your firm top-of-mind.
5. Optimize Your Profiles
Ensure every profile is complete, accurate, and on-brand. Use a professional headshot or firm logo, clear bios with services and location, and up-to-date contact info. Consistency across platforms builds trust and makes it easier for people to reach out.
6. Monitor Performance and Use Tools
Use built-in analytics (Facebook Insights, LinkedIn Analytics, etc.) to see what content resonates. For example, if videos perform better than text posts, prioritize more video content. Consider using social management platforms like Hootsuite or Scorpion’s platform to streamline posting and engagement across channels.
7. Follow Legal Ethics Guidelines
Attorney advertising rules apply on social media, too. Avoid misleading claims, get permission before sharing client stories, and include disclaimers where needed. Maintain professionalism—even casual platforms reflect your reputation.
Organic growth can be a slow burn, especially at first. This is where paid social media strategies can accelerate your results – let’s explore that next.
Paid Social Media Strategies for Law Firms
Organic social builds credibility, but paid strategies help law firms reach new audiences and generate leads at scale.
Here’s how to make paid social work for your practice:
1. Target Your Ideal Clients Precisely
Paid social allows for highly targeted campaigns. You can reach people based on location, behavior, life events, job titles, or website visits. A family lawyer, for example, might target recently separated users locally, while a business attorney might use LinkedIn to reach small-business owners.
This precision makes every dollar more effective than broad marketing like billboards.
2. Match Content to Each Platform
Your ads should feel native to each channel:
- Facebook/Instagram: Use eye-catching visuals, lead forms, or videos with clear calls to action like “Book a Consultation” or “Download Your Legal Checklist.”
- LinkedIn: Best for B2B practices; promote whitepapers, webinars, or case results targeting decision-makers.
- YouTube: Run short pre-roll ads before relevant videos; make the first 5 seconds count.
- Twitter/TikTok: Promote timely content, events, or local awareness. TikTok can work for brand recognition if you serve a younger demographic.
3. Spend Smart, Measure Results
Start with a modest budget ($500–$1,000/month), track key metrics (clicks, leads, conversions), and adjust based on ROI. Platforms provide detailed reporting, and with tools like Scorpion’s RevenueMAX, you can tie leads back to actual revenue—not just impressions or clicks.
4. Campaign Ideas That Work
- Retargeting: Show ads to people who visited your site but didn’t contact you.
- Local awareness: Promote your firm in specific regions or when opening new offices.
- Lead magnets: Offer valuable resources (e.g., “Free Guide to Estate Planning”) in exchange for contact info.
- Seasonal/event-based ads: Align campaigns with key times—like running family law ads after the holidays or personal injury ads during summer travel season.
5. Let Experts Help
Paid social requires strategy, testing, and constant tweaking. Scorpion builds and runs your social strategy—from content to targeted ads—so you stay focused on clients.
Ready to turn social into signed cases? Contact Scorpion’s legal marketing experts today.
