Social media marketing for attorneys is often viewed with skepticism. Lawyers are known for their heavy workloads and rigorous schedules, and social media might seem like a distraction. But here’s a surprising statistic: According to the American Bar Association (ABA), 81% of law firms try to maintain a social media presence, yet only 29% believe it has helped retain clients. So, is it worth the effort?
Yes—when done right.
Social media for law firms might not immediately generate a flood of new clients, but its true power lies elsewhere. It can boost credibility, build trust, and showcase your expertise. In fact, it may be the key factor in winning over potential clients who are weighing their options between firms. You never know who might recommend your firm after seeing your online presence. Let’s dig into how social media marketing for attorneys can work and how you can make it a seamless part of your business strategy.
Why Is Social Media Important for Lawyers?
Does social media attract more clients for lawyers? Well, it’s complicated. While only some people scrolling through Facebook or Instagram are actively seeking legal help, social media can play a pivotal role in client decision-making.
For instance, a prospective client may find you through Google or an ad campaign. But before choosing you, they’ll likely check out your social media profiles to validate your firm’s credibility. This is where brand consistency and recognition play critical roles in swaying the decision. A polished and informative social media presence can help you stand out from competitors, especially in an industry as trust-based as legal services.
Moreover, with 53% of the world’s population using social media, it’s a missed opportunity to not tap into this vast audience. Social media platforms, especially LinkedIn, have become valuable tools for attorneys to engage with potential clients and industry peers.
As Brittney Wineland, Creative Director & Visual Content Editor at ZenChange Marketing puts it: “The biggest challenge for attorneys when it comes to social media is time. Most are too busy prepping for trials or meeting clients to post regularly. That’s why it’s vital to either batch content in advance or work with a professional who can help streamline the process.”
Social media marketing for attorneys is about more than just top-of-funnel leads—it’s about creating and maintaining a brand that people recognize, trust, and ultimately hire.
Does Your Law Firm Need a Social Media Presence?
The short answer? Absolutely.
The numbers speak for themselves. According to a 2020 Attorney at Work survey, 95% of law firms are active on social media, with 70% leveraging it specifically for marketing purposes. These statistics highlight a key trend: law firms increasingly recognize social media’s power as a tool for communication, engagement, and brand visibility. And if your competitors are there, can you afford to be absent?
But let’s be clear: social media is not a silver bullet for instant client acquisition. Rarely will someone decide they need legal representation after casually scrolling through Instagram. However, this doesn’t diminish its importance—social media plays a pivotal role in the validation and decision-making process. In the early stages of their research, potential clients will often look to Google for their legal representation options. But before they make that crucial decision, they will likely check out your social media profiles to get a sense of who you are, what your firm represents, and how active and engaged you are in the legal community.
It’s all about perception. A law firm with a well-maintained social media presence appears more active, credible, and approachable. This is particularly important in an industry where trust and reputation are key decision-making factors. If potential clients see that your firm regularly shares valuable content, engages with followers, and stays current with legal trends, it sends a message: “This firm is knowledgeable, engaged, and professional.”
Conversely, an inactive or poorly managed social media account can be detrimental. Imagine a prospective client checks your Facebook or LinkedIn page and finds it dormant or poorly maintained. It could create doubt about your firm’s relevance or commitment to staying connected with your community. That’s the impression you can’t afford to give in a competitive market where trust is everything.
And while it might be tempting to focus on creating visually stunning posts, the content truly matters. You don’t need to spend thousands of dollars on Instagram-worthy visuals or perfectly edited videos. You need content demonstrating your expertise, answering potential clients’ questions, and highlighting your firm’s successes. Authenticity, not perfection, is what resonates with your audience. A mix of educational posts, case studies, client testimonials, and even behind-the-scenes insights into firm culture can go a long way toward humanizing your brand.
Moreover, social media is an equalizer. It allows small and mid-sized firms to compete with larger firms on a level playing field. You don’t need the marketing budget of a global firm to create a meaningful impact. What you need is consistency and strategy. A well-thought-out social media plan can position your firm as a thought leader in your area of law, opening up opportunities for media exposure, speaking engagements, and networking with other professionals. Social media allows you to cultivate relationships with potential clients, peers, and influencers in the legal industry.
In essence, the question isn’t whether law firms should be on social media—it’s how they should be using it.
5 Benefits of Social Media Marketing for Your Law Firm
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Find New Clients
While it’s unlikely that someone will scroll through Facebook during a legal crisis and immediately hire an attorney, social media can still be an indirect client magnet. The ABA reports that 29% of attorneys have gained clients through social media. This happens through organic recommendations, sharing posts, and word of mouth. You never know when someone needing legal help will come across your post or a friend will share it with a potential client.
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Become a Recognizable Brand
Even if you don’t think of your law firm as a “brand,” it is. Every piece of content you post, from case updates to legal tips, contributes to your firm’s overall image. A consistent social media presence helps build brand awareness, showcasing your firm as a trusted authority in your niche. Top law firms worldwide don’t focus on selling their services directly; instead, they focus on brand consistency, using tailored content to establish themselves as recognizable leaders in their field.
Consistency in tone, visuals, and messaging across your platforms makes your firm look polished and professional. That trust factor is crucial for potential clients deciding between you and another firm.
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Let New Clients Find You
People may not be searching for a lawyer on social media, but they’re definitely engaging with content. Hashtags, engaging video content, and well-targeted posts can direct users to your social media profiles. The more active you are, the more likely people are to engage, follow, and eventually turn into leads.
The key here is to post informative and engaging content—articles, legal tips, or case studies that showcase your expertise. You don’t need to post every day, but a well-maintained presence gives prospective clients reasons to stay connected with you.
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Greater Engagement Opportunities
Social media provides an invaluable platform for direct engagement with your audience and peers. Whether answering questions in the comments section, joining legal discussions, or simply sharing updates, social media allows you to interact in real time. It’s also an opportunity to network with other attorneys, stay up-to-date on legal trends, and collaborate with industry experts.
Engaging with your audience builds trust and rapport, while engaging with your peers enhances your credibility and leadership in the legal community.
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Accelerate SEO
Most attorneys don’t think of social media as part of their SEO strategy, but it absolutely is.
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Drive Traffic to Your Website
Posting regular content on social media helps drive traffic to your law firm’s website. Sharing blog posts, client testimonials, or informative articles provides potential clients with valuable insights into your expertise. The more people visit your website, the better it will rank on search engines, which, in turn, helps generate more organic leads.
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Gain Backlinks to Your Website
Social media makes it easy to share content that can earn backlinks to your site. These backlinks are critical for improving your search rankings, as they signal to search engines that your content is authoritative and valuable. Every time someone shares your blog or legal insight on social media, you get a boost.
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Build a Following of Loyal Clients
Regularly posting content that resonates with your audience can help build a loyal following of potential clients who trust your firm. Engaging content not only keeps you top of mind but also strengthens relationships with clients and prospects. Over time, this consistent interaction helps nurture your audience, converting them into long-term clients.
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Affect Local SEO Positively
Social media can also improve your local SEO. You’ll enhance your visibility in local search results by geo-tagging your posts and ensuring your firm’s NAP (Name, Address, and Phone number) is consistent across all platforms. This makes it easier for local clients to find and contact you.
What Are the Best Social Media Platforms for Lawyers?
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Facebook
With over 3 billion users, Facebook is one of the most widely used social media platforms. Although not every post will lead directly to new clients, it’s an excellent platform for sharing informative content and connecting with your local community. In fact, 48% of law firms maintain an active presence on Facebook.
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LinkedIn
LinkedIn is the go-to platform for attorneys. Over 73% of law firms use LinkedIn to establish thought leadership, connect with professionals, and gain referrals. LinkedIn allows you to build relationships with peers and potential clients in a more professional setting.
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Twitter
Twitter’s fast-paced environment makes it ideal for staying on top of legal news and updates. 30% of law firms are on Twitter, sharing insights and engaging in quick conversations with followers.
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YouTube
YouTube is a great platform for law firms that want to showcase their expertise through video content. Whether sharing legal tips, discussing case studies, or offering advice, YouTube lets attorneys engage with clients visually.
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Instagram
Although Instagram is more visually focused, it’s an excellent way for law firms to connect on a more personal level. Larger law firms use Instagram to post about community events, firm culture, and behind-the-scenes content to humanize their brand.
Should Your Personal Account Be Public?
When considering using personal social media accounts for professional purposes, it’s crucial to balance authenticity and professionalism. Many attorneys face the question: Should I make my social media account public to connect with clients? The answer depends on your personal comfort level and how aligned your content is with your professional image.
If you choose this route, the content you share must always reflect your professional identity. Think of your personal account as an extension of your law firm’s brand. Potential clients might follow you not just to learn about your legal expertise but to get a sense of who you are. This personal connection can build trust, which is especially important in an industry like law, where relationships and credibility are everything.
However, maintaining professionalism is key. If your personal account includes content that may not align with your firm’s values—such as highly personal, political, or controversial posts—it’s probably wise to keep that account private or separate from your professional life. Some attorneys prefer to maintain distinct personal and professional social media accounts to draw a clear line between their personal lives and public personas. This allows them to be more candid on personal accounts while maintaining a professional image in business settings.
How Not to Promote Your Law Firm on Social Media
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Ignore Your Audience
Social media is not a one-way communication channel. It’s a conversation, and ignoring your audience can harm your reputation. If potential clients take the time to comment, ask questions, or engage with your posts, it’s crucial that you respond. A lack of engagement conveys that you don’t value interaction, which can alienate followers. Remember, social media is where people connect—not just consume. A timely, thoughtful response shows you’re approachable, attentive, and invested in building relationships.
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Share Unoriginal Content
In an era where content is king, posting unoriginal or generic content is a significant misstep. Followers can easily recognize canned content or repetitive posts that lack thought. Re-sharing others’ content without adding value can make your law firm appear uninspired or detached.
To stand out in the legal industry, crafting original, engaging posts that reflect your firm’s unique voice is important. Share insights from cases (without breaching confidentiality), provide legal tips, discuss current events in the legal world, or share your thoughts on new laws and how they may affect your clients. Thought leadership comes from authenticity—not from parroting the content of others.
Moreover, consider using multimedia to keep your audience engaged. For instance, posting a quick video explaining a complex legal concept in simple terms or offering your take on a legal trend can make your posts more engaging and accessible. The goal is to give people a reason to follow you—to provide value they can’t get elsewhere.
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Spam
While staying consistent and active is important, spamming your audience with excessive posts, clickbait titles, or aggressive sales pitches will do more harm than good. Followers don’t want to feel bombarded with content with little relevance or substance. Over-posting, especially when content is self-serving, can cause people to unfollow or mute your profile.
Instead of focusing on volume, focus on quality. Every post should have a purpose: to educate, inform, or engage. Avoid overly promotional content—social media users can quickly spot when they’re being “sold” to. Instead, try to build relationships through meaningful, insightful posts. For example, share case studies (with client permission), discuss recent legal wins, or offer tips for navigating the legal system. These posts are valuable and position you as a resource, not just a service provider.
Likewise, avoid clickbait. As tempting as it might be to lure people in with sensational headlines, if the content doesn’t deliver, you risk damaging your credibility. Instead, craft headlines that clearly communicate the value of the content.
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Neglecting Consistency
Consistency is key when it comes to social media success. Posting sporadically or neglecting your accounts for long periods can signal to potential clients that your firm isn’t active or engaged. Inconsistent posting also affects your visibility—social media algorithms reward regular activity.
Establish a content calendar to maintain a steady flow of posts. Whether you’re posting legal insights, client success stories, or simply engaging with relevant news, keeping a consistent presence will help your firm stay top-of-mind for potential clients. Even if you can’t post every day, setting up a schedule—such as a few posts a week—can keep your account fresh and active without overwhelming your audience.
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Being Too Formal or Too Casual
Striking the right tone on social media is critical. While legal services require a certain level of professionalism, being overly formal can make your firm seem unapproachable or disconnected from your audience. On the other hand, being too casual can make it difficult for potential clients to take your firm seriously.
At ZenChange, when we work with our attorney clients during quarterly video shoots, we emphasize the importance of authenticity. We often remind them that it’s okay not always to look their best—after all, you’re still human. This authenticity can be a powerful tool in building trust with your audience. Your followers want to see a real person behind the legal advice, not just a polished, scripted persona. Letting your guard down, while still maintaining professionalism, helps humanize your firm and makes you more relatable to potential clients.
Remember, people connect with people—authenticity is what fosters trust and lasting relationships.
Ready to Elevate Your Law Firm’s Social Media Presence?
At ZenChange, we understand attorneys’ unique challenges in balancing their online presence with their demanding caseloads. That’s why we offer tailored social media strategies to help you stand out while still staying focused on your work.
From quarterly video shoots to professional photo shoots, we capture your authentic self and ensure your content resonates with your audience. Our goal is to create engaging, genuine content that reflects your expertise and humanizes your brand.
Are you ready to take your law firm’s social media to the next level? Let’s connect and make it happen.
Reach out today at 305-702-0112 or [email protected] for a free marketing audit!