The 2023 Guide to Social Media for Law Firms and Lawyers

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You’ve got the proper to stay silent on social media, however you shouldn’t. Social media for legislation corporations brings in purchasers, boosts your credibility, and retains you up to date in your opponents.

The truth is, 71% of legal professionals are at the moment getting purchasers from social media regardless of 43% of corporations not having a advertising and marketing funds.

That equals huge alternative for legislation corporations keen to spend money on social media. (We’ll get into extra particulars, however the spoiler is: You don’t have to spend a ton to see huge outcomes.)

What must you put up? What are the most effective social media platforms for legal professionals? Learn on for how to create a profitable social media advertising and marketing technique for legislation corporations.

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How do legal professionals and legislation corporations profit from social media?

Constructing consciousness

Do you know 1 in 4 individuals gained’t rent you with out a recognizable net or social media presence?

bar graph displaying main deterrents to hiring an attorney according to legal consumers in the United States and Canada in 2021

Supply: Major deterrents to hiring an lawyer in accordance to authorized customers in the US and Canada in 2021, Statista

After all, a part of utilizing social media for model consciousness is the continued repairs of posting content material, replying to feedback, and figuring out the most recent social media developments. However the effort creates familiarity earlier than somebody even reaches out.

Consider social media advertising and marketing for legal professionals as the identical as sponsoring neighborhood occasions and golf tournaments. Why do you do this? To get your title on the market and construct an area fame.

Enhancing belief and credibility

Social media has a built-in belief maker: Opinions. Nothing supplies higher social proof than evaluations and testimonials from actual prospects. Encourage followers to evaluate you on all platforms you might have a presence on, together with Google My Enterprise and social media.

Goldstein Immigration Lawyers Facebook page reviews

Supply: Goldstein Immigration Lawyers on Fb

Customer support

Your social media profiles are a part of your customer support expertise whether or not you consider them that means or not. 40% of your potential prospects anticipate firms to join on their most well-liked social media channels.

Nearly half (47%) of customers say well timed responses to their questions will sway them to purchase from one model over one other. When requested particularly about hiring a lawyer, 48% of individuals stated response time was a very powerful issue — even beating out worth.

bar graph of most important factors when hiring an attorney according to legal consumers in the United States and Canada

Supply: Most vital elements when hiring an lawyer in accordance to authorized customers in the US and Canada in 2021, Statista

Social media gained’t (and shouldn’t) exchange one-on-one customer support obligations, but it surely performs a vital function in attracting potential purchasers. You gained’t be giving out authorized recommendation in your DMs, however responding to inquiries is responsiveness in motion, making it extra seemingly somebody will select you (even when it’s simply a regular response linking individuals to your web site).

With Hootsuite, you may rapidly and simply reply to feedback and messages throughout all of your social profiles from one place. (The similar place you too can plan, schedule, and publish all of your content material.) Create saved replies to reply widespread questions, or direct individuals to your on-line appointment reserving type.

Take a look at the way it works — and how a lot time you’ll save — in below 2 minutes:

Social listening

Social listening tells you every part you ever needed to learn about your target market however have been afraid to ask. Social listening means you (or extra precisely, the apps you employ) comb the net to discover every part individuals are saying about you on-line.

That features evaluations on web sites and boards, feedback and posts on social media, and extra. It means you may proactively establish and touch upon posts and regulate what individuals are saying about your competitors, too.

The potentialities for social listening are limitless. Hold it easy with Hootsuite Streams, the place you may monitor key phrases, social media accounts, and reply to mentions proper out of your Hootsuite dashboard.

Or, take it up a notch with Talkwalker, which mechanically scans over 150 million sources to intelligently uncover your prime engagement alternatives. Its superior analytics supplies at-a-glance sentiment evaluation, so you may inform if prospects are comfortable or you probably have a PR disaster looming on the horizon.

​​ Talkwalker social listening options

Lead era

Do you know over three quarters of legal professionals use social media for private networking, however solely half (52%) use it to generate leads? On the similar time, 29% of legislation corporations say retaining and rising enterprise is a prime problem, and 25% need higher tech for managing consumer relationships.

Hi there, is it social media you’re trying for? (Sure.)

When it comes to leads, social networking helps in an oblique means by constructing model consciousness. And in a direct means with particular instruments, like including an motion button on Fb, or hyperlinks in your Instagram bio.

Or, experiment with social media promoting to actually ramp up leads.

Hamilton Law Group Facebook contact us option

Supply: Hamilton Law on Fb

Recruitment and retention

Discovering nice staff stays a problem in at the moment’s labor market for nearly everybody, legislation corporations included. Over a 3rd are at the moment hiring and 84% of these say it’s tough to discover expertise.

In addition to serving to you get purchasers, showcasing your model on social could make you stand out as a agency legal professionals need to work at. Is it going to be the one issue of their resolution of the place to apply? After all not. However the extra you present the forms of work you do, your ambiance, and values, the extra of a fame you’ll earn for being a agency individuals need to be a part of.

Visibility in Google search outcomes (and throughout the net)

Sure, conventional Google web optimization continues to be related for legislation corporations as many individuals begin with a easy search of “lawyer close to me.” And sure, your social media presence does influence these outcomes.

Google says social media isn’t a rating issue by itself, however the important thing phrase is “by itself.” Posting on Fb gained’t magically make you the primary in Google search outcomes, however establishing a robust presence and getting individuals speaking about you on-line can.

Your individual social media content material? Doesn’t actually matter for web optimization.

However when your followers point out you on their profiles, or heavily-indexed web sites like Reddit? Google amplifies that and ranks it greater.

That is very true since January 2023 when Google’s “useful content material replace” went into impact. This appears to be like for and boosts “people-first” content material meant to assist others and lowers the rating of overly self-promotional or unhelpful content material.

Plus, Google’s algorithm makes a whole bunch of split-second judgments on how respectable or reliable an organization is earlier than rating outcomes. A number of elements go into these choices, doubtlessly together with your social media presence.

Social web optimization issues, too! Separate from net search, social web optimization refers to utilizing related practices, like key phrases, to increase discovery on social platforms. For instance, if I’m in Sacramento, I’m more likely to click on on this web page than the others as a result of I do know for certain they’ve an workplace in my metropolis.

accident injury lawyers Sacramento location-specific keywords on Facebook

Supply: Fb

Finest social media platforms for legislation corporations and legal professionals

The platforms you select to give attention to ought to mirror your goal buyer’s demographics in addition to the abilities of who will likely be doing all your social media advertising and marketing.

Love video? Embrace Instagram Reels or TikTok.

Work with older adults? Fb’s your finest guess. (Though I’d argue each enterprise ought to be on Fb.)

Earlier than establishing your profiles, seize our free Digital Developments report to be taught why individuals use every community and all of the demographic information you want to know.

And keep in mind: These are solely pointers. There’s no “flawed” social media platform. There’s good and flawed ones for you.


You want Fb. It’s the world’s most used social media platform. It additionally occurs to be the favourite social media platform for everybody ages 35-44, and males ages 25-34.

Fb’s consumer metrics alone make it a fantastic match, since of the estimated 1 in 4 individuals at the moment experiencing a authorized challenge, half are Millennials.

Fb is the proper place to discover your target market. For a deep dive, take a look at this perhaps-too-complete information to Fb advertising and marketing technique.

How legislation corporations are utilizing Fb:


Since Instagram is a visual-first platform, legal professionals who take pleasure in creating graphics or video content material can rapidly construct a following. So can corporations with devoted content material advertising and marketing budgets, as usually creating new content material requires ongoing useful resource funding.

Instagram is very helpful for unbiased legal professionals or small groups the place you may let your character shine by way of Reels or in your captions.

Academic or entertaining content material does finest on Instagram, and customers will determine throughout the first few seconds whether or not to hold watching. Be sure to’ve acquired a fantastic hook throughout the first 3 seconds, and ship worth with out filler.

Observe this step-by-step Instagram advertising and marketing technique to reach 2023 and past.

How legislation corporations are utilizing Instagram:

  • Describing new legal guidelines with swipeable carousel posts.
  • Educating suggestions for on a regular basis conditions, like reviewing contracts or making use of for jobs.
  • Displaying “behind the scenes” views of their agency or workforce.


LinkedIn has 930 million customers, which is sort of one third of Fb’s nearly 3 billion customers. However all of these 930 million individuals are enterprise individuals.

This makes LinkedIn excellent for corporations specializing in enterprise legislation, like compliance, mental property, and extra. You can even appeal to shopper purchasers, although they’re extra seemingly to discover you elsewhere.

It’s a should for private networking, too: 90% of legal professionals are already constructing relationships on LinkedIn. Learn our LinkedIn advertising and marketing information to make sure you stand out.

How legislation corporations are utilizing LinkedIn:

  • Model consciousness campaigns.
  • Hiring and recruiting prime expertise, and promoting open roles.
  • Creating academic content material for B2B audiences in areas like contracts, business actual property, enterprise setup, and associated fields.


In the event you’re cool, you already know TikTok is greater than developments. Companies of every kind can do effectively there. For legal professionals, it most accurately fits unbiased or small groups because it’s all about exhibiting character, and customers need genuine, candid content material.

In case your goal prospects are on TikTok, creating entertaining, genuine content material has probability of discovering them. The common TikToker spends 1.5 hours each day on the app, the best of any social platform by far.

Take a look at our full information to crafting your TikTok advertising and marketing technique.

How legislation corporations are utilizing TikTok:

  • Constructing model consciousness.
  • Combining leisure and training to make authorized data extra accessible to all, together with Gen Z.
Replying to @animshio give Sam an Oscar #legislation #authorized #lawyer #legaltiktok #lawyersoftiktok #lightduty #work

♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey

Social media advertising and marketing for legislation corporations: 6 finest practices

Perceive your viewers

Apparent, sure, but it surely wants to be stated. Understanding your viewers doesn’t imply solely figuring out their demographic information. It additionally doesn’t imply you might have to know them so deeply that you already know what shade socks they put on on Tuesdays.

So what does “understanding your viewers” imply?

It means you must know:

  • Their primary demographic profile (age vary, revenue vary, location, household standing, and so on).
  • Different demographics relying in your discipline of legislation, corresponding to in the event that they’re a enterprise proprietor, have kids or not in the event you specialise in household legislation, and so on.
  • The commonest authorized challenge(s) they’re coping with, or seemingly to expertise.
  • Their consolation stage with authorized language.
  • What they care most about. Saving time? Make short-form video content material. Deep data or thought management on a topic? Lengthy-form video, weblog posts, or articles, linked to out of your social media. You get the concept.

Publish constantly

You may have the most effective social media content material ever however will fail to achieve a following in the event you’re not posting constantly. Yep, high quality content material issues however so does how usually you put up.

As for how usually to put up on social media, there’s no 100% right “rule.” However typically talking, at the very least as soon as per week and ideally extra like 3-5 instances per week.

Don’t fear, know-how is right here to save the day: With a single button, Hootsuite analyzes your previous put up efficiency to inform you when your viewers is most certainly to see it your content material.

Composer recommended times to post

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Spend money on branding

Sorry, a emblem isn’t the one factor you want for social media advertising and marketing. Social is a visible panorama and the extra you infuse branding into your content material, the extra memorable your agency will likely be. Which suggests extra individuals will keep in mind who you might be after they want a lawyer.

In the event you don’t have an in-house advertising and marketing workforce, branding doesn’t want to be tremendous costly. Rent somebody to create social media graphics — like profile headers, icons, and put up templates — or DIY it your self with a device like Canva.

After getting branded templates, you solely want to customise them for every social put up which saves time and cash in the long term. Plus, you may edit Canva templates inside Hootsuite Composer, which saves much more time and much more cash.

Canva Template Hootsuite Composer

Begin off with these 50+ professionally designed free Canva social media templates that you could customise to make your individual.

Interact your viewers

Similar to figuring out your viewers, participating them is one other factor each advertising and marketing weblog says. Don’t shoot the messenger. Interact the messenger.

Partaking your viewers is:

  • Replying to their feedback in your posts
  • Promptly replying to direct messages
  • Measurable by your common engagement charge

Meaningfully participating your viewers can also be:

  • Utilizing social listening instruments to discover discussions outdoors of your profiles and touch upon these
  • Asking for suggestions and following by way of
  • Asking questions and beginning conversations with out the objective of getting leads, however merely as a human being speaking to different human beings

Know your targets

As Laurence J. Peter stated, “In the event you don’t know the place you’re going, you’ll most likely find yourself someplace else.” Realizing your targets is a should.

First, create your social media technique. Then set particular social media targets for every platform.

Measure your targets

To proceed Peter’s thought above, you additionally gained’t know once you’ve arrived at your vacation spot until you measure progress alongside the way in which.

Test your social media analytics at the very least month-to-month, and run a fast social audit at the very least quarterly to establish alternatives to enhance.

Or you can get Hootsuite Analytics to do all of it mechanically and have insightful information for each platform, collectively, at your fingertips with a second’s discover. Together with paid promoting ROI, your prime content material, and customizable stories.

Hootsuite Analytics brand awareness report

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Cheat sheet: 7 social media put up concepts for legal professionals and legislation corporations

1. Share helpful authorized recommendation

It’s at all times a good suggestion to use current circumstances, or notable precedents, to educate your viewers in regards to the authorized system. You don’t need to scare your viewers into pondering they’ll be sued each ten minutes, however your suggestions may save them cash and complications.

#court docket #lawyer #interrogation #legaltiktok #indianalawyer #indiana #fyp

♬ authentic sound – Brinkley Law

Why it really works:

  • Folks love to be taught new issues: 44% commonly search out academic video content material on social media.
  • Builds belief in you, making it extra seemingly for somebody to attain out in the event that they want to rent a lawyer.

2. Infographics with details and statistics

If video isn’t your factor, graphics are one other standard format for academic content material. They are often as easy or as difficult as you need, though easy often does higher on social media.

This one supplies a pleasant visible illustration of a time period:

Carousels are excellent for this on Instagram. Repurpose the slides for video platforms like TikTok or YouTube Shorts by including a voiceover speaking in regards to the subject.

For even larger influence, use TikTok’s inexperienced display function to communicate to the digicam in entrance of your slides.

not authorized recommendation however legal guidelines everybody ought to know – half 3 (CA) #knowyourrights #employeerights #californialaw #lawyer #tenantsrights #lawyer #lawtok

♬ authentic sound – Talia

Why it really works:

  • Straightforward to repurpose throughout all of your social platforms.
  • Builds authority.

3. Inform your viewers of recent or up to date legal guidelines

You already keep up to date on the most recent legal guidelines and laws, so why not share that data? The basic public could hear in regards to the huge circumstances, however they usually wouldn’t know of smaller, or industry-specific, laws adjustments for a very long time.

This may be so simple as a textual content put up linking to a information article, or create a Reel or TikTok video about it.

Amee Sandhu LinkedIn post on modern slavery

Supply: Amee Sandhu on LinkedIn

Why it really works:

  • Develops your fame as being educated and present.
  • Might spur individuals to contact you for recommendation if the brand new legislation applies to, or would profit, them.

4. Promote a consumer evaluate

When hiring a lawyer, 32% of individuals say testimonials are a very powerful factor they contemplate. You most likely use them in your web site however don’t overlook to share them on social, too.

The better part? It’s done-for-you content material. Copy and paste the testimonial right into a graphic template, add a quick caption thanking the consumer, and publish.

Why it really works:

  • Fast to make and efficient for lead era. What’s not to love?
  • Nice for batching: Create a bunch directly and schedule all of them upfront.

5. Function a workforce member

Displaying your individual character, or your workforce’s, goes a good distance towards making you (and your social profiles) memorable. It additionally reveals quite than tells individuals your capabilities, which is very vital in the event you specialise in one space of legislation.

Why it really works:

  • Humanizes your model.
  • Builds belief.
  • Permits you to brag about your workforce’s awards and accomplishments in a non-salesy means.

6. Share job openings

Sure networks, like LinkedIn and Fb, are higher for sharing open jobs than others. Don’t cease itemizing jobs on conventional web sites, however you could be stunned on the response a couple of fast social media shares can do.

Even when these posts don’t herald a ton of candidates, it permits potential purchasers a glimpse into your agency’s values.

Why it really works:

  • Your finest candidates are seemingly already in your orbit, or are linked to somebody who follows you. You by no means know who may see it and apply.
  • Lawyers wanting to change corporations or new grads could begin following you in order that they don’t miss future alternatives.

7. Converse from the guts

Storytelling is likely one of the simplest methods to seize consideration on-line. Whereas each put up doesn’t want to have a private thought or expertise behind it, typically sharing the why behind your agency will resonate rather more deeply than sticking to the details.

Why it really works:

  • In case your model voice is extra informal, this may be an effective way to body participating content material.
  • Human brains like tales. A number of research have proven emotion guides our choices as an alternative of logic, and tales change our minds, not stats and numbers.
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FAQs about social media for legal professionals

What social media is most utilized by legal professionals?

LinkedIn is the highest social media platform for legal professionals with 100% of solo legal professionals and a mean of 91% of legal professionals working at corporations utilizing it. 89% of small corporations (< 9 legal professionals) and 95% of legislation corporations with over 100 legal professionals have LinkedIn firm pages.

What ought to a lawyer put up on social media?

The key to social media advertising and marketing for legal professionals is to experiment with content material to discover what you want to create and what your viewers responds to. Publish academic and entertaining content material commonly and you will note outcomes.

Is social media vital for legal professionals?

Sure! 71% of legal professionals are getting purchasers from social media proper now.

Do legal professionals use TikTok?

Sure. Solely 31% of corporations are at the moment creating video content material for advertising and marketing. That isn’t particular to TikTok, so legal professionals on TikTok are a minority. Nonetheless, the platform holds big progress potential with some legal professionals amassing over 7 million followers and trending hashtags like #LawyerTok.

Discover and interact your viewers with Hootsuite’s highly effective and easy-to-use social media scheduling, publishing, promoting, and analytics instruments. Handle all of your content material and see the ROI of your efforts throughout all of your social profiles in a single place. Strive it free at the moment.

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