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How Can Lawyers Leverage Social Media Marketing?

How Can Lawyers Leverage Social Media Marketing?

Admin 27-04-2021

Social media marketing has almost become a mandatory practice for all businesses in every industry. Brands and businesses know that social media has the power to nurture longer-lasting relationships with customers. And this eventually translates into higher revenue for the brand or business.

Whether it is the corporate industry, the public industry, healthcare facilities, and even the education sector uses social media marketing to attract more consumers and clients. That being said, many legal firms are yet to leverage social media marketing for law firms to further their services and profits.

Like any other business or industry, law firms can also gain a lot of benefits from social media marketing. It is mainly used to build a relationship with prospective clients to increase trust in the firm and establish itself as a thought leader.

In this blog, we will be discussing how lawyers and law firms can leverage social media marketing for growing their firm. But before that, let’s see why social media marketing is necessary for law firms.

Why is social media marketing necessary for law firms?

There are 3.96 billion people that use social media across the world. Most of your clients are there too. For law firms, word-of-mouth is still the most effective way of attracting new clients. However, with the popularity of social media platforms, the dynamics have changed as these conversations are taking place online.

Moreover, people research any product or service online before deciding to buy or hire them. And that is even after getting recommendations from their family or peers.  So for example, if one of your clients recommends your services to their peer, they will search your firm online before contacting you for further talk.

Social media marketing also plays a huge part in maintaining and improving the firm’s reputation online. Better reputation means an increased trust which reflects in you gaining new clients for your firm.

With that said, let’s see how you can use social media marketing for law firms.

Know your audience

Your audience includes people who might need your services. Depending on which area you practice, your target audience will also be different. There are a few ways to find out who your target audience is on social media platforms.

  • Finding an audience based on the ones you already have.

The clients that you already have, show a persona with different traits. With the right use of keywords in your bio or About, and the content that you post can attract the right audience.

  • Using hashtags to find your audience

Hashtags are used on almost every social media platform to help users follow a topic of their interest. Law firms can use the right hashtags to reach new audiences across social media platforms.

Choose the right platforms

Creating an account on every social media is not an option to reach a wider target audience. Instead, choose the platforms where most of your audience is. For example, if you are a family lawyer, you may want to create a Facebook page along with your LinkedIn account. Make sure that you create a business account on any platform that you choose.

Choose only one or two social media platforms to manage it efficiently if you do not have a dedicated social media manager working for you. Moreover, you can use social media management software to manage all your social media accounts from one platform without signing in and out of different social media platforms every time you want to post something or engage with your customers.

Set your goals

Before posting anything on social media, you must figure out what you want from your audience. Do you want them to engage with your posts (likes, comments, and shares), do you want new followers, or you want to attract new clients to your firm?

Setting attainable goals gives you a direction as to what kind of content you must make for your audience. For example, if you want your audience to engage with your firm online, then you may want to create posts that ask for their engagement (polls, questions, quizzes, etc.)

Pair them up with distinctive visuals (image or video) to grab the audience’s attention. People like images and videos more than plain text.

Knowing what your goals allow helps you in measuring the results from all the efforts you have put into your social media marketing.

Post consistently

Once you have your social media accounts and pages in place, it is time to create value-added posts that you can share with your audience. Similar to other industries, remember the rule of 80-20 where you post 80% informational content and 20% promotional content.

Share your website blogs, event photos, your brand story, share industry news & updates, and similar other posts.

Find out at which time most of your audience is online and schedule your social media posts accordingly. A social media management software can help schedule your posts on any social media platform you use.

You simply need to link your social media accounts to the social management software to manage all your social media from a single platform.

Engage with your audience

Creating a social media account and posting regularly is not enough to attract new followers or clients to your law firm. You also need to engage with your audience to increase your reputation and trust among your audience.

Respond to the comments and shares you receive. Ensure that you do not answer any legal questions online which may create a lawyer-client relationship.

You can also use social listening tools to increase engagement. It also allows you to know who is talking about your firm on social media and what they are talking about. Or you can simply do a branded keyword search (such as your firm’s name) to find posts that talk about your law firms.

Monitoring the conversation on social media around your law firm also lets you prepare for any controversy surrounding your firm or negative PR.

Remember to always give them valuable information that your audience can trust.

Measure your results

Social media offers different tools and features that can help you to measure your growth on social media and whether you were able to achieve your goals or not.

Use social media analytics for your posts. It shows how many people have viewed and engaged with your posts. You can use a social media analytics tool to further see how your post has performed on social media.

Social media also allows you to run advertisements. Social media ads have more detailed analytics regarding how many people have clicked on your ad, how many of them have been converted, etc.

If you are new to social media marketing or advertising, then you can talk to a digital marketing agency that specializes in social media marketing along with other aspects of digital marketing.


How can lawyers use social media?

Lawyers can use different social media platforms to attract new clients, network with people, share news and informative stories, recruitments, sharing brand stories, etc.

Should lawyers have social media?

Why not. A report shows that 35% of lawyers who use social media professionally were able to attract new clients faster.

How do I market my law firm on Facebook?

On Facebook, you can post any news or update regarding your law firm or industry, share blog posts, event posts, employee introduction, brand story, and much more.


Social media marketing for law firms acts as a means of networking with their clients and prospects. It helps in online reputation and trust-building among your followers and establishes your firm as a thought leader when you post informational content that can be helpful to your followers.

However, you need to make sure that you never share any confidential information.

With the help of social media management software, you can manage your social media with ease and zero hassle. Try our EBM social management software for free with trial credits to know how it can help you to create a strong social media presence for your law firm.

What are your thoughts on lawyers using social media marketing? Let us know in the comments below and make sure to check out our blog for more content like this.

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