8 key reasons for your law firm to use social media

The role of social media in building a robust digital presence is undeniable. For law firms, the shift from traditional marketing to a comprehensive digital strategy, including social media, has become essential. Platforms like LinkedIn, Facebook, and Instagram are no longer optional - they’re pivotal tools for reaching clients, establishing authority, and staying competitive.

This article explores eight compelling reasons why law firms should integrate social media into their marketing strategies to thrive in the digital era.

1. Boost brand awareness in a crowded marketplace

With billions of active users on platforms like Facebook, LinkedIn, Instagram and TikTok, social media offers unparalleled opportunities for visibility. By crafting targeted posts that reflect your firm's expertise, experience and values, you ensure your brand becomes recognisable to your audience.

• Why it matters: Your clients often rely on online searches before choosing legal services. A strong social media presence ensures your firm stays top of mind when legal assistance is needed.
• Pro tip: Use video content, such as introductions to your legal team or client testimonials, to humanise your brand.

2. Shape your law firm’s persona

Many people perceive law firms as formal and inaccessible. Social media allows you to create a more relatable image that reflects approachability and professionalism. Through tone, imagery, and interaction, you can foster trust and connection.

• Example: A family law firm might use posts featuring plain language tips about divorce law, paired with warm, welcoming and supportive images, to establish itself as approachable and client-focused.
• Pro tip: Regularly update your profile with behind-the-scenes content or insights into your firm’s culture to build a genuine connection with followers.

3. Social media can showcase your legal expertise and experience

Legal expertise is your most valuable asset. Social media allows you to highlight your knowledge and experience in specific practice areas, providing value to your audience.

• How: Publish short articles, host Q&A sessions, or share news updates that demonstrate your expertise in real-world scenarios.
• Why it works: People often choose lawyers who appear knowledgeable and confident. Consistent, informative posts can position your firm as an industry leader.

4. Drive quality traffic to your website

Your website is the cornerstone of your online presence. Social media amplifies its impact by directing more visitors to it. Whether through blog links, promotional posts, or event invitations, the more traffic your site receives, the better it ranks on search engines.

• Tip: Include a clear call-to-action (CTA) in every post. For example, “Learn more about your rights in workplace disputes - click the link to read the article.

5. Leverage social proof with sharing and engagement

People trust recommendations from their peers. When your followers share your content, they introduce your brand to their networks, expanding your reach organically.

• Why it’s powerful: A shared post is essentially a personal endorsement. Whether it’s a client testimonial or a helpful guide, encourage your audience to share your content.
• Pro tip: Include shareable infographics or quick legal tips that your audience finds useful and engaging.

6. Optimise advertising with precision

Platforms like Facebook and Instagram offer advanced tools for targeted advertising. By understanding your audience's demographics, you can design cost-effective paid advertising campaigns that reach potential clients who are most likely to need your services.

• Best practices:
• Test different ad formats, such as carousel posts or video ads.
• Use audience segmentation to target specific age groups, locations, or industries.
• Example: A personal injury law firm might run ads targeted at users searching for workers’ compensation lawyers in a specific city.

7. Gain insights into competitors

Social media is not only a tool for outreach but also a lens into your competition. By observing what your competitors are doing well - or poorly - you can refine your own strategies.

• How to use this:
• Track their follower engagement.
• Analyse the type of content they post and the response it garners.
• Stay aware of emerging trends in the legal space.

8. Unlock advanced retargeting opportunities

Retargeting ensures you stay connected with people who have already interacted with your firm online. Tools like Facebook Pixel help you track and reconnect with visitors to your website.

• How it works:
• Identify users who visited your site but didn’t convert.
• Show them ads for services they viewed, increasing the likelihood of engagement.
• Pro tip: Pair retargeting campaigns with testimonials or case studies to build credibility and encourage action.

Practical tips for law firms for successful use of social media

Choose the right social media platforms

Don’t feel pressured to be on every platform. Focus on where your audience spends time. LinkedIn is great for corporate law, while Facebook and Instagram are ideal for personal injury or family law practices.

Stay consistent

Posting regularly builds momentum. Aim for 2–3 posts a week to keep your audience engaged.

Measure and adapt

Use analytics tools to track performance. If one type of post performs better, create more of that content.

A final word

Social media is no longer a "nice-to-have" but a "must-have" for law firms looking to stay relevant, attract clients, and grow their practice. By harnessing its power to build brand awareness, connect with clients, and optimise marketing efforts, your firm can thrive in the competitive digital landscape.

More articles about law firms and social media

1. Mistakes brands make with social media
2. Using images on social media and copyright
3. Nobody likes a lazy social media profiles – let’s refine a few things

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This article was originally written in July 2018 and updated in January 2025.