Using Social Media to Boost Your Law Firm's Online Presence

When used strategically, social media can help law firms build visibility and trust in communities while staying authentic and approachable.

An active and strategic social media presence isn’t optional for most businesses. Law firms are no exception and have much to gain by embracing social media.

Ninety-four per cent of business leaders say social media has a positive impact on brand loyalty, while 92 per cent agree social insights positively impact competitive positioning.

Social media allows law firms to reach potential clients, build trust and establish a recognizable brand. It complements traditional marketing methods by creating ongoing engagement.

Leveraging social media for your law firm is essential for connecting with potential clients, building your brand and showcasing your expertise. It can help your firm stand out from competitors, engage authentically with your audience and generate meaningful results.

Key elements of social media strategy for law firms

Social media platforms provide law firms with approachable places to connect with potential clients, foster trust and establish a recognizable brand. They complement traditional client engagement methods by creating ongoing, real-time interactions that reinforce your firm’s professionalism and expertise.

1.     Clarify your messaging

Before posting on social media, decide what story you want to tell about your business. Establishing a consistent brand voice means using the same tone, messaging and visual elements across all platforms to create a cohesive identity that builds trust and credibility. For example, if your firm specializes in family law planning, maintain a calm, reassuring tone in posts and use visuals that reflect reliability.

You can also use clear messaging to showcase what sets your firm apart, such as your practice areas and community involvement. For example, you might post about awards, client stories (with permission) or pro bono work.

2.     Build an online presence

Different social media platforms serve distinct purposes, so tailoring your strategy to each one ensures your content reaches the right audience. LinkedIn is ideal for professional networking, Facebook engages local communities and X (formerly Twitter) provides quick updates and insights into legal news.

Start by identifying one or two platforms your target audience uses most frequently. For example, a corporate law firm may prioritize LinkedIn, while a family law firm may focus on Facebook. Ensure your profiles look polished and professional. Use high-quality photos, write team member bios emphasizing expertise and include links to your website or booking page for consultations.

3.     Create a content strategy

Next, decide what you’ll share and why. The most successful social media content is educational, relatable or inspiring. For law firms, this means offering content like legal tips, case studies, thought leadership pieces and success stories that resonate with your audience. Engaging content not only builds credibility but also fosters relationships by encouraging interaction.

Showcase the people in your firm with “behind-the-scenes” content, such as staff highlights, firm milestones and participation in charity events. This builds a personal connection with followers. Create a content calendar that mixes legal advice posts with engaging formats like polls, infographics and Q&A sessions.

4.     Boost engagement and interaction

Social media platforms prioritize content that generates engagement, such as shares, likes, comments and clicks on a link in a post. The more interactive your posts, the more likely they are to appear in users’ feeds. Interaction also strengthens relationships with existing and potential clients.

You can show appreciation for your audience and build engagement by replying to comments and answering direct messages promptly. Try hosting a live Q&A session, use polls to garner audience opinions on legal topics or share posts with questions in the caption to spark discussion.

5.     Measuring success

Tracking key performance indicators (KPIs), like engagement rates, reach and website traffic, helps you understand what’s working and where to improve. Metrics also provide a way to measure the return on investment you are getting for your social media activity, ensuring your efforts align with your business goals.

You can monitor your social media performance by leveraging analytics tools built into platforms, like Facebook and LinkedIn, and website traffic data from Google Analytics. Focus on metrics like clicks to your website, follower growth and post engagement rates.

Define clear objectives, such as increasing your followers on a specific platform by a percentage over six months or generating a set number of new client leads. These goals can help give you something tangible to track that is tied to larger company objectives. Regularly assess progress and refine your strategy as you track what works.

Examples of effective social media for law firms

Law firms that use social media well post in a professional, relatable tone, balancing expertise with approachability. They share thoughtful content and actively engage with followers. Above all, successful law firms maintain ethical and professional boundaries, ensuring their online presence aligns with their values and builds trust with their audience.

Here are three examples of how law firms can effectively use social media to connect with potential clients:

• Example 1: Sharing valuable content on LinkedIn

A family law firm could post weekly LinkedIn articles offering practical advice, such as tips on choosing a mediator or navigating a divorce. They might include actionable tips, a link to their website for consultation and client success stories (with client permission). These posts would allow the firm to showcase its expertise, provide free value and establish itself as a trustworthy authority in its niche.

• Example 2: Using impactful visuals on Instagram

A personal injury law firm could create visually appealing Instagram posts using infographics to explain what to do after an accident. They could include stories from their community service events or "day-in-the-life” content from the team. This mix of educational content and personal engagement would humanize the firm while making legal topics more accessible to the public.

• Example 3: Promoting community involvement

A real estate law firm could post photos and videos of their participation in local charity events on Facebook and Instagram, tagging community partners. They could highlight how they give back while engaging with their local communities and neighbourhoods. This would build rapport with the community and reflect a caring, approachable image for the firm.

How neglecting social media can hinder law firms

When a law firm allows its social media presence to stagnate, it risks losing visibility and credibility. Opportunities to create positive impressions with potential new clients are missed, and lawyers must work harder to build and maintain client relationships. Clients may take longer to trust that they’ve found the right firm to solve their legal challenges.

Inactive accounts are less likely to appear in search algorithms, reducing opportunities to attract new audiences, drive website traffic and generate leads. Meanwhile, competitors with active profiles capture the attention of prospective clients and build momentum through consistent posting.

A stale presence can also signal neglect, casting doubt on the firm’s professionalism, adaptability and operational status. Beyond client perception, an outdated social media presence can hinder recruitment by deterring talented job candidates who expect businesses to maintain an active and modern digital footprint.

Social media isn’t just about visibility; it’s about creating connections, fostering trust and demonstrating value in a way that resonates with your audience. Book a consultation with a Postmedia expert to be sure you’re getting the most out of your law firm’s online presence.