Social Media for Law Firms: 10 Best Practices


Social media has been in the spotlight in the past few years, with the average person spending about two hours every day scrolling through posts. Therefore, if you want to get your account out there, the best way to do so is through social media. Below are some practices for law firms, to make sure users stop scrolling and read your posts.

1. Connect with Clients in Their Location

When you are posting on social media, you need to connect with the client in their location. For example, if you are a Carrollton personal injury attorney, you need to reach out to people living in Carrollton or at least in neighboring cities of Texas. If you post in California groups, for example, the chances of you being contacted are very low. 

2. Set a Schedule

People are typically creatures of habit, so they often log onto social media at different times of the day, different times of the month. For example, a post made at 12 PM on a Friday has a better chance of being seen than a post made at 12 AM on a Monday. Set a schedule and stick to it – because if you have followers, they will know when to look forward to your posts. 

3. Check Mentions

Knowledge is power, and knowing what others are saying about your law practice can help you get better. Most social media platforms have “mentions” that you can check, as well as hashtags. By keeping your eyes on their view of your company, you should be able to close the gap and improve customer experience.

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4. Keep an Eye on Competitors

As a lawyer, your own brand is not the only thing you need to worry about – you need to keep an eye on your competition as well. Follow them, interact with their posts (but don’t slander them), and see how they are faring in the social media context. This way, you can see for yourself where they are doing right or wrong, giving you improvement ideas for your own profile. 

5. Post Your Blog

Nowadays, most companies are investing their efforts in blogging, and there is a very good reason for that. Blogging content is non-salesy, and it helps people learn more about your trade, but without the actual CTAs. Even guest posts shared on your social media page can help raise awareness of your company.

6. Use the 70/30 Rule

When it comes to social media, there is a delicate balance that you have to maintain. The 70/30 rule is quite popular in the business field, law firms included. Implementing this rule means you will be posting 70% informational content, while 30% is promotional. You will essentially be active on social media and informing your followers about your business, but without accosting them too much. 

7. Promote Awareness

What you post can actually bring you clients. People are looking for professionals in order to solve their problems, and if they see a company with comprehensible blog posts, then it will raise their confidence and trust in the said brand. They want answers and reassurance, especially when it comes to legal matters, so by providing that information on social media as well, you will help build relationships.

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8. Create a Social Media Policy

There’s no telling when a social media crisis may occur, and things may go perfectly for months, even years. However, to prevent any unfortunate circumstances, you may want to implement a social media policy. For instance, if you have guests posting on your profile or tagging you, you might want to set an approval process as well. 

9. Use Hashtags

Many social media platforms, Instagram in particular, use hashtags in order to get their posts out there. This is why you may want to make sure that the hashtags you choose represent you as well. For instance, attorneys can hashtag the subject of the post, their expertise, and other tags that the user might find relevant. Bear in mind that Instagram also has hidden hashtags, but you might want to focus on the visible ones. 

10. Use Videos

As opposed to images, videos have a better chance of stopping people in their tracks to watch. This is because curiosity typically gets the best of us, and we feel compelled to watch. You can make an accessible video about legal topics, one that a non-lawyer can understand. You might want to ditch the jargon in this case. 

The Bottom Line

Social media is not likely to go away anytime soon, as everyone has become fairly reliant on it. As a law business, you need to learn how to use it to your advantage. Hopefully, our advice helped.

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