Social Media for Attorneys: What Is Worth Posting and What Is Not?

Law firms can definitely use social media for marketing. But there is such a thing as too much social media. Not everything you post will be beneficial to your firm.

You may even be spending time doing social media posts that don’t help market your firm. Avoid this at all costs. Social media can even hurt your law firm’s image or lead to bar association problems.

The key to law firm social media is posting content that builds your brand with prospects. There are some things you should post on your social media accounts, and some you should avoid.

Why You Should Use Social Media as Part of Your Law Firm Marketing Strategy

Attorneys can reach people on social media before they need legal representation. For instance, someone who becomes familiar with your firm through your LinkedIn page may become a client later. Social media lets your firm share knowledge, share what you believe in, and communicate over time.

It can also support your other digital marketing efforts that should include, but not be limited to, sharing helpful content on your blog, answering commonly asked questions, and posting about your attorney’s achievements. All of this can help your law firm’s reputation and increase your blog’s views.

Gaining more followers, shares, and likes is not the main goal when marketing your firm on social media. You simply want your posts to reach the right people and help them trust your firm.

What You Should Post on Law Firm Social Media

Just because you use social media to advertise your firm doesn’t mean everything you post should be about that.

Here are some types of content you can post that can help grow your brand.

Answering Frequently Asked Questions About the Law 

One of the best ways to share content on your firm’s social media accounts is by answering common questions about the law. Potential clients will always have questions about their situation and what the law says. You can disclose that information with your followers.

For example, if you have a personal injury firm, discuss what someone should do after an accident on your firm’s social media account. Or, if you handle estate planning, provide information about wills and estates on your account. All of this information can be shared through a quick video, an infographic, or a short blurb on your social media.

Remember, you are providing information about the law and not telling someone that you are their lawyer.

Laws That Have Been Updated or Changed 

Lawyers know when laws change and how those changes affect their clients. Sharing news about laws that have been updated is another great topic for social media.

But you don’t want to only tell people that the law was changed. Inform your followers why it was changed and what they can take away from that information.

Try to keep the post relevant to the type of clients that visit your website. For instance, if you specialize in employment law, your clients should know (or at least be aware of) certain laws.

Share Attorney Opinions on Hot Topics 

Another great way to grow your brand is by highlighting your attorneys’ opinions on current events. It’s okay to switch things up a bit, even if it involves a subset of the type of law you practice. 

For example, you may want to post something you think others may not know about. If you practice commercial litigation, you may want to share what you believe companies should know when drafting contracts. You can do this by posting about these topics on LinkedIn or creating an informative video/graphic to publish on your social media.

This provides unique content for your followers and lets them see that your attorneys know about a wide variety of subjects.

Share Firm News, Events, and Awards 

You don’t always have to talk about legal content on social media. Feature causes your firm supports and/or new partnerships you’ve formed with the community. Post about events your attorneys have spoken at or new additions to your law firm.

Important: Do not share only these types of posts on your social media. Think about it: If every post is about awards and your firm accomplishing something, your followers may lose interest.

Try to tie events back to your clients. For instance, if one of your attorneys spoke at a seminar, what were some of the things they learned from that, and how does that information relate to potential clients?

Blog Posts or Helpful Content on Your Website

Most websites have helpful content that you can promote to your followers. When sharing a link to your website, grab their attention with helpful tips or an interesting question they can read more about.

You can take a blog post that is 1,000 words and create multiple social media posts with it. Produce videos and infographics and share snippets of your blog on LinkedIn. This is just one way you can grow the content from your website.

What You Shouldn’t Post on Social Media as a Law Firm

There are many things that you should avoid posting on social media. Here are a few to keep in mind.

Do Not Share Information About Your Clients 

Never assume that just because it’s in the public domain or your client’s case is finished, you can share their story. Some information about your client may be harmful if shown to the world.

Follow the rules before you disclose anything about a client, whether that be testimonials, case studies, pictures, etc.

Don’t Make Claims You Can’t Back Up 

Saying you will always win or get your clients the most money possible can set unrealistic expectations. Always follow state bar rules when marketing your firm. This means that if you share past results of cases, include the proper disclosures that may apply to your post.

Always advertise your firm ethically and professionally.

Stay Away From Political/Controversial Posts 

Everyone is allowed to have an opinion on politics and social issues. However, your law firm’s social media pages are meant to advertise your firm and its practice areas.

Sharing controversial political posts will likely not get you any more clients. Keep your firm’s social media free of political rhetoric and stay focused on what you do for your clients.

You can discuss these subjects in an informative way, but avoid trying to stir up controversy.

Too Much General Content About Your Firm 

As stated earlier, don’t fill your social media with generic posts about your firm. If all anyone reads is that they should call your firm today or that your firm is the best, they have no reason to keep following you. You also don’t want to share inspirational quotes, holidays, or repost generic information on your social media.

Technology has allowed businesses to create more content with less effort. With the rise of AI, many firms are posting content that was generated by AI. Note that while this can be beneficial, ensure your attorneys review the content before it’s posted – or, better yet, avoid making AI-generated posts altogether.

What Social Media Should Your Law Firm Be On?

As with most law firm marketing strategies, you don’t need to be on every platform.

Depending on your firm’s practice area, you can use different platforms. Many law firms choose to market on LinkedIn. Some also market on Facebook, Instagram, and other video platforms.

Choose what works best for your firm. It’s better to have two good social media pages than five bad ones. 

How Many Times Should I Post on Social Media?

There is no set number of times that you should be posting. You want your social media to remain active but not overdone. Perhaps start by posting twice or three times a week and see if that works for your firm. Or post as often as you feel necessary. Again, it comes down to what you want from your social media. Use it as a way to advertise your firm and gain more awareness about what you have to offer.

Make Your Social Media More Effective: Work Smarter, Not Harder

When you create social media posts for your law firm, do so with the goal of establishing yourself as an expert and building a stronger image for your firm. Give people a reason to choose you over other firms. 

At PaperStreet, we know you have standards to meet when creating a social media plan for your law firm. 

We help law firms create great content and stay consistent. We also help you build out a social media campaign for your firm. Contact one of our team members today about taking your social media efforts to the next level and how it can benefit your firm.