Best Social Media Platforms to Market Your for Law Firm

Many modern clients begin their search for legal help online. According to the American Bar Association, over a third of law firms have gained new clients through social media. On top of that, more and more candidates check a firm's social media profiles before they make a decision. But where should you show up to be found by clients and candidates alike? In a busy law firm, there's no time to be present on every single channel.

In this post, we will help you decide which social media platforms your law firm should focus on according to your goals.

Top social media platforms for law firm marketing

LinkedIn: The flagship for B2B and credibility

Investing in LinkedIn is essential. Over 95% of law firms with a social presence use LinkedIn. In recent years, the platform goes far beyond showcasing your CV; you can publish articles, share legal updates, and discuss emerging trends. It is a prime platform to connect with business leaders, referral sources, and clients. Authoritative thought leadership here can generate referrals and new instructions. Use company pages for brand updates and individual profiles to invest in personal branding.

Practical tip: Consistency is key. Post at least once a week focusing on valuable insights such as regulations, case law, or common client concerns. For inspiration, see LinkedIn content ideas for lawyers.

Facebook: Local reach and targeted ads

Despite a decline in organic reach, Facebook remains vital for local law firms. Its business pages rank well on Google and are ideal for reviews and local searches. Facebook Ads allow precise targeting by demographics, location, and interests, which is useful for areas like family, property, and personal injury law.

Practical tip: Combine Facebook with Google My Business for better local search visibility. Share news, events, or helpful FAQs to boost engagement. Our legal sector resources offer further strategy advice.

Twitter: Timely legal news and commentary

Twitter (now X) is less effective for direct client leads but powerful for lawyers focused on industry commentary. It suits rapid legal news, regulatory updates, and crisis responses. Use branded hashtags, follow journalists, and engage in timely discussions.

Practical tip: Concentrate on building reputation and authority. Do not expect many case inquiries but take part in relevant conversations.

Instagram: Bringing personality to your firm

Instagram showcases firm culture, behind-the-scenes glimpses, and client success stories. It is particularly useful for family, employment, or criminal law practices where trust and relatability matter. Stories and Reels humanise your brand effectively.

Practical tip: If your team is comfortable, share day-in-the-life content or community support causes. Visual storytelling can be impactful. Check out our social media webinars for inspiration.

YouTube: Authority through educational content

YouTube answers many legal 'how-to' queries. Legal video guides and Q&As rank well on both YouTube and Google. Examples include firm explainers, answers to FAQs, and expert commentary on landmark cases. Videos build familiarity and showcase expertise.

Practical tip: Prioritise good audio and visual quality. Short, confident smartphone videos can generate leads.

TikTok: Proceed with caution

TikTok reaches many under-35s but it's difficult to reach the right audience and grow a loyal following. Nonetheless, if your audience is young and professionalism can be maintained, try short videos on current legal tips.

Google My Business: Local presence booster

Though not traditional social media, Google My Business (GMB) is crucial. Claim your profile, complete it fully, gather reviews, and answer questions promptly. It is as important as Facebook for appearing in Google’s Local Pack. See our Google My Business guide for detailed steps.

How to choose the right platform for your firm?

Above we've discussed the most popular social media platforms of the moment. Based on your goals and capabilities you may already have an idea of where you want to focus your social media marketing efforts. However, we encourage you to have a look at the questions below before you make your final decision.

Who is your target audience?

Your target audience are the people you want to reach with your social media content. Are those mainly candidates or clients? Are your clients individuals or businesses?

If you practise corporate law, it makes sense to focus on LinkedIn. For family or criminal law, Facebook, Instagram, and TikTok might offer better reach. The same is true in terms of employer branding. Avoid spreading yourself thin; concentrate on one or two platforms where your clients are active.

Where is your target audience?

Are you mainly looking to reach your local community or do you want to be know (inter)nationally? To build your profile as an expert, focus on LinkedIn and YouTube. For local lead generation, invest more in Facebook and Google My Business.

Test, measure and optimise

You may still have a few social media channels in mind that you want to test. The best approach is to focus on two or three and see how that goes. Track which posts get genuine engagement and which channels deliver leads. Use metrics such as reach, clicks, new contacts, and enquiries to adjust your focus.

Review your efforts after a few months (not weeks) and double down on the social media platform that delivers. If one platform is underperforming, drop it and start testing on a new platform. If none of your social media platforms are delivering results, get some social media coaching.