Attorney social media marketing helps legal professionals grow their practice, establish authority, and stay in client’s minds. Despite its advantages, it’s a criminally underutilized tool. According to the 2023 ABA TechReport, 81% of lawyers personally use social media for professional purposes. Another 84% of law firms have some type of online presence.
That’s a solid majority, but many firms still lack regular reporting, content strategies, or dedicated budgets. Of course, these are the things you need to get the most out of social media marketing for lawyers.
Let’s break down how to use attorney social media marketing, which platforms bring the best ROI, and how to post ethically and strategically.
What Are the Benefits of Social Media for Lawyers?
Attorney social media marketing helps lawyers build trust, generate leads, and stay relevant. It does so by adding credibility and boosting online visibility.
Here’s what the data says:
31% of attorneys who use social media report gaining a client directly or through referral as a result.
Over 70% use social media to network and develop professionally.
Other benefits include:
- Local lead generation: Targeted posts with location tags help you reach clients in your immediate area.
- Cost-effective exposure: Social media remains one of the most affordable forms of digital marketing. It’s ideal for solo and small firms.
- Authority-building: Posting case updates, FAQs, or thought leadership content demonstrates your firm’s credibility and accessibility.
Which Social Media Platforms Should Lawyers Use?
Lawyers should focus their efforts on platforms that match their audience and legal niche. The 2023 TechReport shows the legal industry uses many social media platforms, but that each one serves a different function. You need to choose the right platform to connect with the right audience.
LinkedIn is the most used platform among legal professionals for attorney social media marketing. 83% of law firms report a presence and 87% of attorneys use it for professional networking and branding.
83% of law firms report a LinkedIn presence and 87% of attorneys use it for professional networking.
It’s especially effective for B2B practices and referral-based business. Lawyers can use LinkedIn to publish articles, share firm news, post legal updates, and take part in professional conversations that prove their expertise.
57% of law firms and 40% of individual attorneys use Facebook. That makes it a key channel for firms that serve clients in areas like personal injury, family law, and estate planning. It offers excellent local visibility and SEO value, as law firm pages often rank high in search results.
Use Facebook for community outreach, reviews, messaging, event promotion, and service highlights to maintain engagement with a broader local audience.
Instagram’s pretty popular in other industries, but only 18% of lawyers are using Instagram for attorney social media marketing. That lack of competition provides a great opportunity for your firm to stand out visually.
Branding through behind-the-scenes content, infographics, short videos, and accessible legal tips are some of the best ways to use Instagram. Geo-targeting and hashtags allow firms to reach a younger, local audience.
X (Formerly Twitter)
Roughly 25% of attorneys use X to share news, engage with peers, or build brand awareness. It’s best suited for time-sensitive legal commentary, quick updates, and linking to longer-form content. X has less reach than most other platforms, but it’s still useful for staying visible and relevant, particularly in niche legal communities.
YouTube
Video remains one of the most underused tools in legal marketing.
Only 30% of law firms are producing video content, and just 4% of attorneys create it themselves.
This makes YouTube a valuable differentiator. Use it to post videos that answer common client questions, explain legal concepts, introduce team members, or walk through legal processes. Video content can significantly increase trust and boost your firm’s visibility in both YouTube and Google search results.
How Should Attorneys Structure Their Social Media Content?
The best social media content for attorneys is clear, helpful, and free of jargon. Most clients aren’t lawyers. They’re looking for answers, not complex case law.
Tips to structure content that connects:
- Start with simple legal tips. Things like “3 Things to Know Before Filing for Divorce in NJ.”
- Repurpose content. Turn blog posts into bite-sized LinkedIn updates or Instagram reels.
- Use visuals. Posts with images or video thumbnails generate more engagement.
- Include a call-to-action (CTA). End posts with “Contact us for a consultation” or “Send us a DM to learn more.”
Only 46% of firms have policies governing social media use. That means many lawyers are posting without clear strategy or guardrails.
How Can Lawyers Stay Compliant on Social Media?
Social media is public legal advertising, and your state’s bar rules still apply. Attorneys must understand the boundaries before hitting “post.”
To stay compliant:
- Avoid promises of results. Don’t say “we’ll win your case.”
- Add disclaimers. Use “This is for informational purposes only” when sharing tips.
- Don’t offer legal advice in public comments.
- Maintain confidentiality. Never reveal client details or outcomes.
49% of attorneys said they didn’t know whether their firm has a formal policy on blogging or social media.
That opens the door to risk and missed opportunities for ethical, effective outreach.
What Are Common Mistakes in Attorney Social Media Marketing?
Most attorneys use social media, but not everyone uses it well. Here are common pitfalls to avoid:
- Inconsistent posting: Without a regular presence, it’s easy to fall off your audience’s radar.
- Over-promotion: Constant self-promotion drives followers away. Aim for a mix of educational, community, and promotional content.
- Low engagement: Failing to respond to comments and DMs signals disinterest to potential clients.
- No tracking or reporting: Only 20% of attorneys receive regular marketing performance reports. Without those reports, there’s no data to refine their approach with.
How Can Attorneys Track Social Media Success?
Despite the widespread use of law firm social media, few attorneys are tracking performance effectively in their attorney social media marketing efforts.
Only 20% of attorneys receive regular updates on marketing performance, and just 32% say a lawyer in their firm has access to analytics.
Without tracking, it’s nearly impossible to know what’s working and what’s not.
To measure success and make informed decisions, track these key metrics every month:
- Engagement rate: Likes, comments, shares.
- Traffic sources: Clicks from social to your website.
- Conversions: Consultation requests or form fills.
- Audience location: Make sure you’re reaching your market.
This data tells you what content resonates and what to change. Consistent tracking over time is a big help in refining your strategy and increasing ROI.
What Are the First Steps to Launch a Social Media Plan?
Here’s how to build a simple but strategic social media plan for your law firm:
- Define your goals. Do you want more local leads? Greater brand visibility?
- Pick your platforms. Start with 1–2 that match your audience.
- Build out your profiles. Add bios, headshots, contact info, disclaimers.
- Create a 30-day content calendar. Mix blog links, firm news, tips, and FAQs.
- Use scheduling tools. Try Buffer or Hootsuite to automate posts.
- Track and adapt. Review performance monthly and refine based on what works.
80% of solo lawyers don’t have a formal marketing budget, and only 31% of firms with 2–9 attorneys do.
This is especially important for smaller firms with limited resources.
Attorney Social Media Marketing FAQs
Can attorneys really get clients from social media?
Yes, attorney social media marketing can generate real client leads.
31% of attorneys have gained a client either directly or through a referral as a result of their social media presence.
When attorneys consistently post useful, relevant content and engage with their audience, social media becomes a powerful business development tool.
How often should law firms post?
Posting two to three times per week on each platform strikes a good balance between visibility and sustainability. This frequency keeps your firm in peoples minds without straining your internal resources. A regular posting schedule also trains platform algorithms to show your content more often.
Is video really worth investing in?
Absolutely. Despite only 30% of firms using video content, it’s one of the most persuasive ways to build trust online. Video allows attorneys to speak directly to potential clients, explain complex topics clearly, and show their personality and expertise. That helps clients feel confident before they reach out.
Why Social Media Is a Long-Term Win for Law Firms
Attorney social media marketing isn’t about going viral. It’s about being visible, building trust, and helping potential clients understand why they should contact you. With the right strategy and consistency, your firm can become the local authority people turn to when they need legal guidance.
Need help building a compliant, conversion-focused social strategy for your law firm?
Contact our legal marketing specialists today and start turning scrolls into consultations.