Law Firm's Social Media StrategySocial media marketing has several benefits and has become vastly popular. The only problem is that there is more activity and competition than ever before, making it harder for law firms to stand out. Fortunately, we’ve got you covered with best practices to help you improve your strategy. By applying these learnings across your entire social media marketing strategy, you can carve out a presence and achieve better results. Keep reading to learn 7 tactics that will help you take your law firm’s social media strategy to the next level.

1. Practice social listening.

It’s important to think of social media as a way to have interactive conversations – not just a channel for pushing messaging at people. Use social listening to understand your audience’s sentiments about your firm, your reputation, and their legal challenges in general. You can not only gain insights that will help you to create and promote content, but you can actually join conversations. Engaging in conversations will help you to connect with your audience, get feedback, and adjust your strategies as necessary. You can use social listening tools like HubSpot or Mention to easily monitor interactions, conversations, and audiences on social media.

2. Really connect with your audience using personalization.

You need to personalize those conversations and interactions. Today’s social media users are more savvy and expect experiences that are tailored to them and their interests. In fact, research shows that individuals are much more likely to do business with law firms that they feel a personal connection with – and personalizing your social media interactions and other communications with users as much as possible is one way to cultivate that feeling of connection. 

3. Join in on communities.

Within large social networks, smaller communities are increasingly important. Whether it’s Facebook or LinkedIn Groups or Twitter Chats, there are many opportunities for you to connect with like-minded people and companies within your niche.

Look for communities related to your industry on the platforms you’re active on, then start joining and actively participating. You can also start your own groups around your firm to cultivate an audience with shared interests who are motivated to become your brand advocates.

4. Make hashtags your new best friend.

Your law firm’s social media strategy isn’t complete without a hashtag strategy. These little symbols (#) have become a cornerstone of any successful social strategy. They work on almost every social media platform – Twitter, LinkedIn and Instagram specifically – and help you in a number of ways. Hashtags expand your content’s reach and enable people who do not follow your directly (but follow that hashtag) to be exposed to your content.

In order to make the most of hashtags, follow these best practices: 

  1. Select the most relevant hashtags for each post, instead of using a fixed set of hashtags for all of your content.
  2. Select hashtags with different follower counts (not just the most popular ones). 
  3. Don’t use too many hashtags. On LinkedIn, the magic number is 3.

5. Partner with influencers.

Influencer marketing and social media make a powerful combination. Credible influencers in your field can significantly expand your reach and introduce you to new audiences. Just a few posts from the right influencer can have a large impact on your firm’s reputation and can help you gain followers. The trick is to find the right influencer that aligns with your brand but also has credibility with people in your target market. We suggest using a tool like when you’re just starting out. You can use this platform to find influencers by category, location, or follower count. Make sure to vet them properly and only work with those who can move the needle for your firm. Another option when you find an influencer you’d like to connect with is to invite them on your podcast or webinar.

6. Ensure your content strategy has a good mix of content types.

Social media offers so many options when it comes to content. From traditional posts to videos, live streams, carousel posts, IGTV and Stories, there’s a lot to experiment with. Make sure your strategy allows room for trying lots of content variations. Different types of content work better for different purposes, on different platforms, and for different audiences. Map out a content strategy where you use each content type a few times, and then make note of what you’re learning about what works best. 

7. Track and measure your social media performance.

In order to improve your law firm’s social strategy over time, you need to constantly take stock of what’s working and what’s not. It’s essential to track and measure your social media performance over time. You can use a third-party social media analytics tool or the built-in analytics feature of each of your social media platforms. Some marketers even use UTM tracking links to get more detailed insights into their social media traffic and exactly how much traffic is coming from which initiative. To create these, you can use a code generator like Google URL Builder

Related: Law Firm Social Media Strategy: The Ultimate Checklist


Being intentional with social media is important to your law firm’s overall marketing strategy – and in order to be intentional, you should start with a thorough plan. Make sure your plan includes each of the elements included in this post. Using established best practices across each social platform will help you to achieve your overall goals. 

Do you need help driving real business results through social media? Our social media offerings can be customized to your law firm’s needs and realities. In addition to social media management, we offer social media consulting and training for our clients. Contact us today for a free consultation.