How law firm social media can support your reputation and client service

Consider law firm social media a must in the age of remote work and virtual meetings. What once served as a nice-to-have marketing strategy has morphed into a vital communication tool.

Building trust

Quality content on social media will help establish your brand reputation. With a few quick glances, prospective clients should know what your firm represents. Keep in mind that clients will be looking for:

  • Practice area experience
  • Client stories
  • Clues about your firm culture
  • More information about the individual attorney who will represent them
  • For corporate clients, partner alignment and fit with their mission and brand

In addition, clients want to feel that your firm will place their needs first. A social media stream with all marketing and sales content will have the opposite effect. According to this article on law firms with successful social media strategies:

“According to social media marketers, 80% of the content that you share on your page should be about your customers; answering their questions, increasing engagement, retweeting links, and sharing articles that they will find valuable. The 20% can be sales-oriented shares and directed towards gaining leads.”

Quality content should inform and inspire trust in you and your firm.

Two-way communication fosters engagement

Social media should stand in as traditional advertising. Always remember the word “social.” The measure of a successful social media campaign is not the number of followers, but the number of engagements with a post. Post likes are great, but comments and questions are gold. Always respond to the people who have replied to one of your posts.

As JDSupra advises:

“Just writing quality content and knowing where your prospective clients are on social media platforms is not enough. You must respond and engage with your audience. For example, if you are broadcasting a Facebook Live stream or posting an Instagram Reel, and you see comments, questions, or likes, make sure to respond. By encouraging interaction, you’ll come to know more about your prospects and give a face to your law firm’s brand. By engaging, you will not only build your brand, but you will also build trust in that brand.”

A legal assistant or marketing assistant can help you stay on top of these engagements on your social media feeds.

What makes good content?

Good social media content for law firms includes:

  • Practical, how-to articles with checklists and resources
  • Videos that feature common issues in your practice area
  • Articles or videos that capture the firm’s and your attorneys’ personalities and style
  • Reposted content from other sources that align with your firm’s offerings and culture
  • Client stories (names changed, if necessary) and real-life examples
  • Professional content like your speaking engagements or published articles
  • Personal content that conveys who you are as an individual
  • Legal industry updates that might apply to your audience
  • General business updates that impact your client base or market area

As you develop your social media strategy, consider the story you want to tell for your target audience. What do they need to know most? What type of content will best reflect your firm’s culture and what clients should expect when they work with you.

In addition, consider how each piece might boost your reputation as a trustworthy source in your practice area. Importantly, don’t forget to be human and real. At the end of the day, individual and corporate clients choose to work with a person and not a brand. Be yourself and communicate from a place of authenticity.

Want to learn more about growing an independent law practice in Denver or Las Vegas? Our collaborative communities for lawyers can help you establish a network and grow your firm at a comfortable pace.