Is Social Media Worth It for Your Law Firm? Here’s How to Decide
Wondering if your law firm should be on TikTok? Curious about Threads? Thinking it’s too late to make a Facebook page? Maybe you’ve even heard of FriendFrame (don’t worry—it doesn’t exist… yet).
According to the American Bar Association, 89% of law firms are already using social media, with LinkedIn (87%) and Facebook (62%) leading the way. Around 38% are active on X (formerly Twitter). So, whether you’re starting from scratch or considering expanding your online presence, it’s important to evaluate how a particular platform fits into your marketing goals.
Before launching a new social media account for your law firm, here are four essential questions to ask:
1. What Do I Want to Achieve on Social Media, and How Will I Measure It?
Start by setting clear goals. Do you want to increase brand awareness? Attract new clients? Establish yourself as a thought leader?
People use social media to connect, stay informed, and be entertained. Increasingly, they’re also using it as a search engine—31% look for answers to their questions on social platforms, and 15% prefer them over traditional search engines.
Even if people aren’t directly searching for a lawyer, your firm can still share helpful, relevant content that builds credibility and visibility.
Whatever your goal, define metrics to track your progress—such as impressions, website clicks, or inquiries—and use tools like Google Analytics, Hootsuite, or SproutSocial to help measure results.
2. Is My Target Audience Active on This Platform?
There are over 5 billion social media users globally, each engaging with an average of seven platforms per month. But not every platform is a good match for every goal.
For example, TikTok’s largest user group is aged 18–24, which might not align with your law firm’s ideal client. Still, every platform has niche communities—your potential audience could be there, but research is key.
If your firm focuses on business law, look for local business groups or chambers of commerce online. Use location-based hashtags and filters to see if your desired audience is active on a platform.
If your focus is thought leadership, search for trending legal topics (e.g., #LegalTech) and see where those conversations are happening.
For new or emerging platforms, stay informed through resources like Social Media Today.
3. What Kind of Content Performs Well on This Platform?
According to Hootsuite’s 2024 report, users prefer content that:
-
Teaches them something new (56%)
-
Makes them laugh (55%)
-
Inspires them (47%)
Here’s how some law firms are creating engaging content:
-
@westcoastlemons (TikTok): A California lemon law firm posts videos about car ownership, trending car models, and vehicle reliability—making the content relevant without being overly promotional.
-
@pricebenowitz (TikTok): A D.C. firm uses short, informative videos on personal injury law and workers’ comp while also showing a fun side with office dogs and team outings.
-
The Law Office of Erin Wilson (LinkedIn/Facebook): This family law firm uses photo posts, infographics, client testimonials, and images of staff at local events to connect with and educate their community.
4. Can I Create the Type of Content That Works Best Here?
Your content format should match the platform’s strengths—and your firm’s available resources.
HubSpot reports that short-form videos (5–90 seconds) are especially popular on TikTok and Instagram. On Facebook, images get the most engagement, while on LinkedIn, infographics and question-based posts perform well.
Authenticity usually beats overly polished content. Keep your messaging human and relatable—though tone can vary depending on the platform (professional for LinkedIn, relaxed for TikTok).
Tips for Creating and Managing Content
If you move forward, plan to post at least weekly to stay visible. Tools like:
-
Canva (graphic design)
-
CapCut (video editing)
-
Hootsuite / SproutSocial (scheduling)
-
Google Trends / ChatGPT (content ideas)
…can help streamline your content creation process.
Not ready to commit? You can still claim your law firm’s name and set up a basic profile with your contact details, website, and a brief description. That way, your firm is still discoverable by users who treat social media like a search engine.
Bottom Line
If you can clearly answer these four questions, you’re on your way to building a strong, goal-driven social media strategy. Social media will keep evolving, but staying focused on your audience and your objectives will ensure your law firm maintains a meaningful and consistent presence.
