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A law firms’ move to the largest social media platforms highlights law firms’ responses to global changes in the digital age to stay ahead of the game. The rapid rise of social media is an opportunity to inject interest in law firms.

Here are three reasons why social media marketing is a must for all law firms.

Building connections

Social media has impacted how law firms build connections with clients, their communities, the legal sector and other industry professionals. LinkedIn is an excellent way for law firms to interact with legal and other industry leaders. Traditionally viewed as focused on business-to-business sales, LinkedIn is now a way to connect with current and prospective clients – a great starting point for developing long-term connections.

By maintaining high levels of activity on social media platforms, law firms will see nothing but growth, provided they post regularly, create engaging content and are not overly controversial. Freshfields Bruckhaus Deringer LLP posts daily content on LinkedIn that links directly to their website. In addition, the firm has an engaging careers page on Linkedin with employee testimonials.

Social media sites such as Twitter enable law firms to post news (both industry and the law firms’ news) and share the law firms’ views. Twitter posts can attract conversational engagement. As long as law firms are careful and adhere to the law firms’ social media policies, engaging in viewers’ comments adds voice to discussions, and a law firm can keep track of reputation.

Read this LCN Says on how to utilise social media: ‘Five ways to use social media to kickstart your legal career’.

Brand awareness

It’s becoming increasingly common for law firms to have similar goals. Social media is a way for law firms to stand out and promote their law firms. With Instagram, law firms are shifting their focus from corporate to have a more human focus. Social media platforms such as Instagram can reach people in a different way using clear, concise and optimised marketing tools.

Instagram is a great place to give clients and other professionals a behind-the-scenes look at how the law firm operates. Social media adds voice and social engagement to a law firm. For example, LawCareers.Net recently shared a behind the scenes TikTok on their Instagram of how they record their Meet the Lawyer videos.

Most importantly, a law firm’s culture can shine through visual posts – a perfect way for a law firm to build credibility, reputation and to demonstrate the types of cases that they undertake. 

Read this LCN Blog which looks at whether it’s possible to litigate social media: ‘Is it possible to litigate social media?’.

Establishing Leadership

Law firms can use social media to post a wide range of professional and legal advice using legal blogs. Following best practices is a way for a law firm to advertise its legal services. While initially viewed as being solely popular with teenagers, law firms have moved across to Instagram.

Using social media tools such as live feeds, reels and visual posts isn't solely reserved for teenagers. For example, Clifford Chance has used Instagram to post their 2022 Tech Predictions, amongst other social media platforms such as YouTube. Sharing educational content with others, including clients and other experts, on legal issues that may assist clients can help a firm to stand out. This is an optimal opportunity for law firms to showcase their legal expertise.

Social media can influence the world as we know it, including adapting the outcomes of cases and giving a new perspective to commercial views. On Twitter, law firms can engage with trending topics using hashtags, making it very easy for law firms to share their thoughts on trending topics with other their clients and other professionals who engage with a law firms' content on social media – this is clearly thought-provoking leadership.

Why should law firms care?

Social media can help law firms build around pre-existing goals as it builds curiosity and drives others to want to learn. The more information that is released about a law firm, the higher the exposure for the law firm and the chance for others to collaborate with the law firm – key to remaining competitive on the legal market.