Your law firm’s next customer is probably sharing their legal problems with friends on social media. By learning how your law firm can leverage social media, it will be easy to engage such potential customers.

Unlike regular marketing campaigns, posting on social media creates a two-way communication channel between you and your potential customers. You can learn about their legal struggles, while they understand that your firm is there for them.

What’s better is that social media unlocks a lot of perks for your business. It allows you to:

  • Grow brand awareness
  • Establish a brand community
  • Improve engagement with your potential customers
  • Learn more about your audience
  • Increase your website’s traffic.

You need a strong social media strategy to optimize your social presence and revenue. When combined with other marketing strategies, social media marketing will give your firm a strong competitive advantage. Lucky for you, we’ve created this social media strategy guide to help you get started:

Start by Creating Social Media Personas

A ‘spray and pray’ strategy won’t work on social media. If you’re creating content for everyone, the chances are that you’ll attract very few people. Your brand messaging is likely to be off. You’re also likely to ignore common pain points of your target audience.

That’s why it’s important to create social media personas for your target audience. Think of these personas as a fictional representation of who you’re looking to target with your content and ads.

What do they believe? What social sites are they visiting? How old are they? What’s their knee-jerk reaction whenever they find themselves in legal problems? Answering questions like these with an audience profile will help you create a strong social media strategy.

Why Social Media Personas Matter

Your social media personas are the foundation of your social strategy. They’ll help you create valuable content and well-targeted ads.

With quality audience personas, it’ll be easy to know your audience’s pain points, desires, age, and purchasing power. In turn, this information can help you create content that’s targeted toward them.

For instance, if your law firm is targeting millennials on social media, content that contains memes might work better than serious corporate content. You’ll most likely be more successful by posting video content, too.

When it comes to ads, social media sites have optimized how targeted they can be. Facebook allows you to choose the intricate details of the kind of people you’re looking to target with your ads. You can choose details like their age, location, and even beliefs.

Having established audience personas from the onset allows you to personalize your ads. You’re spending resources on social ads, so it’s essential that your brand message reaches the right people.

How to Create Social Media Personas

Creating brand personas is as easy as pooling in the information you know about clients. You can establish as many buyer personas as possible to capture enough customer data.

Start creating these personas by:

  • Brainstorming: Think about the clients you serve. What is their purchasing power? What’s their age? Get specific with these details and record them.
  • Surveying clients: In case you feel that there are details that you’re missing like customer pain points, interview your clients. Ask as many questions as possible to create strong personas that’ll inform your content strategy.
  • Social listening: Tune in to the conversations your audience is having online. What social sites do they use? What are they sharing with peers? What kind of content do they engage with online? Such details will help you create a social strategy that’s centered around your target audience.

Create Engaging Content

The kind of content you create will impact how your law firm can leverage social media. It will help you grow brand awareness and retain your current clients.

Ideally, your content should address your audience’s pain points from the onset. It should also use a voice and tone that your customers will gravitate toward.

To create valuable content, consider your:

Content Intent

Always create content with a specific intention. There are four intents you can create your content around.

The first intention is to educate. This is content that’s aimed at keeping people informed about specific legal procedures. For instance, you can create content that talks about the best legal tips for anyone involved in an auto accident.

The second intention is to entertain. This content doesn’t necessarily have to be funny. It can be based on unusual stories, behind-the-scenes posts, and unusual perspectives. For instance, if you run a corporate law firm, you can create content that dissects past court rulings that are weird but consequential for your clients.

The third intention is to inspire. This is content that tries to draw specific emotions from your target audience. It can urge them to take action or change their perspective. The perfect content for this intention is content that shows your corporate social responsibility in action and its impact on the community.

The fourth intention is to promote. This is content that encourages people to do business with your law firm. For instance, content that talks about your unique selling points will fall here.

While promotional content is essential, it shouldn’t be the only content on your socials. You don’t want to turn your social profile into an online billboard. Find a balance between promotional content and content that adds value to your audience.

Content Format

Since you’re posting social media content, most people will be accessing your content on their phones. It’s easy for people to get distracted by content from their loved ones and funny videos. That’s why you need to use social content formats that are easy to digest. Your content should be engaging enough to pass your target audience’s consideration test.

Consider turning your text-based content into a video. Ensure that your video has a hook and addresses your audience’s pain points from the onset. You can post this content on social sites like Tik Tok and Instagram since they favor short video content.

If the content can’t be turned into a video, consider turning it into an infographic. Image-based content help attract your target audience, especially on text-heavy platforms like LinkedIn and Twitter. What’s better is that infographics can turn long-form information into bite-sized and memorable content.

If you have long-form content to post, sites like LinkedIn have features that support this, such as LinkedIn Pulse. You can also always turn this content into long-form videos for YouTube. If you’re creating long-form text-based content, break up the text with visuals like tables and images. Ensure that you also use short paragraphs to make the content scannable on mobile devices.

Finally, since most social platforms allow you to go live, use this feature to post live events. This content format will be ideal whenever your law firm hosts webinars or even AMAs (Ask Me Anything) with experts.

Voice and Tone

Your law firm’s voice and tone define its personality.

Think of your voice as what customers think your firm would sound like if it was a person. Would you want them to think that you’re funny, serious, knowledgeable, or approachable?

Think of your tone as how customers will receive your message. Are you trying to create a sense of urgency, relief, or happiness?

Create a voice and tone guideline for your firm to enforce a consistent brand perception online. You can use your social personas to inform the tone and voice of every post. For instance, if you’re targeting corporations with deep pockets, your content should present your firm as a deluxe service provider.

Track Your Social Media Metrics

If you’re leveraging social media for your law firm marketing, your social posts won’t always perform great on the first try. While some social campaigns will garner a lot of engagement, others will flop. Refine anything that works and discard anything that doesn’t

That’s why tracking social media metrics is essential; it helps you define what’s working and identify loopholes in your social strategy.

Here are a few metrics that you should be focusing on:


Impressions represent the number of people that see your content, whether they interact with it or not. There are a lot of factors that impact impressions, from the number of followers your firm has on social media to the number of shares the post gets. A social platform’s algorithm will also impact your impressions.

If you want to increase your impressions, post share-worthy content. Most importantly, post content that’s in line with the algorithm and content guidelines of the social platform you’re using.

For instance, LinkedIn’s algorithm will suppress content that contains non-native links. That’s why it’s advisable to post your links in the comments on the platform.


You can track your engagement by the number of people who comment, like, and share your posts. A higher engagement means that your content is resonating with more people. If you want to improve engagement, consider posting more valuable and emotive content.


The sentiment metric measures whether the conversation about your brand is positive, negative, or neutral. While your engagement might be amazing, it’s likely that you’re also attracting an audience that’s dissatisfied with your brand.

Measuring sentiments helps you know how your audience feels about your firm. It can help you navigate a PR disaster, fortifying your firm’s online reputation.


Conversions are a measure of the number of people who take a specific action. If you’re serving ads for a webinar you’re planning, your conversion rate will be the number of people that sign up for it.

If you have a low conversion rate, your messaging might be off. You could also have a bigger-picture problem, such as a negative brand sentiment. The earlier you can fix such issues, the easier it will be to launch successful social campaigns.

Start Leveraging Social Media for Your Law Firm Today

Social media is a gold mine for any law firm that has a strong social media strategy. The trick is to create content that addresses your target audience’s pain points. It should be content that’s digestible and engaging. Use the tips above to give your firm a competitive advantage on social media.

If you want to grow your social media presence today, contact us on our website or call us at (919) 637-9144. We help law firms grow by improving their internal processes, from marketing to customer satisfaction.