How to Run a Social Media Campaign for Lawyers

Running a social media campaign for a law firm might feel like navigating a minefield of regulations and stiff competition, but it's one of the most effective ways to build trust and connect with potential clients. This guide will walk you through the entire process, from setting concrete goals and choosing the right platforms to creating ethical, engaging content and measuring your results.

Before You Post: Set Clear Goals for Your Campaign

A successful social media campaign begins long before you publish your first post. It starts with a clear strategy built on tangible goals. Without them, you're just posting content into the void, hoping something sticks. Your goals will serve as the North Star for every decision you make, from the platforms you choose to the content you create.

Define What "Success" Looks Like

Get specific about what you want to achieve. "Getting more clients" is a business objective, not a social media goal. Think about the actions that lead to new clients and focus your campaign around those. Measurable goals are the difference between knowing your marketing works and just guessing.

Here are a few examples of strong, measurable goals for a law firm:

• Increase referral traffic from LinkedIn to our website's "Contact Us" page by 25% over the next quarter.
• Generate 15 qualified leads from Facebook ads for our estate planning webinar within 30 days.
• Establish our managing partner as a thought leader in intellectual property law by increasing their LinkedIn post engagement by 50% in six months.
• Grow our local Facebook page following with our target demographic by 500 people to build a community-focused brand presence.

Identify Your Ideal Client

You can't create content that resonates if you don't know who you're talking to. Take the time to build a profile of your ideal client. What are their biggest legal questions or concerns? Where do they spend their time online? What kind of information would they find genuinely helpful? Answering these questions will shape your entire content strategy.

For example:

• For a Family Law Practice: Your ideal client might be a 35-year-old parent in your specific city facing a divorce. They are likely active on Facebook, seeking support and clear, non-intimidating information. Your content should be empathetic, educational, and focused on showing a clear path forward.
• For a Corporate Law Firm: You're probably targeting CEOs, founders, and in-house counsel at tech startups. They are almost exclusively on LinkedIn, looking for expert analysis on M&A trends, fundraising, and corporate governance. Your content should be professional, data-driven, and authoritative.

Knowing your audience dictates everything. Don't skip this step.

Where to Focus Your Efforts: Pick Your Platforms Wisely

Spreading yourself too thin across every social media platform is a recipe for burnout. Your ideal client profile will tell you where to focus your energy. It's better to be exceptional on one or two relevant platforms than to be mediocre on five.

LinkedIn: The Professional Powerhouse

This is non-negotiable for nearly every law firm, especially those with B2B or corporate practices. LinkedIn is where you connect with peers, referral sources, and high-value business clients. It's the perfect place for thought leadership content, such as articles analyzing recent court decisions, case studies demonstrating your firm's expertise, and posts celebrating your firm's successes and community involvement. It’s a platform for building professional authority.

Facebook: The Community Connector

For practices that serve individuals and families - like personal injury, estate planning, or family law - Facebook is invaluable. Its powerful local targeting capabilities allow you to reach potential clients in your specific geographic area. Use Facebook to share helpful blog posts, answer common questions through video, and share client testimonials (with explicit permission, of course). It’s perfect for building a trusted, local presence where potential clients feel comfortable reaching out.

X (Twitter): The Real-Time News Hub

X is fast-paced and ideal for lawyers who want to comment on breaking legal news, engage with journalists, and participate in industry-wide conversations. This works especially well for practices like media law, intellectual property, or constitutional law where you can offer timely expertise. However, the platform can be volatile, so a clear brand voice and a careful approach are necessary.

Instagram & TikTok: The Humanizing Storytellers

These platforms may not seem like a natural fit for law firms, but they can be incredibly effective for humanizing your brand. Short-form video is dominating social media, and you can use it to your advantage. Create short, informative Reels or TikToks that debunk common legal myths, explain a complex legal concept in 60 seconds, or introduce your team and firm culture. This content makes your firm feel more approachable and connects with a younger demographic that may need your services down the line.

What to Post: Creating Valuable and Ethical Content

The biggest challenge for lawyers on social media is creating content that is both engaging and ethically compliant. You must walk a fine line, providing value without giving legal advice or making guarantees. Always include a disclaimer in your bio (e.g., "Content is for informational purposes only and does not constitute legal advice").

Pillar 1: Educate and Inform

Your primary goal should be to educate. This positions you as a helpful authority and builds trust from day one. Your audience has questions - your content should provide the answers. Think of yourself as a trusted guide, not a salesperson.

Actionable Content Ideas:

• Answer FAQs: Turn the most common questions you get from initial client consultations into a post series or short video clips.
• Explain New Laws: When a new local or national law passes that affects your practice area, break down what it means for the average person in plain language.
• Create Checklists: Develop helpful guides like "5 Steps to Take After a Fender Bender" or "10 Documents You Need for Your First Estate Planning Meeting."
• Share Blog Posts: Write detailed blog posts on your website and share summaries or key takeaways from them on your social channels, driving traffic back to your site for more information.

Pillar 2: Build Trust and Authority

Potential clients need to know that you are credible and capable. Social media is an excellent tool for demonstrating your firm's expertise and success without resorting to overly promotional language.

Actionable Content Ideas:

• Anonymized Case Studies: Share the story of a client's problem (without revealing any identifying details), the strategy you employed, and the positive outcome you achieved. Focus on the process and your firm's approach.
• Testimonials (with Permission): A positive review from a happy client is incredibly powerful. Just be sure to get their written consent before sharing. Video testimonials are even more effective.
• Awards and Recognition: Did your firm or one of its attorneys win an award or get recognized in a legal publication? Share the news and thank your team and clients.
• Speaking Engagements: Let your audience know when and where your attorneys are speaking. It reinforces your status as an expert in your field.

Pillar 3: Humanize Your Firm

People hire people, not abstract legal entities. Showing the human side of your firm makes you more relatable and approachable. This can be the deciding factor for a client feeling hesitant or intimidated about contacting a lawyer.

Actionable Content Ideas:

• Team Spotlights: Introduce your paralegals, associates, and administrative staff. Share a bit about their background and what they enjoy doing outside of work.
• Behind-the-Scenes: Post photos from a firm outing, a team lunch, or a holiday party. Show that your firm is a positive place to work.
• Community Involvement: Highlight your firm's volunteer work or sponsorship of local events. This shows you care about the community you serve.
• Celebrate Milestones: Share firm anniversaries, work anniversaries, or welcome messages for new team members.

Bringing Your Campaign to Life: Scheduling and Engagement

A great strategy is nothing without consistent execution. This is where planning and daily habits come into play.

Create a Simple Content Calendar

Consistency is everything on social media. A content calendar helps you plan your posts in advance so you’re never scrambling for ideas. You don’t need a complicated tool, a simple spreadsheet with columns for the date, post text, image/video, and platform will do the trick. Aim for a healthy mix of your three content pillars (Educate, Trust, Humanize) throughout the week.

Schedule in Batches to Save Time

Instead of trying to come up with a post every single day, set aside a few hours each week or every other week to "batch" your content creation. Write all your captions, design your graphics, and edit your videos in one dedicated work session. Then, use a scheduling tool to load everything into your calendar. This singular practice frees you from the daily pressure of social media and ensures your content goes out consistently.

Actively Engage with Your Audience

Social media is a conversation. Don’t just post and walk away. When people leave comments or send you direct messages, respond in a timely and professional manner. Answering a simple question or thanking someone for a positive comment shows that you're accessible and engaged, which builds powerful relationships over time.

Track Your Progress: Did It Actually Work?

The only way to know if your campaign is a success is to track your performance. Go back to the goals you set at the very beginning and look at the right metrics to see if you're on track.

Key Metrics to Watch

• Engagement Rate: This is the percentage of your audience that interacts with your content (likes, comments, shares). A high engagement rate means your content is resonating with your audience.
• Reach & Impressions: This tells you how many unique people see your posts. It’s a good measure of your overall brand awareness.
• Website Clicks: If your goal is to drive traffic, track how many people are clicking the link in your bio or links in your posts. Most platforms provide this data in their analytics.
• Leads and Form Submissions: Ultimately, this is what matters most for many firms. Use your website's analytics to see how many people who came from social media filled out your contact form or signed up for a consultation.

Review these metrics monthly. See what's working and do more of it. If a certain type of post gets a lot of engagement, create more like it. If a platform isn’t driving any website traffic, consider reallocating your energy elsewhere.

Final Thoughts

A social media campaign for a law firm isn’t about going viral, it’s about strategically building trust, demonstrating authority, and creating a genuine connection with your community. By setting clear goals, creating valuable and ethical content, and consistently engaging with your audience, you can turn your social media profiles into powerful assets for your firm.

Running a successful multi-platform strategy requires planning, creation, and consistency, which can be a lot to juggle. That's why we built Postbase, a social media management tool made for today's internet. I find it really helps to stay organized with a visual content calendar and to schedule all my content - especially for modern video formats on platforms like Instagram, TikTok, and YouTube Shorts - from one simple dashboard. It keeps my firm's accounts connected and ensures posts publish reliably, saving me from the daily chaos of switching between apps.