Social Media for Law Firms:

The way you use social media could get you into trouble. Or it could scare away potential clients. Read these dos and don’ts to see how social media can help or hurt your business.

Law Firm Social Media Marketing Mistakes

1. Post updates intermittently, sporadically or hardly ever.

You need to commit to a regular cadence—at least monthly—and have a strategic content plan in place before you begin posting on social media. Building an audience and then leaving them hanging is worse than never posting in the first place.

2. Have only a handful of followers.

Let’s say you are trying to present yourself as an accomplished professional with an established business. But if you have only 40 or fewer followers on your Facebook page, then that looks bad. It makes your business seem smaller than it actually is.

3. Get the same 9 friends and family members to like your posts.

If the same few people continue to like your posts—especially if they have the same last name as you—then it shows you are asking your immediate circle to prop up your posts. This comes off as inauthentic and disingenuous.

4. Detract from and dilute your digital presence.

Even if you have a solo practice, you can invest in a high-quality website that elevates your digital presence. A sophisticated website can make your business look bigger. But an unsophisticated Facebook page with few followers and low engagement immediately detracts from your digital presence. A suffering social media presence makes you look unprofessional.

5. Spend a lot of time posting and then get minimal engagement.

You’re probably seeing a pattern here of why it’s not a good idea to post small when you want to go big. Say you’re already posting regularly and spending time curating and planning content. if you don’t have high engagement, then it’s hurting your business. Instead, you could be spending that time helping actual clients and increasing your billable hours.

6. Post random memes.

Maybe you’re not getting the engagement you want on thoughtful, original social media posts. You may be tempted to shift gears and share a funny meme, hoping to capitalize on trending topics and popular culture. Don’t do it. Potential clients may view you as a clown.

7. Think of your social media profile as a sales tool.

Your Facebook business page is not like the corner bakery’s Facebook page. You’re not going to post discounts and special offers, and your audience won’t be watching your feed waiting for the deal of the day to drop. Also, don’t even think of posting anything solicitous or superlative on your social media page or you may be looking at an ethics violation.

8. Expect to get lots of glowing reviews about your legal services.

Attorney-client privilege exists to protect your clients and their private information. They share things with you that they would never tell another soul. Don’t expect them to post on social media for the world to see how you helped them rake their ex over the coals. Instead, there are better ways to boost social proof for attorneys.

9. Answer legal questions posed on social media platforms.

With the viral nature of social media posts being passed to broader audiences, your answer or comment could be misconstrued as offering legal advice and practicing law in another state in which you’re not licensed.

10. Say something negative about a case, judge or client.

You wouldn’t comment to the news media on a current case, so don’t comment on social media, either. Some attorneys and judges who have made careless comments on social media have been suspended, disbarred or had their cases overturned as a result.