Social Media for Law Firms: The Complete Guide (2026)

A single click on "personal injury lawyer" costs $150-$200 on Google Ads. A Facebook lead ad for the same practice area delivers a qualified lead for $10-30. That math is why the smartest law firms in the country are pouring resources into social media -- and why the firms that ignore it are overpaying for every client they sign. The numbers back it up: 84% of law firms have gained new clients through social media, 96% of people seeking legal advice start with a search engine, and 71% of potential clients check a firm's social profiles before picking up the phone. Your social presence is not a nice-to-have -- it is the first impression that determines whether someone calls you or your competitor. In this guide, we break down exactly how attorneys and law firms can use LinkedIn, Facebook, Instagram, YouTube, and TikTok to generate leads, build authority, and grow their practice -- all while staying compliant with bar advertising rules. A social media scheduler makes it possible to execute a consistent strategy without pulling attorneys away from billable work.

This guide is part of our Social Media for Small Business series. See also: Social Media for Real Estate and Social Media for Healthcare.

TL;DR

• 84% of law firms have gained clients through social media, and 71% of consumers check a firm's social media before hiring an attorney
• LinkedIn is the top platform for law firm business development, referrals, and thought leadership
• Facebook ads deliver leads at $10-30 per lead compared to $100-300+ on Google Ads -- making them the most cost-effective paid channel for consumer-facing practices
• Bar advertising rules vary by state -- compliance is non-negotiable and should be built into every content workflow
• Video content from attorneys gets 3x more engagement than text posts; educational explainer videos and FAQ answers perform best
• Educational content (legal FAQs, myth-busting, "what to do if..." guides) consistently outperforms promotional content
• TikTok's #LawyerTok is one of the fastest-growing legal content niches, reaching younger demographics at scale
• Use a social media scheduler to maintain consistent posting across platforms without consuming attorney time

Table of Contents

1. $50-$200 Per Click on Google — Why Smart Law Firms Are Shifting to Social
2. Bar Advertising Rules: Compliance First
3. Which Platforms Work Best for Law Firms
4. 20 Content Ideas for Law Firms
5. Video Content for Attorneys
6. The Posting Schedule for Law Firms
7. Facebook Ads for Law Firms: The Cost-Effective Alternative
8. Building Attorney Personal Brands
9. Common Mistakes Law Firms Make on Social Media
10. FAQs
11. Next Steps

$50-$200 Per Click on Google — Why Smart Law Firms Are Shifting to Social

Here is a number every managing partner should know: a single click on a Google Ad for "car accident lawyer" costs $150 to $200 or more in competitive markets. Personal injury keywords like "mesothelioma lawyer" have historically exceeded $500 per click. Now compare that to a Facebook lead ad campaign targeting the same geographic area, delivering qualified consultation requests at $10-30 per lead. That is not a marginal difference -- it is a 10x cost advantage that fundamentally changes the economics of client acquisition.

96% of people seeking legal advice use a search engine, and an increasing number of those searches lead directly to social media profiles. A potential client Googles "personal injury lawyer near me," sees your Google Business Profile, and then checks your LinkedIn, Facebook, or Instagram page before deciding whether to call. 71% of consumers look at a law firm's social media before hiring -- and if your profiles are empty, outdated, or nonexistent, you are losing clients to firms that show up.

84% of law firms have gained clients through social media, according to the American Bar Association's marketing research. Yet many firms still post sporadically or not at all. The firms that invest in a strategic social media presence -- educational content, thought leadership, community engagement -- are building trust at scale. Every post that answers a common legal question, explains a process, or shares a case result (with appropriate compliance) is a touchpoint that positions your firm as the obvious choice when someone needs legal help.

Social media also compounds over time in ways that paid advertising does not. A Google Ad disappears the moment you stop paying. A LinkedIn article about estate planning basics or a TikTok explaining what to do after a car accident continues to generate views, shares, and leads for months or years.

Ready to grow your law firm's client pipeline with social media? Try PostEverywhere free -- schedule educational content, case results, and firm updates across LinkedIn, Facebook, and Instagram from one dashboard.

Bar Advertising Rules: Compliance First

This is the section that separates law firm marketing from every other industry. Bar advertising ethics rules vary significantly by state, and violating them can result in disciplinary action, fines, or even suspension. Before your firm posts a single piece of social media content, you need to understand the rules that govern your jurisdiction.

What Most State Bars Restrict

While rules vary, the following restrictions are common across many jurisdictions:

• Guarantees of results: You cannot promise or imply a specific outcome. Statements like "We win every case" or "Guaranteed settlement" violate virtually every state's rules.
• Misleading claims: Any content that could create unjustified expectations about results is problematic. This includes selectively sharing only favorable outcomes without context.
• Specialization claims: In many states, you cannot call yourself a "specialist" or "expert" in a practice area unless you hold a board certification recognized by the state bar.
• Testimonials without disclaimers: Client testimonials may be permitted in your state, but often require disclaimers such as "Results may vary" or "Past results do not guarantee future outcomes."
• Solicitation rules: Direct solicitation of specific individuals who are known to need legal services (e.g., reaching out to accident victims) is restricted in most jurisdictions.

What You CAN Do

The restrictions are real, but the opportunities are broad:

• Share educational content about legal topics, processes, and rights -- this is informational, not advertising
• Post anonymized case results with appropriate disclaimers ("Prior results do not guarantee a similar outcome")
• Discuss areas of practice without claiming specialization
• Share client testimonials with written consent and required disclaimers (where your state permits)
• Comment on legal news and developments as an informed professional
• Showcase firm culture, community involvement, and team updates

Building Compliance Into Your Workflow

The most effective approach is to build compliance into your content process from the start:

• Create a firm social media policy that outlines what can and cannot be posted
• Designate a compliance reviewer -- ideally an attorney familiar with your state's advertising rules -- who approves all content before it goes live
• Use templates with built-in disclaimers for recurring content types like case results and testimonials
• Audit quarterly: Review all published content every quarter to ensure continued compliance
• Document everything: Keep records of client consent forms for testimonials, disclaimer language used, and compliance reviews

When in doubt, consult your state bar's advertising rules directly. Most state bars publish detailed guidelines, and many have ethics hotlines for specific questions. Compliance is not a constraint -- it is a competitive advantage. Firms that get this right build trust that non-compliant competitors cannot.

Which Platforms Work Best for Law Firms

Law firms get the best results by concentrating on the platforms where their clients actually spend time. Here is where to focus, ranked by business development impact.

LinkedIn

LinkedIn is the number-one platform for law firm business development. It is where attorneys build referral relationships, establish thought leadership, recruit talent, and connect with corporate clients. For B2B practices -- corporate law, intellectual property, employment law, commercial litigation -- LinkedIn is not just the best social platform, it is often the best marketing channel, period.

Key strategies for LinkedIn:

• Publish long-form thought leadership on topics relevant to your practice area. A 1,200-word article about changes to employment law reaches exactly the audience most likely to need your services.
• Engage with your network's content -- comment thoughtfully on posts from referral sources, clients, and industry peers. This visibility is more valuable than broadcasting.
• Share case studies and outcomes (with compliance considerations) that demonstrate your expertise without explicitly selling.
• Use LinkedIn for recruiting -- your social presence directly impacts your ability to attract top associate and lateral talent.

Check our guide on the best time to schedule LinkedIn posts for optimal posting windows.

Facebook

Facebook remains the most cost-effective paid advertising platform for consumer-facing law practices. Personal injury, family law, criminal defense, estate planning, and immigration firms all see strong results on Facebook because their prospective clients are everyday consumers, not businesses.

Key advantages:

• Cost-effective advertising: Facebook lead ads deliver cost-per-lead of $10-30 compared to $100-300+ on Google Ads for equivalent legal keywords
• Life event targeting: Facebook allows you to target people going through life events like divorce, new home purchases, or job changes -- signals that correlate with legal needs
• Community building: Facebook Groups and local community pages are where potential clients discuss legal questions and ask for recommendations
• Reviews and recommendations: Facebook's review system builds social proof that directly influences hiring decisions

Instagram

Instagram is where law firms humanize their brand. The platform is less about direct lead generation and more about building the firm culture, community presence, and approachability that make potential clients comfortable enough to call.

Effective Instagram content for law firms:

• Team spotlights and attorney introductions -- people hire people, not logos
• Behind-the-scenes firm life -- office events, team celebrations, volunteer days
• Community involvement -- pro bono work, charity partnerships, local event sponsorships
• Educational Reels -- short-form video answers to common legal questions
• Infographics -- visual explanations of legal processes, timelines, and rights

YouTube

YouTube is the second-largest search engine in the world, and legal questions are among the most searched topics. Educational videos -- FAQ answers, process explanations, "what to do if..." guides -- generate leads passively because they appear in Google search results and YouTube search results for months or years after publication.

A 3-minute video titled "What to Do After a Car Accident in Texas" can generate thousands of views per month and position your firm as the authority that a viewer calls when they actually need an attorney.

TikTok

#LawyerTok is one of the fastest-growing content niches on TikTok. Attorneys who explain legal concepts in plain language, bust common legal myths, and react to legal news are building audiences of hundreds of thousands -- and converting those audiences into clients. TikTok's algorithm surfaces content based on interest, not follower count, meaning a new attorney can reach millions with a single compelling video.

TikTok skews younger, making it particularly effective for practices that serve younger demographics: criminal defense, employment law, landlord-tenant disputes, and immigration.

Google Business Profile

Google Business Profile is critical for "lawyer near me" searches. When someone searches for an attorney in their area, the Google Map Pack (the top three local results) appears before organic listings. Your Google Business Profile determines whether you appear there. Keep it updated with accurate information, post weekly updates, and actively solicit and respond to reviews.

20 Content Ideas for Law Firms

Consistency requires a steady stream of content ideas. Here are 20 proven formats organized by category. Use a calendar view to plan these across the month.

Educational Content (Ideas 1-7)

1. "What to do if..." guides -- Walk through the steps someone should take in a specific legal situation: a car accident, an arrest, a workplace injury, receiving divorce papers.
2. Legal myth-busting -- Correct common misconceptions. "You do NOT have to talk to the other driver's insurance company" or "A will does NOT avoid probate in most states."
3. FAQ answer videos -- Film 60-second answers to the questions your intake team hears most often. These are endlessly reusable across platforms.
4. Process explainers -- Walk through what a personal injury claim actually looks like, step by step. Demystify the legal process.
5. New law breakdowns -- When legislation changes, explain what it means for regular people. This positions you as the go-to source for timely, relevant information.
6. Legal term of the week -- Define a legal term in plain language with a practical example. These are simple to produce and highly shareable.
7. Rights awareness posts -- "Did you know you have the right to..." posts educate and empower, generating significant engagement and shares.

Case Results and Social Proof (Ideas 8-11)

8. Anonymized case results -- Share settlement amounts or verdicts with appropriate disclaimers. "We secured a $750,000 settlement for a client injured in a commercial truck accident. Prior results do not guarantee a similar outcome."
9. Client testimonials -- With written consent and required disclaimers, video testimonials from satisfied clients are among the most powerful content you can post.
10. Client journey stories -- Walk through a case narrative (anonymized) from initial consultation to resolution, highlighting the challenges and how your team addressed them.
11. Review spotlights -- Turn your best Google or Avvo reviews into branded graphics for Instagram and Facebook.

Firm Culture (Ideas 12-16)

12. Attorney spotlights -- Introduce each attorney with their background, why they practice law, and what drives them. Personal stories resonate more than credentials lists.
13. Office and team updates -- New hires, promotions, office renovations, and team celebrations show a thriving, human firm.
14. Day-in-the-life content -- A 60-second video following an attorney through their day (court prep, client meetings, research) demystifies the profession and builds connection.
15. Staff appreciation -- Highlight paralegals, legal assistants, and office staff. They are the backbone of the firm, and featuring them shows a healthy workplace culture.
16. Office tour -- A quick video walkthrough of your office helps potential clients feel comfortable before their first visit.

Community Involvement (Ideas 17-20)

17. Pro bono work highlights -- Share your firm's commitment to access to justice. Pro bono work demonstrates values and builds trust.
18. Charity and volunteer events -- Photos and videos from charity runs, food drives, or community clean-ups show your firm as a community partner, not just a business.
19. Local event sponsorships -- If your firm sponsors a little league team, a school event, or a community festival, share it.
20. Legal aid partnerships -- Highlight collaborations with legal aid organizations and community groups that expand access to legal services.

Use an AI content generator to draft captions and post copy quickly, then have your compliance reviewer approve before publishing.

Video Content for Attorneys

Video content from attorneys gets 3x more engagement than text-only posts across every platform. Despite this, the majority of law firms still rely primarily on static text and image posts. The firms that embrace video are seeing dramatically better results.

The FAQ Answer Format

The simplest and most effective video format for attorneys is the 60-second FAQ answer. Pick the most common question your intake team receives, look at the camera, and answer it in plain language. No script, no teleprompter, no editing beyond trimming the beginning and end. These videos work because they are authentic, educational, and demonstrate expertise without being salesy.

Examples: "Do I have a case?", "How long does a divorce take?", "What happens at an arraignment?", "Should I talk to the insurance adjuster?"

The "What to Do If..." Series

Create a recurring series of videos that walk viewers through specific legal situations step by step. "What to do if you're in a car accident." "What to do if you're served with a lawsuit." "What to do if CPS shows up at your door." Each video is a standalone lead-generation asset that answers a question someone is actively searching for.

Meet the Attorney Videos

People hire people. A 90-second video where an attorney introduces themselves -- why they became a lawyer, what kind of cases they handle, what they care about -- makes the firm approachable. These videos belong on your website, your YouTube channel, and as pinned posts on your social profiles.

Short-Form vs Long-Form Strategy

Short-form (under 90 seconds) works best on TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels. Use it for quick tips, myth-busting, legal news reactions, and FAQ answers.

Long-form (5-15 minutes) works best on YouTube. Use it for in-depth process explanations, case study walkthroughs (anonymized), and comprehensive guides on legal topics. Long-form YouTube content ranks in Google search results and generates leads passively for years.

The optimal approach is to create long-form YouTube content and then cut it into short-form clips for distribution across other platforms. One 10-minute video becomes five to eight short-form clips.

Save hours on video distribution. PostEverywhere's social media scheduler lets you schedule short-form video across TikTok, Instagram Reels, YouTube Shorts, and Facebook from one dashboard. Start free.

The Posting Schedule for Law Firms

Law firms that post on a regular schedule build algorithmic momentum and audience trust. Firms that post in bursts and then go quiet get neither. Here is a platform-by-platform framework.

Recommended Posting Frequency

Platform	Minimum	Optimal	Content Focus
LinkedIn	2x/week	4-5x/week	Thought leadership, case studies, legal commentary, recruiting
Facebook	2x/week	4-5x/week	Educational content, community posts, client testimonials, ads
Instagram	3x/week	5x/week	Reels, firm culture, infographics, team spotlights
YouTube	1x/week	2x/week	FAQ videos, process explainers, long-form educational content
TikTok	3x/week	5-7x/week	Legal myth-busting, quick tips, news reactions
Google Business Profile	1x/week	2-3x/week	Updates, event announcements, practice area highlights

Best Times for Law Firm Content

Law firm audiences are primarily professionals and consumers making decisions during business hours:

• LinkedIn: Tuesday through Thursday, 8:00 AM - 10:00 AM and 12:00 PM - 1:00 PM
• Facebook: Tuesday through Friday, 9:00 AM - 12:00 PM and 6:00 PM - 8:00 PM
• Instagram: Monday through Friday, 11:00 AM - 1:00 PM and 7:00 PM - 9:00 PM
• TikTok: Tuesday through Thursday, 7:00 PM - 10:00 PM

Check our comprehensive guide on the best time to post for detailed, platform-specific data.

Sample Weekly Content Calendar by Practice Area

Day	LinkedIn	Facebook	Instagram	TikTok/YouTube
Monday	Legal news commentary	Educational post (FAQ)	Team spotlight Reel	FAQ answer video
Tuesday	Thought leadership article	Client testimonial (with disclaimer)	Infographic: legal process	Myth-busting short
Wednesday	Case result (with disclaimer)	Community involvement post	Behind-the-scenes Story	"What to do if..." video
Thursday	Industry insight or trend	Pro bono work highlight	Attorney introduction Reel	Legal news reaction
Friday	Week-in-review or legal tip	Weekend legal tip	Firm culture post	Fun/engaging legal content

Planning a full month at once saves significant time. Read our guide on how to grow your social media presence for additional strategy and planning frameworks.

Facebook Ads for Law Firms: The Cost-Effective Alternative

Legal pay-per-click advertising on Google is brutally expensive. The average cost-per-click for legal keywords on Google Ads ranges from $50 to $200+, with some personal injury and mass tort keywords exceeding $500. Facebook Ads offer a dramatically more cost-effective alternative for consumer-facing practices.

The Cost Advantage

Facebook lead ads for law firms typically deliver a cost-per-lead of $10-30, compared to $100-300+ on Google Ads. That is not a marginal difference -- it is an order of magnitude. For a personal injury firm spending $10,000 per month on marketing, the difference between $20 CPL and $200 CPL is the difference between 500 leads and 50.

The trade-off is intent. Google Ads capture people actively searching for a lawyer right now. Facebook Ads reach people before they search -- targeting by demographics, life events, and interests. Facebook leads require more nurturing, but the volume and cost advantage make it a critical component of any law firm's marketing mix.

Targeting Strategies

Facebook's targeting capabilities are particularly powerful for law firms:

• Life event targeting: Target people who have recently gone through a divorce, bought a home, started a business, or experienced a job change -- all events that correlate with legal needs
• Demographic targeting: Target by age, location, income level, and education to reach your ideal client profile
• Geographic precision: Target a specific radius around your office, particular zip codes, or the jurisdictions where you are licensed to practice
• Retargeting: Show ads to people who visited your website, watched your videos, or engaged with your social content but did not contact you

Lead Form Ads

Facebook's lead form ads are the highest-converting format for law firms. Instead of sending people to your website (where they might bounce), lead form ads collect contact information directly within Facebook. The form can include qualifying questions like "What type of legal issue do you need help with?" and "When did the incident occur?" to pre-qualify leads before they hit your intake team.

Compliance in Paid Advertising

All bar advertising rules that apply to organic social media also apply to paid advertising -- and in some jurisdictions, paid advertising is subject to additional scrutiny. Ensure every ad includes required disclaimers, avoids prohibited claims, and has been reviewed by your compliance designee before launch.

Building Attorney Personal Brands

Personal brands consistently outperform firm brands on social media. People connect with people, not logos. An individual attorney's LinkedIn post will typically generate 5-10x more engagement than the same content posted from the firm's branded page. The most successful law firm social media strategies leverage both the firm brand and individual attorney brands.

LinkedIn Thought Leadership

LinkedIn is the primary platform for attorney personal branding. The strategy is straightforward:

• Pick a niche: Focus your content on one or two practice areas rather than trying to cover everything. "The employment law attorney who explains workplace rights" is a clearer brand than "a lawyer who posts about various topics."
• Post consistently: Three to five posts per week, mixing short-form commentary with longer articles.
• Engage generously: Comment on posts from colleagues, clients, and industry contacts. Thoughtful comments build visibility faster than broadcasting.
• Share your perspective: Do not just report the news -- add your analysis. "Here is what this new regulation means for small business owners" is more valuable than a link to the news article.

The Attorney as Educator

The most effective personal brand positioning for attorneys is educator, not salesperson. Attorneys who teach -- explaining legal concepts, answering common questions, demystifying the legal process -- build trust and authority naturally. When someone who has been watching your educational content for months finally needs a lawyer, you are the obvious choice.

This positioning also aligns perfectly with bar advertising rules. Educational content is informational, not promotional. You are not soliciting clients -- you are sharing knowledge. This distinction makes the educator approach both the most effective and the most compliant strategy.

Consistency and Long-Term Commitment

Personal branding on social media is a long game. Most attorneys who build significant followings post consistently for 6-12 months before seeing substantial results. The compounding effect is real -- each post adds to your body of work, expands your reach, and reinforces your expertise. The attorneys who quit after two months never see the returns.

Common Mistakes Law Firms Make on Social Media

Posting Only Firm News and Attorney Bios

If your social feed reads like an internal newsletter -- new partner announcements, award plaques, and headshot updates -- you are talking to yourselves. Your prospective clients do not care about your firm's press releases. They care about answers to their legal questions. Firm news is fine at 10-20% of your content, but the rest should educate, inform, or answer the questions people are actually searching for.

Using Legal Jargon That Alienates Your Audience

Phrases like "pursuant to," "notwithstanding," and "the aforementioned statute" belong in briefs, not social posts. Social media is a conversation, not a filing. Write the way you would explain a legal concept to a family member -- clear, direct, and free of terminology that makes posts inaccessible to the actual humans who need legal help.

Ignoring Bar Advertising Compliance

A single claim like "We win every case" or "Guaranteed settlement" can trigger a state bar complaint. Bar advertising rules are not optional, and social media is not a compliance gray area -- it is advertising. Build a review process into your content workflow before you post anything that references results, specializations, or client outcomes.

Skipping Required Disclaimers on Case Results and Testimonials

Sharing a $1.2 million verdict on Facebook without "Prior results do not guarantee a similar outcome" is a compliance violation in most states. Each state has specific rules about what disclaimers are required for testimonials and case results -- check yours before posting. Create templates with built-in disclaimer language for these recurring content types.

Spending $100-300+ Per Lead on Google Without Testing Facebook

Many law firms pour their entire paid marketing budget into Google Ads at $50-200 per click without ever testing Facebook lead ads at $10-30 per lead. Facebook requires more lead nurturing, but the 10x cost advantage means you should at least be testing it -- especially for consumer-facing practices like personal injury, family law, and criminal defense.

Having No Social Media Policy for the Firm

Without a written social media policy, any associate or partner can post something that creates real problems -- a comment about a pending case, an inadvertent guarantee, or a claim that violates advertising rules. Create a clear policy that outlines what can and cannot be posted, and ensure every attorney in the firm has read it.

Only the Firm Posting, With No Individual Attorney Brands

An attorney's personal LinkedIn post generates 5-10x more engagement than the same content posted from the firm's branded page. Clients hire lawyers, not logos. If only the firm account is posting and individual attorneys are invisible on social media, you are leaving referrals and client trust on the table.

Treating LinkedIn as a Resume Instead of a Content Platform

Too many attorneys set up a LinkedIn profile, list their credentials, and never touch it again. LinkedIn in 2026 is a content platform, not a digital resume. Posting thought leadership, commenting on legal developments, and sharing insights from your practice area drives referrals and positions you as the go-to attorney in your niche.

FAQs

What can law firms legally say on social media about case results?

You can share verdicts and settlement amounts, but most states require disclaimers like "Prior results do not guarantee a similar outcome." Some states prohibit sharing results entirely without additional context. Never cherry-pick only favorable outcomes without disclosing that results vary -- this can be considered misleading under most state bar rules. Check your specific state's advertising guidelines before posting any case result.

How do bar advertising rules affect what attorneys can post?

Bar advertising rules govern everything from how you describe your practice areas to what disclaimers accompany testimonials. You generally cannot claim to be a "specialist" without board certification, guarantee outcomes, or directly solicit individuals known to need legal services. Rules vary significantly by state -- what is permissible in Texas may violate the rules in New York. Designate a compliance reviewer and consult your state bar's advertising guidelines before launching any social media strategy.

Is TikTok appropriate for a law firm, or is it unprofessional?

TikTok's #LawyerTok is one of the fastest-growing professional content niches on the platform, and attorneys who post there are signing real clients. The platform rewards clear, plain-language explanations of legal concepts -- exactly the kind of content that builds trust. TikTok skews younger, making it particularly effective for criminal defense, employment law, landlord-tenant, and immigration practices. Professionalism comes from the quality of your advice, not the platform you deliver it on.

How do I build a personal brand as an attorney without it feeling salesy?

Position yourself as an educator, not a salesperson. Post content that teaches -- explain legal concepts, answer common questions, break down new laws -- and let your expertise speak for itself. People who watch your educational content for months will call you first when they need a lawyer. This approach also aligns perfectly with bar advertising rules because educational content is informational, not promotional. Start with one post per week on LinkedIn and build from there.

Should law firms respond to negative Google reviews?

Yes, but carefully. Acknowledge the review professionally without confirming or denying any attorney-client relationship, which could violate confidentiality obligations. A response like "We take all feedback seriously and encourage you to contact our office directly so we can address your concerns" is appropriate. Never argue, get defensive, or disclose case details. Proactively soliciting positive reviews from satisfied clients is the best long-term strategy for managing your online reputation.

What is the most cost-effective social media advertising strategy for law firms?

Facebook lead form ads targeting your service area are the clear winner for consumer-facing practices. Start with $20/day, promote a free consultation offer, and track your cost per lead -- it should come in at $10-30, compared to $100-300+ on Google Ads for equivalent legal keywords. Facebook's life event and geographic targeting let you reach people going through divorces, home purchases, or job changes -- all signals that correlate with legal needs. Use PostEverywhere's social media scheduler alongside your ad strategy to keep organic content consistent.

How do I get referrals from LinkedIn without cold messaging?

Cold messaging other attorneys asking for referrals is the fastest way to get ignored. Instead, post consistently about your practice area -- share insights, comment thoughtfully on colleagues' posts, and demonstrate your expertise publicly. When an attorney in your network has a client who needs your specific expertise, they will think of you because they have been seeing your content for months. Aim for 3-5 posts per week and meaningful comments on 5-10 posts from contacts in your referral network.

Next Steps

Here is the specific action plan to get your law firm's social media generating leads within 30 days:

• First: Review your state bar's advertising rules. Every state is different -- know what disclaimers are required for testimonials, case results, and specialization claims before posting anything. Most state bars publish detailed guidelines online, and many have ethics hotlines for specific questions.
• This week: Film 3 "What to do if..." videos (60 seconds each). Pick the questions your clients ask most -- "What to do after a car accident," "What to do if you're served divorce papers," "What to do if you're arrested." Film on your phone, no editing needed. Post one per platform.
• Set up Facebook lead ads. Start with $20/day targeting your service area. Use a lead form ad promoting a free consultation. Track cost per lead -- it should come in at $10-30, far less than the $100-300+ you are paying on Google.
• Build your LinkedIn presence. Post one legal insight per week on your personal LinkedIn profile. Comment on 5 posts in your practice area. This drives referrals over time -- attorneys who post consistently for 6-12 months see compounding results.
• Get consistent. Use a social media scheduler to plan and schedule a week of content in one sitting. Mix educational posts (60%), firm culture (20%), and case results with proper disclaimers (20%). Use the AI content generator to draft posts faster, then route through your compliance reviewer.
• Track what matters. Check our guides on the best time to schedule LinkedIn posts and best time to post for data-driven posting windows. Read our guide on how to grow your social media presence for additional strategy.
• Start your free trial today -- schedule across LinkedIn, Facebook, Instagram, TikTok, YouTube, and Google Business Profile from one dashboard.

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The best law firm social media content does not feel like marketing -- it feels like free legal education. That is exactly why it works. When a potential client has been watching your videos, reading your posts, and learning from your insights for weeks or months, you are not cold-selling them when they need a lawyer -- you are the attorney they already trust. Meanwhile, your competitors are paying $50-200 per click on Google for the same client you just acquired through a $0 LinkedIn post. The firms that figure this out first get a cost advantage that compounds every month they stay consistent.