What is the Best Social Media Platform for Law Firms?

Why is Social Media Important for Law Firms?

Social media seems to evolve constantly. First, everyone was on Facebook, then Twitter (now X), followed by Instagram, and now TikTok is the latest platform people are jumping to. With so many platforms to keep up with, how does anyone manage it all?

Legal marketers only have so much time they can allocate to managing their firm’s social media accounts – and firms without in-house marketers have even less. Given the time (and effort) required, is social media even worth the investment for law firms?

The short answer is yes.

The longer answer is that social media is worth it when used strategically. Social media is an essential tool to connect with audiences, increase online visibility, reinforce firm values, generate leads, improve SEO, and attract top talent. But what platforms should you be focusing your efforts on? The answer to that is covered below.

Why is LinkedIn the Best Platform for Law Firms?

Law firms are busy; that’s why it’s so important to focus your marketing efforts. But when it comes to social media platforms, the options are almost limitless. However, if your firm wants to focus its efforts on one platform, we recommend LinkedIn, as it is the top choice for professionals in the legal industry.

Here are a few reasons we recommend that LinkedIn be your go-to platform:

• Professional Networking: LinkedIn was built for professional networking, making it perfect for connecting with clients, industry professionals, and recruits. A firm’s LinkedIn page can engage with other professionals, follow industry leaders, and create visibility with potential clients and recruits through a variety of post types and marketing tools provided through the platform.
• Thought Leadership: LinkedIn allows law firms and their lawyers to position themselves as thought leaders by sharing articles, insights, and case studies. By providing valuable content, firms can stay top-of-mind with their audiences and demonstrate knowledge.
• Lead Generation: LinkedIn’s advertisement targeting options allow law firms to reach their specific audience and generate higher-quality leads more effectively than other platforms. LinkedIn’s analytics can also help firms track and enhance their campaigns to stay competitive in the market.
• Brand Awareness: LinkedIn offers various ways to post, from static images and articles to videos and newsletters. To keep audiences engaged and boost brand awareness, law firms can share content in multiple formats, such as static posts, videos, newsletters, and more. By differentiating your content, you appeal to a larger number of online views, helping your firm build a positive reputation, differentiate from competitors, and establish trust with clients and legal professionals.
• Recruitment: LinkedIn’s job posting tool is excellent for finding qualified professionals. Firms can post job openings, screen applicants, and target their listings to reach suitable candidates. Through your LinkedIn life page, job postings, and everyday content, you can also highlight the firm’s culture, which will help potential hires understand the firm’s values and environment.

With its professional focus and resources for lead generation and recruitment, LinkedIn is the best choice for law firms aiming to grow their business, improve brand awareness, and build stronger relationships with clients and potential hires.

What Law Firms Are Using LinkedIn the Best?

McLennan Ross LLP

Our client, McLennan Ross LLP, sets an excellent example in brand building and sharing firm values through their social media presence. Following our support in developing their brand, the firm did a great job incorporating the new brand positioning into their social media templates. By consistently sharing firm updates, recognizing its employees, and sharing details about the firm's involvement in its community, McLennan Ross has successfully created a relatable brand that resonates with its audience.

Check out McLennan Ross’ LinkedIn page to see how a strong brand can be amplified through LinkedIn.

Redgrave LLP

Another Cubicle Fugitive client, Redgrave LLP, is a great model of how to share thought leadership on LinkedIn. The firm, a leader in eDiscovery, shares its insights and industry presence through various formats, including posts, videos, conference promotion, and articles. Redgrave’s strategy is a great example of using LinkedIn to showcase both a firm's and its lawyer's knowledge in a particular area. Visit their LinkedIn company page for inspiration to build a thought leadership reputation as an industry leader.

Miller Thomson LLP

Miller Thomson LLP, a client of ours, effectively recruits using LinkedIn’s job posting and promotion tools. Using the LinkedIn Job Posting feature, Miller Thomson posts detailed job descriptions using clear and concise language and highlights its firm culture to attract top talent and positively reflect on the company. We assisted the firm in creating their LinkedIn Life section, featuring a branded video, firm overview, insights into firm culture, their IDEA commitment, and photos of the office. Together, these elements provide potential applicants with a comprehensive view of Miller Thomson.

Take a look at their LinkedIn job listings and Life section to see how your firm can use LinkedIn’s tools to attract quality applicants.

Conclusion

Social media is an invaluable tool for law firms looking to expand their networks, demonstrate expertise, generate leads, boost brand awareness, and recruit talent. By far, LinkedIn is the platform that best supports these objectives. By leveraging LinkedIn’s unique features, law firms can achieve greater impact online and reach their social media goals.

If your firm needs assistance in enhancing its brand visibility on social media or developing content and strategies specifically for LinkedIn, our team of strategists is ready to help. We frequently collaborate with law firms of all sizes to create effective and targeted social media plans that align with their business and marketing objectives.

To learn how to take advantage of LinkedIn’s various tools, contact Cubicle Fugitive today!