If you haven’t yet, we’re certain you’ve thought of implementing a social media strategy for your for personal injury law firm. But where do you begin? How much social content do you need to produce? Is there an easier way to complete all the work?
While diving into social media for personal injury lawyers may be overwhelming at first, a strategic and organized approach will lead to lasting success. By implementing effective techniques and taking intentional steps, attorneys can use social platforms to elevate and transform their practice.
Which Social Media Platforms are best for Personal Injury Lawyers?
The key to social media success lies not in selecting the perfect platform but in creating a solid strategy that works across multiple channels. By identifying your goals and who you want to reach, you’ll build a presence that amplifies your message and connects you with the clients that matter most. If you focus on just one or two social media channels, you’re limiting your reach and not providing enough touch points for your market to engage with your content.
For those wanting a list of the social media platforms that they should focus on, here are the primary channels to engage with:
- X (previously Twitter)
- YouTube
- Tiktok
While not all need to be utilized, each platform offers something unique for your personal injury lawyer social media marketing content and strategy. For example, while posting articles and blogs on Facebook and X will be effective for driving traffic, you won’t post that same content on Instagram, YouTube, and TikTok. Once you determine your content strategy, you can accurately determine which platforms specific categories of content will be shared.
If you need help getting started with this area of your content strategy, just contact our team here.
Identify Your Target Audience & Content Strategy Across Platforms
A frequent misstep lawyers make with social media is attempting to appeal to everyone on every platform.
This often results in inconsistent and watered-down messaging, as many simply repurpose the same content across all channels. What’s overlooked is that each platform requires its own style of content that resonates with its unique audience.
Start by asking yourself the following questions about your target market.
- What locations are they in?
- Are most of your clients a specific age range?
- What service do they need you for? What questions about that service do they have?
- When they’re on social media, what kind of content are they looking for from you?
When you map this out, you’ll be able to address your audience demographics and the pain points you need to address through both your website content and on social media. If you have a small team, you can try your best to keep the content similar across channels where it makes sense, but to truly build your content strategy, you’ll want to optimize each platform — This is where Bad Rhino can help.
Another exercise would be to perform a social media audit of your top performing competitors. You’ll want to focus on the following data points and information for each competitor:
- Active social media channels
- Volume of content published one each platform
- Video vs. static images
- Content categories on each platform
- Which content receives the highest engagement
- How have they optimized their bios on each platform
- Are they running ads on Meta (you can find this in the about page in the transparency section)
This audit will give you a pretty clear idea on what you need to start building on your end.
Start Setting Up Your Social Media Accounts
Your social media for personal injury lawyer profiles serve as the first impression for many potential clients, colleagues, and those seeking legal advice. Whether it’s LinkedIn, Twitter, Instagram, your Facebook business page, or any of the social platforms, your profile needs to convey professionalism and trust. Here are some tips to help you create a strong social media foundation:
Pay Attention to your Brand When Building Out Your Social Profiles
While all of the social channels will have you add in a small profile icon, some of them will have cover photos or banners where you can add larger photos. For both the icons and the cover photos/banners, you want to use professional photos or designs that follow the branding guidelines of your law firm.
For the profile icon, a firm logo works well. For smaller firms, a headshot may also work. For the cover photos/banner, team photos that include text overlays to share the exact legal services you provide work. You can also add in more of a local scene to your cover photo and go with the skyline or town that your firm calls home.
Use Consistent Messaging with Detailed Information
Compose a straightforward bio that highlights your qualifications, practice areas, and what differentiates you.
It’s crucial to have your contact information—email, phone number, and office address—clearly visible and current. All social platforms allow for a direct link to your website and some even allow for multiple links.
Include links to your firm’s website, your LinkedIn company page, prominent publications, or any other relevant professional profiles. This adds credibility to your law firm and gives visitors a way to discover more about your legal services.
What should Law Firms Include in Their Social Media Bio to Attract Potential Clients?
Incorporate relevant keywords related to your legal expertise to enhance your visibility in searches. Consider the phrases potential clients might use when looking for a lawyer like you.
Make the most of your online presence by showcasing any accolades, certifications, and landmark cases. Highlight your years of experience and any specific areas of specialization.
Use your bio to convey a sense of compassion and client-focused service. Expressions like “passionate about advocating for…” or “devoted to delivering tailored legal solutions…” can create a strong connection. A concise mission statement or tagline can also effectively convey your firm’s values. For example, “Your reliable ally in navigating intricate legal matters” can add a personal yet professional touch.
Common Mistakes Lawyers Make on Social Media
We find most law firms have good intentions in building out a social presence, but they lack the time or knowledge of best practices to execute the strategy. Here are some common mistakes to avoid.
Posting Inconsistently or Posting Far Too Much
Building social media content for any brand is fun and exciting in the beginning. If you’ve done this before, maybe you’ve experienced something like the following scenario. The team discusses launching a social media strategy for lawyers or rebuilding a social media presence. They come up with great topics, maybe a photographer or video team comes out. Everything sounds great. The first few weeks of social content feel on brand and everyone is happy with how it’s going. Until all of a sudden it’s not so easy any more. It’s not so fun. What used to be an hour to come up with 3-4 social posts for the week on Facebook now feels like it takes a full day. The team is dragging to come up with ideas or they’re simply not spending anytime on it because other projects have come up.
The above scenario is quite common. It’s easy to be consistent in your publishing early on. It’s not so easy to remain that consistent month three and beyond. People will try to tell you that social calendars and scheduling tools help, and they do, but they don’t solve the problem of creating NEW content that your potential clients actually give a damn about.
The other problem we see is law firms that post just too much.
There’s no magic number of weekly posts. While we like to see 3-4 a week, others may say that 6-7 a week or 1-2 a week is ideal. I don’t know if any of those are wrong, but I do know that when law firms publish with volume if 2, 3, or even 4 times a day, it’s most likely far too much and doing more harm than good. Unless you have a rare commitment to build out new and exciting video content each day, I can tell you that you’re probably over posting and that content is probably lost in the algorithm.
Their Social Content ONLY Focuses on Selling
Social media is where people go to connect, learn, and be entertained—not to face a sales pitch. For lawyers, constantly promoting services, awards, or personal accolades can come across as self-focused and may turn followers away. It’s essential to move beyond mere self-promotion and provide content that resonates on a deeper level with your audience.
Successful attorneys recognize that engaging, informative content holds real value for potential clients. By sharing content that sheds light on legal processes, answers common questions, or provides helpful tips, lawyers create an online presence that builds trust and positions them as knowledgeable resources. Rather than pushing services, this approach invites the audience to engage because it centers around topics that matter to them.
Building a strong social media presence begins with a commitment to educate and serve. Offering insight into legal matters, breaking down complex topics, or sharing real-life examples can make the law feel less intimidating and more accessible. This approach not only builds credibility but also helps people feel more informed and empowered.
By shifting focus from sales to meaningful content, lawyers can foster relationships that go beyond a transaction. Audiences appreciate authenticity and are more likely to return when they know your content is crafted with their needs in mind. This strategy ultimately creates a loyal following and establishes a reputation for integrity and expertise.
Social Media Best Practices for Lawyers
We’ve outlined just a few best practices to consider when building or launching your law firm’s social media content strategy.
Come up with a Daily, Weekly, and Monthly Task List
The below is just an example. You should set it up how you feel is best for your firm.
Daily
- Monitor channels for comments on your content and private messages
- Add in live videos or timely posts to engage the audience
- Search platforms like X (formerly twitter) to see if any relevant hashtags are generating conversations that you should be engaging in
Weekly
- Research news articles and any industry sources for content that can be added into your week
- Double check your social media dashboards and analytics tools for any edits needed, changes, or needed connections
Monthly
- Perform a complete review of your organic and paid content. Make changes to the strategy based off of results
- Work on your planned social content categories and schedule content for the following month
- Google each platform briefly for any changes to their algorithms or best practices so that you can follow recommendations
Keep up with current trends on social media and how other law firms are adapting
Social media is constantly evolving. Social channels add new features often, and while some may not be valuable, others like IG Reels, can be a massive opportunity. Evaluate all new features and monitor how other attorneys are using. You should also be on the look out for new apps or channels. One example is IG’s release of Threads. While many turned down the idea of jumping into Threads, others saw it as an opportunity to be first and go where people go. Being one of the firsts to join a new channel is a great opportunity to become a thought leader in that space.
Use Third-Party tools to make your life easier
Social dashboards like Sprout Social & Hootsuite can help with monitoring all of your social channels, publishing content, and reporting. While you can do all of those things natively on each channel, you’re going to want to invest in one of the mentioned tools or the many others that exist. Not only will you save time, but these tools do have features that make content publishing, monitoring, and reporting much easier.
Work with an Social Media Marketing Agency
The most important thing to remember is that a consistent and strategic approach is needed to truly take advantage of the opportunities on social media. We’ve found that far too many companies, law firms, and individuals start out hot with their social media marketing and then find their attention being pulled elsewhere.
If you’ve been down this road before or if you’re still overwhelmed, you should consider working with social media marketing agency like Bad Rhino. If you have any questions on our process or what an engagement with us would look like, just contact us here and let’s chat!
