An Intermediate’s Guide to Social Media: Establishing Client Relationships


Do you feel like you have the basics of social media down? If you’re blogging regularly, posting relevant content on your social profiles, and updating your website with information about your firm, you’re well on your way to leveraging the power of social media to bolster your firm’s success. Now that you’ve established your digital presence, it’s time to take another step. Try using these methods to further skyrocket your digital marketing efforts:

Establishing Valuable Relationships with Social Media

When it comes to social media marketing, some businesses think that whoever has the most fans or followers wins. But racking up the most followers doesn’t always mean that your social media presence is benefiting you more than an account with fewer followers.

The fact is, numbers do not determine your success. Rather, it’s the quality of the relationships you establish with your followers that will truly determine their ROI. Having the numbers on your side can be powerful, but only if that number is made up of your target audience. So, how can you establish a more meaningful connection with your followers?


There are many ways to connect with potential clients using social media, but you’ll need to put in the work to make those connections. Consider using Twitter Trends to see what people in your area of practice are talking about. Free services such as or #tagdef let you dig deeper into social conversations and see how trending topics might apply to your practice.

You can also customize the trends to your interests and specify a geographic area. This way, you’ll be starting conversations about things your audience actually cares about, which helps foster greater engagement.

Beyond Twitter Trends, consider finding a Twitter chat to participate in. This is a social media tactic that is similar to attending a real life seminar or networking event. All tweets that are part of the conversation contain a designated hashtag, such as #LawFirmChat, so that they are visible to all participants. Typically, a host moderates and asks questions which prompt responses from the group. This is a great way to meet people interested in your industry. You can find upcoming chats on sites such as Tweet Reports and Twubs.


LinkedIn also boasts a great deal of power for establishing relationships with potential clients. Instead of sending out thousands of connection requests to people you don’t know, find groups to join. They don’t necessarily have to be related to your area of practice, they just have to be relevant to your potential clients. If you serve a local community, try finding local groups. The more questions and content you share that’s relevant to the interests of the group, the more quickly you’ll move up on the influencer scale.

The trick to making your participation in LinkedIn groups successful is to avoid clickbait marketing posts. Instead, save the marketing pitches for private discussions with interested individuals that you come across as a result of your conversations within the group. Once you’ve created a consistent presence and have started to notice a particularly responsive member, consider trying one of these methods for expanding your relationship into a lead:

  • Connect with them privately on LinkedIn and message them to build a personal relationship outside the group.

  • Interview them for a blog or for the testimonial section of your website.

  • Offer them an exclusive promotion.

If used correctly, social media presents a host of opportunities for increasing your credibility as a law firm. It’s one thing to share amazing articles that you’ve found on the internet, but it’s another to engage with your followers and forge meaningful relationships. Creating conversations and driving discussions can help establish your firm as a thought-leader, which in turn, helps attract new clients.