Social Media for Law Firms: An Expert's Guide


So, you’ve mastered the basics of social media and you’ve graduated to establishing meaningful relationships with clients on the web? The benefits of social media don’t stop there. In fact, you’re now in the perfect position to really start taking advantage of the revenue growth opportunities you can get from social media. With paid social advertising, you can precisely target your law firm’s digital marketing efforts to further skyrocket your firm:

Paid Social Media Advertising

Adding paid social media to any social media strategy is an effective way to grow social media results with little effort. By using a range of demographic tools, paid social gets your message into the hands of your clients or potential clients effectively and efficiently. This means you’re able to target potential clients with ease. Hootsuite offers a comprehensive guide to all the major paid social advertising channels, but these basics will help you get started:


Facebook is one of the most advanced social media sites when it comes to paid advertising. One of the best features of Facebook Advertising is its advanced demographic targeting. You are able to narrow in on your ideal clients all the way down to characteristics as specific as salary, purchase behaviors, interests, life events, and much more. While ad pricing varies based on quite a few factors -- including the time of year, the audience you’re targeting, and the quality of your ad -- Facebook gives users a great deal of flexibility in pricing. That way, you don’t have to spend a fortune to get results.  

If it seems daunting, don’t fret -- Facebook offers substantial resources for law firms that want to target clients through paid advertising.


Like Facebook, Twitter has been refining its advertising tools in recent years. Today, Twitter boasts highly advanced targeting that allows businesses of all sizes to reach its users.

In fact, 66 percent of Twitter users have discovered a new small or medium business (SMB) on the platform, and 94 percent plan to purchase from the SMBs they follow.

On Twitter, you can target your clients in the following ways:

  • Demographic Targeting: Target specific ages, languages and locations.

  • Behavioral Targeting: Options include lifestyle, finance, retail, travel, etc.

  • Interest Targeting: Target everything from business, health, beauty, careers, sports, hobbies, society, etc.

  • Keyword Targeting: Target people who have tweeted using a specific hashtag.

  • Follower Targeting: Target followers of specific Twitter accounts.

Head here to learn more about Twitter’s advertising capabilities.


While LinkedIn’s ad platform is not as advanced as others in some ways, the professional data can be valuable for law firms. Targeting includes language, location, industry, company, job title/function, and membership to specific LinkedIn groups. The only downside to this platform at the moment is that it is quite expensive. The average CPC is estimated at around $6, according to Contently. LinkedIn also notes that a minimum daily budget of $10 is required for campaigns. That’s in contrast to Facebook’s estimated CPC of $0.50 and a daily minimum of as little as $1.

If you’re intimidated by Google Adwords, paid social advertising is one opportunity that offers law firms an incredibly effective way to amplify content and draw in clients. Don’t let the costs scare you; paid social advertising is incredibly measurable, and can produce real ROI. Each ad’s metrics are easily gathered and interpreted using each social platform’s dashboard, so you’ll be able to see exactly how your ads are performing.

Consider starting small and scaling up as you find out what is effective for your firm. Social media marketing is mastered through research, experience and testing, and firms that are dedicated to improving little by little will come out ahead.