The Best Social Media Platforms for Law Firm Marketing: It’s Not One-Size-Fits-All

When it comes to social media marketing for law firms, the question isn’t “What’s the best platform?”—it’s “What’s the best platform for us?” 

In the crowded digital space, success isn’t about showing up everywhere. It's about showing up where it matters. And for law firms, what matters most is knowing where your business comes from.

Know Your Audience(s): Choosing the Best Social Media Platforms for Law Firms Starts Here

Effective law firm marketing isn’t just about reaching potential clients. It’s also about connecting with the people who send you clients: former clients, other lawyers, financial advisors, community leaders, and more. Each of these groups engages with different platforms in different ways. That’s why a smart social media strategy starts with one question: Who are we trying to reach?

LinkedIn: The Referral Builder

For most firms, LinkedIn is non-negotiable. It’s consistently ranked among the best social media platforms for law firms because it’s where lawyers, businesspeople, and referral sources connect. If your practice thrives on referrals from other attorneys, business contacts, or industry partners, then LinkedIn is like your digital handshake. Use it to share thought leadership, case results, community involvement, and firm news. Engage with others’ posts to stay on their radar. Think of it as relationship maintenance at scale.

Facebook: The Local Connector

Facebook remains the most widely used platform across most demographics. It’s particularly useful for law firms focused on individuals, like personal injury, family law, estate planning, and elder law. Why? Because it’s where people talk about life events, seek recommendations, and stay connected to their local community. A strong Facebook presence, paired with community-focused content and targeted ads, can keep your firm top of mind when someone needs a lawyer or knows someone who does.

Instagram: The Brand Builder

Instagram might not be the first place someone looks for a lawyer, but it is where they get a feel for your firm’s personality. It’s ideal for firms with a strong visual identity or active community involvement. Think photos from firm events, behind-the-scenes shots, attorney spotlights, or infographics about legal issues. For younger audiences or consumer-facing practices, Instagram can humanize your firm and foster connection.

YouTube: The Trust Multiplier

If your firm does well when people “just hear you talk” or “see how you explain things,” YouTube should be your go-to platform. Educational video content explaining legal issues, outlining the process of a case, or answering common questions can boost your credibility and visibility. Bonus: Google owns YouTube, so your videos can help with SEO, too.

TikTok: The Wild Card

Yes, TikTok. It’s unconventional, but some lawyers have built massive followings by creatively and informally educating the public about legal topics. If you have a knack for short-form video and a consumer-facing practice, this might be an opportunity to stand out, but only if it aligns with your brand and audience.

Choose What Works for You

There’s no rule that says your firm must be on every platform. In fact, spreading yourself too thin is a fast way to do nothing well. Start with one or two platforms that align with your business goals, your bandwidth, and your audience.

Ask:

• Where do our clients and referral sources spend their time?

• What kind of content do we enjoy creating (or have the resources to produce)?

• What feels authentic to our brand?

The best social media strategy is one that works for your firm, not someone else’s. At Cartography, we design and build custom, strategic social media plans for each of our clients, not one-size-fits-all templates. It makes a difference.