Choosing the Best Social Media Platforms for Your Law Firm

For the purpose of reaching your target audience, social media is among the most effective content marketing methods that your law firm has at its disposal. Facebook, Twitter, LinkedIn, Instagram and various other social media platforms allow your firm to deliver messages to clients and prospects in the form of posts, comments, articles, blogs, videos or other content. However, that doesn’t mean that your firm has to have a presence on every network or share the same content on each network. Social media platforms are like their own community, with each one including its own unique style and set of users. To ensure that your efforts aren’t wasted, here are some tips on choosing the best social media platforms for your law firm.

Know Your Audience

Before your firm can effectively reach members of your target audience through social media, you must first identify who they are and where they spend their time online. Conducting client research and building client personas allows you to specify exactly who your firm is trying to reach. Then, based on the traits and characteristics of your client personas, you can gain a better idea of which social media platforms they are likely to frequent.

A 2019 study by the Pew Research Center outlines the demographics of each social media platform to give you a better understanding of the patterns and trends. Used by nearly 70 percent of adults in the United States, Facebook is the king of social networking but that doesn’t mean it’s the only choice your firm should consider. Instagram attracts those under the age of 50, LinkedIn is used by over half of college graduates and Twitter is more popular than Pinterest among 18-29 year-olds. As you gain more understanding of your audience, you’ll be able to identify which social channels your firm should be active on.

Pay Attention to the Competition

Your target audience isn’t the only group that you need to understand when it comes to choosing the best social media platforms for your firm. You should also be researching and analyzing where your competitors spend their time on social media, particularly those that serve the same market as your firm. Based on the likes, comments, shares and other analytics on posts from your competition, you can see for yourself which posts generated the most engagement and determine if something similar would work for you. Or, just as importantly, you can make note of any posts that missed the mark and shouldn’t be considered.

Learning from the competition is a tried and true method of improvement for teams and organizations of all kinds. Take the Houston Rockets for example. After the backcourt of Stephen Curry and Klay Thompson led the Golden State Warriors to three NBA championships in four seasons, the Rockets formed their own superstar backcourt with James Harden and Russell Westbrook. Seeing what worked for their competition and modeling their own structure after it, the Rockets are now poised to enter the playoffs as a top-five team in the Western Conference and a legitimate title contender.

Build a Consistent Strategy

Venturing into the world of social media marketing without a defined strategy is like going on a road trip with no GPS or map. It’s possible that you’ll end up making your way to your final destination, but it’s also a guarantee that you’ll spend quite a bit of time driving around with no real sense of direction. Creating a strategy establishes your firm’s plans and lays the foundation for success, while also providing insight into which social media platforms would be the most effective for accomplishing your goals.

Depending on the aspirations of your firm, chances are there is at least one social media network that would work for you. With its high number of users, Facebook can be used to share almost any type of content and generate brand awareness, website traffic and valuable leads. However, it also brings more competition so it can be difficult to stand out from the crowd without including a paid media plan. Designed for quick and easy to read updates, Twitter is the place for breaking news or other important announcements, while LinkedIn is an ideal platform for establishing your firm and attorneys as thought leaders in your industry.

Keep in mind that as your firm’s goals change over time, your strategy needs to change along with it. Whether you’re starting from scratch, focusing on increasing followers and brand awareness, or ready to start building deeper connections with your audience to generate leads, a clearly defined strategy will help you identify where and how you can accomplish your social media marketing goals. This is why it’s the first step in our strategic four-step process to help law firms create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. If you’re interested in learning more about how to use and navigate the various social media platforms or our SAME process, let’s connect. We’d love to share more about how we can help your firm attract new clients and grow revenue.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


Request Your Guide to Ghidotti!

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email