The role of social media in law firm marketing, branding and lead generation

If you think social media is just for influencers and big brands, think again. It is a powerful tool for smaller law firms to grow their audience and showcase their brand. 

This month, we sat down with Ethan Shurson (Marketing Manager) and Aalyssa Carrillo (Social Media Manager) from Top Class Actions to explore how law firms — big or small — can use social media marketing to build credibility, connect with potential clients and generate leads. We should know — our network of nearly 400,000 social media followers actively engages with and participates in the class action lawsuits and settlements we post daily. This results in millions of video views and post engagements a month for our law firm partners.

Best social media platforms for attorneys

Not every platform fits every firm — and that’s okay. Each platform has a specific audience. The key is to define your audience, do the research and meet them where they already are:

• LinkedIn: Ideal for B2B, professional referrals and thought leadership.
• Facebook: Strong for community engagement, reviews and local presence.
• Instagram & TikTok: Great for approachable, short-form content that humanizes your brand.
• YouTube: A smart choice for longer videos and paid ad campaigns.

What content works best for social media marketing?

What should your law firm post? According to our experts, the most effective content is clear, visual and human. Legal audiences respond well to posts that are both informative and relatable.

Top-performing content includes:

• Client testimonials and case studies: These build credibility and show real-world impact.
• Myth-busting legal tips: Help your audience understand their rights by clearing up common misconceptions.
• Behind-the-scenes content: Introduce your team, share firm culture and show the people behind the practice.
• Charts and visuals: Visuals grab attention and boost perceived trust and professionalism.

Many consumers are simply looking for legal guidance they can understand and trust. By showing up with helpful, well-designed posts, your firm can become a go-to resource.

Building engagement and community

Unlike traditional forms of marketing, social media isn’t a billboard; it’s a conversation. For law firms, that means creating space for interaction and building relationships, not just broadcasting information. 

Here are a few effective ways to foster engagement and grow a loyal community: 

• Responding to comments and messages: Show followers there’s a real person behind the account. 
• Host Q&A sessions or go live: Share insights, answer common questions and put a face to your firm. 
• Encouraging followers to share their thoughts and stories: Giving your audience a voice strengthens connection and builds trust. 

The more you show up and interact, the more approachable — and memorable — your firm becomes.

Re-engaging inactive followers

If your audience isn’t responding to your posts, it may be time to switch things up. Re-engagement often starts with experimentation. Try:

• A/B testing different content formats: If videos aren’t getting traction, try switching to graphics or short text-based posts.
• Sparking dialogue with open-ended questions: Invite your audience to share their thoughts, experiences or opinions.
• Offering small incentives: Giveaways, branded swag or exclusive content can be simple but effective ways to grab attention and re-ignite interest.

Paid social advertising for law firms

Through paid ads, platforms like Facebook, YouTube and LinkedIn allow you to zero in on your ideal audience based on location, demographics, interests and behavior.

These ads don’t just boost visibility — they encourage action. Whether they sign up for a newsletter, visit your website or join a class action investigation, strategically placed ads can move the right people through your marketing funnel.

Measuring success and adjusting strategy

When it comes to social media, it is tempting to obsess over follower counts, but according to Aalyssa, clicks and impressions are far more important. These metrics provide a clearer picture of your reach and how effectively your content is driving traffic to your firm’s website.

When it comes to strategy, don’t be afraid to experiment and refine. A/B testing one initiative at a time — whether it’s paid ads, giveaways, influencer partnerships or sponsorships — lets you focus your resources and quickly pivot if something isn’t working.

What is the biggest takeaway? Social media is not optional. Consumers expect law firms to have an online presence that is both informative and approachable.

If you are not sure where to begin, start simple. Choose one platform that aligns with your audience, and focus on posting consistently. Social media marketing is a long game, but when done right, it is one of the most powerful tools your firm can use to build trust and attract new clients.

As you grow your presence, Top Class Actions is here to help you connect with the right audience for your class action investigations and settlements through our established network of nearly 400,000 social media followers. Contact us today to learn more.