Which platforms suit which firms?
| Platform | Best for | What works |
|---|---|---|
| Commercial, employer-side employment, referrals from accountants and other professionals | Partners posting short, useful takes on real business problems | |
| High street firms, local community | Local news, staff, community events, simple "did you know" posts | |
| Family, wills, consumer law | Short explainers, behind-the-scenes, people not buildings | |
| TikTok | Consumer law with a confident presenter | 30 to 60 second answers to common questions |
| X (Twitter) | Barristers, legal commentary | Comment on judgments and legal news |
What should a law firm post?
- Answers to the questions clients ask every week. "Can my ex stop me moving abroad with the children?" in plain English.
- Your people. Who they are, what they do, why clients like working with them.
- Changes that affect clients. New rules, new fees, new court processes, explained simply.
- Local involvement. Sponsorships, charity work, events, kept genuine.
- Links to your guides. So social media feeds your website rather than replacing it.
What should a law firm never post?
- Anything that identifies a client without consent
- Claims you cannot back up ("the best divorce lawyers in Essex")
- Comments on live cases
- Replies to reviews that confirm someone was a client
- Messages that approach someone about a possible claim without being asked
The SRA's requirements on publicity, confidentiality and unsolicited approaches apply to social media just as they do to a website or a leaflet. Your COLP should sign off your social media policy.
Who in the firm should post?
Option Works when
Partners post under their own names
Commercial and referral-led work; people follow people
One marketing person runs the firm's pages
High street firms wanting a consistent, local presence
Each fee earner posts occasionally
Larger firms, with a clear policy and sign-off
Whoever posts needs a short written social media policy covering confidentiality, what needs sign-off, and how to handle comments and complaints. Your COLP should approve it.
How do you handle negative comments?
Do not argue in public, and never confirm or deny that someone was a client. A short, polite reply inviting them to contact the firm privately is usually best. Then follow your complaints procedure, which is the same process your website already publishes under the SRA rules.
How much time should it take?
Effort What it looks like
Light
One useful post a week on one platform
Medium
Two to three posts a week, one short video a month
Heavy
Daily posting, regular video, active comment replies
Light, done consistently, beats heavy for three weeks then nothing.
How does social media connect to your website?
Social media is rented ground. Your website is owned. The best approach is to write the full answer once on your website as a guide, then post a short version on social media with a link. That builds your site's authority and gives Google and AI tools something to find.
Frequently asked questions
Which social media platform is best for a law firm?
LinkedIn for commercial, employment (employer side) and referral work. Facebook for local high street firms and community visibility. Instagram and TikTok can work for family and consumer law if someone in the firm enjoys making short, plain-English videos.
Do SRA rules apply to social media?
Yes. Social media posts are publicity, so the SRA's requirements on accurate, not misleading publicity apply, as do client confidentiality and the ban on unsolicited approaches to members of the public.
Can we post about client cases?
Only with the client's informed consent, and never in a way that breaches confidentiality. Many firms only post about reported cases already in the public domain.
Does social media help Google rankings?
Not directly. It can help indirectly by getting your guides read and shared, which can lead to links and brand searches.
Do you manage social media for law firms?
No. We focus on websites, SEO, AI visibility and Google Ads. This guide is for firms running social media in-house.
Related: Law firm marketing · Legal content writing · Law firm marketing strategy