LinkedIn and social for law firms
A firm’s reputation now gets checked on a phone before anyone walks through the door. This item keeps the partner’s profile and the firm’s page publishing with judgement three times a week, and adds Instagram only where the practice area actually calls for it. Measured in enquiries from social. Never likes.
A 30-minute video call. The audit document and the 90-day plan.
A profile that has not been updated since the pandemic
The partner’s LinkedIn says associate at a firm that merged. The firm page has four posts, three of them Christmas greetings. Meanwhile a lawyer with half the practice and twice the discipline is the one every general counsel in the province recognises. Reputation is not the same as visibility, and only one of the two can be scheduled.
Social
Three LinkedIn posts a week
Split between the partner’s personal profile, which is what people actually follow, and the firm page, which is what people check.
The partner profile, rebuilt
Headline, about section, practice areas and featured work written so a general counsel reading it in thirty seconds understands exactly what you take on.
Instagram, four pieces a week, where it earns its place
Family, employment and criminal work live there. Commercial and tax do not. We will tell you which one you are before invoicing you for a channel that will not pay.
A publication calendar with legal sign-off
Every post through the same review as the articles. A post is publicity too, and the professional conduct rules do not stop at 280 characters.
Enquiry tracking from social
Tagged links and an intake question, so “where did you find us” has an answer in the report and not in a hunch.
How it runs
- 01
01 · The voice of the house
Two sessions with the partner to capture how they actually explain things to a client. Everything afterwards is written in that register, not in agency language.
- 02
02 · Profiles first
Nothing is published until the profile people land on says something worth landing on. Traffic to an empty profile is a wasted impression.
- 03
03 · Weekly publication
Three posts a week, drafted, reviewed and scheduled. The firm approves in a single batch, once a week, in fifteen minutes.
- 04
04 · Reading the results
We report reach only as context. The number that matters is how many enquiries arrived, and from which post.
What changes
The partner is recognised by name in their territory and practice area.
A client who was given your name finds a profile that confirms the recommendation.
Referrals arrive from colleagues who now know exactly what work to send you.
The firm page stops being a dead end and starts being a first impression.
Who we work with
Personal injury and liability
The speciality of the house: the enquiry that is searched for once and decided in a day.
Family and succession
A long, private decision: the client reads for weeks before anyone calls.
Employment
Two clients in one practice: the dismissed employee and the company that needs a retainer.
Criminal defence
The most urgent enquiry there is, and the one where restraint matters most.
Commercial and tax
A long sale to a board: the retainer is decided months before anyone asks for a proposal.
Boutique firms
Two to fifteen lawyers, one speciality, and no marketing department to run it.
Questions
Do we have to appear on camera?
No. It helps in family, employment and criminal work, where the client is choosing a person. If a partner does not want to, we write instead. What we will not do is invent a face for the firm.
Do you post from the partner’s personal account?
Yes, with drafts sent for approval. A personal profile carries further than a company page, and it belongs to the partner. Access is theirs and stays theirs.
Is TikTok worth it for a law firm?
Almost never for the enquiry that pays a fee note. We will say so rather than sell you a channel. If your practice area is one of the exceptions, it will be in the audit.
Can we talk about our own cases?
Only anonymised or with express authorisation, and always without promising an outcome. That limit is the manual’s and the profession’s, and we do not test it.
Related services
Content & SEO
Eight pieces a month, reviewed to legal standards, and the rankings that carry them.
Newsletter & CRM
A fortnightly newsletter, a segmented CRM and three automations that stop enquiries going cold.
PR & Media
One article a month in the house media, one third-party appearance a quarter.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.