Not so long ago, social media wasn’t a major focus for law firms. Before the pandemic, some firms had LinkedIn accounts, but social media wasn’t considered central to business development.
As the world shifted online, firms recognized the importance of having a strong digital presence. Today, nearly every law firm has at least some social media activity. But as platforms evolve, so do expectations—and simply having a presence isn’t enough anymore.
Moving Beyond the Static Post
While many firms post updates about events, awards, or firm news, there is much more potential. The platforms themselves are constantly innovating. They favor dynamic, interactive content like short-form video and carousels (posts with multiple images). These tools allow firms to show personality, highlight their people, and connect more authentically with audiences.
This shift is especially important as younger generations enter the workforce. Millennials and Gen Z professionals increasingly expect brands, including law firms, to engage in ways that feel real, accessible, and relatable.
Where the Opportunity Lies
Lawyers don’t need to become influencers, but they can use modern formats to tell their stories in a more engaging way. For example:
- A quick 30-second reel breaking down a new law
- A behind-the-scenes clip from a firm event
- Repurposing existing content and creating dynamic posts
These types of posts can increase reach and engagement while resonating with a younger audience.
How We Help
At Compass Legal Marketing, we’ve helped law firms take their social media presence to the next level. From video content strategies to full social campaigns, we help firms meet their audience where they are—especially the younger generation of clients, candidates, and referral sources who spend significant time online.
To get a glimpse into what we do for firms, take a look at our own reel we created from our latest content shoot.
To make a real impact with your social media strategy, you need a team that knows how law firms work, what resonates with their audiences, and how to navigate the sensitivities of the profession. If your firm is ready to take social media to the next level, please reach out to jamie.cotera@compasslegalmarketing.com.
About Compass Legal Marketing
Compass Legal Marketing is a legal marketing agency serving as outsourced marketing manager to law firm clients from boutique to AmLaw 100 firms.
