Are Law Firms Getting Too Personal on Social Media?

In recent years, many lawyers and law firms have started to move away from the traditional image of attorneys being serious and formal. Instead these professionals are using social media to show their personalities, hoping to connect with potential clients on a more personal level.

Are law firms becoming too casual in their marketing?

The Reshaping of Legal Marketing

Marketing in the legal field has been known for its conservative nature, where professionalism often took precedence. However, social media and generational changes have shifted legal marketing to showing the more "human side" of the legal profession.

Firms are using social media to reveal more about their staff, sharing personal stories, and highlighting internal events or charity work. The idea is to build a connection with potential clients and makes the firm seem more trustworthy.

Finding the Right Balance

While showing personality can be beneficial, firms must be careful not to stray into overly casual territory. Striking the right balance with professionalism is crucial to maintaining credibility.

One effective strategy is to combine light-hearted content with practical insights. Let's say a law firm shares a fun photo of their lawyers at the company holiday party, their next post might be about one of their attorney's perspective on a recent legal change. This dual approach allows firms to engage their audience while reinforcing their credibility.

Engaging with Potential Clients

Engagement is a key component of any successful marketing strategy. Law firms that showcase their personalities usually foster better relationships with clients. They can do this by responding to comments, hosting Q&A sessions, or even conducting live discussions about relevant legal topics.

For example, a firm might host a weekly live chat on social media, inviting followers to ask questions about a recent ruling affecting local businesses. This kind of interaction not only makes potential clients feel heard but also establishes a level of trust before any formal consultations begin.

The Risks of a Casual Approach

Taking a more casual approach to your legal marketing content does carry risks. Oversharing or posting irrelevant content can turn potential clients away and damage public perception. Law firms need to be mindful of what they share, ensuring it resonates with their target clientele.

Most people don't hire a lawyer until they have a legal problem. While they may be looking for someone personable to assist them, they are also looking for someone who takes their legal concerns seriously.

Strategies like humor and personal stories can be ineffective or, at worst, disastrous, if they're not handled appropriately. It’s vital for firms to thoughtfully curate their content, aligning it with their values and the expectations of their clients.

Building Your Firm's Online Persona

Creating relatable social media content marks a significant change in legal marketing. By sharing their personalities, actively engaging with clients, and striking a balance between the casual and professional, firms can forge stronger connections with their audience. The challenge becomes creating connection while also keeping credibility intact.

Is your law firm ready to show its personal side? Let's connect to explore and expand your firm's content marketing strategy.