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Law Firm Social Media.
Baltzer Marketing plans, writes, designs, and publishes social media content for law firms. Our standard program posts daily across Facebook, Instagram, LinkedIn, and your Google Business Profile, with other platforms added when they fit the firm and its audience.
We handle the recurring work required to keep your firm visible, useful, and current on social media.
We have specialized in law firm marketing since 2014. We work month to month, and our reporting covers what we published and the results we can measure.
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Social Media Keeps Your Firm Visible Between Referrals and Searches
Social media gives your firm regular opportunities to explain what you do, introduce the people who do it, and stay visible in the community you serve. It also gives past clients and professional contacts useful material they can read and share.
Organic social media serves a different purpose from search advertising. Google Ads puts the firm in front of people who are already searching for legal help. Social media puts the firm in front of people during the ordinary course of their day, including people who know your firm, follow local organizations, or work in professions connected to your practice.
An active profile also gives anyone researching the firm another place to see its attorneys, its work, and its involvement in the community.
Daily Posting Requires More Than Daily Legal Tips
We post daily for our social media clients, but frequency alone does not make the program useful. The calendar needs enough variety to explain the firm without turning every post into an advertisement.
A law firm social media calendar may include:
- Answers to legal questions. Plain English explanations of issues related to the matters the firm handles.
- Practice information. Direct posts explaining the firm’s services and the clients it represents.
- Attorneys and staff. Introductions, professional milestones, birthdays, anniversaries, and appropriate glimpses of the people behind the firm.
- Community involvement. Sponsorships, events, charitable work, professional organizations, and local news involving the firm.
- Firm updates. New attorneys, new offices, awards, speaking engagements, media appearances, and other genuine news.
- Existing firm content. Useful material adapted from articles, guides, videos, newsletters, or website pages when those materials are available.
The mix changes with the firm. A referral-focused practice may need more professional and community content. A consumer practice may have more opportunities to answer recurring legal questions. A firm with attorneys who like recording video has options that do not fit a firm that prefers written posts and photography.
What the Monthly Social Program Includes
Baltzer Marketing plans and produces each month’s content, prepares it for the firm’s social accounts, and schedules the posts for publication.
- Social media strategy. We select the platforms, subject areas, formats, and content mix based on the firm’s practice areas, audience, and available source material.
- Monthly content calendar. We organize the posts and send the calendar to your firm for review and approval before publication.
- Writing and editing. We write the post copy in plain English and adapt longer firm content when it makes sense.
- Graphic production. We create graphics for the calendar and prepare firm photographs for publication.
- Scheduling and publishing. We schedule the approved content across the accounts included in the program.
- Performance review. We report what we published and the activity we can measure. We do not assign later calls to a post when the evidence does not support it.
The firm does not have to write the posts. We do need accurate information about the attorneys, services, events, and firm news we are covering. Your firm reviews and approves posts containing legal information. Original photographs from the office and community also give us material no stock library can supply.
We do not represent competing law firms in the same market.
We Publish on the Platforms That Fit Your Firm
Facebook, Instagram, LinkedIn, and the firm’s Google Business Profile are included in nearly every organic social media program we run. We adjust the content for the platforms rather than assuming every format belongs everywhere.
- Facebook supports written posts, photographs, firm news, community content, and video.
- Instagram is useful when the firm has strong photographs, graphics, or attorneys who are comfortable with video.
- LinkedIn supports attorney profiles, professional writing, firm news, and relationship development with other professionals.
- Google Business Profile places current firm posts on a profile people may see while researching the firm in Google Search or Maps.
- YouTube and TikTok may belong in the program when video fits the attorneys, the audience, and the material the firm is prepared to produce.
It depends on how the attorneys want to communicate and whether the firm can supply the source material a platform requires.
A law firm’s social profiles commonly appear when someone searches for the firm or an attorney by name. Individual posts and videos from platforms such as LinkedIn, Facebook, and YouTube can also appear in search results for the specific subjects they address. Useful social content gives the firm more public material associated with its name and more opportunities to answer focused questions.
LinkedIn Can Build the Attorney’s Professional Network
For practices that receive work from CPAs, financial advisors, HR professionals, other attorneys, or similar referral sources, LinkedIn can include deliberate network building and direct outreach.
We can help identify the professionals the attorney wants to know in the market. We send connection requests and manage outreach intended to expand the attorney’s professional network. Those connections create opportunities for the attorney to contact people directly about referral relationships, joint presentations, and other specific ways to work together. They also place the firm’s posts in front of more of the professionals it wants to reach.
The attorney’s knowledge of the local professional community matters here. We assist with identifying the right contacts, then handle the connection and outreach work without requiring an advertising budget.
Organic Posting and Social Media Advertising Are Separate Services
Organic social media publishes to the firm’s profiles and reaches the audience connected to those accounts. Paid social media advertising buys distribution to a defined audience beyond the firm’s existing followers.
When an organic post gives us a strong subject or format, we can put advertising budget behind it. Campaigns created specifically for paid distribution, with their own audience targeting and landing pages, are part of our social media advertising for law firms service.
Rated by the law firm owners we work with
Questions Lawyers Ask About Social Media Marketing
How often do you post for law firms?
Our standard cadence is one post per day. The calendar rotates among legal information, practice information, attorneys and staff, community involvement, firm news, and existing content so the account does not repeat the same type of post every day.
Which platforms are included?
Facebook, Instagram, LinkedIn, and Google Business Profile are included in nearly every program. YouTube, TikTok, and other platforms are added when they fit the firm and the content it wants to produce.
Do our attorneys have to write the posts?
No. We write and prepare the content. The firm provides accurate information, appropriate photographs, and any legal clarification needed for a post. Your firm reviews and approves posts containing legal information before publication.
Can you help us build professional connections on LinkedIn?
Yes. We can help identify relevant professionals in the market, send connection requests, and conduct outreach. The attorney participates in deciding which relationships make sense and in any substantive conversation about working together.
Do you create video?
We can edit and publish video recorded by the firm. Basic work such as dividing a longer recording into shorter clips is included. More involved video production is scoped separately based on what the project requires.
How do you measure whether social media is working?
We report the direct activity we can measure, including followers, impressions, reach, and engagement. Social media also gives the firm more material for referral sources and past clients to share and more public information for people researching the firm. We do not assign every later search, referral, or phone call to a social post when the evidence does not support that attribution.
Can our firm manage social media in house?
Yes. The person responsible needs time to plan the calendar, gather accurate source material, write and design the posts, publish them consistently, and review the results. We provide that ongoing marketing work for firms that do not want to manage it internally.
See What a Monthly Social Program Could Do for Your Firm
We will look at the accounts you have now and what the program would produce.