Social Media Marketing for Law Firms and Lawyers: Posting Without Giving Advice
Law firms have the best content problem going: every client conversation is a post, and every post is a possible complaint. So most firms post the office Christmas party and a partner promotion, then go quiet until the next one. (The partner promotion post gets eleven likes. Ten are from the firm.) The fix is to post the question, never the answer to a specific person.
“Without Magic Marketer, I probably wouldn’t be posting to social media at all.”
“It’s impressive how easy it is to post to social media.”
“It’s easy, simple and I have social content going out everywhere.”
What to post
The posts that belong in this feed
Not a content calendar of invented themes. The work already produces these.
The question, in general
"What happens to the house if we separate?" answered for everyone, not for the person who asked. No advice, no client details, all the expertise.
The change in the law
One change, what it means in plain words, who it affects. This is the post that gets shared by accountants.
The process
What actually happens after you call a lawyer. Most people have no idea and it is why they do not call.
The person
Why the partner practises this area. One paragraph of human, no war stories.
Where it comes from
You already have the source
The initial consultation
With names, facts and anything identifying removed, the shape of the question is the post. A voice note after the meeting is enough.
The seminar or webinar
You already recorded it. Thirty minutes of it is a month of posts.
The client update email
You wrote it to explain a change. Paste the link.
Platforms
Where this kind of work actually shows up
The main one for commercial, employment, property and anything B2B. The partner posts; the firm page reposts. The partner gets the reach.
Family, wills, conveyancing, personal injury. Where the people who need you are, with the suburb in the first line.
Optional. Good for a firm with a strong point of view and a young client base. Otherwise it is where legal firms post stock gavels.
Cadence
How often is enough
One partner post a week on LinkedIn is a practice that looks alive. Two is a practice that looks like it has a point of view. The firm page reposts and adds the process posts.
Usual mistakes
What this feed gets wrong
Answering the specific question
A public answer to a named situation is advice, and advice has rules. Generalise every time.
Case studies with identifying detail
Even with the name removed. If the other side could recognise it, it is not a post.
Superlatives
"Best family lawyers in the state" is a claim your professional body will ask you to prove. Say what you do and who for.
From this world
“I highly recommend Magic Marketer to anyone who recognizes their marketing blind spot.”
Nic Jacobson
Necto
Tools that do this
Turn this week’s source into posts
Free to start. Same job as Magic Marketer, without the brand kit.
Questions
Yes, and most should. The rules are about advice, confidentiality and claims, not about posting. Answer questions in general terms, never for a specific person, and keep client details out.
Other guides
All guides →See what a week of your material becomes.
A recording, a photo, a link, or one sentence. Review the drafts. Publish when they are yours.
Takes minutes to get set up. No card needed.