Nobody follows a law firm to be sold to. They follow because something is useful, or human, or answers a question they were too embarrassed to ask.

The posts that work are usually the small ones: what happens at a first hearing, what to bring to a consultation, a misconception you correct three times a week. Attorneys tend to underestimate these because they are obvious from the inside. They are not obvious to anyone else, and that gap is exactly where the value sits.

We build a mix — explanation, firm news, community involvement, the occasional look behind the door — and keep the direct promotion to a fraction of the total. Firms that post nothing but offers lose reach, because platforms suppress content people scroll past.

Everything goes through you before it goes out. In a regulated profession that is not optional.

Attorney advertising rules apply to social posts as much as to billboards, and the platforms have no idea your profession has restrictions. Testimonials, claims about results, anything implying a guarantee — the boundaries vary by state and the penalties for crossing them are real.

We work within them by default: no outcome claims that cannot be substantiated, disclaimers where they belong, and comment moderation that catches the situations where a member of the public starts describing their case in public.

That last one matters more than firms expect. Someone posting the facts of their matter in a comment thread has created a problem for you, not just for themselves, and it needs handling quickly and carefully.

We flag anything questionable rather than guessing. You know your bar; we know the platforms.

For most firms reviews influence more decisions than any social post ever will. A prospect who finds you through search will check what previous clients said before they call, and the difference between a 4.2 and a 4.7 average is measurable in consultations.

We build review generation into the intake and matter-close process, so asking becomes routine rather than something that happens when someone remembers. Steady arrival matters — twenty reviews in a week looks manufactured to both the platform and the reader.

Negative reviews get a response, always, and a careful one. Confidentiality rules mean you cannot rebut the facts publicly no matter how wrong they are, so the reply has to demonstrate professionalism to everyone else reading rather than win the argument.

Handled well, a bad review that is answered gracefully often does less damage than a page with no reviews at all.

Organic reach on social has been declining for years. Posting consistently keeps you credible when someone checks you out, but on its own it will not put you in front of new people at any scale.

Paid social fills that gap, and it works differently from search advertising. Someone on Google is looking for a lawyer right now. Someone on Facebook is not — which makes social better for staying visible to people who will need you later, and worse for capturing urgent demand.

Retargeting is where it earns most reliably. Someone who visited your site and did not call is worth reaching again, and the cost of doing so is a fraction of a fresh click.

We keep audiences tight and creative fresh. Legal advertising also carries platform-level restrictions on targeting, and campaigns get rejected for reasons that surprise people who have not run them before.

The most common failure in law firm social media is not bad content. It is three good weeks followed by four silent months because the person doing it got busy with actual legal work.

We build a calendar around what the firm can genuinely sustain and then run it, batching content so approvals happen in one sitting rather than scattered across the week. Posts are scheduled ahead, with room to react to something timely when it comes up.

Consistency beats volume. Three thoughtful posts a week for a year outperform daily posting for six weeks and then nothing, both in reach and in what a prospect concludes when they look at the page.

Where you have multiple offices or locations, we handle each profile properly rather than pushing identical content to all of them.

Follower counts are the least useful number social produces. Ten thousand followers who will never hire you are worth less than two hundred local people in your practice area.

We report on what connects to the business: traffic arriving from social, what those visitors do once they land, how many become enquiries, and which posts produced them. Where call tracking is in place, we can follow it further than that.

We also track the things that predict future performance — saves and shares over likes, profile visits, direct messages. Someone messaging your page privately is much closer to hiring you than someone leaving a comment.

If social is not producing anything after a fair run, we will tell you and suggest the budget goes somewhere else. It is not the right channel for every practice.