Master social media for law firms with our proven guide.

For today’s clients, the path to choosing a law firm often starts with a scroll through social media, not a referral from a friend. A strong, strategic presence on these platforms isn’t just a “nice-to-have” anymore—it’s a fundamental part of winning clients, especially in hyper-competitive fields like personal injury and mass torts.

Why Social Media Is a Must-Have for Modern Law Firms

The game has completely changed. The days when a firm’s reputation was built exclusively in the courthouse or through word-of-mouth are long gone. Today, your online presence is your firm’s digital handshake, and having a nonexistent or dormant profile is a serious liability.

At Mohr Marketing, we see this play out every single day. Firms that simply “exist” online with a dusty Facebook page or an outdated LinkedIn profile are getting left behind. They’re being outpaced by competitors who treat social media as a core pillar of their business development—and the difference shows up directly on the bottom line.

Moving from Passive Presence to Proactive Growth

Just having a social media account isn’t a strategy. Real growth happens when you turn these channels into powerful, client-generating engines. This requires a calculated approach that goes way beyond posting the occasional firm update or holiday greeting.

A proactive strategy, like the ones we build at Mohr Marketing, delivers tangible benefits by:

• Building Rock-Solid Credibility: We consistently share valuable insights, case results (ethically, of course), and educational content that cements your firm’s status as an authority.
• Humanizing Your Firm: We pull back the curtain to show the real attorneys behind the logo, highlighting community involvement, and creating content that connects on a personal level.
• Generating Real, Tangible Leads: Our benefit-driven approach uses highly targeted content and smart engagement to attract, nurture, and convert followers into signed cases.

For personal injury and mass tort practices, the stakes are even higher. Your potential clients are often navigating incredibly vulnerable situations. They aren’t just looking for a lawyer; they need a trustworthy advocate. Social media gives you an unmatched opportunity to build that trust before they ever pick up the phone.

A well-managed social media presence acts as a 24/7 verification tool for a potential client. By partnering with Mohr Marketing, you ensure it answers their unasked questions about your firm’s expertise, professionalism, and success, making them more confident in their decision to contact you.

The Data Doesn’t Lie

This shift isn’t just a feeling; it’s backed by hard numbers. By 2025, social media’s role as a go-to lead generation tool for law firms is undeniable. Research shows that roughly 84% of law firms now generate leads from their organic social media efforts, proving platforms like LinkedIn and Facebook are critical discovery channels.

What’s more, 71% of individual lawyers report personally securing new leads through social media, and 65% of firms overall have landed new clients through social media marketing in 2024. You can read the full analysis of law firm social media trends to see how you can capitalize on this advantage.

The data paints a very clear picture: if your firm isn’t actively and strategically engaging on social media, you are handing clients over to your competitors. The Mohr Marketing approach is built to turn this challenge into your advantage, ensuring your firm doesn’t just show up, but actually dominates in the digital arena. We help you build an authentic, compliant, and results-driven presence that delivers measurable growth.

Choosing Platforms That Attract High-Value Cases

One of the most common—and costly—mistakes I see law firms make is trying to be everywhere on social media all at once. It’s a recipe for disaster. Spreading your team and budget too thin guarantees you’ll get mediocre results everywhere instead of stellar results somewhere.

The secret to attracting high-value cases isn’t about blanketing the internet; it’s about being in the right places with surgical precision. At Mohr Marketing, our first benefit to you is immediately shifting the focus from broad, unfocused activity to a targeted strategy built for maximum impact.

This strategic choice is more critical than ever. Potential clients are doing their homework online long before they ever pick up the phone. In fact, a staggering 74% of legal clients admit to researching a lawyer on social media before they even think about booking a consultation. This isn’t just a trend; it’s the new reality. Your firm must have a polished and purposeful presence on the exact platforms where your ideal clients are looking.

Aligning Platforms With Your Practice Area

The first thing we do is a deep dive into your firm’s specific practice areas, revenue goals, and, most importantly, your ideal client personas. A personal injury firm fighting for MVA victims requires a completely different social media playbook than a mass tort practice building a national inventory for a new litigation.

Each platform has its own unique audience and culture.

For example, LinkedIn is the undisputed champion for any kind of professional or B2B interaction. It’s the perfect ground for firms specializing in corporate law, intellectual property, or for attorneys looking to build referral networks with doctors, accountants, and other lawyers. Content here needs to be professional, insightful, and focused on establishing your firm as a thought leader.

On the other hand, Facebook gives you unparalleled access to a massive consumer audience, making it a powerhouse for B2C practices. Think personal injury, family law, or estate planning. Here, the tone can be more personal and community-focused. You can share client success stories (with full consent, of course) or create educational posts that answer the common questions you hear every day.

The Mohr Marketing Platform Selection Process

Our approach goes way beyond surface-level demographics. We analyze your highest-value case types and meticulously map them to the platforms where those potential clients are most active and receptive to legal marketing.

We don’t just ask, “Who is your client?” We ask, “Where does your ideal, high-value client spend their time online, and what kind of content will earn their trust and prompt them to take action?”

This decision tree gives you a simplified look at how your content goals should dictate your platform strategy.

As you can see, every single piece of content must have a clear purpose. Is it designed to get an immediate reaction, or is it about building long-term brand awareness? The answer dictates the format, tone, and how often you post.

A key benefit of working with Mohr Marketing is that we guide you through these crucial choices to make sure your marketing budget is an investment, not just an expense. This means focusing your firm’s valuable time and money on the channels we know will deliver qualified inquiries. This targeted platform selection is just one piece of the puzzle; you can explore other law firm web marketing strategies to attract more clients in our complete guide.

To make this even clearer, here’s a matrix we use to help firms pinpoint the best platforms for their specific needs.

Platform Selection Matrix For Law Firms

This table provides a strategic overview to help you match your practice area with the most effective social media channels.

Platform	Best For Practice Area	Primary Audience	Content Focus	Mohr Marketing Strategic Insight
Facebook	Personal Injury, Family Law, Estate Planning, Workers’ Comp	Broad Consumer (Ages 30-65+)	Educational posts, client testimonials (with consent), community news, live Q&As	The most powerful platform for local PI/B2C firms. Use targeted ads to reach users in specific geographic areas who have shown interest in legal topics.
LinkedIn	Mass Torts, Corporate Law, IP, Referrals	Professionals, B2B, Referring Attorneys	In-depth articles, case studies, company news, professional networking	Essential for building credibility and referral streams. Not for direct client acquisition in most PI cases, but invaluable for mass torts and business law.
YouTube	Personal Injury, Medical Malpractice, Mass Torts	Broad; Skews Younger (Ages 18-49)	“Explainer” videos, client stories, attorney bios, FAQ videos	Video builds trust faster than any other medium. Excellent for explaining complex legal concepts in a simple, human way. A must-have for PI firms.
Instagram/TikTok	Personal Injury (Younger Demo), Tenant Rights	Younger Demographics (Ages 18-35)	Short-form video, “behind the scenes,” myth-busting, attorney introductions	Great for humanizing your firm and reaching a demographic that’s not on Facebook. Use Reels to show the people behind the law firm.
X (Twitter)	Mass Torts, Class Actions, Breaking Legal News	Journalists, Media, Legal Professionals	Real-time commentary, newsjacking, networking with reporters	Best for engaging in high-level conversations and monitoring breaking news relevant to your dockets. Not a primary lead source, but a powerful PR tool.

By using this matrix, you can avoid wasting resources on platforms that won’t deliver and instead concentrate your efforts where they will have the most significant impact on your case pipeline.

Beyond The Usual Suspects

While Facebook and LinkedIn are the cornerstones for most law firms, you can’t afford to ignore other platforms—if they align with your strategy.

• YouTube: This is a goldmine for personal injury firms. You can share powerful client testimonials, create simple videos explaining complex legal processes, or offer safety tips. Video builds trust like nothing else.
• TikTok and Instagram Reels: Don’t dismiss them as just for kids. These short-form video platforms can be incredibly effective for humanizing your attorneys and connecting with a younger audience, especially for practices focused on personal injury or tenant rights.
• X (formerly Twitter): This platform is all about speed. It’s best used for engaging with journalists, connecting with legal peers, and jumping into real-time conversations around breaking news that impacts your practice areas.

Choosing the right platform is the single most important strategic decision you’ll make in your social media marketing. It dictates your content, your tone, and ultimately, your ability to attract the cases that will grow your firm.

When you partner with Mohr Marketing, you get the benefit of a team that lives and breathes these nuances. We don’t believe in one-size-fits-all templates. We build a custom, data-driven platform strategy that puts your firm directly in the path of your most valuable potential clients, turning your social media presence from a line item into a powerful client acquisition machine.

Developing Content That Builds Authority and Trust

Content is the fuel for your social media engine. But for law firms, just posting and praying for engagement is a recipe for failure. Every single thing you share has to pull double duty: it needs to grab attention and build undeniable trust.

Generic, bland updates about your firm just won’t cut it. Your content has to be specifically engineered to connect with people who are in the middle of a legal crisis. That’s how you turn a passive follower into a potential client.

At Mohr Marketing, we don’t do bland. The key benefit we provide is a content ecosystem that shows off your attorneys as the approachable, authoritative experts they are. It’s all about translating your firm’s deep knowledge into compelling, easy-to-understand formats that meet potential clients right where they are.

The Power of Short-Form Video

If you want to humanize your firm and make complex legal topics simple, short-form video is your most powerful tool. It’s not an optional extra anymore; it’s a core piece of any winning law firm social media strategy.

In fact, for 2025, short-form video is hands-down the fastest-growing and most engaging format out there. Platforms like TikTok, Instagram Reels, and YouTube Shorts are where the action is, with these videos pulling in roughly 2.5 times more engagement than other types of content.

Think about it. A 60-second Reel where one of your partners calmly breaks down the three things someone must do after a car accident. That single piece of content builds more trust and connection than a dozen static text posts ever could. It lets your attorneys step out from behind the desk and connect on a personal level.

A Framework for Compelling Content

The thought of creating a constant stream of high-quality content can be completely overwhelming. I get it. That’s why we developed a proprietary framework at Mohr Marketing, built from the ground up for personal injury and mass tort firms. We don’t start from scratch; we help you turn the assets you already have into a content-generating machine.

Here’s a peek at how our process works:

• Repurposing Client Testimonials: We take those glowing reviews and client stories (always with their full, documented consent) and turn them into powerful quote graphics or short video clips. These showcase your real-world impact.
• Atomizing Case Results: A big settlement number is great, but it’s not a story. We break down your significant wins into a narrative that highlights the client’s struggle and your firm’s fight for them.
• Visualizing Blog Posts: Those long, detailed blog posts are goldmines. We distill the key takeaways into shareable infographics, multi-slide carousels, or “quick tip” videos.

The entire goal is to create content that gives immediate value. When someone learns something genuinely useful from your firm’s Instagram post, you’ve already started building a relationship rooted in trust.

This multi-format strategy is a core part of how to get law clients in today’s market. It ensures your key messages reach your audience no matter how they like to consume content, building your authority across every platform.

Crafting the Ideal Content Mix

A successful social media presence needs a balanced diet. If you only post one type of content, your audience will tune out. The benefit of our approach is building a content calendar that strategically balances different pillars of communication.

Here’s the ideal mix we aim for:

1. Educational Content (60%): This is the foundation of your strategy. Think “how-to” videos, posts that bust common legal myths, and simple explanations of the legal process. This content directly answers your audience’s most pressing questions and cements your firm as the go-to resource.
2. Brand Storytelling (25%): This is where you bring the human element to the forefront. Share behind-the-scenes glimpses of your team, highlight your community involvement, and tell the story of why your firm exists. This is how you build an emotional connection.
3. Community Engagement (15%): This content is all about starting a conversation. It can be as simple as asking a question in a post, running a poll in your stories, or sharing relevant local news. It proves you’re an active and caring member of the community you serve.

When you implement this balanced approach, your social media channels stop being a digital billboard and start becoming a dynamic, valuable resource. You’re not just broadcasting a message; you’re educating, connecting, and building a true community around your brand—and that is the strategy that consistently turns followers into signed cases.

Navigating Ethics and Compliance on Social Media

For personal injury and mass tort law firms, jumping into social media can feel like navigating a minefield. It’s a powerful tool, no doubt, but it’s also littered with ethical traps. A single, seemingly innocent post can spiral into a serious problem with your state bar, tarnish your firm’s hard-won reputation, and even create unintended legal liabilities.

This isn’t about avoiding a little online embarrassment. It’s about protecting your license to practice.

That’s why, at Mohr Marketing, compliance isn’t an item on a checklist—it’s the foundation of every single strategy we build. The primary benefit we offer is peace of mind. The drive for new clients can never, ever come at the expense of your ethical integrity. Our entire process is built to create compelling social media campaigns that are also meticulously, rigorously compliant.

The High Stakes of Online Communication

Let’s be blunt: the rules governing attorney advertising were not written for the age of Twitter threads and Facebook comments. This creates a dangerous gray area that many firms stumble into without realizing it. A casual reply to a user’s question, for instance, could easily be interpreted as legal advice, potentially roping you into an attorney-client relationship you never wanted.

It happens more than you think. Sharing a huge win for a client, if you’re not extremely careful with the wording, can cross the line into making a prohibited guarantee of future results. State bars are paying much closer attention to how law firms on social media behave, and pleading ignorance simply won’t work as a defense.

The biggest risk for law firms online is accidental non-compliance. What looks like a harmless marketing post can violate complex state bar rules on advertising, testimonials, and even the unauthorized practice of law. You absolutely must have a proactive, not reactive, approach to protect your firm.

At Mohr Marketing, we bake compliance directly into the content creation process itself. Before we even think about hitting “publish,” we work to understand the specific, nuanced rules of your jurisdiction. The goal is to make sure your social media presence strengthens your firm without creating any unnecessary risk.

Common Pitfalls and How We Avoid Them

Staying on the right side of the ethical line means knowing where the line is. A critical benefit of our service is providing strategic guardrails to steer you clear of the most common—and costly—mistakes.

Here are just a few of the pitfalls we actively manage for our clients:

• Misleading Claims: We scrub all content to avoid words like “expert” or “specialist” unless they are officially sanctioned by your bar association. Any mention of case results or statements of fact are presented with painstaking accuracy and all the necessary context.
• Client Confidentiality Breaches: We have ironclad protocols for using any client stories or testimonials. This starts with getting explicit, written consent and double-checking that no confidential information is ever shared—not even accidentally in the background of a photo.
• Guarantees of Outcomes: Any language that even hints at a guaranteed result is completely off-limits. We shift the focus of your content to your firm’s experience, its process, and its past successes (always with the proper disclaimers), rather than making promises about what might happen in a future case.

Our team is trained to spot these red flags from a mile away, serving as your first and best line of defense against compliance headaches.

A Process Built for Protection

A solid compliance strategy is more than a list of “don’ts”—it’s an operational system. Our approach involves a multi-layered review process where every single piece of content gets a thorough vetting. We also help you implement clear and conspicuous disclaimers across all your profiles and marketing materials, making it plain that your content is for informational purposes only and does not create an attorney-client relationship.

This deep-seated commitment to ethical marketing is a core part of our partnership. We help you build a powerful online presence that attracts the high-value cases you want, all while safeguarding your firm’s integrity for the long haul. To dig deeper into creating these protective systems, you can explore the importance of a legal compliance program and see how it applies to every facet of your marketing.

Measuring Social Media ROI for Your Law Firm

Let’s be blunt. Vanity metrics like likes, shares, and follower counts might look nice on a monthly report, but they don’t impress managing partners. More importantly, they don’t contribute a single dollar to your firm’s bottom line. For personal injury and mass tort firms on social media, the only measure of success is brutally simple: did your efforts lead to new, valuable cases?

Measuring what truly matters—client acquisition and return on investment—is the line between just “doing” social media and strategically investing in it. It means getting past the surface-level numbers and putting systems in place that connect your social media activity directly to tangible business outcomes.

At Mohr Marketing, a core benefit we provide is proving the real-world value of your social media strategy. We show you exactly how it funnels into website inquiries, form submissions, and new signed retainers.

Moving Beyond Vanity Metrics

The first real step to proving ROI is to stop chasing engagement and start tracking conversions. A post with a lot of likes is a good sign you’ve created resonant content, but it’s only the first domino to fall.

The real questions are: what happened next? Did those engaged users click through to your website? Did they pick up the phone or fill out a contact form?

This is where a partnership with Mohr Marketing gives you a serious advantage. We don’t just post content and hope for the best; we build the technical framework needed to track a user’s entire journey, from a Facebook post to a signed retainer agreement. This involves setting up sophisticated tracking that follows a potential client’s every move.

The most successful law firms on social media don’t just track likes; they track leads. They can pinpoint which platforms and content types are actually driving revenue, allowing them to double down on what works and cut what doesn’t.

Our approach ensures you can answer the tough questions from partners and justify every dollar of your marketing spend with cold, hard data.

Key Performance Indicators That Actually Matter

To demonstrate real success for our personal injury and mass tort clients, we focus on Key Performance Indicators (KPIs) that directly mirror business growth. These are the numbers we build our strategies around.

• Website Clicks from Social: This is the first step in the conversion funnel. How many people are clicking links in your posts and stories to visit your website?
• Social-Sourced Form Submissions: We track exactly how many people who came from a social platform went on to complete an intake form on your site. This is a direct, measurable lead.
• Phone Calls from Social Profiles: Many platforms have “click-to-call” buttons. We monitor exactly how many direct calls your firm gets from its social media profiles.
• Cost Per Lead (CPL): By stacking up your total spend against the number of direct leads, we can calculate a precise CPL for each social channel.

This level of detail is what separates professional marketing from amateur hour. It allows us to see, for example, that your short-form videos on Instagram are generating leads at a 30% lower cost than your text-based posts on Facebook, giving us the data to shift budget and maximize your return.

Common Questions We Hear About Social Media for Law Firms

Look, we get it. The idea of jumping into social media can feel like navigating a minefield, especially for personal injury and mass tort firms. There are real rules, real risks, and a lot of noise. It’s a space filled with massive potential but also a ton of questions.

At Mohr Marketing, we’ve heard them all. We’ve compiled the straight-shooting answers to the most common questions and concerns that hold firms back. Our goal is to cut through the jargon and give you practical insights from our years in the trenches with firms just like yours.

How Much Time Does This Really Take to Do Right?

This is usually the first question a managing partner asks, and for good reason. The honest answer? It takes a significant amount of time to do it well. A winning social media presence isn’t about firing off a few posts and calling it a day.

To manage just two or three platforms effectively, a firm is easily looking at 10-15 hours per week. That time is spent on:

• Real Strategy: Deep dives into your competitors, defining what a “win” looks like, and building a content plan that actually supports your goals.
• Creating Content: Writing posts that connect, designing compelling graphics, and producing video that builds trust.
• Engaging with People: Responding to comments and messages quickly and, most importantly, in a way that’s compliant with bar association rules.
• Analyzing Performance: Digging into the data to see what’s resonating and what’s falling flat, so you can double down on what works.

The real hit isn’t just the hours—it’s the opportunity cost. Every hour an attorney or paralegal spends wrestling with social media is an hour they aren’t working on billable cases. This is exactly why firms bring in an agency like Mohr Marketing. The chief benefit we provide is taking the entire process off your plate, freeing up your team to practice law.

How Soon Will We Actually See Results?

“Results” is a tricky word. You’ll see surface-level metrics like more followers or likes almost right away. But let’s be honest, the only result that really moves the needle is a signed case. Getting there takes time, consistency, and a smart strategy.

Here’s a realistic timeline for a law firm using social media to build a client pipeline:

• Months 1-3: This is the foundation-laying phase. We focus on building a consistent, professional presence, growing your audience, and establishing your firm’s unique voice. You’ll see tangible increases in engagement and traffic to your website.
• Months 4-6: As you build authority and trust, you’ll start to see the first real leads trickle in—people filling out your contact forms or calling your office.
• Months 6+: With a fully optimized and mature strategy, this is when you should see a steady, predictable flow of qualified inquiries coming directly from your social channels.

A unique benefit of our approach is that we excel at compressing this timeline. We use our proprietary WebTracker® technology to identify high-intent prospects visiting your site from social media, often starting to generate actionable lead intelligence within the first 90 days. This helps bridge that gap between a “like” and a legitimate case much faster.

Can We Seriously Land High-Value Cases from Facebook?

Absolutely. It’s a massive misconception that social media is just for small-time slip-and-falls or brand fluff. The secret is moving beyond generic, one-size-fits-all content and adopting a highly targeted, sophisticated approach. You need to speak directly to the individuals grappling with life-changing injuries or the consequences of a defective product.

Think about it. A mass tort firm can use Facebook’s powerful targeting tools to reach specific groups of people who were prescribed a dangerous drug. A personal injury firm can create in-depth video guides on navigating catastrophic injury claims, building incredible trust before a potential client even picks up the phone.

This isn’t about casting a wide net; it’s about using a high-powered rifle. At Mohr Marketing, our specialty is developing campaigns laser-focused on attracting high-value cases. This is a primary benefit of our partnership: we create content that showcases deep empathy and expertise, positioning your firm as the only logical choice for someone facing a complex legal battle.

What’s the Single Biggest Mistake Firms Make?

In a word? Inconsistency. We see it all the time. A firm gets fired up, posts consistently for a month, and then… crickets. Court dates, depositions, and client work take over, and the social media accounts go dark for weeks, sometimes months.

An abandoned social media profile is a huge red flag for a potential client. It suggests a lack of follow-through and attention to detail—the last thing you want someone to think about your law firm. It’s often worse than having no profile at all.

Our job at Mohr Marketing is to be your engine of consistency. The benefit here is clear: we ensure your firm shows up professionally every single day, building a content pipeline and managing the schedule so you are always top-of-mind. This relentless, consistent effort is the bedrock of any real, long-term return from social media.

Ready to stop guessing and turn your social media into a powerful, compliant client acquisition machine? Mohr Marketing brings over 30 years of experience to the table, building proven, results-driven strategies for law firms. We eliminate the busywork and deliver a steady stream of qualified inquiries.

Learn how our targeted digital marketing solutions can grow your firm

Let’s discuss your specific needs and how our digital marketing, signed cases, and verified leads can help you achieve your growth goals.

We are also generating Spanish-speaking leads.

For more information, check out our website:

www.mohrmktg.com 

Best Wishes,
Sue Mohr