If you’re like most attorneys I consult with, you’ve been watching the social media revolution from the sidelines. You’ve nodded along with those IBM “social business” commercials. Maybe you’ve even set up a token Twitter account that you rarely use. But you’re still practicing law like it’s 1995.
The brutal truth? While you’ve been deliberating, your competitors have been connecting with YOUR potential clients.
I’ve spent years showing professional service firms how to leverage social media to attract premium clients who pay premium fees. And I’m going to share something that the big marketing agencies won’t tell you: You don’t need your entire firm’s buy-in to start transforming your practice.
The Stealth Approach to Social Media Dominance
Most law firms operate like dinosaurs when it comes to innovation. Partners meet, debate, form committees, write memos, meet again… and ultimately decide that “the time isn’t right” or “let’s see what other firms do first.”
NONSENSE!
The smartest attorneys I know are quietly building their personal brands and client relationships while their colleagues are still debating whether Twitter is a fad.
LinkedIn: Your Gateway Drug to Social Media Success
LinkedIn is where smart legal marketers begin their journey. With over 220 million members (a third in the U.S.), it’s essentially Facebook for the business world – except these aren’t people sharing cat videos. These are DECISION MAKERS.
Even if your firm has uploaded a generic profile for you, it’s time to take control of your online presence. Here’s your action plan:
- Create a MAGNETIC profile – Don’t just list credentials. Tell your professional story. Show personality. Remember: boring profiles attract boring clients (or none at all). Study how successful attorneys present themselves, but don’t be afraid to stand out.
- Build your strategic network – LinkedIn makes this easy by connecting to your email contacts. But don’t stop there. Connect with former classmates, colleagues, and industry leaders. Each connection exponentially expands your visibility.
- Dominate LinkedIn groups – This is where the real magic happens. Join groups not just for lawyers, but for your TARGET CLIENTS. An M&A attorney should join telecom industry groups. Tort litigators should join pharmaceutical groups. This puts you directly in front of potential clients.
The Positioning Power Play
Once you’ve joined relevant groups, don’t immediately start selling. That’s amateur hour. Instead:
- Monitor discussions where you can demonstrate expertise
- Provide genuinely valuable insights (not generic lawyer-speak)
- Establish yourself as a THOUGHT LEADER, not just another attorney
When you see questions where you have meaningful insight, contribute thoughtfully. Remember: your goal isn’t to give free legal advice but to demonstrate that you understand the industry’s challenges better than other lawyers.
The Warning No One Else Will Give You
Here’s something crucial most social media “experts” won’t mention: Be careful about inadvertently creating client relationships through your comments. Unlike your emails, your LinkedIn posts won’t include your firm’s automatic disclaimers.
Check your jurisdiction’s rules about social media participation. Many require specific disclaimers, and you should consider including one on your LinkedIn profile regardless.
From Follower to Leader
Only after you’ve contributed meaningfully to others’ discussions should you begin posting your own content. By then, you’ll understand the group’s culture and have established credibility.
This is just the beginning of rebuilding your legal practice as a social practice. In my next post, I’ll reveal advanced strategies that have helped my legal clients generate six and seven-figure returns from their social media investments.
Remember: The greatest risk in today’s legal marketplace isn’t trying something new—it’s continuing to do what worked yesterday.
Marilyn Jenkins, Founder
MJ Media Group, LLC | Law Marketing Zone
Marilyn Jenkins, a digital marketing expert with 16+ years of experience, helps businesses grow through paid advertising, social media management, and SEO, especially Google Business Profile optimization. Her clients have achieved significant growth, some exceeding $2 million in sales and experiencing 14x ROI. You can learn more about Marilyn at https://lawmarketingzone.com