Social media marketing for a small law firm is four kinds of post, published two or three times a week on one or two channels, with a lawyer reading each one before it goes live.
The four kinds are an explainer of a process, a plain definition of a term, a clear statement of when to call, and the people of the firm.
Client matters, outcomes written as promises, and any claim your state bar's advertising rules restrict never go on the feed, and those rules vary by state, so the firm's own rules are the ones to check.
Four ways exist to get the posts made: a partner, a staff member, a legal marketing agency, or software that writes from the firm's website.
This page covers what to post and how to keep it out of trouble; choosing between the services is a separate decision, and the best social media service for lawyers page owns it.
Why a law firm's feed is different
A business in most trades can post whatever is true about it.
A law firm has rules to read first.
Check your state bar's advertising rules before you post, and check the rules of every state you are licensed in.
Check your state's confidentiality rule too, including what it says about a matter that has become public and about a client who is pleased. Do not assume the answer from memory.
That is why the usual advice, share your wins and tell client stories, is the wrong advice for a firm.
The good news is that the posts a firm can safely make are also the ones a prospective client wants to read.
Someone searching for a lawyer at eleven at night does not want to see a verdict amount.
They want to know what happens next, what the letter they received means, and whether their problem is the kind you handle.
What to post: the four kinds
An explainer of a process
Take one thing your clients go through and describe it in the order it happens.
What a first consultation covers.
What discovery is and how long it tends to take.
What happens after a demand letter goes out.
How a will gets executed and where the original lives.
The process is public, it is the same for every client, and it is the exact thing a nervous prospect is trying to picture.
A firm that has explained the process on its website already has the source for a month of these.
What a term means
Pick a word your clients hear and do not understand, and define it in two sentences.
Retainer.
Contingency.
Probate.
Mediation as against arbitration.
Discovery, deposition, motion, plea, custody as against parenting time.
Here is what that kind of post looks like when software writes it for a paying customer in another regulated trade, a listing agent on the West Michigan lakeshore, shown without her name.
The difference is worth hundreds of thousands of dollars, so you have to know which one you’re actually looking at."
Excerpt, the first two sentences of the post.
Published June 4, 2026.
Published through Boomp from the agent’s own website.
Shown without the agent’s name.
A term post for a law firm reads the same way: the word, what people assume it means, what it actually means, and why the gap costs them.
No client is in it.
When to call
Some prospects delay because they do not know whether their problem is big enough.
A post that names the moment to pick up the phone removes the delay.
"If you have been served, call before you answer."
"If the insurer has asked for a recorded statement, call first."
"If a parent has been diagnosed and there is no power of attorney, this week is the week."
Write these as general guidance about the kind of situation, not as legal advice to a person, and read your state's rules on what counts as a solicitation.
A when-to-call post says who you help and when; it does not say what you will win.
The firm's people
A prospect who is deciding whether to call wants to know who will pick up.
Post the attorney who will actually take the call, the paralegal who answers the phone, the office manager who explains the bill.
Say what each person does and one true thing about how they work.
Two rules keep this safe.
Get written permission from each person, staff included, before their face or name appears.
And keep credentials factual: the bar admissions, the years, the practice areas, without "expert" or "specialist" unless your state permits the word and the certification behind it exists.
What never goes on the feed
This is the short list worth reading your state bar's rules against before anything publishes.
- Client matters, in any form.
Not the win, not the settlement, not the grateful note, not the case that made the news.
A matter is the client's to publish.
Check your state's confidentiality rule before any post that touches a real matter, rather than assuming what it covers.
- Outcomes as promises.
"We got our client $2 million" invites the reader to expect the same.
Check what your state bar's rules say about results claims and about the disclaimers they may require.
The safe version is no results on the feed at all.
- Superlatives and specialist claims your state restricts.
Superlatives and specialisation claims, "the best injury lawyer in the county," "specializing in," "expert," "guaranteed," are the language most state bar rules address; check yours before using any of them.
Which words are restricted where is a state question, so check the firm's own bar rules.
- Testimonials and reviews the rules do not permit as written.
Check your state bar's rule on testimonials before reposting a review from Google, including whether publishing it makes it advertising and what disclaimer it requires.
Read your state's rule on testimonials, including any disclaimer it requires, before reposting.
- Comparisons with other firms.
Check your state's rule on comparative claims; an unverifiable comparison wins nothing anyway.
- Anything time-sensitive that the firm does not intend to maintain.
Filing deadlines, statute changes and fee amounts go stale, and a stale post is a misleading one.
One habit covers all six: a lawyer reads every post before it publishes, with the state's advertising and confidentiality rules in mind.
On Core, approving a month of posts takes about ten minutes a week.
It is the part of the work that never leaves the firm, whoever makes the posts.
Cadence: the number you can hold in trial season
Two or three posts a week on one or two channels is enough for a small firm.
LinkedIn suits a business, estate or employment practice; Facebook suits a family, injury or criminal defense practice whose clients are local; a Google Business Profile is the surface a firm found through a "lawyer near me" search lands on, and it accepts posts too.
Pick the count you can keep on the worst week of the year, not the best.
A feed that was busy in March and silent since reads as a firm that has closed or stopped caring.
The fix is not more discipline from the partner.
The fix is a source of posts that does not depend on a partner's spare hour, so the calendar holds while the lawyer's job stays the one-minute read.
The one-page social media strategy for small business covers the six decisions behind a cadence; the law-firm version differs only in who approves.
The four ways to get it done
Who does the work is the axis that matters; price follows.
Ranges below for people are typical quoted ranges, not a survey; get quotes.
| Who does the work | Monthly cost | Who writes | Who approves before publishing | What tends to go wrong |
|---|---|---|---|---|
| A partner or associate | Billable hours, typically two to four a week | The lawyer | The lawyer | The feed stops the week a trial starts and does not restart |
| A staff member (paralegal, office manager, receptionist) | Part of a salary, plus a scheduler (Buffer has a free plan, read 16 September 2026; Metricool is $25 month to month, read 29 July 2026) | The staff member, from the website and the lawyer's notes | A lawyer, if the firm sets the rule | Drafts wait on a busy lawyer; the staff member starts publishing without the read |
| A legal marketing agency | $1,500 to $5,000 and up, typical range; social is usually one line of a retainer that includes ads, search and intake | The agency's writers, from a brief and interviews | The agency's process, with the firm's sign-off if the agreement says so | Paying for ads and intake work the firm did not need in order to get the posts |
| Software from the firm's website (Boomp) | $9 to $275 | The software, from the firm's public pages, FAQs and bios | A lawyer, each post, in the app or by email link | The firm treats the lawyer's read as optional; it is not, on any plan |
A word on each.
The partner.
The lawyer knows the material best and writes the most accurate post.
The lawyer also has the least time, and the feed shows it.
This works for a solo who enjoys writing and treats it as an appointment.
Staff.
A paralegal or office manager who knows the practice can write the four kinds of post from the firm's own website and the questions clients ask at intake.
The cost is real but hidden, and the rule that a lawyer reads before publishing has to be written down, because the day it is skipped is the day it matters.
A legal marketing agency.
An agency earns its retainer when the firm needs paid acquisition, intake, search, reputation and reporting managed together and the social posts are one part of a larger system.
If the firm's actual need is the posts, the agency route buys a great deal the firm will not use.
The service comparison for lawyers sets the agency against the other options on who owns what.
Software from the firm's website.
Boomp is software.
It reads the firm's public website, the practice-area pages, the FAQs, the about page and the attorney bios, and writes posts about the firm from what is already there.
Because the source is the public site, nothing confidential can enter the posts, which is the property a firm needs most.
A lawyer still reads every post before it goes out: on Core and above, by approving each one in the app before it publishes; on Packs, by reading the ten finished posts that arrive by email link, which the firm then publishes itself.
No plan runs ads, replies to comments or messages, shoots photos or holds strategy calls; those remain a person's work.
What stays with the firm
Whichever of the four does the writing, these stay with the lawyers.
- The state's advertising rules, read this year, and the confidentiality rule.
- Any required disclaimers, and any required "Advertising Material" label where a state calls for one on the channel in question.
- The last read of every post before it publishes.
- Written permission from every person whose face or name appears.
- Perishable facts: hours, fees, the attorneys on staff, which practice areas are current.
- Replies to comments and messages; check your state's rules on what a reply can create and on confirming a matter in public.
No service, agency or software takes those off the firm's plate, and one that claims to has not read the rules.
The three doors at Boomp
Every Boomp plan starts the same way: the software reads the firm's website and writes posts about the firm.
The price follows how much of the approval the firm keeps in its own hands.
- Packs, $9 a month.
Ten finished posts with images, by email link.
A lawyer reads them and the firm posts them.
Nothing to connect.
- Core, $39 a month.
Twenty posts, one carousel and one video, published to the firm's connected channels after a lawyer approves each one in the app.
About ten minutes a week of approving.
- Done for you, $275 a month.
The same content, with Boomp's founder approving every post before it publishes.
The firm never opens the app.
It is not an agency: no ads, no replies, no photo shoots, no strategy calls.
No contract on any of the three.
The done-for-you guide covers what a service at that level should and should not take off your plate.
Before any of them, the free door: ten finished posts made from your firm's own website, with images, a carousel and a short video, before any email, account or card, so a lawyer can read them against the state's rules the same way any other draft would be read.
