Breaking Up with Facebook
And Why It’s Time for Law Firms to Focus on LinkedIn and Instagram
It’s time for a reality check: Facebook is not the powerhouse it used to be for law firms. While it might have been the go-to platform for building an online presence a decade ago, its relevance for professional services has seriously waned. If you’re still relying on Facebook to attract clients, network, or build credibility, you might be missing out on far better opportunities.
But don’t worry—there’s a brighter, more strategic path forward. Enter LinkedIn and Instagram: two platforms that have everything you need to not just survive but thrive in today’s digital-first world. So, let’s break up with Facebook and embrace the platforms that are going to help your firm connect with the right people.
Why Facebook is No Longer the Powerhouse for Law Firms
Decline in Organic Reach
Let’s be real: Facebook’s organic reach has dropped faster than a board exam pass rate during finals week. The platform’s never-consistent algorithm makes it almost impossible for business pages to get any meaningful traction without shelling out big bucks on ads. What was once a fertile ground for engagement is now a pay-to-play environment where legal content gets lost in a sea of memes, cat videos, and vacation pics.
For law firms, especially those aiming to build credibility and trust, this is a massive red flag. Clients searching for professional legal advice aren’t scrolling through Facebook looking for their next lawyer—they’re more likely to trust the professionalism of platforms like LinkedIn and the humanising power of Instagram.
Audience Shift
Facebook’s demographic is ageing, and while having a presence there may still get you in front of some older clients, it’s the younger, more tech-savvy crowd that law firms need to engage. These are the decision-makers of tomorrow—the ones who are active on LinkedIn for networking and Instagram for visual storytelling.
Staying solely on Facebook puts your firm in danger of looking outdated, missing out on the emerging client base that’s growing on these newer platforms.
Perception Problem
Here’s the thing: Facebook, despite its size, has an image problem. It’s often seen as a casual or even frivolous space. People go there to catch up with friends, not to find their next lawyer. For law firms, whose entire business relies on projecting authority, expertise, and trust, it’s a challenging environment to maintain a professional, polished image.
If your target audience is looking for a firm that stands out as a leader in its field, Facebook isn’t where you want to plant your flag.
LinkedIn—Where Law Firms Build Authority and Networks
Professional Credibility
LinkedIn is the platform for professionals. It’s where your future clients, colleagues, and referral sources are hanging out. For law firms, this is where you can build authority, showcase your expertise, and connect with decision-makers. Think of LinkedIn as a modern-day networking event—minus the awkward small talk and the wine spritzers.
On LinkedIn, your law firm has the opportunity to share thought leadership, discuss industry trends, and demonstrate expertise. This positions your firm as the go-to authority in your niche, whether you’re specialising in corporate law, litigation, or IP.
Networking Potential
Unlike Facebook’s more casual environment, LinkedIn is designed to foster professional connections. It’s the ideal space to build relationships with potential clients, other firms, or businesses that could refer clients to you.
Content Strategy for LinkedIn
Law firms can use LinkedIn in a multitude of ways to build their brand:
Thought Leadership Articles: Share deep insights about the legal field or recent case studies to position your firm as a thought leader.
Firm News & Updates: Keep your network in the loop about your firm’s latest achievements, events, or awards to build trust and credibility.
Industry Insights: Engage in discussions about the latest trends and legal updates, demonstrating your firm’s expertise in a relevant and timely manner.
By staying active and engaging on LinkedIn, your firm builds a reputation as a trusted source of legal advice and information.
Instagram—The Unexpected Secret Weapon for Law Firms
Humanising the Brand
Instagram might seem like an unlikely place for law firms, but in a world where clients want to know the people behind the brand, it’s a secret weapon. Instagram’s visual nature allows law firms to peel back the corporate curtain and show potential clients who you really are. This platform is perfect for law firms that want to showcase their culture, their team, and their commitment to the community.
Consider sharing:
Behind-the-Scenes Content: Show the human side of your firm by sharing images of team-building events, office life, or even day-to-day operations.
Success Stories: Use Instagram to share client success stories (with their permission, of course) or milestones that your firm has achieved. This builds a narrative around your firm that potential clients can connect with emotionally.
Community Involvement: If your firm participates in charity work, pro bono cases, or other community activities, Instagram is a great platform to showcase your involvement.
Highlighting Legal Topics in a Digestible Format
Instagram isn’t just for pretty pictures. It’s a platform where law firms can educate and engage with clients by simplifying complex legal concepts into bite-sized, visually appealing content. Think:
Infographics: Break down the basics of legal procedures with eye-catching, easy-to-understand infographics.
Reels and Stories: Create short videos answering frequently asked legal questions or explaining recent legal updates.
Client FAQs: Use Instagram Stories to address common client concerns, creating a more approachable and accessible brand presence.
Visual Case Studies and Testimonials
You know how powerful case studies and client testimonials are. Instagram gives you the ability to present them in a visually engaging way, where you can combine text and imagery to tell a compelling story about your firm’s success. Done right, this turns Instagram into a platform that not only showcases your wins but also humanises your firm, making you more relatable to potential clients (and this should involve more than slapping a testimonial on a pretty background in Canva).
How to Make the Switch Without Losing Your Digital Presence
Audit Your Current Social Media Presence
Before breaking up with Facebook for good, take stock of what’s working and what isn’t. Does your current audience engage with your Facebook posts (better yet, are you getting viable leads from Facebook)? Are your metrics showing growth? Or is your firm’s Facebook page just a graveyard of forgotten content?
A social media audit will help you see if the effort you’re putting into Facebook is worth it—or if those resources would be better spent on LinkedIn and Instagram.
Create Platform-Specific Content
Not all platforms are created equal, and your content shouldn’t be either. LinkedIn requires more professional, insightful content (think articles, news updates, legal insights), while Instagram thrives on visual storytelling and personal touches.
For LinkedIn, focus on:
In-depth articles that showcase your expertise.
Professional updates that build your firm’s credibility.
Engaging with other professionals through comments and shares.
For Instagram, think:
Eye-catching graphics that explain legal topics.
Short, engaging videos.
Behind-the-scenes or personal content that humanises your firm.
Content Strategy
Consistency is key when transitioning away from Facebook. Create a strategy that aligns with your overall brand messaging and caters to the strengths of each platform. This ensures you’re not only visible but relevant where it counts.
Facebook has had its day, but for law firms aiming to grow their business and connect with clients in a more professional, engaging way, it’s time to move on.
Ready to break up with Facebook and start dominating on LinkedIn and Instagram?
Sidebar can help your firm create a social media strategy that attracts the right clients and builds your brand. Let’s chat about getting your digital presence on point!
