Balancing Professionalism and Personality in Law Firm Social Media

Law firms used to thrive on reputation alone. A name on the door, a handshake, a referral from a trusted friend. That was enough. Not anymore. Today, if your firm isn’t on social media, you might as well not exist. Clients aren’t flipping through directories or waiting for word-of-mouth recommendations. They’re scrolling. And if they don’t see you? They move on. Simple as that.

Social Media Isn’t Optional. It’s Survival.

Let’s talk numbers. The American Bar Association found that 35% of lawyers who use social media professionally have gained clients through it. That’s not a suggestion. That’s proof. Social media isn’t some flashy, trendy gimmick—it’s where people are making decisions. It’s where potential clients go to vet firms, get a feel for their credibility, and decide whether they trust them. If you’re silent online, you’re letting competitors own the conversation.

But here’s the catch: legal work is serious business. The wrong tone, an ill-advised joke, or a careless comment can land you in hot water fast. Ethical guidelines, confidentiality, and professional standards don’t disappear just because you’re posting on Instagram. So how do you stay professional while also keeping it real?

The Balancing Act: Being Human Without Losing Credibility

Here’s the problem: law firms trying to be ‘professional’ on social media often end up sounding stiff, robotic, and, let’s be honest, boring. No one engages with a post that reads like a legal brief. If your content is dry, it disappears into the void. Social media isn’t a courtroom—people expect authenticity. They want to see expertise, yes, but they also want to see the human side of your firm.

So, how do you get it right?

• Write like a person, not a textbook. Keep it clear. Keep it engaging. Nobody wants to read a post that sounds like a law school lecture.
• Show your personality—but stay smart. There’s a fine line between being relatable and being unprofessional. You don’t have to be overly formal, but you also don’t want to sound like you’re cracking jokes at a bar.
• Share insights, not just promotions. People don’t follow law firms to see endless self-promotion. They want value—legal tips, commentary on big cases, or even just smart takes on industry trends.
• Be consistent. One post every three months? Not going to cut it. A strong social media presence requires regular updates. Otherwise, it looks like you don’t care—or worse, that your firm is inactive.

How to Inject Personality Without Wrecking Your Reputation

Now, let’s get specific. How do you make social media work for your law firm without turning into a cringe-worthy corporate account? Here are a few proven moves:

• Give people a peek behind the curtain. Show the team. Highlight office culture. Let potential clients see the faces behind the suits.
• Feature individual attorneys. Not just their credentials—show their passions, their stories, what makes them tick.
• Celebrate wins. Whether it’s a big case, an attorney getting recognized, or the firm doing good in the community, let people in on the moments that matter.
• Use humour—carefully. A lighthearted touch can go a long way. Just keep it tasteful, relevant, and non-controversial.
• Engage with real-world events. Comment on legal news. React to relevant issues. Show that your firm is active, aware, and engaged.
• Tell stories. A great legal victory, a client success story (with permission), or a meaningful pro bono case—these resonate far more than generic legal jargon ever will.

Who’s Doing It Right?

Look at Latham & Watkins. Their Instagram? A mix of legal insights, firm culture, and real human moments. Professional but engaging. Or take Baker McKenzie on Twitter—thought leadership mixed with real conversations about diversity, pro bono work, and the people behind the firm. They’ve nailed the balance. And guess what? Their engagement is through the roof.

Different Platforms, Different Strategies

Not all social media is created equal. Your approach should shift depending on where you’re posting:

• LinkedIn: The power move. Thought leadership, case insights, firm news. Keep it polished but compelling.
• Twitter: Quick takes, industry commentary, legal memes (if done right). Stay relevant, stay fast.
• Facebook: A mix. Community involvement, longer posts, videos. Less stiff than LinkedIn, more substantive than Twitter.
• Instagram: Visual storytelling. Team spotlights, office culture, infographics that break down complex legal topics in a way people actually want to read.

Bottom Line: Adapt or Get Left Behind

Law firms that resist social media aren’t just missing opportunities—they’re actively losing ground. A strong, engaging, professional-but-human presence isn’t a ‘nice-to-have’ anymore. It’s the difference between being seen and being invisible.

If your firm isn’t owning its narrative online, someone else will. And that’s a risk you can’t afford.