Our Favorite Attorneys Trending on Social Media

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Takeaways

  • Information from a law firm’s social media is increasingly being incorporated into AI “opinions” about the firm.
  • To succeed on social media, law firms must define their goals and understand their audience.
  • Authenticity is key for law firms that want to build trust and engagement on social media.
  • The social media posts that succeed are those with valuable, relatable content, not self-promotion.
  • Consistent visual branding helps attorneys stand out on social media.
  • When posting on social media, law firms must remain mindful of confidentiality and attorney advertising rules.

Law is, by nature, a conservative profession. It relies heavily on precedent and procedure, and its focus is often on minimizing liability or penalizing deviation from established rules. All of that adds up to a professional culture that values tradition over experimentation, and the known over the novel. 

Yet the legal profession does change. It wasn’t all that long ago that the only way to file pleadings or appear in court was in person. As technology evolves ever more quickly, the legal profession adapts and evolves with it. The attorneys who adapt the quickest often benefit the most.

That’s true when it comes to the use of social media, too. Using social media in legal marketing may not be traditional, but it’s becoming increasingly common. Done right, it can improve your law firm’s online visibility, establish you as a trusted authority, and build trust with your prospective clients. 

And prospective clients aren’t the only ones who can form a positive opinion of your firm from your social media. Increasingly, AI models are integrating a law firm’s social media presence, including the content, followers, and commentary, into their “opinion” of the firm. Brendan Chard, owner of The Modern Firm, observes that “AI models take in more information (about a law firm) than just the website; they’re trying to determine the collective community opinion of a business. So a strong social media presence can contribute very positively on that front.” 

With those considerations in mind, let’s take a look at law firms that are using social media to their best advantage, and to their audience’s.

McCune Law Group

McCune Law Group, a plaintiff-side litigation firm in California’s Inland Empire, handles class actions and high-stakes lawsuits. The firm uses its social media to highlight its expertise, educate the public, and show a human side to its hard-driving practice. 

McCune Law Group produces popular educational videos answering questions such as “What if multiple parties are responsible for my injury?” and “Can I sue about a vehicle defect if there has already been a recall?” but their most popular videos are those with a comedic edge, like Taylor Swift lyrics translated into legalese.

Why It Works

This firm utilizes its social channels to show potential clients that they have the knowledge and skill to prevail in complex litigation, but also wants those same individual clients to feel comfortable approaching the firm. McCune Law Group’s deft use of social media allows the firm to achieve both goals.

Platforms:

Facebook, X, LinkedIn, Instagram, TikTok, YouTube

Muth Law, P.C.

Muth Law, an Ann Arbor, Michigan-based personal injury law firm, uses its social media to showcase the many facets of the firm’s personality in a way that a website alone cannot. The firm’s Instagram posts are a mix of education that touches on the firm’s practice areas (e.g., “3 Essential Pictures to Take at a Car Accident Scene”); testimonials from clients; safety tips; notes about upcoming community events; weird Michigan laws; and good-natured fun (like blindfolding the boss and having him guess what Halloween candy he’s just been given to taste).

Why It Works

It’s one thing for a law firm to state explicitly that “We’re knowledgeable; we’re community-minded; we’re friendly.” Muth Law doesn’t just tell viewers those things; they show them. Viewers get a glimpse behind the scenes of the firm, which builds trust. The frequent references to community events and Michigan-specific themes reinforce the firm’s image as a trusted, approachable local practice.

Muth Law also gets bonus points for using AI-friendly formats, such as lists and question and answer dialogue in many written posts, increasing the posts’ engagement and visibility.

Platforms:

Instagram, Facebook, LinkedIn

The Kennedy Law Firm, PLLC

The Kennedy Law Firm, a full-service practice with three offices in Clarksville, Tennessee, handles legal issues that are daunting for its clients: personal injury, bankruptcy, criminal defense, and more. This consumer-facing firm prides itself on being available and compassionate to clients going through one of the most challenging times in their lives.

The firm uses its multiple social media channels in different ways: Facebook is primarily a platform for sharing firm updates, community involvement, and client testimonials. But by far the firm’s most popular social media platforms are Instagram and TikTok, with over 250,000 and 1.9 million followers. Why so many? Attorney Kevin Kennedy’s flashy, eye-catching style, featuring suit jackets so vibrant they’d make a peacock jealous, diamond pinky rings, and more than a little sass.

Why It Works

Kennedy’s outrageous videos get shared like juicy gossip, and they inspire curiosity: Who is this lawyer? Viewers naturally head for the website, where they find a team of experienced, dedicated lawyers who know their craft and care about their clients.

Platforms:

Instagram, TikTok, Facebook

Funes Law Group

Immigration attorney Daniel Funes of Funes Law Group in Miami, Florida isn’t flashy or funny, but he uses his social media to great effect across multiple platforms, with content directed toward his primarily Spanish-speaking target audience.

The firm’s social media content strategy focuses on providing valuable insight into immigration laws and procedures, with client testimonials and posts about the firm’s community involvement rounding out the mix. With a primary focus on TikTok and sharing of their high-quality, Spanish language video content on other platforms, Funes Law Group is getting plenty of attention; it’s been recognized as one of the 500 fastest-growing firms across the United States.

Why It Works

Daniel Funes understands his target market and what they need, and he speaks their language (literally) providing clear, concise answers to the questions that really matter to them. His social media success is due not only to his educational content and visually appealing videos, but the fact that his social media team posts his messages on a consistent basis, building trust in the firm as they do so. 

Platforms:

TikTok, Facebook, LinkedIn, YouTube

Martinez Immigration

Attorney Kathleen Martinez of Martinez Immigration in Texas serves clients in all 50 states, and her millions of followers on social media attest to the reach of her message. With platinum blonde hair and a penchant for pink, Martinez has a distinctive visual brand echoed through both her social media and her firm’s hot pink website. But Martinez isn’t just another pretty face; she stays on top of the latest immigration news in Texas and beyond, and uses her social media platforms to update viewers on developments with straightforward language and actionable information.

Why It Works

Martinez has a carefully cultivated brand, and it’s instantly recognizable across all of her social media, setting her apart from competitors. Brand recognition equals instant trust, and consistency drives engagement; followers know what to expect, which encourages likes, shares, and comments.

Platforms:

Instagram, TikTok, YouTube

What Attorneys with Social Media Success Have in Common

The attorneys above are very different: they span different practice areas and operate in different markets; they vary in age and following. Some take an educational approach, others a humorous one, still others a blend.

But they have a few very important things in common, and those things are critical to any law firm’s social media success:

They know their purpose and audience.

As Yogi Berra said, “If you don’t know where you’re going, you’ll end up somewhere else.” That’s a risk that attorneys who value their professional image can't afford to take. Attorneys who are successful on social media never post without knowing who they’re trying to reach, what they want to say, and what they hope to achieve. 

They offer content that matters to their audience. 

Social media posts by attorneys that are too “sales-y” or self-promotional tend to fall flat; who wants to watch an advertisement, much less share it? The most successful posts provide useful information, entertainment, or a glimpse into the firm’s personality; sometimes, all three.

They’re authentic.

Lawyers can seem intimidating; social media posts that show a lawyer’s personality can make them seem more approachable. Don’t try to emulate what’s worked for other attorneys; viewers can detect inauthenticity from a mile away and it will backfire on your marketing. Oscar Wilde was onto something when he said, “Be yourself; everyone else is taken.”

They’re consistent.

Regular posting, ideally 1-3 times per week, helps you stay visible and helps your viewers stay engaged. Regular posting also helps viewers feel like they know you, which builds trust.

They respect ethics rules and confidentiality. 

Talking about real-life legal cases is one way to educate viewers on social media, but be careful not to run afoul of ethics rules regarding client confidentiality. Steer clear of discussing ongoing cases or using clients’ names or images. It should also go without saying to never give personal legal advice to individual followers. Keep your content general; it will keep you out of ethical trouble and appeal to a broader audience.

They get the help they need.

Establishing a thriving, engaging social media presence for your law firm takes more time than you may have available, and an understanding of the various platforms you may lack. That doesn’t mean social media success is out of reach. You may just need to build out your team to include professionals who can fill those gaps, developing a social media marketing plan tailored to your unique firm, or creating video content for lawyers.

Develop a Social Media Presence That Reflects Your Firm’s Brand

In the end, using social media is just another way to help your target audience get to know your firm and put their trust in you when they need an attorney. To learn more about getting started, reach out to The Modern Firm.