Law firm marketing
Social media marketing for law firms
PSM Marketing provides social media marketing for law firms, also called social media optimization (SMO), as part of an outsourced marketing program. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that strengthens your firm's and attorneys' profiles, plans and writes posts, and reports on what's working.
Reviewed by Terrie S. Wheeler, MBC.
Updated October, 2026
How social media helps law firms
Social media won't replace referrals, but it keeps your attorneys visible to the people who make them, and it's often where prospective clients check you out.
Referral sources are on LinkedIn
Other attorneys, CPAs, advisors and in-house counsel spend their professional time online there. Regular posts keep your name in front of them.
People check your profiles
After a referral, many prospects look up your attorneys on LinkedIn before they call. A complete profile builds confidence.
You speak directly to your audience
Unlike a press pitch, a post goes straight to the people you want to reach, in your own words.
It supports search and AI
Active profiles and shared articles send visitors to your site and give AI tools more accurate information about your firm.
LinkedIn checklist for attorneys
For most attorneys, LinkedIn is the one platform that matters. Start here before posting anything.
STEP 01
Use a current, professional photo
A clear headshot and a banner image that matches your firm's brand.
STEP 02
Write a headline that says who you help
Not just your title. “Helping family businesses plan for the next generation” tells people why to connect.
STEP 03
Fill in your About section
Three short paragraphs in plain language: who you help, how and what to do next. Link to your bio on the firm website.
STEP 04
List your experience and credentials
Practice areas, bar admissions, board roles, speaking and publications, kept within the ethics rules.
STEP 05
Connect with intention
Clients, referral sources, classmates and people you meet at events. Add a short note to each invitation.
STEP 06
Post and comment regularly
Share firm articles, comment on referral sources' posts and post your own insights. A few times a month is enough to stay visible.
Backyard BBQ vs. chamber meeting
Terrie Wheeler tells clients that Facebook is the backyard BBQ and LinkedIn is the chamber of commerce meeting. Most firms focus on LinkedIn and use Facebook or Instagram for community news.
Social media and the ethics rules
Profiles, posts and endorsements are communications about your services. Protect client confidences, avoid calling yourself a specialist unless your state's rules allow it, and be careful with direct messages to prospective clients.
Your outsourced marketing department
Social media only works when someone shows up every week. PSM Marketing plans, writes and posts it as your outsourced marketing department, with a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
Learn more →
Quickstart Package
A marketing plan and the essentials to carry it out, for smaller firms and solo practitioners, at $2,000 to $4,000 a month.
Learn more →
Fractional CMO
Senior marketing leadership for firms that already have an in-house marketing team.
Learn more →
Marketing coaching
One-on-one business development coaching for attorneys and practice groups.
Learn more →
What social media for law firms includes
Social media audit
A review of your firm pages and attorney profiles: who posts, what's working and what's missing.
Social media plan
Your audiences, platforms, voice and a posting calendar tied to your marketing plan.
Firm page management
Regular posts on your LinkedIn company page and other firm channels, with branded graphics.
Attorney profiles and ghostwriting
Profile makeovers and posts written for attorneys from short interviews or notes.
Content sharing
Articles, newsletters and firm news shared to the right channels to bring readers back to your site.
Reporting
Followers, engagement, website visits from social and, most important, inquiries, reviewed with you quarterly.
Also for law firms: Content + communications · Law firm branding · All law firm marketing
What lawyers say
“PSM is an extremely professional and effective marketing firm that will go above and beyond your expectations. [...] They explained in detail how they would to draw in more business through SEO, community engagement, name recognition and all of the above.”
— Nate Bernard, attorney, Chicago, IL
“I have worked with Terrie and her PSM team for many many years, and I can't say enough good things about them. They are the BEST for legal marketing and networking and business development.”
— Toni H., Google review
“Terrie Wheeler (principal at PSM) is a keen intellect and a superb resource for all things related to legal marketing.”
— Brad L., Google review
Social media for law firms: questions
What is social media optimization (SMO) for lawyers?
SMO is the work of improving your firm's and attorneys' social media profiles and posting so the right people find, follow and trust you. It's the social media counterpart to SEO.
Which social media platforms should lawyers use?
LinkedIn first for nearly every firm. Facebook and Instagram can help consumer practices with community visibility. Pick the platforms your clients and referral sources actually use.
How often should a law firm post?
A few times a month on LinkedIn is enough for most firms. Consistency matters more than volume.
Should attorneys post on their own profiles?
Yes. People engage more with people than with firm pages. PSM can ghostwrite posts so attorneys only review and approve.
Can social media bring in clients?
It works best as support for referrals and search: it keeps you top of mind, sends visitors to your site and gives prospects confidence before they call.
How do you measure social media results?
Engagement, follower growth, website visits from social and inquiries that mention social, reviewed together each quarter.
Do you work with law firms outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with law firms across the country by video.
Law firm marketing insights
Let's talk about your firm's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.