Facebook, Telegram, and Instagram: How Law Firms Can Promote Themselves There

Properly managed social media can attract not only new clients but also promising young lawyers. However, it requires a well-thought-out strategy for each platform—simply duplicating content won’t cut it.

Which Social Networks Should Law Firms Use?

Today, maintaining at least one social media account is a basic requirement for a law firm’s marketing—second only to having a corporate website, says Nadezhda Bobina, BD Manager at Land Law Firm. Sometimes, social media even draws more attention than a firm’s official site, as updates—announcements for events, webinars, case comments, and new projects—can appear multiple times a day, explains Ekaterina Sapova, PR Director at Delcredere Law Firm.

However, these pages shouldn’t be seen as direct client acquisition tools. Instead, they serve to familiarize audiences with the firm and its services, softening the formal image of legal practices and showcasing company values, adds Natalia Nikolaeva, Business Development Director at Kazakov & Partners. They also humanize the firm by highlighting the people behind major cases, notes Ekaterina Derevshchikova, Head of Marketing at Lemchik, Krupskiy & Partners.

When choosing platforms, firms must consider their target audience. Mediascope data shows:

• VKontakte (VK) and Telegram are dominated by 25–34-year-olds with average incomes (Telegram is especially popular among IT professionals).
• Facebook skews older (35–44) and higher-income.
• Instagram and TikTok attract younger, less affluent users.

Natalia Klein, Business Development Consultant:
"Many firms join social media simply because ‘everyone else is there,’ not because of a clear strategy—which some firms lack altogether."

In Russia, Facebook and Telegram are prime for B2B engagement, hosting entrepreneurs and journalists, says legal PR consultant Anastasia Glushchenko. For instance, Land Law Firm’s Facebook posts outperform even their email newsletters.

VK remains useful for recruiting students, though few major firms use it actively—Pepeliaev Group is a rare exception. Still, Elena Prokhorova, a legal marketing expert, advises keeping VK in mind due to political risks: "If Twitter or Facebook get blocked, VK will be the fallback."

Legal marketing often follows trends—first Instagram, then Telegram, now TikTok. But firms must align platform choices with their strategy, stresses Inga Skvortsova, Marketing Director at Cliff Law Firm.

While Instagram suits firms targeting SMEs or individuals (thanks to its broad reach), costs for business promotion there keep rising, notes Elena Uspenskaya, Legal Marketing Consultant. Even LinkedIn, though blocked in Russia, gained 2M users during the pandemic and remains valuable for hiring and international connections, says Tseren Savgurov, Marketing Director at KIAP.

Nadezhda Bobina, Land Law Firm:
"Five years ago, we used VK, Instagram, and Twitter. Now, we focus on Facebook and Telegram—other platforms demand too much effort without measurable ROI."

Experimenting with New Platforms

Firms shouldn’t fear testing emerging platforms. Prokhorova cites Criminal Defense Firm’s success in Clubhouse, which boosted their social reach 10–15x and led to high-value connections. For business-focused firms, one client from such efforts can justify years of a marketer’s work.

Consistency Is Key

Regular posts are critical, but content creation isn’t simple, warns Svetlana Ivanova, Marketing Director at Infralex: "It requires coordination with media, clients, employees, and event partners."

Ekaterina Sapova, Delcredere:
"Most law firm accounts are too rigid. Break stereotypes—make content lively, visually engaging, and reader-friendly."

Tailoring Content to Each Platform

Avoid cross-posting identical content. Derevshchikova emphasizes: "Users won’t read duplicates—they’ll keep one channel and unsubscribe from the rest." Each platform needs unique visuals and a content plan, agrees Savgurov.

• Instagram: Prioritize high-quality photos/videos with concise captions (no hyperlinks). Example: KIAP shares event photos and team activities.
• Facebook: The hub for Russian legal debates (e.g., on constitutional law or bankruptcy). Ideal for reaching corporate clients, says Irina Zagorskaya at ZKS Law Firm.
• Telegram: Best for niche legal updates (e.g., TAXOLOGY on taxes, CLAIMS on IP). Firms like Dentons and Pepeliaev Group use it for compliance alerts and podcasts.

Polina Vasko, Allen & Overy:
"Telegram suits fast-paced legal news. Many firms let lawyers manage channels—like KIAP’s arbitration team or FBK Legal’s five niche channels."

Avoid Overly Formal Content

Excessive professionalism backfires. Posts about firm outings or pro bono work outperform dry legal memos, say Nikolaeva and Sapova.

Elena Uspenskaya:
"Serious topics can be engaging. Make content easy to digest—otherwise, you’ll waste time."

What Law Firms Should Never Post

• Insults toward peers or ex-employees.
• Party photos.
• Hard sells.
• Shallow critiques of competitors’ cases.
• Excessive posts or unfair comparisons.

Balancing Personal & Corporate Accounts

Partner accounts humanize firms but require alignment. Klein warns: "If the firm advocates wildlife conservation, a partner’s hunting photos will clash."

Elena Prokhorova:
"People attract followers. A team photo with your logo after a ranking win stands out."

Svetlana Lashuk, Patentus:
"Show a balanced life—work, hobbies, family. Vulnerability (e.g., sharing failures) builds empathy."

Source: Pravo.ru