Beyond LinkedIn: the social media map of the major law firms
A survey by Iberian Lawyer maps which channels are prioritised, for what purposes, and why others are left aside
by ilaria iaquinta
Communication has become a strategic front for law firms. Like any business, they now need to explain who they are, how they are changing, what they do and what sets them apart, not only to current and potential clients, but also to the talent they want to attract and retain. That shift is already visible on organisation charts: teams and specialist roles are proliferating—communications, marketing, brand, content, employer branding—tasked with structuring the narrative and ensuring a coherent public presence. The real novelty, however, is the change of setting: social networks have sped up the pace, imposed new formats and opened up spaces where the legal world, with all its caution, is seeking a language of its own.
The existence of lawyer influencers no longer comes as a surprise. In fact, it is proof that legal content can be adapted to short, visual formats and to rhythms far removed from traditional ones. The major firms have taken note. What do they do in response to this reality? Which channels do they choose, for what objectives, and what kinds of content do they consider appropriate? These questions have become topical following Cuatrecasas’s launch of a TikTok profile last November. Building on that move, Iberian Lawyer has issued a social media survey to a sample of 30 of the 50 leading law firms by revenue (according to the latest ranking), with the aim of capturing their digital presence and the strategies underpinning it.
WHERE THEY ARE AND WHAT FOR
The channel map is clearly tiered: each platform plays a distinct role. LinkedIn features in 100% of the law firms surveyed and serves as the central hub in terms of reach and usage. It is the main space for strengthening the brand, sharing legal content and connecting with a professional audience. Some way behind come YouTube (56.7%) and Instagram (50%), geared towards brand visibility and talent attraction, especially junior talent, with less consistent legal outreach than on LinkedIn. X (formerly Twitter) is less widely used (36.7%) and is associated with current affairs and the immediate dissemination of legal or institutional content. Facebook is used only marginally (23.3%), with no dominant strategic objective. TikTok remains largely token (6.7%) and, where present, is mostly geared towards employer branding and brand visibility, rather than legal outreach or client relationships.
Across the board, brand strengthening is the most frequently cited objective across platforms, followed by the dissemination of legal content and talent acquisition—especially junior talent. Other aims also emerge, such as maintaining relationships with existing clients, increasing visibility among potential ones and safeguarding reputation. Only a minority admit to having no clearly defined objectives or view social media as a channel aimed directly at generating business.
WHAT CONTENT THEY PUBLISH
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