Lawyers have long relied on reputation. But today, it's not only about who knows you, but it's also about how you show up. In a recent episode of Knowledge in Practice: The CI Chronicles, Guy Alvarez, former CEO of Good2bSocial, put it simply by saying that
“Most law firms handle the media aspect of social media well, focusing on posting announcements, awards, and firm news. What's missing is the social part. That requires the active participation of individual attorneys.”
Clients and peers are no longer just reading legal directories or firm bios; they are also seeking out more in-depth information. They're searching LinkedIn. They follow and pay attention to who consistently offers useful insight. Lawyers who take control of their brand by sharing thoughtful content, engaging online, and maintaining a regular presence are the ones who stand out in an already crowded market.
Don’t post to self-promote. Instead, engage online to be helpful, educate your market, and keep showing up where your clients already are.
Looking for inspiration from lawyers who are already excelling on social media? Here are a few standout names worth checking out.
Robert Ambrogi is a lawyer, journalist, and longtime leader in legal tech. He’s the voice behind LawSites and LawNext, and a recognized trailblazer in innovation, honored with the ABA Techshow Lifetime Achievement Award and Fastcase 50.
Jen Shipley is a Senior Associate Solicitor who stands out for her consistent and authentic presence on LinkedIn.
She shares thoughtful reflections on legal practice, client care, and everyday moments that connect with the broader legal community. Her ability to stay engaged and relatable online makes her a go-to example of how lawyers can build meaningful visibility in the digital space.
Nicola Shaver is an entrepreneur, advisor, and CEO of Legaltech Hub, a leading platform for legaltech and AI insights.
With a background in law and innovation, she helps law firms and legal departments navigate technology adoption, while also advising and investing in legaltech companies. As a professor, speaker, and author of The Handbook for Legal Innovation, Nicolle is a powerful voice driving change at the intersection of law and technology.
A study found that a significant 83 percent of law firms actively maintain a social presence, and 72 percent of attorneys use social platforms for professional purposes.
These numbers are a clear indication that clients are no longer relying solely on traditional directories and practices when seeking professional support. Instead, they are following conversations on LinkedIn, Twitter, and Facebook to identify trusted authorities in their area of need.
It is reported that 71 percent of lawyers generate new leads directly from social media, which supports the idea that platforms like LinkedIn are now competing with referrals and reputation as the leading source of business development activity. For solo practitioners or smaller firms, this can be a significant advantage as they often lack access to large marketing departments or extensive BD infrastructure. With the help of AI, however, they can now scale their presence on platforms like LinkedIn by showing up consistently and communicating effectively to win new client opportunities online.
This reinforces what Guy Alvarez shared in our podcast. Firm content such as press releases or award announcements is not always enough. Clients are looking to engage with real people, not just logos. They want to hear directly from the lawyer they might work with, and they are interested in what that lawyer thinks about the industries and issues that matter to them. For that reason, investing in a personal brand is no longer an optional effort. It is a proven path to building client trust and driving growth.
It starts with showing up, but showing up with intention.
You do not need to post every day, go viral, or reinvent your personality. What you do need is clarity on your voice, your value, and your audience. Think of it as finding your lane a.k.a your domain authority.
Ask yourself these questions: “What are you uniquely positioned to talk about based on your role? What from your experiences can you bring online to provide value? What are the types of clients or matters you care about most?”
From there, your online presence becomes less about promoting yourself and more about educating your market. Share what you are learning. Comment on trends that affect your clients. Translate legal complexity into business clarity. Whether you are explaining a regulatory shift or reflecting on an industry event, your goal is to become a trusted voice in your niche.
Once you have identified your space and begun to show up with consistency, you are ready to take the next step—building thought leadership.
The term "thought leader" is often used but not always understood. By formal definition, a thought leader is an individual who is widely recognized as an authority in a specialized area and is sought out for guidance, perspective, or interpretation within that field.
True thought leadership is closely tied to authenticity and shaping the conversation in a particular space. Guy Alvarez defines it well in our podcast episode by claiming that "effective thought leadership isn't something you claim for yourself, but it's something others recognize for you." It's built over time through consistent contributions to your field and through sharing ideas that help others to understand, decide, or act.
As Alvarez put it, "Thought leadership is about applying your experience to what's happening around you. It's not just curating the news—it's interpreting it for your clients and peers."
Becoming a thought leader doesn't necessarily mean speaking at multinational conferences or having written a bestselling book. What you need is consistency, clarity, and a clear point of view. It's showing up online in ways that are useful and grounded in experience. That means choosing what to focus on and then speaking to it with confidence and relevance.
Here are a few tips to help you get started:
The more others associate your name with insight into your area of law, the closer you are to becoming a go-to authority.
One of the main reasons lawyers hesitate to post regularly is the time commitment. Between client deadlines, billable hours, and firm initiatives, content creation can feel like a luxury. But this is where AI can come in.
When used strategically, AI helps reduce the friction of creating consistent, high-quality content. It can summarize lengthy reports, suggest relevant topics based on your practice area, or help outline a post that you can personalize, improve, and publish quickly.
If you want to turn your expertise into visible thought leadership, here are a few ways to streamline your workflow:
One of the biggest challenges lawyers face in building thought leadership and a personal brand is determining what to discuss. You may have deep expertise and the intent to post, but without timely, relevant material to anchor your insights, it's easy to fall silent.
That's where Kaitongo helps. The platform is built specifically for lawyers who want to stay visible and client-focused without needing to research and monitor every development themselves constantly.
With Kaitongo, you get access to multiple tools designed to take the guesswork out of content:
Interested in learning more? Don't hesitate to book a complimentary call today to explore the product and discover how you can begin building your brand.
