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3 Ways Legal Professionals Regularly Use Social Media to ‘Listen’

As of 2016, there’s no denying the power of social media as a tried-and-true tool for businesses. That said, far too often do legal professionals consider theirs an industry in which social media can play no role.

Yes, legal matters—especially those involving personal injury—aren’t your basic, run-of-the-mill talking topics, but social media can still provide legal professionals with something incredibly beneficial—large-scale listening.

Don’t get us wrong—social media is a valuable resource for law firms looking to build relationships with potential clients, but if you’re looking for an immediate return on investment (ROI), you’d be wise to use social media as a way to do more listening than speaking.

Below, using social listening software, you’ll find three reasons to make this happen:

1) Getting Beyond Google

If your firm’s internal marketing team is like most, you’ve set up Google Alerts to notify you when a case has been mentioned or to monitor key issues facing’s your attorney’s biggest clients.

The only problem, though? Google scans the web—not social channels.

Thanks to the massive amount of information made available on Google, this wouldn’t seem like a big deal. However, social listening provides you with immediate, automated access to 100+ million sources—all with the mere click of a button.

Yes, an incredible tool in its own right, you can stick with Google. But know now that you’ll largely be scanning the first few pages of generated search results—nothing more.

2) Staying One Step Ahead of Public Opinion

Gauging public opinion is one of those things that’s easier said than done.

Sure, you can use Google News to get a feel for the greater public’s local and national sentiments, but your guess is largely limited to the comments section of high-authority news articles.

On the flip side of things, social listening allows you to quantify public opinion, seeing firsthand the direction in which society leans long before major publications have responded.

This is especially important when your firm is dealing with a high-visibility case.

3) Solidifying Litigation Via Social Search

Concerned about litigation support?

No need to worry—social listening can lend a helping hand here, as well. Using social listening software, attorneys are able to discredit witnesses and fine-tune jury selection by tracking social shares, political leanings, comments and even group affiliations.

In fact, in some cases, trial lawyers have been known to use social listening to extract data and build case timelines from individual profiles and comments on forums, YouTube channels, and specific brand pages.

Though not needed nearly as frequently, with social listening, the option remains open.


Taking things a step further, social listening isn’t limited exclusively to the above three benefits.

With the correct systems in place, your team is able to recruit legal talent and onboard prospective clients by joining real-time conversations on Facebook, Twitter, and LinkedIn.

No longer is social media limited to bootstrapped startups, tech giants, and millennials.

Truth be told, in today’s digital day and age, it’s for legal professionals, too. So, where does your firm stand? Are you ready to experience ROI from the wealth of information social media has to offer?

If so, there’s no time like the present to take action!

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