5 Ways Law Firms Can Create Engaging Content for Social Media During the Holiday Season

Holiday marketing is an excellent way to feature your law firm in a fun, cheery way. However, it is challenging to create great marketing plans during the holidays. Everyone at a law firm is busy during the holiday season (if you’ve built a thriving practice), and it can be difficult to find the time to engage with your audience on social media.

We are going to break down some fun holiday marketing ideas that you can use in your law firm. What you may notice as you are going through the list is that all these marketing plans can be used in other ways and not just on social media.

Social media is only one marketing channel. Good marketing ideas can be “rinsed and reused” on other marketing channels, and you get more marketing mileages on the materials you have created.

The digital age has transformed small businesses. The prevailing paradigm is that businesses are now publishers. Any law firm that wants to succeed (even small law firms) must dedicate some of their marketing time to create content and distribute it. One way you can become a publisher is by creating unique content for your local community.

Feature Local “Heroes” Who are Giving Back

For the holiday season, your law firm can feature local “heroes” who are giving back to their community. You can write about a local charity organization, school fundraisers, or even individuals who contribute their time at local shelters or hospitals.

You can take their stories and write a web article, featuring the hero you are writing about. You can post their story with their image on social media and encourage people to share the story. This idea is more potent if you focus locally. People love hearing about the “hero next door” more than a nationwide charity.

Collect Donations for a Local Charity

The winter season is a difficult time for those in need. People need items like coats, food, blankets, and shoes to help them live comfortably in the cold weather, and there are many local initiatives to donate these items even in rural areas.

Contact a local charity near you and ask how you can help. You could set up a collection bin in your office, or purchase bulk items and make a large donation. Share your efforts on social media and encourage your followers to give too.

Post Pictures with Your Employees

People on social media love “in the moment” photos and stories. As your office prepares for the holidays, document what you do. Take pictures of your office Christmas party, holiday decorations, or any other events you may do.

Always create a “story” for each photo. Don’t simply post images without context. Talk about what is happening in the picture and what your law firm is doing for the holidays. You can also tell “client stories” if you have a recent testimonial from a client.

Send Your Referral Sources Great Gifts

Your referral sources are an important part of your law firm, and the holidays are a great time to reward them for their contributions. Send your referral sources gifts and cards to thank them.

On social media, you can feature your referral sources and their stories. The featured attorney often shares these posts, and your “reach” expands. If you don’t want to feature referral sources, you can again feature “client success stories” to nurture referrals from your past clients.

Create Christmas Themed Educational Videos

Depending on your practice of law, there are certain “holiday-themed” problems/questions/cases that come up during the holiday season. In Ben Glass’s long-term disability practice, there is often a spike in disability denials during the holidays as insurance companies try to “clear the books” before the new year.

Identify these “holiday-themed” legal issues and create videos specifically for them. These videos will gain organic traffic during the holidays, and you can share them on a social media schedule during the winter season.

Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.

Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.

Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.

If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.

We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!

by Ben Glass

Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.


  • Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.