By Julie Bays, OBA Management Assistance Program Director

Navigating the digital landscape is no longer optional for law firms, particularly solo or small firms. A couple of weeks ago I discussed the use of Facebook and this made me think about metrics. A strong social media presence can help build credibility, expand your reach, and, most importantly, connect with potential clients. But the real measure of success goes beyond simple likes and shares.

Attorney at Work recently published an excellent article, 5 Social Media Metrics That Actually Matter for Lawyers, reminding us that a thriving social media strategy depends on what the data tells us. Is your content sparking meaningful engagement? Are you driving traffic to your website? More importantly, are you starting conversations with prospective clients who may need your services?

The article highlights five key metrics worth tracking: Impressions or Views (brand awareness), Engagement Rate (how well your content resonates), Follower Growth (building a quality audience), Click-Through Rate (driving people to your website), and Direct Messages (a strong signal of genuine client interest).

Rather than taking a “post and hope” approach, consider using your analytics to understand what works and refine your strategy. Engagement is more than just a number; it’s an opportunity to build relationships. By focusing on these metrics, lawyers can use social media not only as a marketing tool but a way to connect with the community and strengthen their practice.