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For years, lawyers have been told to “be on social media.”
But in 2026, that advice is no longer enough—and frankly, it’s not very helpful.
The reality is that social media is no longer just a visibility tool. It has become a core part of how lawyers build relationships, maintain networks, and stay top of mind across jurisdictions.
And importantly, it’s not about doing more. It’s about doing it differently.
One of the biggest shifts we’re seeing is this:
More content does not equal more impact.
In fact, law firms are increasingly seeing higher engagement from fewer, more thoughtful posts rather than constant updates.
What works now:
What doesn’t:
Sorry folks, but it remains true – if your post doesn’t say something meaningful, it’s better not to post it.
Despite new platforms, LinkedIn remains the primary networking tool for lawyers.
But here’s what’s changed:
LinkedIn is no longer just a digital business card—it’s a content and relationship platform.
Clients, referral partners, and other lawyers are:
The question is no longer “Are you on LinkedIn?” – It’s “Are you visible in a meaningful way?”
Traditional networking still matters—but much of it now happens passively and consistently online.
A comment, a reaction, or a short post can:
And often, that matters more than sending a message out of the blue.
Think of LinkedIn as a place to stay present, not just to reach out
This is one of the biggest shifts online – because it’s always been true for clients.
Law firm pages still matter—but individual lawyers drive engagement.
The most effective content today:
Even in larger firms, the firms seeing the most traction are those that:
Your network connects with you, not your logo.
Referrals still happen through relationships—but increasingly, those relationships are reinforced online.
Before reaching out or making a referral, people often:
In other words:
Your online presence is part of your professional reputation.
And in some cases, it’s the difference between:
Another important shift:
You do not need to be on every platform.
In fact, most firms are focusing on one or two channels that actually matter, rather than spreading themselves thin.
For most lawyers:
Consistency on one platform is far more effective than inconsistency on five.
This is the most important takeaway.
Social media is not about:
It’s about:
When used well, it becomes an extension of the way you already network—just at scale.
Social media hasn’t replaced traditional networking—but it has changed it.
The lawyers who get the most value from it aren’t the ones posting the most.
They’re the ones who:
About ILN’s Business Development & Networking Approach
The International Lawyers Network supports lawyers in building meaningful cross-border relationships and referral opportunities through in-person events, collaboration, and practical business development strategies.
Related ILN Insights:
ILN members can also continue these conversations through the ILN Business Development & Marketing Specialty Group, which focuses on practical strategies for relationship-building, visibility, referrals, and cross-border business development.
Last week, I woke up with a migraine and a heavy heart.
If I’m honest, I was also angry. Very angry.
In part, that’s because I saw people – especially those with privilege and platforms – suddenly speaking out in defense of the rule of law, urging others to join them. And listen, that matters. It matters a lot.
But the first thing that I wondered was: Where have you been?
As we all rush to finish up our work for the end of the year, very few things will make me stop what I’m doing and focus on them – and that, folks, is what you want to achieve with your own content.
What am I talking about?
Greentarget and Zeughauser Group’s 2025 State of Digital & Content Marketing Survey Report. Along with being one of my favorite ways to wrap up the year, this report offers critical insights into what content resonates with executive decision-makers – which is why lawyers and law firms should also be digging into its content.
If you know one thing about me, it’s that I love to talk about the state of the legal industry. We may love to joke about lawyers’ reluctance to change, but truthfully, the industry is no stranger to evolution. And as we close 2024, a year marked by shifting economic priorities and political upheaval, the question on everyone’s minds is: What comes next?
With a new U.S. administration poised to reshape policies that impact both business and law, we can draw from the trends of 2024 and 2023 to anticipate where the legal market might head in 2025 and beyond. (more…)
André Maruch is a lawyer on the Corporate Law, Mergers and Acquisitions team at KLA Advogados, the ILN’s Brazilian member firm. In this episode, he and Lindsay chat about the current market trends in Brazil and the impact of the US and Brazil’s new government on them, the future of AI in the legal industry, and why even though being a lawyer may not be glamorous, it’s still fulfilling.
You can listen to the podcast here, or we’ve provided a transcript of the highlights below.
On average, a person engages in 145-200 interactions daily, both in-person and online. However, only 10-20% of these interactions are truly memorable. Among all these interactions, approximately 5-10% are negative, while 7-20% are positive. This means that despite the sheer volume of daily exchanges, only a small fraction will leave a lasting impact.
When you look at all of that data, and what each individual rates as important in their own lives, consider for a moment where their attention on YOU as a lawyer or your firm as a brand may rank.
As things get literally hotter this summer, one of the “hot” topics on many people’s minds is sustainability. Also, ice cream, but I digress.
At the ILN, we’ve been thinking about sustainability for a while now. As the Network’s only employee, it has made sense for many years that I work remotely from a home office and we used the pandemic as an excuse to go completely paperless at our conferences, except for our name tags. I’ve been paperless at our office for much longer.
There’s only one answer that my lawyers give when I ask them what they’re curious about when it comes to the practice of law, and that’s generative AI.
We’re not the only ones talking about it. Last year, the Thomson Reuters Institute surveyed more than 440 lawyers in the US, UK, and Canada, and they found that lawyers are talking about it too, and have some very definite opinions.
Vilius Bernatonis is the managing partner of TGS Baltic, a top-tier commercial law firm in the Baltics and a member of the International Lawyers Network. In this episode, Lindsay and Vilius discuss the war for talent, why collaboration and leadership are essential across all levels of law firms and how that benefits clients, and the current market in the Baltics.
You can listen to the podcast here, or we’ve provided a transcript of the highlights below.
Pre-pandemic, we were discussing the crucial skills young lawyers needed to master for success, and it’s striking to think that one of those was in-person presentation skills. While we have returned to face-to-face interactions, we have also learned that it’s imperative to enhance our virtual presentation abilities. We might assume that being adept presenters translates seamlessly to Zoom, but mastering online delivery requires a distinct skill set. Here are five ways to adapt your in-person prowess to the virtual realm, along with some bonus tips for virtual presentations: