I recently had the opportunity to speak at a webinar organised by Courtroom Mail on the theme “Billing: Let’s Talk About It.” My session focused on an area that has become increasingly important in modern law practice: dealing with clients generated from social media.
There is no denying that social media has changed the landscape of client acquisition. Platforms such as Facebook, Instagram, LinkedIn, X (Twitter), and even TikTok are now more than just spaces for networking or entertainment. They are where clients discover lawyers, assess their expertise, and decide whether to engage them. But unlike traditional referrals, social media clients come with their own set of dynamics, and handling them effectively requires both adaptability and strategy.
Who Exactly Are Social Media Clients?
The first thing to understand is the profile of a social media client. These are people who live in the fast lane of digital communication. They expect immediate responses, they shop around for options, and many times, they are unsure of how legal billing even works. Some of them are simply “window shoppers,” looking to see how much they can get for free before committing.
As lawyers, recognizing this profile is important because it sets the tone for how we engage from the very first message.
From Direct Message (DM) to Consultation
Most interactions with social media clients begin casually through a comment, an inbox message, or even a tag. It may feel informal, but the lawyer must immediately inject professionalism into the process. This means responding promptly but also guiding the client into official channels like your firm’s email, scheduling platform or through a prepared online consultation link. One crucial practice is to set boundaries from the start. Detailed legal advice should not be dispensed for free in direct messages. Introducing a modest consultation fee at this stage helps filter out those who are not serious.
Building Trust the Digital Way
With referrals, trust usually comes easily because someone else has vouched for you. Social media clients, however, approach you with skepticism. They want proof that you are who you say you are. This is where your online presence matters: consistency, transparency about fees, testimonials from satisfied clients, and thought leadership content all help build credibility.
Trust is not built in the DM; it is built through your digital footprint.
The Billing Question
Perhaps the biggest challenge with social media clients is billing. Many lawyers hesitate to send an invoice, worried that “if I bill him, he will run.” The reality is that billing must be approached with creativity and flexibility. Some strategies include offering starter consultation packages and introducing screening fees for casual inquiries.
For wealthier clients, premium service can justify premium fees. For clients with fewer resources, structured payments or retainers may help. When dealing with foreign clients, internationally recognized billing models and invoices in convertible currency give both sides clarity.
Setting Expectations Early
One of the biggest misconceptions of social media clients is that legal services are as quick and inexpensive as other online services. The lawyer’s duty is to reset those expectations. That means providing written agreements, defining the scope of services clearly, and educating clients about timelines. Never promise what you can’t deliver. It’s best to under promise and over-deliver. Lawyers should be careful so they do not fall into the hands of “online draggers.” Your reputation is gold.
The RPC 2023 and Advertising
While social media is an effective marketing tool, it must always be used in compliance with the Rules of Professional Conduct (RPC) 2023. These rules recognize the reality of digital marketing but still set limits to protect the dignity of the profession.
For example, Rule 39(2) RPC 2023 allows lawyers to maintain websites or use social media for information purposes. However, it strictly prohibits soliciting clients through misleading comparisons, unverifiable claims, or direct touting. A lawyer cannot, for instance, post that they are “the best lawyer in Nigeria” or openly disparage other practitioners.
In addition, Rule 39(3) prohibits advertisements that are vulgar, sensational, or likely to bring the profession into disrepute. Testimonials can be shared, but they must be presented in a professional, fact-based manner without exaggeration.
In practical terms, this means that while you may highlight client satisfaction and share educational content online, you must avoid self-laudatory claims or aggressive marketing tactics that cross into unprofessionalism. The safest approach is to focus on educating the public, showcasing expertise, and letting satisfied clients speak for themselves within ethical limits.
The end goal of engaging social media clients is not just to secure a one-off brief. It is to build sustainable, long-term relationships. That can be achieved through retainers, regular legal updates or newsletters, and most importantly, delivering service that turns clients into referral sources.
Final Thoughts
Social media has transformed the way lawyers connect with clients, but it has also raised new questions about professionalism, billing, and ethics. To thrive, lawyers must blend adaptability with discipline: set boundaries, be transparent about billing, and consistently deliver value.
Above all, lawyers must remember that while social media is a useful tool, it does not exempt us from the obligations of the Rules of Professional Conduct. When handled correctly, social media clients can move from being skeptical in your inbox to loyal clients and even ambassadors for your practice.
Iniobong Irene Pepple, AICMC, McArb – 25+ Years Legal …
