Latest / Wealthy Woman Lawyer Podcast, Helping you create a profitable, sustainable law firm you love / Episode 346 | The Send Test: What's Actually Working on Social Media for Law Firms in 2026

Transcript

Episode 346 | The Send Test: What's Actually Working on Social Media for Law Firms in 2026 · Wealthy Woman Lawyer Podcast, Helping you create a profitable, sustainable law firm you love

• 0:01
  Intro: Welcome to the Wealthy Woman Lawyer Podcast. What if you could hang out with successful women lawyers, ask them about growing their firms, managing resources like time, team, and systems, mastering money issues, and more. Then take an insight or two to help you build a wealth generating law firm. Each week, your host, Devina Frederick, takes an in-depth look at how to think like a CEO, attract clients who you love to serve and will pay you on time, and create a profitable, sustainable firm you love. Devina is founder and CEO of Wealthy Woman Lawyer, and her goal is to give you the information you need to scale your law firm business from 6 to 7 figures in gross annual revenue so you can fully fund and still have time to enjoy the lifestyle of your dreams.
• 0:47
  Now, here's Divina.
• 0:52
  Ania: Hi everyone. I'm Anya Breitska and I'm the founder of Ask On You Media, a social media agency based out of Toronto. And I have been Davina's social media manager and strategist for over four years. And this is actually my fourth takeover of this podcast, which honestly feels like an honor every time. So thank you very much, Davina.
• 1:11
  I have a JD myself, but my love for marketing started way before law school. I was already deep in social media when I decided to go pursue my law degree actually. So law school taught me how lawyers think and social media taught me how clients think. So for the last several years, I've been sitting right in the middle of that helping women law firm owners actually get seen by the right people online. So if you caught my last two takeovers, you already know the foundations that I talk about, the content funnel, the no cringe video system.
• 1:43
  So today I don't want to repeat myself, but I need to give you an update. I want to talk about what actually is working right now on social media for lawyers and law firms. What's basically shifted and the one thing I'm seeing every really smart capable law firm owner still getting wrong. So let's jump right in. The first thing I want to introduce to you is called the send test.
• 2:03
  I think I came up with this by the way. In terms of social, it's actually not about posting more these days. It's not really about the algorithm anymore. It's about whether your content is actually worth someone's attention for that three extra seconds. So this is the filter I give all my law firm clients and I call it the send test.
• 2:23
  Before you post something, ask yourself this one question: Would someone send this to a friend saying you need to see this? If your honest answer is no, if it's just too generic to send, if it's just something that could have come from any law firm, a stock photo with a quote slapped on it, It's not that it's wrong. It's just that it's forgettable and forgettable honestly just doesn't build a client base anymore. There's just too much noise out there. So I'm going to give you a formula to help you pass that SEND test for most of your posts.
• 2:56
  Okay, there's three things you need to do. First, it's always good to have a specific number or a timeline in whatever your content is. So not something generic like divorce can be complicated, but something like here's the one deadline that trips up 80% of the people that I talk to. The second thing to pass the test is actually, you know, you need to share your own opinion. Something you'd actually say in a consult with a potential client, not something safe enough to say in a room full of strangers.
• 3:24
  And third, I really like real moments. So something like something that actually happened in your practice, your day, something that landed in your inbox that made you go, people need to hear this. That is more of a personal story and people really want more stories, right? Because we're all tired of the AI slop that we see online. So if your content passes at least one of those three things, I think it's good to post.
• 3:50
  Let's post it. Next, we really have to talk about video and I'm talking about no cringe video. So for those who missed it last time, cringe doesn't come from being on camera. It comes from performing. And as a lawyer, you're not an influencer.
• 4:04
  You're a lawyer, you're an attorney. And the second you try to be entertaining instead of clear, people really truly feel it. So here's what's changed for 2026. You have less time to earn attention than you ever have. So the structure is the same, but a bit tighter.
• 4:22
  Hook in people with the first two seconds when you're doing a video. Not something like, Hey guys, blah blah blah. Go straight to the problem. Something like if you're doing this before you sign a lease, stop. And then go into the actual content.
• 4:37
  This is how we draft, you know, scripts for our clients. There has to be a great hook. Remember one clear explanation, what it actually means for people legally or practically. That's how you translate information from you to social media, to everybody that's out there. And remember videos have to be about fifteen to forty five seconds these days.
• 5:00
  You don't need to build up to it. Don't warm up the audience, say the thing. Next, and I'm going to answer one of the most common questions I get on discovery calls as a social media strategist and social media manager is Anya, where do I need to be? What social media channels do I need to be on? So let's do a bit of a gut check for 2026 when it comes to which social media platforms are most important for your business as a law firm.
• 5:27
  First, there's Instagram. Still super strong, and I would say the strongest when it comes to relationship driven practice areas. That's family law, estate planning, personal injury, immigration, and reels are still doing the heavy lifting there. So video is still very important. Next, have LinkedIn.
• 5:47
  LinkedIn has gotten even more valuable than ever, especially if you have a law firm that is business law, employment law, even a state law or higher ticket advisory consulting work. Okay. And personal LinkedIn profiles are still outperforming business pages. That hasn't changed. If anything, written thought leadership is standing out more right now because most people stopped writing and started only posting video on there.
• 6:13
  It's really interesting the changes on that platform right now that we are going through. TikTok is still good but only if you can be consistent and you can pump out content like a true machine every day, two to three videos a day because it rewards repetition, not perfection. When it comes to Facebook, everybody should have a Facebook page. Just connect it to your Instagram and have the content from Instagram shared to Facebook automatically. And there you go.
• 6:40
  You have a Facebook page. And the last one I want to talk about, especially for lawyers is a Google business profile. I wish I could say this louder for 2026 than I did last time, but it's not optional. It is one of the highest intent touch points you have as a law firm. People are checking your reviews.
• 7:00
  They are looking at your profile before they ever pick up the phone to call you. So if it's sitting there neglected, you're quietly losing consults and you never even knew that you had a shot at them. So make sure you update your Google My Business. And one of the objections I hear from law firms about Google My Business is, Hey Anya, I actually have a remote law firm, so I don't have a physical location. I technically have a remote business too, social media.
• 7:26
  And I'm able to show that I exist because the way you sign up for Google My Business is you sign up and they have to send a code to your home to prove that you exist. You can send it to your personal house, or you can't actually use a PO box unfortunately, but send it to your personal house. They don't post your actual address online. They just need to prove that you exist and you do have some type of location. So if you've been listening to all of this and thinking, I know I need to be more intentional about this, but I don't have the time or bandwidth to figure any of this out myself.
• 8:00
  That's actually what my agency does. So we build this exact system for women owned law firms, strategic content that actually leads to consultations, not just likes. And if you reach out to me at AskOnYouMedia and mention you heard me on the podcast, we'll even waive our onboarding fee if you do choose to go with any of our social media management services, which we love to work with lawyers. We have a ton of experience in many different industries, so we're happy to work with you. You can find me at askanyamedia on Instagram, Facebook, and TikTok, or head over to askanyamedia.com, fill out the inquiry form, and we'll get back to you right away with pricing and packages to see if it works for you.
• 8:39
  So thank you so much for listening. Thank you so much again, Davina and The Wealthy Woman Lawyer for having me. And if you just have a quick question about social media, literally, it would take a couple seconds for me to answer. Feel free to reach out to me on Instagram and just shoot that question to me. I might be able to help.
• 8:55
  No problem at all. Thanks. Bye.
• 9:00
  Intro: If you're ready to create more of what you truly desire in your business and your life, then you'll want to visit us at wealthywomanlawyer.com to learn more about how we help clients create wealth generating law firms with ease.