Case Study: Transforming a Local Law Firm’s Social Media Presence to Drive Engagement and Brand Trust
Photo by Iñaki del Olmo on Unsplash
DM Injury Law (formerly known as DiPasquale Moore) is a personal injury law firm based in Kansas City, MO, with offices across Kansas, Missouri, Oklahoma, and Colorado. Personal injury law isn’t a “sexy” thing to market, especially on social media with big-name competitors like Morgan & Morgan and TopDog Law.
When I joined the marketing team in early 2024, there were only five people on the team, making me only the second on the digital side. Social media was not a top priority previously.
Organic social media was not going to provide high-quality leads for the firm until its presence had grown enough to drive engagement among the community and create more brand trust and awareness. No one is going to hire an attorney they don’t feel they can trust. My first job on the team was to get us to that point.
I wasted no time auditing what was currently on social media and compared it to industry competitors - and found we were falling somewhere in the middle of the road. Not the best, but certainly not the worst either. Not good enough for me.
DM Law was doing just fine with other aspects of their marketing, leading competitors, but knew that they were falling behind on social media when comparing themselves to other firms like Morgan & Morgan, Brown & Crouppen, or TopDogLaw. We knew it was time to start showing up more consistently and thoughtfully on social media platforms.
The next step was to create a comprehensive social media strategy to outline goals, KPIs to track, and messaging guidelines (including content pillars and post ideas). Through this strategy, I created a roadmap to get us on a journey to where we wanted to be.
Within one year of consistent social media strategy implementation, we were able to grow our engagement rate by almost 4,000%, grow our net audience by over 8,000, and with several initiatives like Employee Advocacy and Influencer marketing, we increased our overall engagement, grew brand trust, and improved our brand sentiment overall.
Now, people recognize DM Law as more than “Mike’s Got This” billboards and TV commercials. They’re no longer just a company that people head to Reddit to critique. Our audience sees us as a more human, more engaging firm full of attorneys they can trust to handle their injury cases with care.
Moving forward, we will continue to develop our social media strategy and roadmap based on analytics and insights, and build out campaigns that continue to encourage thoughtful engagement in the comment section.
We started from a no-strategy approach with random posting every so often, to consistently pushing out our brand message to an audience that knows who we are, cares about what we do, and wants to hear more from the brand.