Turning Social Media Into Signed Cases

Getting thousands of views on social media doesn’t necessarily mean your law firm is getting more cases. In this episode of Care Sandwich, Margarita Eberline, Founder of Marketing Boss, sits down with Ian Harrington, Legal Social Media & Performance Marketing Strategist, to break down how law firms can use social media, paid advertising, and intentional video content to generate real cases—not just likes, followers, and vanity metrics. Ian shares lessons from his experience helping grow Top Dog Law, working in legal marketing, and building campaigns specifically for personal injury and workers’ compensation law firms. He explains why not all views are created equal, why paid social should be a priority for firms focused on ROI, and how even smaller law firms can use social media to compete against firms with massive advertising budgets. In this episode, you’ll learn: Why viral views don’t always translate into signed cases How to create short-form video content designed to convert Why clear calls to action matter in legal marketing Paid social vs. organic content for law firms How to evaluate marketing through cost per case and ROI Why focusing on one marketing channel can produce better results How smaller firms can outmaneuver larger competitors on social media Why becoming comfortable and authentic on camera is a competitive advantage If you’re a law firm owner, personal injury attorney, legal marketer, or firm leader looking to generate more cases and make smarter marketing decisions, this conversation offers practical insights for building a more intentional and measurable legal marketing strategy.