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As you already know, AI is more than a buzzword; it is everywhere, and it’s changing how we work more rapidly than we can fully track. When it comes to social media, AI tools have the potential to revolutionize how law firms approach social media, offering solutions for content creation, scheduling, and posting across multiple platforms. The problem is: there are simply so many tools to weed through that it’s hard to determine what’s worth learning – and what’s not. For this month’s edition of The Reel Deal, I’ve compiled an overview of the most popular – and most effective – AI tools when it comes to social media content creation and management. I’ve also included their cost, best features, pros/cons – plus the tools we currently use at PILMMA – so that you can determine what works best for your firm’s unique social media needs.


AI Tools for Social Media Management: Scheduling, Automating, and Analytics

  • Buffer *Currently in use by team PILMMA*
    • What it is: Buffer stands out for its simplicity and effectiveness in managing social media campaigns. It offers streamlined scheduling and analytics tools, making it a go-to for law firms seeking an intuitive social media management solution.
    • Cost: Free plan available; paid plans start at $15/month.
    • Best Features: Simplified scheduling, effective analytics, team collaboration.
    • Pros: Affordable, easy to use, suitable for beginners.
    • Cons: Limited features on the free plan, lacks complex automation options.
  • Later
    • What it is: Later is a visually-focused social media scheduling tool, highly popular for platforms like Instagram and Pinterest. It allows law firms to plan and schedule their visual content effectively, with a strong emphasis on aesthetics.
    • Cost: Free version available; paid plans start at $12.50/month.
    • Best Features: Visual content calendar, scheduling, link-in-bio feature.
    • Pros: Visually intuitive, great for image-heavy platforms.
    • Cons: Limited functionality for text-focused platforms.
  • Hootsuite
    • What it is: Hootsuite remains a leading choice for social media management, providing a one-stop solution for scheduling posts, tracking engagement, and managing multiple accounts. Its ability to streamline social media tasks across various platforms makes it a favorite among law firms.
    • Cost: Plans start at $29/month with more advanced options available.
    • Best Features: Multi-platform scheduling, in-depth analytics, team collaboration features.
    • Pros: Comprehensive functionality, user-friendly.
    • Cons: Cost escalates with advanced features, can be overwhelming for beginners.
  • Sprout Social
    • What it is: Sprout Social is a comprehensive tool that excels in offering deep analytics, CRM integration, and social listening features. It’s particularly popular for its ability to provide detailed insights into audience engagement and trends.
    • Cost: Plans start at $99/user/month.
    • Best Features: Advanced analytics, CRM integration, social listening.
    • Pros: Feature-rich, great for large teams.
    • Cons: High cost for small firms, complex for newcomers.
  • SEMrush
    • What it is: SEMrush is an all-in-one marketing toolkit that includes extensive social media management features. It’s highly regarded for its SEO tools and its ability to integrate social media strategies with overall digital marketing efforts.
    • Cost: Starts at $99.95/month.
    • Best Features: SEO tools, social media tracker, competitive analysis.
    • Pros: Comprehensive marketing toolkit, excellent SEO integration.
    • Cons: Expensive, can be complex for beginners.

AI Tools for Content Creation:

  • Canva *currently in use by Team PILMMA*
    • What it is: Canva is an AI-enhanced graphic design tool that revolutionizes content creation for social media. It offers a vast array of templates and design elements, making it ideal for creating eye-catching social media posts and graphics.
    • Cost: Free version available; Pro version at $12.95/user/month.
    • Best Features: Wide range of templates, brand kit, content planner.
    • Pros: Extremely user-friendly, excellent for non-designers.
    • Cons: Limited capabilities for intricate designs.
  • Capcut *currently in use by Team PILMMA*
    • What it is: CapCut is a free all-in-one video editing app that offers advanced editing features, making it ideal for creating high-quality videos for social media.
    • Cost:
    • Best Features: User-friendly interface, high-quality filters, and effects, and the ability to add music and text overlays.
    • Pros: No cost involved, wide range of editing features, regularly updated with new effects and filters.
    • Cons: Primarily designed for mobile use, which may limit more complex editing tasks.
  • Lumen5
    • What it is: An AI-driven platform that converts text into captivating video content, ideal for sharing on various social media channels.
    • Cost: Free plan available; paid plans start at $19/month.
    • Best Features: AI-assisted storyboard creation, vast media library, brand customization.
    • Pros: Easy for beginners, quick content production, no video editing skills required.
    • Cons: Limited customization in free version, higher-tier plans are expensive.
  • ChatGPT 4 *currently in use by Team PILMMA*
    • What it is: Chances are, you’re already using ChatGPT – but keep in mind, the free version only pulls data from up until 2021. ChatGPT 4, however, does have knowledge of events after 2021, it’s quicker, and its vocabulary is more extensive. As with ChatGPT 3.5, it’s particularly useful for creating diverse forms of written content, from social media posts to detailed articles.
    • Cost: $20/month
    • Best Features: High-quality text generation, ability to understand and respond to specific prompts, versatile in content style and format.
    • Pros: Generates diverse content quickly, user-friendly, no specific technical skills required.
    • Cons: May need human oversight for legal accuracy, potential limitations in creative nuances.

Additional Tools: Content Analysis, Trend Tracking + Repurposing Content

  • BuzzSumo
    • What it is: BuzzSumo is an influential tool in content research and monitoring, offering deep insights into content trends, performance, and influencer outreach. It’s a powerful tool for firms looking to craft impactful content strategies.
    • Cost: Starts at $99/month.
    • Best Features: Content analysis, influencer identification, trend tracking.
    • Pros: Comprehensive insights, effective for content strategy.
    • Cons: High cost, more focused on content than management.
  • MeetEdgar
    • What it is: MeetEdgar is a unique social media management tool that automates content re-sharing and optimizes posting times. Its ability to recycle evergreen content makes it a favorite for maintaining a consistent online presence.
    • Cost: Plans start at $19/month.
    • Best Features: Automated content recycling, optimized scheduling, analytics.
    • Pros: Time-saving automation, great for evergreen content.
    • Cons: Limited to certain social media platforms, less flexibility in content curation.


For law firms aiming to elevate their social media presence (and make their processes much more efficient), choosing the right AI tools is crucial for growth. The tools listed here are renowned for their popularity, efficiency, and quality, catering to various aspects of social media management and content creation.

But remember – don’t bite off more than you can chew. Choose a couple of tools based on your firm’s unique needs and goals, and allow your team to focus on integrating those tools fully – instead of allowing yourself to get overwhelmed with just how many tools are out there. By taking the time to really learn and integrate a few tools into your social media strategy, your firm will be able to more effectively manage your online presence, engage with potential clients, and build a powerful brand identity that supports your firm’s growth.



Gracie Howes

Gracie Howes is a Marketing Copywriter and Social Media Strategist at PILMMA. As a former AP English teacher, she is passionate about breaking down complex concepts in the world of marketing and tech in order to facilitate increased access and growth within the world of business. You can contact Gracie at


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