The last decade has seen an exponential growth of social media and its use across industries. Consumer companies, in particular, have quickly identified social media as an opportunity to effectively engage with customers. Nowadays, it would be hard to find an established brand that does not have a fully developed social media programme designed to enhance its company profile, increase its customer base and, ultimately, sell its products. Professional services firms, and law firms in particular, have, on the other hand, been more careful in treading the social media waters and including social media in the communications and marketing mix. In this article we look into the adoption of social media by the legal sector and opportunities and challenges social media presents for modern law firms.