Driven by the digitalization trend, social media has become an important platform for lawyers to expand client sources and enhance their personal brand influence. To help Longan lawyers master new media operation skills and customer acquisition strategies, on July 18, 2025, the Longan Guangzhou Youth Team held the “Lawyer Social Media Operation Experience Sharing Session”. Two lawyers with rich operation experience in new media were specially invited to give presentations: Lawyer Zhang Jing and Lawyer Li Wenxiao, senior partners of Longan Guangzhou. Lawyer Ye Junxi, a member of the Youth Team and senior partner of Longan Guangzhou, served as the host of the event, while Lawyer Chen Zhongtao, also a member of the Youth Team, was responsible for the planning and organization. The event attracted over 30 lawyers from within and outside the firm to participate, with the venue fully booked and a lively response from the attendees.
Lawyer Ye Junxi
Senior partner of Longan Guangzhou, member of the Youth Team
Lawyer Ye Junxi mentioned that in today’s new media era, people from various industries and cultural figures are entering the field. The direction of the internet has shifted from being focused on visibility to being content-driven. It is important for lawyers to figure out how to position themselves and direction in new media. It was an honor to invite Lawyers Zhang Jing and Li Wenxiao, who have extensive experience in different new media channels, to share their insights on operation and team building. We hope that all lawyers can gain something from this event.
Special Presentation
Lawyer Zhang Jing
Senior partner of Longan Guangzhou, director of the Corporate Law Committee
Lawyer Zhang Jing presented his insights on “Operating Personal Video Accounts – How to Become a Famous Lawyer in China in the Eyes of Foreigners”. He said that in 2024, with the economic situation and competition in the industry, short videos have become a major way to gain traffic. He shared his own experience of starting a video account from scratch and the mindset needed to do so, such as being willing to let go of personal biases and being open to negative comments. He also suggested that it is important to analyze and summarize issues related to the market, traffic, image, and team, and to adopt a long-term approach. Additionally, he pointed out two common mistakes in video operation, such as believing that the more useful the content, the better it is. He also discussed the types of cases that can be converted through this method, including due diligence of Chinese companies, legal consulting, and disputes related to international goods contracts.
Lawyer Li Wenxiao
Senior partner of Longan Guangzhou
Lawyer Li Wenxiao presented his insights on “Operation Strategies and Cost Analysis for Different Social Media Platforms”. He first discussed the basic framework for establishing a legal new media team from four aspects: operation, business, conversion, and delivery. He also focused on how to attract talent, invest in capital, operate professionally, and use platform advertising. He suggested that when operating different social media platforms, it is important to analyze data and results in each stage and review them regularly.
Interactive Discussion
Subsequently, under the hosting of Lawyer Ye Junxi, Lawyers Zhang Jing and Li Wenxiao discussed various issues with the attendees, such as key factors for starting a video account, costs of platform advertising, enthusiasm for operating accounts, how a lawyer’s professional image fits into the context of short videos, and how to reach B-side clients.
This “Lawyer Social Media Operation Experience Sharing Session” not only helped lawyers understand the secrets of new media operation, but also explored effective ways to combine legal content with new media dissemination. It also encouraged more Longan lawyers to use new media channels to expand their professional influence. In the future, Longan Guangzhou will continue to focus on the integration of law and new media, through regular sharing sessions and expert meetings, to help lawyers build their brands in the new media era.