Social · AI — 02/23

Touchstone Bernays

Social media for a Texas defense litigation firm — trusted since 1946

Client

Touchstone Bernays · Dallas, TX

Role

Social media manager, content designer & systems builder

Year

2026

Built with

Claude · Metricool

touchstonelaw.com

The brief

Touchstone Bernays has defended Texas lawsuits since 1946. They needed a social presence as measured and credible as the firm itself — on LinkedIn, Instagram and Facebook — built for claims professionals and general counsel, and careful with Texas lawyer-advertising rules.

Social strategyLinkedIn, Instagram & FacebookFour weekly content seriesBranded post templatesCustom social consoleClient review & approvals

What I did

I started with research. Competing Texas defense firms mostly post press-release headlines; almost none explain why the venue mattered. That became the firm's position: we know Texas, county by county.

From there I built four weekly series, one a day: Our Story or Our Successes (Monday), Defense Brief (Tuesday), We Know Texas — a different county courthouse each week (Wednesday), and Meet the Team (Thursday).

Every post lives in a template system made in the firm's own brand: navy, gold and copper, Montserrat and Lora, sized 4:5 for Instagram and Facebook and as swipeable documents for LinkedIn. The voice is wise, respectful and quietly confident — no hype, no emojis.

To run it, I built them a custom social console: a pipeline from idea to draft to firm review to scheduled, a weekly calendar, a private review site where the partners approve or request changes, and a compliance checklist that has to be complete before anything can be sent to Metricool. Claude drafts captions from the facts the firm sends; nothing posts without sign-off.

Delivered