Denise

My understanding is that how they use your photo matters.

Your first course is to send a Cease and Desist letter. There are several templates you can find on line yourself. You can send these yourself. I wouldn't bring in an attorney until you get no satisfaction yourself. If you bring in an attorney later it shows that you are a reasonable person, you asked these people nicely to stop. It wouldn't be out of line to them a bill if they want to keep using your work.

If you choose to pursue it you can do it with an attorney or pro se. My understanding is that to sue and get damages you would have to directly been harmed.

Keep in mind that the judicial system is supposed to be fair, with that in mind someone that takes your name off your picture and posts it on social media to their friends your harm is minimal. I doubt you would ever get much at all.

On the other hand if a business is using it as advertising to bring in business, you have a claim. Depending on who stole your picture it might interest an attorney. A business has deeper pockets and they made money from your work. You were damaged. If a major corporation used your picture you definitely have a claim that an attorney might be interested in. While the local lawn mowing service wouldn't because even if you sue and win it doesn't mean you can collect.

Attorney's have to be managed. Their time is expensive so only bring the most egregious infringement. The person with the deepest pockets, that used your work to make money. If an Attorney will not take it on contingency it really isn't worth pursing and that should be your goal. Also keep in mind if you bring one really bad one and ask the attorney to pursue everyone on face book that has posted your photo he probably wouldn't take the case, there is not enough upside for him.