Social Media Marketing: Tenets to Drive the Success of your Law Firm

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Presented by: Aparna Tutak, CEO & Founder

Social Media Marketing: Tenets to Drive the

Success of Your Law Firm

…and Comply With The Florida Bar Advertising

Rules

What is Social Media Marketing?

#socialtenets

• Using social interactions as a vehicle to drive your online marketing efforts

• Effective because it shows ROI and is measurable

• Become a marketing magnet

• Knowledge is power

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Outbound Marketing vs. Inbound Marketing• Outbound =

Traditional• Relies on Buying

Interest of Consumer; Can be Expensive 

• Future of Digital Attorney Marketing = Inbound• Relies on Earning

Interest of Consumer; Permission-based

#socialtenets

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8 Reasons Why Lawyers Should Use Social Media Marketing

#socialtenets

1.Builds Credibility & Trust2.Connect with Clients &

Referral Sources3.Strengthen Online

Reputation4.Drive Traffic 5.Networking

Opportunities6.Recruit 7.Promote Events8.Cross Market Services

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Are Lawyers Using Social Media?

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YES they are! Steady rise in attorney social media use since 2011

#socialtenets

How Social Media is Being Used in Legal Cases

#socialtenets

•700+ Cases Since 2010• Social Media Sites Provide “Smoking Gun” Evidence• Social Media Divorce Cases

• Belly Dancer Loses Alimony

• Not So Private Facebook Profile

Graph Image Credit: Pew Research Center

Source: California Divorce Attorneys Infographic

Elderly Online• 43% of People Age 65+ Are

Social Media Users – Tripling the Rate from 13% in 2009

• Used to prove “Grandparent Scam” Cases, Burglary Risk by TMI

• Considerations for Creating a Long-Term, Strategic & Authoritative Online Presence• Important to All Law Firms – Social

Media Novices and Veterans Alike#socialtenets

Tenet #1: Start with a Plan

#socialtenets

• Due Diligence• Perform Research• Understand Challenges• Navigate the Social Media Maze Using the

Right Tools

#socialtenets

Tenet #2: Create a Social Media Policy for Your Firm

• Communication is Key

• Types of Acceptable Content

• Mitigate Confidentiality Risks

• Convey Consequences

• Employee Accountability

• Internet is Like an Elephant

• It’s a Balancing Act

#socialtenets

Tenet #3: Crafting Your Message & Demarcating the Difference between Real Legal Advice &

Knowledgeable Insights• Avoid Legal Prose on

Social Media

• Be Cognizant of Your Audience

• Highlight the Difference Between Shared Expertise and Real Legal Advice

#socialtenets

Tenet #4: Conquer Concerns and Understand the Ethical Implications

of Social Media Marketing• Know the Rules for

Your Jurisdiction• “Objectively Verifiable”• Beware of Superlatives• Don’t Make Promises

You (Maybe You Can) Can’t Keep

• Reference Past Results• Testimonials Allowed• Disclaimers• Proceed with Caution

P

#socialtenets

Tenet #5: To Blog or Not to Blog?...That is the Question

• YES! Required to Establish a Concrete Online Presence

• Pros: Voice to Expertise, Builds Brand’s Credibility, Foundation for Professional Presence, Improved SEO

• Cons: Time-Consuming, Cautionary Disclaimers

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#socialtenets

Tenet #6: Make Time for Social Media• Difficult for Professionals with

Demanding Careers, so Why Bother?

• Requires Nurturing Contacts & Consistently Engaging in Online Discussions

• Lots of Benefits: Increased Client Acquisition, Improve Search Rankings, Generate Exposure for your Business

• Budget Time & Use Tools to Help

• Get Help – Hire Agency to Alleviate Burden or Train Staff to Streamline Processes

#socialtenets

Tenet #7: Get Personal the Right Way• 96,000 Attorneys in Florida =

Lots of Competition

• Personal Touch Can Distinguish You from Your Competition

• Goal = Create Client Evangelists…How?

• Build Your Brand on Meaningful Relationships – Be Personally Invested in Their Best Interests

• Don’t be Shy…Be Personable & Authentic!

#socialtenets

Tenet #8: Become More Than the King of Your Content – Become an Invaluable

Resource for Your Practice Area• Parlay Quality Content &

Expertise into Thought-leadership

• Use Social Media to Develop Brand Quicker than Traditional Channels

• Understand Your Audience to Develop Messaging that Resonates

• Be a News Source for Community

• Helps Position Firm as Valued Information Source & Attorney as Expert in Field

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#socialtenets

Tenet #9: Market Your Firm to Other Legal Professionals – NOT Followers

• Some lawyers prefer referral clients from legal network instead of “walk-ins”

• Network with Colleagues in Field

• Be Cognizant of the Mindset of the Audience You’re Trying to Influence

• More than Amassing Followers

• Referral Resource for Colleagues – Credible, Authoritative, & Trustworthy

#socialtenets

Tenet #10: Show Me the Money – Where’s My ROI?

• Determine Personal Success Metrics

• Hard Metrics vs. Soft Metrics

• Nothing Measured, Nothing Gained

• Results Can Be Quick But Achieving Goals Takes Time

• Inbound Marketing is Fluid

• Avoid Wasting Resources

• Social Media Marketing is a Commitment; Not Just an Expense

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#socialtenets

Top 6 Social Media Networks for Attorneys & Why You Need to

Join Them NowLinkedIn • True Professional Networking Site• Florida Bar Rule - Post Name & City to Profile• Testimonials Allowed – Use Disclaimer “Prospective

clients may not obtain the same or similar results.”• Endorsements – Remove Any That May be Misleading or

Hide Them• Complete your Profile & Add 20+ Connections

Google+• Florida Bar Rule - Post Name & City to Profile• Power of Referrals• Establishing Authority• Cut Down on Clutter

#socialtenets

Top 6 Social Media Networks for Attorneys & Why You Need to Join

Them NowFacebook• Florida Bar Rule - Post Name & City to Profile • Largest Social Media Network in the World• Surpassed Google as Most Trafficked Website Ever• Ads Typically Less Expensive than Google’s PPC • Great for Adding Personal Touch to Marketing Efforts

Avvo• Profiles Automatically Created for Florida attorneys • High Score = Greater Credibility Online

YouTube• 2nd Largest Search Engine on Web• Convey Authentic Emotions & Add Depth to Brand’s Story• Videos that are Online Only Do Not Have to be Filed and

Reviewed by the Bar• Florida Bar Rule - Post Name & City to Profile

#socialtenets

Top 6 Social Media Networks for Attorneys & Why You Need to Join

Them NowTwitter• Micro-blogging platform – 140 Characters Per Tweet• Used to Be the Easiest Way to Become a Trustworthy

Resource • Florida Bar’s Stringent View on Social Network• Each Tweet Must Include Your Name & Office City• Including Name & City Name to Each Tweet Reduces

Effectiveness of Social Network

Alternative Social Media Network:

JDSupra• Allows You to Cascade Your Content• Web Platform for Lawyers to Post Legal Content –

Pleadings, Briefs, Articles

#socialtenets

Final Thoughts

Remember: Smart Lawyers are Smart Marketers

True social networking is all about building relationships which doesn’t require you to necessarily have a large budget to market your business.