This document provides tenets for using social media to market a law firm effectively and in compliance with Florida Bar rules. It discusses defining social media marketing, the benefits of an inbound over outbound approach, and eight reasons for lawyers to use social media. Key recommendations include starting with a strategic plan, crafting clear messaging, addressing ethical concerns, becoming a thought leader, showing ROI metrics, and joining top networks like LinkedIn, Google+, Facebook, and Avvo. The overall message is that smart lawyers are also smart marketers who can use social interactions to build credibility and drive online efforts.

1. Image Credit: BizPacReview.com
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2. 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

3. 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
Image Credit: insightmarketingsolutions.net

4. 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
Image Credit: Blog.Hubspot.com

5. 8 Reasons Why Lawyers Should Use Social
Media Marketing
#socialtenets
1. Builds Credibility & Trust
2.Connect with Clients &
Referral Sources
3.Strengthen Online Reputation
4.Drive Traffic
5.Networking Opportunities
6.Recruit
7.Promote Events
8.Cross Market Services
Image Credit: Leadersbeacon.com

6. Are Lawyers Using Social Media?
Image Credit: Jamie Gannon
YES they are! Steady rise in attorney social
media use since 2011
#socialtenets

7. 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

8. • Considerations for Creating a Long-Term,
Strategic & Authoritative Online Presence
• Important to All Law Firms – Social Media
Novices and Veterans Alike
#socialtenets

9. Tenet #1: Start with a Plan
#socialtenets
• Due Diligence
• Perform Research
• Understand Challenges
• Navigate the Social Media Maze Using the Right
Tools

10. #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

11. #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

12. #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

13. 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
Image Credit: marisakeegan.wordpress.com

14. #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

15. #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!

16. #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
Image Credit: Parature.com

17. #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

18. #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
Image Credit: Adoptanegotiator.org

19. #socialtenets
Top 6 Social Media Networks for Attorneys
& Why You Need to Join Them Now
LinkedIn
• 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

20. #socialtenets
Top 6 Social Media Networks for Attorneys
& Why You Need to Join Them Now
Facebook
• 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

21. #socialtenets
Top 6 Social Media Networks for Attorneys &
Why You Need to Join Them Now
Twitter
• 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

22. #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.