Image Credit: BizPacReview.com
Image Credit: IndieWire.com
Presented by: Aparna Tutak, CEO & Founder
Social Media Marketing: Tenets to
Drive the Success of Your Law Firm
…and Comply...
What is Social Media Marketing?
#socialtenets
• Using social interactions
as a vehicle to drive your
online marketing effo...
Outbound Marketing vs. Inbound Marketing
• Outbound = Traditional
• Relies on Buying
Interest of Consumer;
Can be Expensiv...
8 Reasons Why Lawyers Should Use Social
Media Marketing
#socialtenets
1. Builds Credibility & Trust
2.Connect with Clients...
Are Lawyers Using Social Media?
Image Credit: Jamie Gannon
YES they are! Steady rise in attorney social
media use since 20...
How Social Media is Being Used in Legal Cases
#socialtenets
•700+ Cases Since 2010
• Social Media Sites Provide
“Smoking G...
• Considerations for Creating a Long-Term,
Strategic & Authoritative Online Presence
• Important to All Law Firms – Social...
Tenet #1: Start with a Plan
#socialtenets
• Due Diligence
• Perform Research
• Understand Challenges
• Navigate the Social...
#socialtenets
Tenet #2: Create a Social Media Policy for Your Firm
• Communication is Key
• Types of Acceptable Content
• ...
#socialtenets
Tenet #3: Crafting Your Message & Demarcating the Difference
between Real Legal Advice & Knowledgeable Insig...
#socialtenets
Tenet #4: Conquer Concerns and Understand the
Ethical Implications of Social Media Marketing
• Know the Rule...
P
#socialtenets
Tenet #5: To Blog or Not to Blog?...That
is the Question
• YES! Required to Establish a
Concrete Online Pr...
#socialtenets
Tenet #6: Make Time for Social Media
• Difficult for Professionals with Demanding
Careers, so Why Bother?
• ...
#socialtenets
Tenet #7: Get Personal the Right Way
• 96,000 Attorneys in Florida = Lots of
Competition
• Personal Touch Ca...
#socialtenets
Tenet #8: Become More Than the King of Your Content –
Become an Invaluable Resource for Your Practice Area
•...
#socialtenets
Tenet #9: Market Your Firm to Other Legal Professionals –
NOT Followers
• Some lawyers prefer referral
clien...
#socialtenets
Tenet #10: Show Me the Money – Where’s My ROI?
• Determine Personal Success
Metrics
• Hard Metrics vs. Soft ...
#socialtenets
Top 6 Social Media Networks for Attorneys
& Why You Need to Join Them Now
LinkedIn
• True Professional Netwo...
#socialtenets
Top 6 Social Media Networks for Attorneys
& Why You Need to Join Them Now
Facebook
• Florida Bar Rule - Post...
#socialtenets
Top 6 Social Media Networks for Attorneys &
Why You Need to Join Them Now
Twitter
• Micro-blogging platform ...
#socialtenets
Final Thoughts
Remember: Smart Lawyers are Smart Marketers
True social networking is all about building
rela...
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Social Media Marketing: Tenets to Drive the Success of your Law Firm

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Tampa Internet Marketing agency, Tutak Consulting discusses how social media can enhance the success and profitability of law firms by providing ten digital marketing tenets for success as well as the reasons and many uses of social media within the legal industry.

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

  1. 1. Image Credit: BizPacReview.com Image Credit: IndieWire.com
  2. 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. 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. 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. 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. 6. Are Lawyers Using Social Media? Image Credit: Jamie Gannon YES they are! Steady rise in attorney social media use since 2011 #socialtenets
  7. 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. 8. • Considerations for Creating a Long-Term, Strategic & Authoritative Online Presence • Important to All Law Firms – Social Media Novices and Veterans Alike #socialtenets
  9. 9. Tenet #1: Start with a Plan #socialtenets • Due Diligence • Perform Research • Understand Challenges • Navigate the Social Media Maze Using the Right Tools
  10. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.

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