The document discusses guidelines for lawyers and law firms regarding advertising and online presence. It states that domain names may not be used as the name under which a lawyer or firm does business if it is false or misleading. Advertising cannot make false claims about qualifications or services. Lawyers are advised to avoid anything in social media that could be seen as solicitation and to focus on being relevant to potential clients rather than self-promotion.

14. GOOGLE SPIDERS
Minority Report © 2002 Dreamworks Studios

15. WAYS TO IMPROVE
SEO RESULTS

20. “WHENYOU OUTSOURCE
YOUR MARKETING,YOU
OUTSOURCEYOUR ETHICS”
-- EricTurkewitz

26. IDENTITY

27. YOUR BRAND

29. MORRISON | FOERSTER

30. www.mofo.com

31. INTERPRETIVE COMMENT 17
I. Internet Domain Names Rule 7.01 prohibits lawyers and law firms from
advertising or practicing under a trade name or a name that is false and
misleading. Therefore, an internet domain name or URL may not be used as
the name under which a lawyer or firm does business. A domain name that
is a reasonable variation of the law firm name as permitted under Rule 7.01
or that is a description of the lawyer or law firm may be used as a locater or
electronic address only if such use does not violate the provisions of 7.02.

32. Rule 7.02 Communications Concerning a Lawyer’s Services
(a) A lawyer shall not make or sponsor a false or misleading
communication about the qualifications or the services of any
lawyer or firm. A communication is false or misleading if it:
(1) contains a material misrepresentation of fact or law, or
omits a fact necessary to make the statement considered as a
whole not materially misleading;

33. ONE MILLION DOLLARS!

34. Take sufficient steps to ensure that a reasonable
potential client understands...
Opinion 573

35. the service makes no assertions about the quality of the
lawyers
Opinion 573

36. The Service must not state that it is making referrals or
describe itself in such a way that would cause a
reasonable potential client to believe the Service is
selecting, referring and recommending the participating
lawyers.
Opinion 573

38. WHAT
HAPPENEDTO
GETTING
BUSINESSTHIS
WAY?

40. DOYOU WANT
TO BE MY FRIEND?

43. “DO NOT DO ANYTHING FALSE OR
MISLEADING”
BrianTannebaum

44. “PUTYOURSELF ON
SOCIAL MEDIA”
BrianTannebaum

45. “BE A PART, NOT APART, OF
THE CONVERSATION”
BrianTannebaum

46. “DEATH AND DESPAIR IS NOT
INTERESTING”
BrianTannebaum

47. “REPUTATIONS SHOULD BE
EARNED, NOT CREATED”
BrianTannebaum

48. “EXPERT IS WHAT PEOPLE CALLYOU,
NOT WHATYOU CALL YOURSELF”
BrianTannebaum

49. “DO NOT DO ANYTHING WHERE
SOMEONE COULD CLAIMYOU WERE
SOLICITINGTHEM AS A CLIENT”
BrianTannebaum

50. “CHECK OUT OUR NEW
BLOG POST ABOUT POST
INJURY EARNINGS”

52. “BLAH, BLAH, BLAH...
AND IFYOU NEED HELP WITH
YOUR CLAIM, CALL....”

53. BE RELEVANT!