Social media marketing for law firms | Which networks work for attorney marketing?

Top social networks for attorney marketing

If you’re responsible for attorney marketing, here’s an infographic cheat sheet that tells you where most of your potential legal clients are spending their social media time.

Top social networks for attorney marketing

Top social networks for attorney marketing.

 

Our thanks to MediaNovak.com for the infographic.


Attorney Advertisement

Because anything I write on this blog could be construed as attorney advertising, I am putting attorney advertising disclaimers here:  No representation is made that the quality of legal services to be performed is greater than the quality of legal services performed by other lawyers. The hiring of a law firm is a serious decision that should not be based on advertising alone. I'm also going to list some of my current projects so readers can see the actual product that I'm writing about. At the present time, that would include: Dialysis Lawsuit, a Wordpress-built site that is intended to help sign up people who were injured or lost family members due to the recalled dialysis drugs GranuFlo and NaturaLyte, or who suffered serious injuries or the death of a family member due to negligence by the outpatient dialysis center staff. Dialysis Lawsuit is focused broadly on all types of serious dialysis cases, and is not limited to NaturaLyte or GranuFlo lawsuits. The Dialysis Lawsuit site is also integrated with the following social media projects: As you can tell from the list above, I try to use uniform names as much as possible, both for branding and SEO reasons. I choose the names by using Google AdWord's Keyword Tool to examine the search volume for different terms. Because I've seen that there are as many people searching for "GranuFlo lawsuit" as there are people searching for "dialysis lawsuit," I'm running a 2nd campaign to connect with potential clients who are searching for "GranuFlo lawsuit." The site and pages for GranuFlo Lawsuit (some of which are still being built) are: One tip about creating websites and pages: often, the exact name you want is not available. But that shouldn't stop you from getting the closest available URL, and then naming the site/page whatever you like. For an example, visit my GranuFlo Lawsuit Facebook Page. You'll see that I was unable to get exactly the URL I wanted, so I got the URL https://www.facebook.com/GranuFloLawsuitLawyers.

Legal marketing on the Internet reaches 57% of people searching for an attorney

LexisNexis attorney marketing logo.

Legal marketing on the Internet reaches 57% of people looking for an attorney, according to a study released by Lexis-Nexis

After 12 years of experience using online attorney marketing, I’ve told many people privately what I wrote a few months ago on this site about attorney marketing online: “If your mass tort cases come from TV ads and referring lawyers, there is an entire group of people who aren’t even hearing your message.

LexisNexis attorney marketing logo.

LexisNexis releases survey on how clients find lawyers Sept. 18, 2012. Click on the LexixNexis logo above to see the full survey.

I knew this was true because of my experience signing up thousands of mass tort clients nationwide using online attorney marketing. Many of those clients were people who were accustomed to using the Internet to research important issues. Some of them would never consider hiring an attorney to handle an important case based merely on a 30-second TV ad.

Now there is a new study confirming the importance of  online legal marketing for all lawyers, not just mass tort attorneys. The empirical evidence is found in a LexisNexis attorney marketing study released September 18, 2012. The LexixNexis study says:

The “Attorney Selection Research Study,” conducted by The Research Intelligence Group (TRiG), focused on consumers who sought an attorney in the past year. Results show that more than two thirds (76 percent) of adult Internet users in the United States seeking an attorney turned to online resources at some point in the process. While referrals from friends and family remain a key method for finding an attorney, the study finds consumers are now just as likely to conduct an Internet search as they are to turn to people they know during the information gathering phase of the attorney search process. [Read more…]

New ABA ethics rules target attorney marketing on Internet, social media (Part 2 in a series)

Attorney advertising ethics and social media

I’ll give one example of a potential problem with the new rules and comments here. Rule 7.3 has been changed in several places, and has been renamed. Formerly the rule was titled, “Direct Contact With Prospective Clients.” The new name is “Solicitation of Clients.

Upon first reading, the renaming of the rule 7.3 seems to be the most significant change. I believe it’s a little bit unusual to change the name of a rule. It really wasn’t necessary. One wonders if it reflects someone’s opinion that “direct contact with prospective clients” equates to “solicitation.”

Most of us who represent individuals as clients are familiar with Rule 7.3. That’s the rule that bans solicitation if you have a significant financial motive for the solicitation, except in certain rare cases. You may solicit a lawyer or a person with whom you have a family, close personal, or prior professional relationship. Or you may send a direct solicitation to a person who may need legal services, if you stamp the words “Advertising Material”on an envelope you mail to a potential client, or put the words “Advertising Material” at the beginning and end of any electronic solicitation communication. Although writing “Advertising Material” at the beginning and end of an electronic communication, violation of the solicitation rule can result in potentially serious disciplinary proceedings. [Read more…]

3 Insider Secrets About Attorney Marketing With Facebook Pages

My last post included a discussion of Facebook Pages for attorney marketing. I thought it might be a good time to mention 3 insider secrets that most social media mavens aren’t going to tell you about Facebook Pages.

  • Fans of Facebook Pages can be bought for pennies each. There’s a booming market in the sale of Facebook Page fans, if you know where to look. It became such an open secret that Facebook finally admitted that 83 millions of its users are not real. That’s because so many people are in the business of creating and selling fake fans. So don’t be intimidated or impressed solely by a Facebook Page with thousands of fans, if there isn’t any real activity (“engagement”) going on there. The Facebook fan marketers fall into two categories. One group will sell you a small number of actual fans who are people, mostly from other countries. The other group will sell you hundreds, if not thousands, of fans for as little as $5 per thousand because that group of marketers uses bots (little automated programs) to add Facebook fans for your Page. There is only one problem with having a bot as a Facebook fan: the bot isn’t going to hire you as its lawyer.
  • Most highly successful Facebook pages have one of two things working in their favor. Either they run a promotion, contest, or somehow give people an incentive to “Like” their Page, or the Page is identified with an important cause that the person feels very strongly about. I had almost 2,000 Facebook fans on my BP Oil News Facebook Page because it was a just cause. The theory: “If you build it, they will come,” may have worked for Kevin Costner’s character in the movie, Field of Dreams, but in the real world you need a strong cause or some other type of incentive to build a large following.
  • Facebook Ads are the main way Facebook makes its money. And most of those ads are sold to drive visitors to your Facebook Page. Sure, Facebook will let you create a Facebook Pages free of charge. In fact, Facebook will let you create as many Pages as you want to create. But remember secret 2, above? There needs to be an incentive, a just cause or some method of driving people to your Page. To its credit, Facebook has great ad targeting that allows you to get good value for your advertising dollar. I’ve used both Facebook ads and Google AdWords, and I got more value for my ad money from Facebook. Attorneys who create Facebook Pages need a very strong, emotional cause to motivate people to become fans, or they need to budget some money for Facebook ads.

As a lawyer who has spent three decades representing people injured by corporate wrongdoing, I feel as if all my cases involve a just cause. But it’s easier to get the public to agree with me about some issues than it is others.

I’ll write a post in the future about the types of cases that, I believe, lend themselves best to social media marketing.

Attorney Marketing With Social Media – A Hypothetical

Attorney Marketing With Social Media Marketing to Attract Environmental Clients (a hypothetical) (Part 4 of 5)

Here’s one way your law firm could set up a social media marketing campaign to try to obtain new clients with claims arising from our hypothetical environmental disaster:

  • Put up a dedicated Facebook Page, such as the Attorney Marketing Online Facebook Page I recently launched. If you look at most Facebook Pages, they have tabs just below the large cover image. You want a tab that will have a contact form that potential clients can use to contact you and request legal information. I recently created an Actos Lawsuit Help Facebook Page you can visit if you want to see how I’ve used the Facebook Page tabs to make it possible for prospective clients to contact me and other attorneys working with me on an Actos project. (Once the potential client approaches you and requests that you contact them about legal representation, you are out of danger of being accused of solicitation.)
  • You may also want to put a newsletter tab on your Facebook page. You can periodically send out newsletters with updates on the environmental problem and/or the litigation. Newsletters are good ways to keep in contact with clients, and they also frequently bring in new clients. [Read more…]