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Published on: March 15, 2018

LPT: What’s New in Social Media Marketing for Lawyers?

SM_Pic_LPT_2018-300x144 In the March 2018 issue of the American Bar Association’s Law Practice Today webzine, I put around 2,500 words to web in my article, What’s New in Social Media Marketing for Lawyers? It seems like just yesterday that Facebook, Twitter and LinkedIn (and plenty others) came into our lives. It’s been longer than that…as a nine year old post this morning on Facebook reminded me of an event from days’ gone by. The tools have changed, and for business development purposes, lawyers have had to change with them.

In preparing to write the feature, I kept putting down notes on various social media news, programs and events—seemingly by the hour. At the same time I write this very blog post, I’m mere minutes away from moderating an ABA CLE on The Law and Social Media: Tips for Every Lawyer, with my colleagues Cynthia Dahl, Kathryn Deal and Molly DiBianca, covering social media issues that range from employment law matters to tweeting jurors, messaging witnesses, friending judges, cybercrime and prosecution, DMCA and trademark issues, virtual law practices, professionalism, and marketing.

Just last week, the ABA released Formal Opinion 480 from the Standing Committee on Ethics and Professional Responsibility reminding lawyers of the confidentiality obligations for lawyer blogging and tweeting. It is an opinion that has been widely panned as being late to the game. This provides another reminder as to the speed that social media runs. The suggestions are already somewhat old and outdated.

Published on: April 21, 2014

Lawyers Shifting Facebook Strategies

by Micah Buchdahl

Like and Like. This is like two Facebook posts in one.

For my April 2014 contribution to Web Marketing Today, I return to a topic that I last covered just 11 months ago in May 2013. So much has changed in the social media space in a relatively short time. The players are still the players. But with Facebook changing–more focus on mobile and more focus on revenue (advertising options)–you simply can’t sit around and stay status quo.

On the marketing side, it has certainly gotten my attention. Many law firms are finding that Facebook provides brand awareness options that are sharper, cheaper and more focused than many traditional advertising methods. And you do not need to be targeting a mass consumer audience to find ways to use some of these tools effectively. The bottom line is this–there are two ultra-powerful websites in the world–Google and Facebook–and if you don’t exist on both, your online universe is not operating at full strength.

Published on: August 5, 2013

NY Says LinkedIn “Specialties” Verboten for Law Firms; Attorneys? Sometimes, but mostly NO.

by Micah Buchdahl

If you’ve attended any of my Internet marketing ethics CLEs since I started teaching them in the late 90s, you know I said this was coming. Remember when my prime example of social media was a MySpace profile? Yeah, things have changed a bit. But concern about the content in unforeseen online content has always been something I examine in writing and reviewing law firm marketing efforts.

On June 26, 2013, the New York State Bar Association Committee on Professional Ethics issued Opinion 972, which in a nutshell says that “a Law firm may not list its services under heading of “Specialties” on a social media site, and lawyer may not do so unless certified as a specialist by an appropriate organization or governmental authority.” The opinion cites adherence to RPC rule 7.4.

In most cases and most states, I’ve discouraged attorneys from utilizing the “specialties” category for some time. In some cases, I suggest doing so with an added disclaimer pointing to the RPC. However, this is the first ethics opinion I’m aware of that really addresses the particular issue head on.

Published on: March 19, 2013

WMT: LinkedIn for Attorneys

by Micah Buchdahl

For lawyers, there is so much more to LinkedIn than creating a profile, getting some connections and joining a few groups. The real value of participation is from the other products and services they offer. In this month’s Web Marketing Today column, I try to address some of the components that go “beyond the basics.”

Personally, I probably don’t use LinkedIn the same way as many other marketing professionals or attorneys. I find the tool extremely valuable–but more as a super-powered directory of contacts for lead generation, competitive intelligence and a better source of data about people and companies. I find it very useful when following up with someone, learning more about a business card picked up at a networking function or refining a list of prospective clients. Others, however, spend hours on end building a network and doing a slightly more sophisticated method of cold calling.

As noted in the column, there is no disputing the power of LinkedIn. It is the second search result when looking myself up on Google–behind only my own website. With 200 million-plus users, there is a pretty good chance that the professional I’m looking for is in the network. He or she may have a skeletal profile and three contacts–but they are there nonetheless.