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Marketing and Advertising: Social Media for Law Firms
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Marketing and Advertising: Social Media for Law Firms
18th Annual Insurance Law InstituteThe University of Texas School of Law The
Insurance Law Section of the State Bar of TexasNov 7-8, 2013
Royal Sonesta Hotel, Houston, TX
STACEY E. BURKE ATTORNEY/OWNER
4615 SOUTHWEST FREEWAYSUITE 850HOUSTON, TEXAS 77027 MOBILE (713) 225-8621FAX (877) 314-9990
WWW.STACEYEBURKE.COM
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Social Media Channels: Overview• FACEBOOK
– Facebook has over 1 billion users, 42 million pages, and over 15 million business pages.
– Facebook is the largest online social network, boasting 1.11 billion users. – Over half of the United States is on Facebook, 52.9% of Americans.
• GOOGLE PLUS
– G+ is Google’s own social media creation. – While Google Plus has only 343 million users, Google is not going anywhere, and
it gives credence to its own content• INSTAGRAM
– Instagram boasts over 150 million users and counting – An average of 40 million photos are uploaded to Instagram every day
www.staceyeburke.com
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www.staceyeburke.com
Social Media Channels: Overview• LINKEDIN
– Over 238 million users and 40% of them check LinkedIn daily– Maintaining professional relationships, an online resume
– Only 7 years old and has 500 million users.– 32% of all Internet users use Twitter, and 175 million tweets were sent from Twitter
each day throughout 2012• YOUTUBE
– YouTube has over 1 billion total users with 4 billion video views each day– 500 years of YouTube video are watched each day on Facebook, and over 700 YouTube
videos are shared on Twitter each minute
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Social Media Channels: Facebook• Customize your URL• Make sure your firm has a “Page” not a “Profile” or a
“Group”• Share your blog posts, press coverage, videos, and
relevant content from related professional associations and other law firms
• Facebook advertising• #Hashtags (#law #lawyers #oilgas #hounews)• Tag users and other Pages in your posts for increased
exposure
www.staceyeburke.com
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Social Media Channels: Google Plus• Google loves itself• If you are included in a large number of circles
on Google+, that will increase your AuthorRank and overall Google Authorship
• Google Hangouts• Even more #Hashtags• Tagging or +’ing other users
www.staceyeburke.com
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Social Media Channels: Instagram• Photo sharing social media• You can simultaneously and directly feed out Instagram
photos into your other social channels• Image based social sharing gets 94% more total views and
37% more user engagement because users prefer a quick look at something, rather than having to read – “instant gratification”
• Yet again use #Hashtags• Tag other users in posts• Facebook acquired Instagram for $1B in 2012.
www.staceyeburke.com
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Social Media Channels: LinkedIn• Online resume – the part of your LinkedIn profile that
is most important is your career, jobs, education, and other skills. Build it out with SEO-driven copywriting.
• Optimize the 120-character Headline to the right of your profile photo
• Customize your URL• Link up your Employment section to the appropriate
Company Page(s)• Build out your Company Page
www.staceyeburke.com
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Social Media Channels: Twitter• Brand your profile, including your handle• Link back to your law firm website• Follow back• Yes, #Hashtags again• @’s (mentions) and DM’s (direct messages)• Twitter Lists• Interacting with the media• If you are only self-promoting, you are doing it
wrong!
www.staceyeburke.com
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Social Media Channels: YouTube• Google owns YouTube and it is the second most used
search engine online• YouTube videos auto-populate your Google+ profile if
you set it up correctly• Transcribe the spoken words within your video content
for great SEO• YouTube isn’t just for video you make yourself – use your
channel to repurpose your television advertisements, speaking engagements, and news coverage
• YouTube advertising
www.staceyeburke.com
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Social Media & Your Law Firm Website
• Include social sharing functionality on your blog and throughout your website
• Include links to all of your social media channels in the footer of your website and/or in another design element such as a right column
www.staceyeburke.com
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Social Media Protocol• Use a professional voice and tone• Always be aware of client confidentiality and
inadvertently forming an attorney-client relationship
• How to respond to client communications• How to respond to new lead communications• How to respond to external lawyer communications• How to respond to media and press
communications
www.staceyeburke.com
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Lawyer Directory Listings: OverviewDigital Branding for the Individual Lawyer
• Avvo – PR6 • Best Lawyers – PR6• Chambers – PR6• Justia – PR7• Legal 500 – PR6
• Martindale – PR7• RocketLawyer – PR6 • State Bar of Texas – PR7 • Super Lawyers – PR7
www.staceyeburke.com
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Online Lawyer Directory Listings: Avvo
• How do I sign up? http://www.avvo.com/free-lawyer-advertising
• Avvo empowers consumers to rate lawyers • Member lawyers answer questions for free online• Avvo profiles contain helpful information including
experience, background, disciplinary history, and reviews from clients and peers.
• The Avvo algorithm• Avvo paid advertising
www.staceyeburke.com
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Online Lawyer Directory Listings: Chambers
• Chambers is one of the most legitimate ratings and listings systems both on and offline.
• They have a team of over 140 full-time researchers who conduct thousands of interviews with lawyers and their clients worldwide.
• They publish “guides” internationally.• The value of this listing will depend greatly upon
your practice area and how much B2B marketing you do in your practice.
www.staceyeburke.com
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Online Lawyer Directory Listings: Justia• The Cornell University Law School’s Legal Information Institute (LII)
is a not-for-profit group that publishes law online for free on a highly-ranked website. Its site is directly associated with the Justia online lawyer directory.
• LII and Justia pass along “link juice” to each other. • All searchers on LII’s website looking for legal information and news
are offered the chance to find a lawyer for free. If you are not listed, your name isn’t an option for them to find.
• Justia and Cornell require a Letter of Good Standing or other applicable item to be listed.
• How do I get listed? Visit www.lawyers.justia.com/new-profile.
www.staceyeburke.com
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Online Lawyer Directory Listings: Martindale-Hubbell
• Does the AV rating matter anymore? Do clients know what it means?
• The majority of the profiles on their website are not fully built out.
• While this was one of the first online lawyer directories, it has become a dinosaur.
• More appropriate for B2B than B2C marketing.
www.staceyeburke.com
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Online Lawyer Directory Listings: State Bar of Texas
• If you are licensed, you are on their website for free, so build out your profile and keep it current.
• You can include your website, the ability to contact you via email, information about your practice, and your social network profiles.
www.staceyeburke.com
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Online Lawyer Directory Listings: Super Lawyers
Basic Free Listing• If you win Rising Star or
Super Lawyers, you are automatically listed on the website for free, with a basic listing.
• Even if you claim and build the listing out behind the scenes, the data does not show up online unless you graduate to a paid listing.
Expanded or Premium Listing• Expanded – You should pay
for this. Super Lawyers listings show up on page one of organic search results.
• Premium – New listing to get lawyers to spend even more money basically on pie charts. For now, go with Expanded.
www.staceyeburke.com
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Super Lawyers Profile (FREE)• Michael Murray, a lawyer from Watts Guerra
does not have a paid listing. This is what his unpaid listing looks like.
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Super Lawyers Expanded Profile (PAID)
• Mikal Watts has paid for his expanded listing
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Inbound Traffic and BackLinks from Social Media and Directories
• Inbound traffic:– 2013 digital marketing surveys indicate that social
media and SEO efforts drive the majority of inbound website traffic.
– The top three traffic drivers are Facebook, LinkedIn, and a company blog.
• Backlinks:– Backlinks are high-ranking website links “back” to
your website– The lawyer directory listings mentioned herein (and
Google Places) are a great start.www.staceyeburke.com
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Stacey E. Burke: Lawyer/Marketer
• You can find me on Social Media + Blogging:– http://
www.Facebook.com/MarketingLawyers – http://www.Twitter.com/StaceyEBurke– http://www.LinkedIn.com/In/StaceyEBurke– https://plus.google.com/109980758416052
073177/posts– http://www.slideshare.net/staceyburke/ – http://www.staceyeburke.com/blog/
www.staceyeburke.com
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STACEY E. BURKE ATTORNEY/OWNER
4615 SOUTHWEST FREEWAY, SUITE 850HOUSTON, TEXAS 77027 OFFICE (713) 714-8446
FAX (877) 314-9990
WWW.STACEYEBURKE.COM