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Alabama State Bar Social Media Marketing for Lawyers (Ethics)

Learn key strategies for successful online marketing specifically tailored for law professionals, covering website design, content management, SEO, and social media ethics. Discover the importance of websites and engaging content, along with practical tips like using Yoast SEO and Google Analytics to enhance visibility and client engagement.

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Alabama State Bar Social Media Marketing for Lawyers (Ethics)

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  1. Alabama State BarSocial Media Marketing for Lawyers (Ethics) Eric Anderson, Alabama State Bar 5th Annual Construction Law Summit CLE December 4, 2018

  2. But Before We Get Started… • LRS (Lawyer Referral Service) • Join Sections • Member Benefits • Local Hospitality • Orlando Employee Discounts • Avis Budget Group • Conference America

  3. Why Online Marketing?

  4. Why Online Marketing? • Millennials: • 18-33 • Many are moving into middle management/corresponding incomes • Raised on mobile devices not phones • Average 100+ texts/day • 2/3 rather text than speak to someone on the phone • They knew Amazon the retailer before Amazon the river • 75% are on social media

  5. Why Online Marketing? • In a single internet minute today: • 481,000 Tweets • 973,000 FB Logins • 174,000 Scrolling Instagram • 3.7 million search queries on Google • 187 million emails sent Source: internet live stats

  6. Why are Websites & Design Critical? • Foundation of professional online presence • Open 24/7 • First impressions… • Potential clients – going online to find/compare • Facts: • Google search – 3.7 million/minute • You have <10 seconds

  7. User Experience < 10 seconds • Goals: • Capture their interest • Who you are • What you do • Why should they hire you • Call to action

  8. Key Components – What am I looking for? • Name/”Brand” • How can I contact you? • Can you help me with my problem? • Why should I call you? • Easy to navigate and find what I need • Responsive design

  9. Examples: The Good (lawyerist.com)

  10. The Bad… (abovethelaw.com) How do I contact them?

  11. And the Ugly.

  12. Website: Tools • Content Management System (CMS) • Yoast SEO • Web hosting • Google Analytics • Blogging • Photography

  13. Website: Content Management Systems (CMS) • What is it? • A CMS is a computer application that supports the creation and modification of digital content. • WordPress is industry standard (FREE) • Web developer can help • Intuitive enough for DIY’ers • #ProTip: Plug-ins

  14. Website: Yoast SEO • SEO – Search Engine Optimization • WordPress plug-in • Easily write page titles and descriptions • Create an XML sitemap to submit to Google Search Console • Helps with organic search rank

  15. Website: Web Hosting • Plenty of options! ($10 - $30/month) • Important factors: • Security • Site speed • Backups • Customer service • #ProTip: Consider an SSL Certificate

  16. Website: Google Analytics • FREE • Access to wealth of useful info about your website visitors. • Primary Metrics: • Audience • Acquisition • Behavior

  17. Google Analytics: Audience • Insight Into Users of Your Website: • Total Site Visits • Unique vs. Returning Visitors • Pages per Visit • Avg. Time on Site • Demographics • Location • Devices (Mobile vs. Desktop)

  18. Google Analytics: Acquisition • Focus on Sources of Website Users: • Organic Search • Paid Search • Social • Referral • Direct

  19. Google Analytics: Behavior • User behavior on your website • Pages that generate the most traffic • Evaluate user patterns • Evaluate new content • Most popular page on ASB website?

  20. Google Analytics –ASB October 2017 • 300,000+ Page Views • 79,300 Sessions • 34,239 Users • Most Popular Pages: • Homepage - 21.14% • Find A Member – 16.58% • Member Dashboard – 10.99% • No other page over 4%

  21. Website: Blogging • Why? Content, Content, Content • Go beyond your contact information • Demonstrate expertise/knowledge • No names please • Do not talk about clients without their consent • Examples: • Keith Lee • Jeremy Richter • Robert Lockwood

  22. Website: Photography • Stock Photos • DIY • Professional Photographer • Build a Portfolio • Individual attorneys and staff • Team photos • Candid shots • Interior & exterior office photos

  23. Ethics of Websites • Few specifics • Stating the Obvious: The rules still apply. • Advertising (Rules 7.1-7.3) • Invitations to email or contact, chat windows, etc., and potential conflicts (Rules 1.6-1.10) • If in doubt, contact our Ethics Counsel – Tripp Vickers: tripp.vickers@alabar.org.

  24. Ethics of Websites • Alabama Ethics Opinion 1996-07 • Rules focus on content, not means • Information available on internet subject to rules. • Advertising • Solicitation

  25. Social Media

  26. Twitter: 10 Tips in 10 Minutes(or so)

  27. Twitter: Tip #1 – Join

  28. Tip #2: Set Up Your Profile

  29. Bonus Tip: Don’t Be an Egg

  30. Profile Pictures Are Important

  31. Profile Pictures Are Important

  32. Tip #3: The Rule of Thirds • 1/3 of your time promoting others • 1/3 of your time promoting yourself • 1/3 of your time engaging/entertaining

  33. Promoting Others • Retweet and Like to show you care • #GoldenRule • Demonstrate Value: share the interesting/ informative • Follow Friday • Check your Notifications

  34. Follow Friday (on Thursday) • @associatesmind #AwardWinning • @richterjw #AwardWinning • @judgedillard #AwardWinning • @AlabamaStateBar • @ABAJournal #AwardGranter

  35. Promoting Yourself • Share the things that your firm is doing professionally and in the community • Blog Posts • Activities • #LawyersRenderService • #LawyersGiveBack • #BetterBar

  36. Bonus Tip: Use #HashTags • #dontbeexcessive • #buthashtagshelp • #andhelpyouconnectwithyouraudience • #savesspace • #coolkidsaredoingit • See – too many are annoying • Use discretion and caution

  37. Engage & Entertain • Start a conversation (Reply/Quote Retweet) • #appellatetwitter #lawtwitter • Polls? Yes or No? • Humor (with discretion) works • Know your tribe

  38. Tip #4: GIFs – Yes or No

  39. Tip #4: GIFs

  40. Tip #4: GIFs • Why? • Allow you to succinctly convey emotion/reaction • Connect with common experience • How? • Twitter – built-in for Tweets/Replies. • No go when Quoting Tweets.

  41. Tip #4: GIFS within Twitter

  42. Tip #4: GIFs – Other Options • GIF Websites: • https://giphy.com/ • https://www.reddit.com/r/gifs/ • http://www.reactiongifs.com/

  43. Tip #5: Pictures/Memes • Memes are captioned photos that are intended to be funny (normally).

  44. Successful Memes

  45. Tip #5: Pictures/Memes • Why use them? • Humor • Convey emotion/message visually • Tag other users • Pictures (and video) draw attention: #VISUALSGOOD • Create your own from your photos • Meme Generator Tools

  46. Tip #5: Memes • Generators/Sources: • https://memegenerator.net/ • https://www.reddit.com/r/memes/ • https://imgflip.com/memegenerator • https://imgur.com/memegen • http://www.quickmeme.com/

  47. Tip #5: Pictures/Memes

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