Facebook Experiment
Thanks to some credits provided by Facebook, we recently completed a trial Facebook campaign for a Lower Mainland personal injury law firm. This particular client is already running an AdWords search campaign, an AdWords display network campaign, and a Bing/Yahoo search campaign. Traffic to their website is almost exclusively pay-per-click and they were open to experimenting with a new online platform.
Our thinking when it comes to marketing on Facebook has been “Go to where the people are.” With 2.1 million Facebook users in BC (thanks to our friends at 6S Marketing for the infographic), law firms can meet their prospective clients where they already are. 
The goal of this trial campaign was to improve brand awareness through ad impressions. When people login to Facebook, they are not generally looking to retain a lawyer. Read the rest of this entry »
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In legal marketing, perhaps the most tempting rule to violate (at least in BC) is the prohibition on using the name of sitting judges or masters as being former members of the firm. If your former colleague has been appointed to the Bench, it only seems natural to proclaim your pedigree by association. Alas, this would violate Professional Conduct Rule 7.2 in Chapter 14.
Former firm of current judge or master
7.2 A lawyer must not state on any letterhead or business card or in any other marketing activity the name of a judge or master as being a predecessor or former member of the lawyer’s firm.
As every lawyer should know, it doesn’t make it OK just because everyone seems to do it. It may fall within a grey area if you are simply posting “news” that a colleague has been appointed to your website. Just don’t make it a permanent marketing presence.
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We often encounter law firms struggling with what to post on their firm Facebook pages. Because Facebook is not a dedicated professional platform (like LinkedIn), many lawyers are understandably cautious of allowing their personal and professional lives to overlap. While the merits of having a firm Facebook page are certainly up for debate, their visibility in search engine results should be well worth the effort. While Skunkworks regularly builds branded Facebook pages, we don’t supply the content. We do recommend that Facebook be used to show the “human side” of the firm, but we leave it to them to express their own personality.
Our friends at Davidson Lawyers LLP in lovely Vernon, British Columbia have an excellent social media presence. In particular, they regularly update their Facebook page. While we played no role in setting-up their branded Facebook page, it is a good example of what type of content firms can offer.
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