Announced: 2012 Legal Marketing Webinars

November 22nd, 2011 by Megan Olendorf

Thank you to everyone who has been part of our 2011 webinar series. We still have a couple sessions remaining, but looking ahead to the new year, we’ve just launched our free legal marketing webinar schedule for the first several months of 2012.

We’ll cover a range of topics including blogging, reputation management, online ethics, social media, website analytics, public relations and search engine optimization. Everything you need to know about how to market the good work you’re doing for clients, to drive more business to your firm. We’ll also have guests from time to time, including Mark Merenda, Founder of SmartMarketing, David Ackert, President of The Ackert Advisory and Stephen Fairly, CEO of The Rainmaker Institute.

Hope you can take time to join us each week, on Thursdays at 1PM ET/10AM PT.

Thanks as always for supporting Avvo and have a Happy Thanksgiving!

Webinar Replay: Free (and Low Cost) Internet Marketing Tools with Jason Epstein

October 26th, 2011 by Megan Olendorf

Last week Seattle Personal Injury Attorney Jason Epstein spoke with us about the various free and low cost online marketing tools and tactics he uses to market his firm. Here’s a replay for all those who may have missed it:

Joseph C. McDaniel 1950-2011

October 24th, 2011 by Mark Britton, CEO

 

Joseph C McDaniel

Our sincerest condolences go out to the family of Joseph C. McDaniel.  Some of you may recall that I wrote about Joseph in August, praising his marketing approach.  Joseph passed away unexpectedly last month, and I was so sad when Jenny, his Avvo account manager, gave me the news.

Joseph was a big Avvo fan and a friend.  He reached out to me a couple of years ago saying that he loved Avvo and, since that time, we checked-in with one another periodically.  I will miss hearing from him.

I realize that all of our time is limited; but when one of the good ones hits the door, the room feels a bit emptier.

Mark

Guest Webinar: Guerrilla Internet Marketing with Jason Epstein

October 18th, 2011 by Megan Olendorf

This Thursday at 1PM ET/10AM PT we’re excited to have another guest join us for our weekly legal marketing webinar series.

Jason Epstein – a partner with the Premier Law Group in Seattle – will discuss his experience managing the marketing efforts for his firm (in addition to handling his personal injury case load). Specifically, Jason will share the strategy he has developed to reach his target market, including guerrilla marketing tactics, free (and low cost) online tools, search engine optimization and public relations outreach. Bringing it all together, Jason has experienced marketing success as seen by more bringing more clients in the door. You will hear what has worked well for him, and what he has learned through trial and error along the way.

Lawyers who attend this webinar will learn:

  • SEO basics and how to increase online search results for your firm.
  • Free and low cost solutions to enhance, measure and support marketing efforts.
  • Time management advice – how to decide where to focus efforts and how much time to allocate.

Hope you can join us on Thursday!

Dr. Darm – A Case Study in Professional Overreaction to Online Commentary

October 17th, 2011 by Josh King, VP of Business Development and General Counsel

Here at Avvo, we’re no strangers to getting sued by professionals who have been sanctioned by the licensing authorities. We believe that knowing about sanctions is powerfully important to consumers of professional services, and that this information should be readily and openly available. Sadly – but perhaps understandably – many of those sanctioned professionals would prefer that potential patients and clients stay in the dark.

While Avvo is big enough to fend off the occasional lawsuit from a sanctioned professional – and knowledgeable enough in the law to not be intimidated by the many threats of lawsuits we receive – bloggers and reviewers who write about doctors and lawyers are not usually as well-situated to defend against litigation, threatened or actual. The latest example is Portland blogger Tiffany Craig. Craig wrote a post this summer about plastic surgeon Jerry Darm, pointing out that he had been sanctioned for allegedly sexually harassing a patient. However, in pointing out the sanction, Craig referred to Darm surrendering his license. In fact, he’d been allowed to continue practicing, but with several conditions, including that he be accompanied by a chaperone when treating female patients.

Darm sued Craig for defamation, claiming $1 million in damages from Craig’s post about his sanctions. To Craig’s great credit, she fought the lawsuit and has not deleted the post in question. So many times, these types of claims are less about seeking damages than they are about silencing comments that the plaintiff doesn’t like. It’s unlikely Darm cares so much about the technical distinction of whether his sanction involved a suspension from practice or the imposing of significant conditions thereon; rather, he doesn’t want anyone to know about his sanction at all, and he believes – foolishly – that this lawsuit is a way to achieve that end.

There’s a term for this kind of claim: a strategic lawsuit against public participation, or SLAPP suit. This type of claim seeks to silence otherwise-lawful speech by raising the specter of having to incur ruinous costs in defending the lawsuit. It’s a strategy that’s been employed by the prickly-and-deep-pocketed for quite some time, with the most notable recent example being Washington Redskins owner Dan Snyder’s suit against the Washington City Paper over an unflattering portrayal.

But there are two dynamics that are starting to shift the playing field against those bringing SLAPP suits. The first is the Streisand Effect, where the defamation suit itself brings far more attention to the allegedly defamatory comments than they ever would have received had the object of the comments simply ignored them. And the second is the rise of anti-SLAPP laws, which provide defendants an expedited path to getting a SLAPP suit dismissed. Many such laws also provide a mechanism for the prevailing defendant to recover their attorney fees – or even a fine – from the party bringing the SLAPP suit.

While such laws aren’t available to SLAPP victims everywhere, they are spreading. Washington adopted a very strong anti-SLAPP law in 2010. Texas and Washington, D.C. have followed suit this year. And thankfully for Tiffany Craig, Oregon has an anti-SLAPP law. That law has allowed Craig to stand up to Darm’s lawsuit.

None of this is to say that defamation shouldn’t be actionable. An anti-SLAPP law provides no protection to someone who engages in actual defamation. But the concept of defamation is far more limited that those bringing these suits would have it. Tiffany Craig certainly didn’t defame Dr. Darm by writing about his sanction; he was in fact sanctioned, and truth is an absolute defense to a defamation claim. To survive Craig’s special motion to strike under Oregon’s anti-SLAPP law, Darm would have to show that he has a prima facie case of defamation. In order to do so, he would have to show that Craig’s overstatement – that Darm was suspended from practice in addition to having conditions imposed – is actionable defamation.

One issue that those claiming defamation often latch onto is this sort of minor inaccuracy or overstatement, thinking that statements must be 100% accurate to avoid being defamatory. But if you unpack this a bit, the problem Darm has is the disclosure that he was sanctioned. It matters a whole lot to potential patients of Aesthetic Medicine that Dr. Darm was sanctioned for allegedly molesting female patients; it matters a whole lot less whether that sanction resulted in practice conditions or a period of suspension. There’s a concept in defamation law called the “substantial truth” defense. As long as the gist of the claim is true, minor inaccuracies or overstatements will not support a defamation claim. This defense has been successfully applied in cases where far more onerous crimes and punishments have been reported, and would likely work in Craig’s favor here.

This isn’t to say that sloppy reporting should be excused, or that writers should be less-than-diligent in looking into those matters they plan to publish, particularly when they involve someone’s reputation. But at the same time, it impoverishes our discourse if the bar for accuracy is set impossibly high, and expressing oneself is done at risk of being sued for a foot-fault. Craig’s motion presents an interesting test of anti-SLAPP as applied to a “substantially true” defamation case.

However . . . this coming Thursday would have seen the hearing on whether Darm’s suit was a SLAPP, but as Craig announced on her blog at the end of last week, the case has been settled. As her original post is still up, that settlement likely involved Darm agreeing to drop his suit in exchange for Craig not going after him for her attorney’s fees (which she would be entitled to had she prevailed on her motion).

While we won’t see a court ruling on this particular issue, the case dismissal indicates what Darm thought of the merits of his defamation case as the moment of truth drew near. Kudos to Tiffany Craig for fighting the good fight to the end.

Webinar Replay: Personality Typing in Law & Mediation with Kevin Houchin

October 11th, 2011 by Megan Olendorf

If you missed our webinar with Kevin Houchin last Thursday, here is the presentation in its entirety!

Also be sure to check out our upcoming schedule of free legal marketing webinars, including another great guest in two weeks – personal injury lawyer Jason Epstein – who will discuss low cost and effective online marketing tactics.

Michigan Law School and AAEPA – Lawyers as Businesspeople

October 4th, 2011 by Mark Britton, CEO

I had the pleasure of speaking at the University of Michigan law school yesterday.  I spoke to a group of students interested in alternative approaches to the law, in particular the evolution from lawyer technician to lawyer businessperson or total businessperson.

My message was simple:  In order to be a great lawyer, in almost every area of the law, you need to also be a great business person – or at a minimum a student of business principles.  Whether you want to start your own firm, be an influential partner or manager in a larger firm, be a general counsel or even represent business clients in litigation, the more you are a student of business principles, the more successful you will be.

Why?  Because by understanding your and your client’s businesses, you can make better decisions related to risk and return.  Too often lawyers – trained from day one to be ISSUE spotters – dismiss all sorts of opportunities because their fear of the issues – the risks – prevents them from ever thinking through the return.   

And, sadly, law schools and bar administrators are very shortsighted in failing to promote any education on this front.  Very few schools have any sort of curriculum relating to running a business, even though most of their students will be running their own businesses in the near future.  Bar administrators repeatedly refuse to give CLE credit for anything that even smells like marketing, which is pretty sad.  They should be encouraging lawyers to invest more time in becoming better businesspeople.

I noticed while writing this post that Megan has posted our October Avvo webinars and, in so doing, gave a shout-out to the American Academy of Estate Planning Attorneys (AAEPA).  The principals behind AAEPA , Robert Armstrong and Sandy Fisch, are two of the more business-savvy lawyers I know.  I met them a couple of years ago after Sandy attended an Avvo social media event in San Diego.  Thereafter, they have had me speak to the AAEPA regarding Avvo and social media and it has given me a firsthand view of the high quality services the AAEPA offers its members.  As Megan mentioned, they are the “Total Solution” for estate planning attorneys helping them build their business and enhance the technical legal skills.  Having dinner with a number of AAEPA members, they told me repeatedly that AAEPA had changed their practice.

So, if you are interested in learning more about the AAEPA, again, attend their webinar.  There is also the Academy Summit coming up in October In San Diego.  If interested in the summit or membership, contact info@aaepa.com or call 800-846-1555 for a free estate planning practice packet of information and tools.  You can also read their books, “The E-Myth Attorney” and “Dominate Your Market! The Attorney’s Complete Guide to Online Marketing and Social Media.”  Great guides for the business-minded lawyer.

Be a lawyer.  Be a businessperson.

Mark

Don’t Miss These Free Guest Webinars in October

October 3rd, 2011 by Megan Olendorf

We have some great legal marketing webinars planned for this month, including two Avvo guests, and another from The American Academy of Estate Planning Attorneys. Sign up below, or see the full schedule here.

October 6: Using Personality Assessments in the Attorney-Client Relationship with Kevin Houchin

This webinar will be held on Thursday, October 6th at 10:00 am PT.

Many lawyers have “Attorney & Counselor at Law” on their business cards, but how much time do we spend improving our “Counselor” function? One of the key to being an effective “Counselor at Law” is effective communication between attorney and client, and the attorney’s ability to facilitate effective, accurate communication between the client and other parties to a negotiation or dispute. Because these communications are so important, how can legal professionals facilitate the process of accurate communication? One answer is to implement personality type assessments into our legal and mediation practices.

During this webinar Kevin Houchin, attorney, entrepreneur and leadership coach, will share the motivation, process, and benefits of implementing personality assessments in your law or mediation practice. While the session will focus on the Enneagram personality type assessment, the concepts discussed can be implemented using other personality typing models such as Myers-Briggs, DISC, Strength-Finders, or others depending on the preference of the attorney or mediator using the process.

Lawyers who attend this webinar will learn about:

  • The mechanics and ethics of implementing personality typing tools into the client intake process and mediation preparation process.
  • How implementing these relationship-building tools will benefit you as an attorney or mediator in both your professional and personal development process.

Sign up here!


October 20
: Guerrilla Online Marketing: What You Can Do Right Now For Free* (*or, Not Too Much Money) with Jason Epstein

This webinar will be held on Thursday, October 20th at 10:00 am PT.

Hear from Jason Epstein – a partner with the Premier Law Group in Seattle – discuss his experience not only handling personal injury cases, but also managing the marketing efforts for his firm. Specifically, Jason will share the strategy he has developed to reach his target market, including guerrilla marketing tactics, free (and low cost) online tools, search engine optimization and public relations outreach. Bringing it all together, Jason has experienced marketing success as seen by more bringing more clients in the door. You will hear what has worked well for him, and what he has learned through trial and error along the way.

Lawyers who attend this webinar will learn:

  • SEO basics and how to increase online search results for your firm.
  • Free and low cost solutions to enhance, measure and support marketing efforts.
  • Time management advice – how to decide where to focus efforts and how much time to allocate.

Sign up here!

We also want to pass along another webinar from our friends at the American Academy of Estate Planning Attorneys. Tomorrow Tuesday, October 4th and Wednesday, October 5th they will be covering the topic “Online Market Domination for Your Law Firm: Mastering the 5 Key Internet Tools to Save Your Law Firm From Extinction in the New Digital World.”

Go here to sign up for the webinar or call 800-975-6448.

The American Academy of Estate Planning Attorneys has been around  since 1993 as the “Total Solution” for estate planning attorneys helping them build their business and enhance the technical legal skills. The Academy Fall Summit is also coming up later this month – October 13-17 – in San Diego.  If interested in attending, or learning more about membership contact info@aaepa.com or call 800-846-1555. They will also send you a free estate planning practice packet of information and tools.

50,000 Questions and Answers is the Sign of a Movement

September 20th, 2011 by Mark Britton, CEO

Today, we released some pretty exciting data on the growth in participation in Avvo’s expert-only Q&A forum:

  • 50,000 questions and answers are submitted to Avvo every month
  • Avvo’s Q&A forum has a 90%+ response rate
  • Every 90 seconds a user receives advice from an Avvo-rated and verified doctor or lawyer on the site

We’ve also put together an INFOGRAPHIC to show you how fast the Avvo Q&A forum is actually growing.

There are two important underlying trends that are in large part fueling this growth:

a) The continued momentum in the ePatient and eClient movements. More and more consumers are taking charge of their health and legal affairs, in part because of economic necessity, and in part because the Internet has made a wealth of medical and legal information available to the masses.  Consumers are become more educated and, as a result, are participating more in deciding the treatments and solutions.  They are also becoming more discerning about the providers they turn to for help.   Eight in ten Internet users have looked online for health information, according to a May 2011 study by the Pew Internet and American Life Project, and ePatients say the Internet has had a significant impact on the way they care for themselves and for others.

b) The increase in importance and popularity of social media platforms, including Q&A, in these movements. More and more, these empowered consumers are realizing that while search engines and other Q&A sites serve up access to a wealth of information, they don’t make it easy to find trusted information or expert advice that addresses the person’s specific need.  As a result, they are turning to resources like Avvo that offer more personal, more reliable, and more efficient ways to get the advice they need and compare providers – all in one place.

These trends also provide significant opportunities for medical and legal providers as well.   For example, professionals that answer questions on Avvo receive 7 times the number of contacts from prospective patients or clients than those that do not participate in Q&A.

The reason for this lies in the traditional “conversion funnel” that is taught in Marketing 101 courses.  Consumers at the top of funnel researching a medical or legal issue are increasingly typing in longer, specific phrases or questions to get to the specific information they want.  Google recognizes this so it places a high value on Q&A content, which mirrors these searches.   As a result, professionals answering questions on Avvo show up in valuable long tail search results that are less competitive than very general keyword terms and convert better.

Avvo Q&A enables professionals to interact with ePatients and eClients researching providers in a significantly more meaningful way than a directory listing or website.  Q&A is a series of conversations.  And like any conversation, even a short one, Q&A provides insight into what it is like to interact with that provider, which is as important as experience or education. For those professionals seeking new business, Avvo Q&A is a competitive edge.  For those who want to ensure that the medical and legal information that is available online is accurate and who do not want to concede health or legal thought leadership to celebrities, quacks and cons, it is a very powerful platform.

We also launched a new version of our homepage today to make it easier for people to ask a question of our tens of thousands of experts or search our database of questions asked on their topic of interest. Try it out and let us know what you think.  We’d love to hear your feedback.


свети георги

The Inner Child of (at least some) Litigators

September 12th, 2011 by Mark Britton, CEO

My first year of being a lawyer, I did securities litigation defense and really didn’t like it.  Why?  For starters, I wanted to be a transactional lawyer from the beginning; but in the early nineties corporate law departments were still waiting out the junk-bond hangover of the late eighties.  So, I took a job in a securities-related area that was doing well (as there were a whole lotta lawsuits stemming from the high-flying eighties), and considered myself lucky to have a job.  It was a dynamic similar to today’s legal market, although probably (and sadly) less severe.

In that first year, I loved digging into the mechanics of a disputed deal and understanding what went wrong; but the never-ending coup-counting between opposing litigation teams was more than I could stomach.  Even in my mid-twenties, I found myself often saying, “This is so childish,” as I watched one-too-many lawyers engaging in less-than-civil procedure.

As a junior lawyer, I typically watched these tussles from the sidelines; but maybe that gave me the best perspective.  And, although I encountered many talented and respectful lawyers on the other side, I saw just enough of the dark side for me to take the first transactional offer that came my way.

Because I have many friends who really enjoy being litigators, I have often thought, “It was probably just me.”  However, every so often I am reminded that I made the right move (for me).  This often happened when I would get litigation reports as a general counsel or when one of my litigation-loving friends went off to be a sherpa.  

However, one of my more-poignant reminders showed up in my inbox the other day.  It was an order, sent to me by my uncle who is a judge.  It reads in part:

“Greetings and Salutations!

You are invited to a kindergarten party on THURSDAY, SEPTEMBER 1, 2011, at 10:00 a.m. in Courtroom 2 of the United States Courthouse, 200 W. Eighth Street, Austin, Texas.

The party will feature many exciting and informative lessons, including:

  • How to telephone and communicate with a lawyer
  • How to enter into reasonable agreements about deposition dates
  • How to limit depositions to reasonable subject matter
  • Why it is neither cute nor clever to attempt to quash a subpoena for technical failures of service when notice is reasonably given; and
  • An advanced seminar on not wasting the time of a busy federal judge and his staff because you are unable to practice law at the level of a first year law student.

Invitation to this exclusive event is not RSVP. Please remember to bring a sack lunch! The United States Marshals have beds available if necessary, so you may wish to bring a toothbrush in case the party runs late.”

Upon opening it, I laughed out loud and thought, “Geez, I wish we had that judge in 1992.”  With a little research, I found that the order’s author, Judge Sparks, has a history of calling out the dark side — often using dripping sarcasm as his light saber. 

All I can say is keep up the good work Judge Sparks.  The litigation world needs more judges like you.

Be civil.

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