Ethical Implications of Legal Marketing in a Web 2.0 World
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Scott Wolfe is a named plaintiff in a federal suit against the Louisiana State Bar Association, whereby he challenges new regulations on attorney advertising. Specifically, advertising online.Scott used these slides in a presentation at the American Bar Associations' Young Lawyers Spring 2009 conference, in a seminar titled: Ethical Implications of Marketing in a Web 2.0 World.The presentation examines the new Louisiana rules, and how the practical effects of the rules to attorneys advertising and marketing online.
Transcript of Ethical Implications of Legal Marketing in a Web 2.0 World
A Series of Tubes
Former U.S. Senator Ted StevensJune 28, 2006 - Debating Net Neutrality Bill
“
The Internet is not something that you just dump something on. It's not a big truck. It's a series of tubes.
Rule 7.6‘computer accessed communications’ are defined as information regarding a lawyer’s or law firm’s services that is read, viewed, or heard directly through the use of a computer.
“7.6(a)
‘All computer accessed communications...other than those subject to subdivisions (b) and (c) of this Rule, are subject to the requirements of Rule 7.2
“7.6(d)
All other forms of computer-accessed communications - i.e. not a lawyer or law firm’s own Web Site or unsolicited information disseminated by e-mail - are subject to the general rules applicable to all forms of lawyer advertising...
“p. 23Handbook
What’s Exempt?
“Homepages”Emails
What’s Exempt?
What’s Forbidden?
Traditional Advertising
Traditional Advertising
Google Ad Campaigns Have Multiple “Ad Groups”
Each Google Ad Group Has Multiple Variations
2008 - $160.63
5 Ad Groups15 Ad
Variations$2,625.00
Based on Filing Fees Under Louisiana Rules
Title: 25 CharactersAd: up to 35 CharactersAd: up to 35 CharactersLink: up to 35 Characters
La. Rule 7.2(a): Required Content Of Advertisement
(1) Name of Lawyer(2) Location of Practice
•Easy to Change
•Inexpensive
•Advertising is Keyword Driven
•Easy to Experiment with Variations
Non-Traditional Advertising
Just Talking...
RSS SyndicationUsers Can Subscribed to Feeds
Feeds Imported Into Other Websites
Feeds Emailed
How to Stop All This Talking?
A Series of Tubes
