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.
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Ethical Implications of Legal Marketing in a Web 2.0 World
- 1. A Series of Tubes
- 2. The Internet is not “ something that you just dump something on. It's not a big truck. It's a series of tubes. Former U.S. Senator Ted Stevens June 28, 2006 - Debating Net Neutrality Bill
- 4. Rule 7.6 “ 7.6(a) ‘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(d) ‘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
- 5. “ All other forms of computer- p. 23 Handbook 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...
- 7. What’s Exempt? “Homepages” Emails
- 12. Google Ad Campaigns Have Multiple “Ad Groups”
- 13. Each Google Ad Group Has Multiple Variations
- 14. 2008 - $160.63 5 Ad Groups 15 Ad Variations $2,625.00 Based on Filing Fees Under Louisiana Rules
- 15. Title: 25 Characters Ad: up to 35 Characters Ad: up to 35 Characters Link: up to 35 Characters La. Rule 7.2(a): Required Content Of Advertisement (1) Name of Lawyer (2) Location of Practice
- 16. • Easy to Change • Inexpensive • Advertising is Keyword Driven • Easy to Experiment with Variations
- 17. Non-Traditional Advertising Just Talking...
- 27. RSS Syndication Users Can Subscribed to Feeds Feeds Imported Into Other Websites Feeds Emailed
- 28. How to Stop All This Talking?
- 30. A Series of Tubes