Two Upcoming Opportunities to Build Your Law Firm’s Online Reputation
A common question that we often hear from attorneys is how to generate more reviews or improve their online reputations. Two great opportunities are right around the corner and now is the time to start planning your course of action to make the most of them.
Public Service: National Pro Bono Celebration – October 21 – 27, 2018
What is it?
For the past decade, the ABA’s Standing Committee on Pro Bono and Public Service has been shining a light on the importance and impact of pro bono activities through its National Pro Bono Celebration. Taking place in October, this celebration calls attention to the need for pro bono services and celebrates the work of attorneys that volunteer their valuable time and skillsets throughout the year.
This week has contributed to a growing impact in the lives of legal consumers in need of pro bono services. In fact, in 2017, the ABA reported more than 1,300 pro bono events taking place nationwide during this celebration.
The American Bar Association Model Rule 6.1 states that “a lawyer should aspire to render at least (50) hours of pro bono publico legal services per year.” In addition to fulfilling this recommendation, rendering pro bono services can go a long way to building your firm’s brand and reputation.
How to get involved.
To take full advantage of this opportunity, find a worthy pro bono cause that you feel passionate about. If you aren’t sure where to start, the ABA has put together this National Pro Bono Opportunities Guide as well as this nifty map that pinpoints pro bono activities in your area. Simply zoom in to your location to find events taking place near you.
After you’ve selected your cause, promote your involvement on your website and social channels. Get involved in the conversation. Post pictures. Write about your experience. Use hashtags (this year’s are #PBW18 and #celebrateprobono). Don’t worry about coming off as boastful. If you are genuine, this is a wonderful way to draw attention to your cause, the pro bono mission and the good work that you do in your community.
Client Reviews: Love Your Lawyer Day – November 2, 2018
What is it?
Love Your Lawyer Day (LYLD) always falls on the first Friday in November and has been recognized by the ABA since 2001. This is a day set aside to celebrate the many contributions made by attorneys in their communities, and as a way to publicly dispel the common misconception of the “greedy attorney”.
The proximity of LYLD to the National Celebration of Pro Bono offers a unique opportunity to provide a timely boost to your legal marketing strategy.
LYLD is an opportune time to highlight not only your public service, but your existing client relationships. One of the key differentiators of participating in LYLD is asking for and leveraging reviews from your clients. Do you think you have a happy client? Ask for a review!
How to get involved.
LYLD is an effective way to leverage a single day to quickly build your online reputation. Reach out to clients and ask them to review you on the platform that makes the most sense for your current legal marketing strategy. Facebook, Google, and other social media channels are a great place to start.
After you’ve made the request, be sure to monitor and appropriately respond to reviews as they come in. Acknowledge and thank your positive reviewers. If you are surprised by a negative review, be sure to acknowledge the review on the platform and then address the specifics offline. Prospective clients will take note that you are attempting to resolve client concerns and this will likely reflect positively, even if the review is poor.
Finally, don’t forget to get involved in the LYLD conversation happening on social media. Plan a few social postings ahead of time to avoid a last-minute rush and give yourself some time to strategize according to your legal marketing plan. Use the hashtag #loveyourlawyerday when sharing your posts and in your spontaneous online conversations. Photos, blog posts, and GIFs are all a great way to demonstrate how you’re celebrating.
Sign up for alerts and early access to win an exclusive Love Your Lawyer t-shirt, and be sure to check back with FindLaw throughout October and on November 2, 2018 for more ways to get involved!