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0 | P a g e
Examination of Content Engagement for Personal Injury law Firms
Dr. Jim Barry
May 8, 2015
1 | P a g e
1 ANALYSIS FOR LINKEDIN CONTENT STRATEGY
This evaluation of top performing content for personal injury and medical malpractice lawyers follows an examination of the top 100 performing posts taken from LinkedIn’s content platform, LinkedIn group discussions and blogs hosted by personal injury attorneys in the South Florida area. The list of attorneys included the top 150 rank ordered by total LinkedIn endorsements. Some key takeaways are as follows:
89% of the top 100 posts relate to content seen as insightful (40%), instructional (17%) or
helpful in decision making (32%). The remaining 11% are emotional in nature.
Less than 10% of all personal injury law content posted on LinkedIn’s platform or its group
discussions receive any engagement, thereby suggesting that few understand the “usefulness”
of content to injured victims or personal injury attorneys.
The most popular LinkedIn Groups for posting engaging content include 1) Personal Injury Legal
Network, 2) Personal Injury Attorney Network, 3) Brain Injury Litigation Network and 4) Personal
Injury Lawyer.
Almost all relevant LinkedIn Group discussions are posts with links to their law firm’s blog. Very
few engage their audiences with thought provoking questions or debates.
As shown in Exhibit I, some noticeable differences in top 25 and the top 100 posts include the higher
emphasis on case assessment and lower emphasis on goodwill from preventive safety tips. Coupled with
the inordinate number of blog posts on injury news-jacking among the non-performing posts, these
results suggest that targeted readers respond more to conversations about the legal process than about
preventative injury perspectives.
2 | P a g e
2 CONTENT DISTRIBUTION
The bulk of content garnering engagement in the form of shares, likes and comments includes posts that
are insightful, instructional and decisional. The rest are emotional in nature.
2.1 DECISIONAL CONTENT As the highest performing content, posts about pursuing or trying a case get the most traction. A breakdown of the top performing posts in this category include the following:
Injury or other harm assessment (62%)
Attorney hire rationale and criteria consideration (25%)
Viability of using certain types of evidence (13%)
2.1.1 Harm Assessment
Those involving harm assessment deal primarily with educating possible victims of personal injury or medical malpractice on the viability of their cases. Among the posts receiving high engagement scores are the following (click to see the blog post):
Three Things You Must Know To Resolve A Personal Injury Claim
Identifying Common Causes of Traumatic Brain Injuries
The Role of the Neuropsychologist in Traumatic Brain Harm Cases
Car Crashes and the Shoulder Injuries that Follow
Liability In a Chain Reaction Car Crash
What Do I Need to Prove my Negligent Security Case?
What Types of Traumatic Brain Injury Can be caused at Birth?
Sleeping Pills Prescribed by Doctors Could Cause Dementia
3 | P a g e
Moderate engagement scores were recorded for the following posts:
The Case for Wrongful Death
How an Occupational Therapist Can Help Personal Injury Lawyers Achieve a Favorable Settlement
What is Medical Malpractice?
Who’s Responsible When the Driver of a Rental Car Hits You?
Medical Malpractice: 10 Things You Should Know
Recovery from Concussions May Take Longer than Previously Believed
Understanding the Settlement Process in Medical Malpractice Cases
You May Qualify for Damages in Auto Accidents Caused by “Phantom” Vehicles
My Child was injured at School. Can I Sue?
Recovering Lost Wages After An Auto Accident
Proving Liability in Personal Harm Cases
6 Diseases Doctors Commonly Misdiagnose
Golf Accidents, Who is Responsible?
2.1.2 Attorney Hire Rationale
Those involving attorney hire rationale are intended to sway victims on the merits of pursuing a lawsuit as well as the criteria to consider when selected the right lawyer. Some also detail the process involved in case pursuit. Among the posts receiving high engagement scores are the following (click to see the blog post):
Why Do I Need a Personal Injury Attorney?
Does My Lawyer Really Get to “Select” My Jury Before a Trial? Moderate engagement scores were recorded for the following posts:
The Contingent Fee — Leveling the Playing Field Against Insurance Companies
How to Know if You Need a Medical Malpractice Lawyer
How to Choose the Right Lawyer
Hiring a Personal Injury Attorney - What You Need to Know
How to Pick a Personal Injury Lawyer
3 Reasons to Hire a Personal Injury Lawyer After an Accident
2.1.3 Viability of Evidence
The third category of harm assessment involve posts intended to help plaintiffs determine the merits of a case by examining the viability of evidence (e.g., certain medical techniques, social media information). Among the posts receiving high or moderate engagement scores are the following (click to see the blog post):
How is Diffusion Tensor Imaging (DTI) Utilized in a Personal Harm Case?
Brain Scans May Identify Concussion-Related Disease, Study Says
Florida Rules of Civil Procedure Still Apply to ESI
The Ups and Downs of Stress Test MRI
2.2 INSIGHTFUL CONTENT As the next highest performing category of content, posts that are insightful include the following:
Goodwill from Preventative Insights (50%)
4 | P a g e
Spotlight on Concussions and TBI (11%)
News-jacking (9%)
Pending Law Perspectives (9%)
Announced of Award Settlement (9%)
Swaying Juries (7%)
Professional Conduct (5%)
2.2.1 Goodwill from Preventative Insights
A number of posts are intended to cast goodwill around an attorney’s preventative safety concerns. As described earlier, however, few of these posts get much engagement as they are likely seen as self-serving or irrelevant to case assessment and lawyering. Such posts, however, could serve as a goodwill piece if the author demonstrates a genuine concern for preventing the types of injuries they see far too often. Among the posts receiving high engagement scores are the following (click to see the blog post):
April Showers Bring Many Hazards: Safe Driving Tips
Deterring Teens from Distracted Driving Moderate engagement scores were recorded for the following posts:
Beware of Forced Arbitration in Nursing-Home Contracts
Do You Know the Common Motorcycle Accident Facts?
Bike Helmets - Do They Prevent Brain Injury?
Older Cars Lead to More Auto Accidents
Staying Safe on the Field: Tips to Prevent Kids Sport Injuries
Drunk Driving on the Decline, Drugged Driving on the Rise
Teen-Driving Dilemma: Parents Can Help Improve Safety
Top 3 Common Types of Truck Collisions
Beware of Amusement Rides at Carnivals, County Fairs
15 Ways to Make Your Car Safer
Alarm Fatigue May Lead to Medical Mistakes
Don't Let Spring Sports Season Bring Injury to Your Children
Improving Communication Can Prevent Medical Malpractice
Bad Medicine, Causation, and Damages: Bad for Patient Safety
Airbag Recall Now Affecting Mini Coopers
Reality Rides Simulator Changing Minds About Distracted Driving
Wrongful Death Case Presented for Family of Satterfield
High Speed Chase Ends in Arrest
Four Hospitalized Due to Carbon Monoxide Poisoning
High Speed Chase Ends in Arrest
2.2.2 Spotlight on Concussions and TBI
With the growing concern of concussions stemming from NFL inquiries, lawyers are capitalizing on the spotlight given to legal safeguards. The growing publicity has likely led to the high interest in a variety of traumatic brain injuries (TBI) especially as it relates to child sports participation. Among the posts receiving high engagement scores are the following (click to see the blog post):
Why TBI Second Impact Syndrome: A Detailed Overview
6 Common Myths Regarding Traumatic Brain Injuries (TBI)
5 | P a g e
Moderate engagement scores were recorded for the following posts:
Recognizing 4 Different Types of Traumatic Brain Injury (TBI)
Concussions May Linger Among Professional Baseball Players
Headaches in Ex-Football Players Linked to Brain Injury
2.2.3 News-Jacking
News-jacking is a common technique especially used by attorneys in the field of personal injury, medical malpractice and wrongful death. Many capitalize on celebrity cases (e.g., alleged wrongful death of Joan Rivers) where heightened attention to the case permits lawyers to exploit the popular search terms. Few if any, however, reach high engagement levels as the social capital is likely credited to the journalists initiating the story. Among the posts receiving moderate engagement scores are the following (click to see the blog post):
Was Joan Rivers Death Due to Medical Malpractice?
5 Things to Watch for in Joan Rivers Wrongful Death Lawsuit in NY
Family Seeks $27 Million in Daughter’s Death during Florida Vacation
Pedestrian Killed by Crane on Palm Beach
2.2.4 Pending Law Perspectives
One category of blog topics showing reasonable engagement results - while potentially boosting the thought leadership of personal injury attorneys - involves pending law perspectives. These posts often include legal opinions and/or interpretations of laws in the making. As they sometimes involve passionate please for action, they lend themselves well to commentary and emotional sharing discussed further. A post receiving high engagement scores is the following (click to see the blog post):
Is the Irreversible Truly Unforeseeable?: The Law of Suicide Prevention Moderate engagement scores were recorded for these posts:
Testosterone Side Effects Debated Despite FDA Warnings
High Court Curtails Florida's Medical Malpractice 'Reform' Law
Asbestos Lawsuit Seeks Millions for Medical Monitoring
2.2.5 Announced of Award Settlement
Attorneys of all specialties often promote news about their awarded cases. The difficulty in gaining traction from these topics, however, may relate to their broadcasting style of information release. Perhaps better suited to news than blogs, they seem ineffective in their attempts to create engagement outside of shared kudos. Although attempts are made to muster up emotions with a “justice is served” theme, the intent appears promotional. Nevertheless, the following have generated moderate engagement activity (click to see the blog post):
California Bicyclist Awarded $34M After Losing Leg Due to Trucker Negligence
Court Sides with Woman Injured In Tripping Accident at Florida Post Office
Phillips Law Wins $25 Million Civil Suit on Behalf of OWI Crash Widow
Record Tobacco Settlement Enters Top 100 Verdicts of 2014
2.2.6 Swaying Juries
Insights for personal injury plaintiffs to sway juries has had reasonable success creating topic engagement. By revealing secrets to winning jury favor, other attorneys seem willing to join the conversation and stimulate group discussions. This may further help in garnering skill endorsements as
6 | P a g e
attorneys appreciate the legal expertise and willingness to share. Among the posts receiving moderately high engagement scores are the following (click to see the blog post):
Litigating a Brain Harm Case: Overcoming the term “Mild”
What the Jury Does NOT Know
Rules to Winning Auto Crashes
2.2.7 Professional Conduct
A small number of blog posts relate to commentary given on the professional conduct of attorneys. Some posts receiving moderate engagement scores are the following (click to see the blog post):
Top 5 Behaviors Likely to Generate a Bar Complaint
Are Florida Accident Victims Being Duped by Doctor and Lawyer Referral Services?
2.3 INSTRUCTIONAL CONTENT Representing around 16% of popular posts, content that instructs potential victims or attorneys on steps to take for case preparation include the following:
Damage Assessment (7%)
Initial Claims Process (5%)
Lawyering and Argument Support (4%)
2.3.1 Damage Assessment
The bulk of instruction relates to calculating damages for injury and malpractice claims. The posts serve well in rationalizing a case pursuit as well as assisting plaintiffs in their cost/benefit tradeoffs. One post receiving high engagement scores is the following (click to see the blog post):
How Much Is My Car Accident Lawsuit Worth?
Moderate engagement scores were also recorded for the following posts:
Reasons and Compensation for Wrongful Deaths
Florida’s No-Fault Insurance Laws and Auto Accident Victims
Four Types of Economic Damages in a Personal Harm Case
Proving Pre-Injury Earning Capacity
What Damages Can Typically Be Recovered In A Personal Harm Case
9 Factors That Can Reduce the Value of a Personal Injury Claim
2.3.2 Initial Claims Process
Other instructional content include the “how to” steps of initiating a claim. Tips and guidelines for dealing with insurance companies, reporting accidents and filing a legal claim are among the most common topics of this category. Some posts receiving high engagement scores include the following (click to see the blog post):
Hiring an Attorney or Going at the Insurance Carrier Alone: An Analysis
Personal Injury Claims Process
7 | P a g e
Moderate engagement scores were also recorded for these posts:
How to Handle Your Insurance Company after an Accident
What to Do After a Boating Accident
Slip and Fall? Important Actions Need To Be Taken Right Away!
2.3.3 Lawyering and Argument Support
A category of instructional content likely aimed at junior attorneys relates to techniques to consider for brushing up legal arguments and improving trial attorney skills. One post receiving high engagement scores is the following (click to see the blog post):
What Do You Think Makes a Lawyer a Good Lawyer?
Moderate engagement scores were recorded for these posts as well:
What Does Losing at Trial Say about You?
You Didn't Follow Doctor's Instructions...Do We Tell Jury?
Can Defense Attorney Ask My Medical Expert If We Spoke About Case?
2.4 EMOTIONAL CONTENT In some cases, personal injury attorneys have stimulated engagement from emotional pieces including:
Precautionary Pleas (40%)
Legal Advocacy (30%)
Personal Stories (30%)
2.4.1 Precautionary Pleas
Though not among the highest engagement posts, content calling for precautionary measures has reached moderate results. Examples include the following:
The Risks of Taking Children on a Cruise
Adults Text While Driving More Than Teens
Underinsured and Uninsured Drivers Pose a Risk to You
Property Owners Beware! There is a Duty to Warn of Dangerous Dog!
2.4.2 Legal Advocacy
A number of moderately engaging posts involve some form of legal advocacy. Attorneys, in this case, are making emotional pleas to support reforms or rally community attention around a contentious issue. Some popular posts include the following:
Telemedicine and Medical Malpractice – A Few Thoughts
Tort Reform Kills Quality of Care
Medical Mistakes: Tracking Trail of Errors in Operating Rooms Tricky
2.4.3 Personal Stories
A third category of emotional content includes the sharing of personal stories. These posts often get a high share of comments and likes, but often from the general public or members of groups that are not part of the target audience. Some popular posts reaching moderate levels of engagement include the following:
Wrongful Death Civil Suit...Settle or Go to trial?
The Tragedy of Texting and Driving
Lawyer Car Crash Injury
8 | P a g e
Appendix: LinkedIn and Local Attorney Posts
Post
Ty
peTo
pics
Title
Shor
t URL
Post
Sour
ceCo
nten
t Tar
get
Audie
nce
Auth
or/B
logLin
kedI
n Gro
upYr
/Mon
View
sLik
esSh
ares
Com
men
ts
Instru
ction
alIni
tial C
laims
Proc
ess
Hirin
g an A
ttorn
ey or
Goin
g at t
he In
sura
nce C
arrie
r Alon
e: An
Analy
sisbi
t.ly/
1I6KH
MgDi
scus
sion
Injur
ed Vi
ctims
Matth
ew Do
lman
Perso
nal In
jury A
tty Nt
wk15
-Jan
NA7
291
2Ins
tructi
onal
Initia
l Clai
ms Pr
oces
sPe
rsona
l Injur
y Clai
ms Pr
oces
sbi
t.ly/
1K10
pra
Disc
ussio
nInj
ured
Victi
msMa
tthew
Dolm
anPe
rsona
l Injur
y Atty
Ntwk
13-O
ctNA
422
10
Instru
ction
alLa
wyer
ing an
d Arg
umen
t Sup
port
What
Do Yo
u Thin
k Mak
es a
Lawy
er a
Good
Lawy
er?
a2.lc
/1xo1
NRH
Disc
ussio
nGr
oup M
embe
rsSo
urce
d: La
urie
Kusla
nsky
Trial
Lawy
er Nt
wk fo
r Law
yers
& At
tys14
-Oct
NA6
17813
Instru
ction
alDa
mage
Asse
ssme
ntHo
w Mu
ch Is
My C
ar Ac
ciden
t Law
suit
Worth
?bi
t.ly/
1KD0
YbA
Disc
ussio
nInj
ured
Victi
msMa
tthew
Dolm
anPe
rsona
l Injur
y Atty
Ntwk
15-Ap
rNA
312
30
Instru
ction
alDa
mage
Asse
ssme
ntRe
ason
s and
Comp
ensa
tion f
or W
rong
ful D
eath
sbi
t.ly/
1Klw
Twq
Blog
Injur
ed Vi
ctims
Coch
ran F
irmNA
NANA
NA21
NAIns
tructi
onal
Dama
ge As
sess
ment
Florid
a’s No
-Fault
Insu
ranc
e Law
s and
Auto
Accid
ent V
ictim
sbi
t.ly/
1F0W9
rQBl
ogInj
ured
Victi
msJo
hn La
wlor
NA15
-Apr
NANA
11NA
Instru
ction
alDa
mage
Asse
ssme
ntFo
ur Ty
pes o
f Eco
nomi
c Dam
ages
in a
Perso
nal H
arm
Case
linkd
.in/1I
Jss06
Linke
dIn
Injur
ed Vi
ctims
Jess
ica La
ciura
NA15
-Apr
527
NA1
Instru
ction
alDa
mage
Asse
ssme
ntPr
oving
Pre-I
njury
Earn
ing Ca
pacit
ylin
kd.in
/1ENX
T6k
Linke
dIn
Injur
y Plai
ntiff
Le
sley W
oodm
ore
NA15
-Apr
883
NA0
Instru
ction
alDa
mage
Asse
ssme
ntWh
at Da
mage
s Can
Typi
cally
Be Re
cove
red I
n A Pe
rsona
l Har
m Ca
selin
kd.in
/1Jo0
GULin
kedI
nInj
ured
Victi
msJe
ffrey
Jone
sNA
14-No
v21
1NA
0Ins
tructi
onal
Dama
ge As
sess
ment
9 F
acto
rs Th
at Ca
n Red
uce t
he Va
lue of
a Pe
rsona
l Injur
y Clai
mbi
t.ly/
1Ijrw
k4Bl
ogInj
ured
Victi
msJo
hn La
wlor
NA15
-Mar
NANA
11NA
Instru
ction
alDe
posit
ion Te
stimo
ny Su
ppor
tMe
dica
l Malp
racti
ce De
posit
ion Sc
ripts
linkd
.in/1E
4N2T
3Lin
kedI
nInj
ury P
laint
iff
Paul
Simo
nson
NA15
-Jan
181
13NA
4Ins
tructi
onal
Expe
rt Se
lectio
nFiv
e Mist
akes
Mad
e Whe
n Sele
cting
Testi
fying
Med
ical E
xper
tslin
kd.in
/1c1q
uez
Linke
dIn
Injur
y Plai
ntiff
Ta
ra Ca
ndela
NA14
-Nov
535
NA0
Instru
ction
alIni
tial C
laims
Proc
ess
How
to H
andl
e You
r Ins
uran
ce Co
mpan
y afte
r an A
ccid
ent
bit.l
y/1z4
9bNN
Disc
ussio
nInj
ured
Victi
msRo
bert
Elton
Perso
nal In
jury A
tty Nt
wk15
-Jan
NA2
NA5
Instru
ction
alIni
tial C
laims
Proc
ess
What
to Do
Afte
r a Bo
ating
Accid
ent
bit.l
y/1H
3TEH
vBl
ogInj
ured
Victi
msAn
thon
y Whit
eNA
15-Ap
rNA
NA7
NAIns
tructi
onal
Initia
l Clai
ms Pr
oces
sSl
ip an
d Fall
? Imp
orta
nt Ac
tions
Need
To Be
Take
n Righ
t Awa
y!bi
t.ly/
1EkHv
XHBl
ogInj
ured
Victi
msMi
ckey
Smith
NA14
-Apr
NANA
NANA
Instru
ction
alLa
wyer
ing an
d Arg
umen
t Sup
port
What
Does
Losin
g at T
rial S
ay ab
out Y
ou?
bit.l
y/1Q
dr3k
qDi
scus
sion
Grou
p Mem
bers
Stev
e You
ngTr
ial La
wyer
Ntwk
for L
awye
rs &
14-Ju
lNA
8NA
60Ins
tructi
onal
Lawy
ering
and A
rgum
ent S
uppo
rtYo
u Did
n't Fo
llow
Docto
r's In
struc
tions
...Do W
e Tell
Jury?
linkd
.in/1J
oE0n
rLin
kedI
nJu
nior A
ttorn
eys
Gerry
Ogin
ski
NA15
-Apr
445
NA1
Instru
ction
alLa
wyer
ing an
d Arg
umen
t Sup
port
Can D
efen
se At
torn
ey As
k My M
edica
l Exp
ert I
f We S
poke
Abou
t Cas
e?lin
kd.in
/1GMP
XRLin
kedI
nJu
nior A
ttorn
eys
Gerry
Ogin
ski
NA15
-Apr
173
NA2
Insigh
tful
Tech
nolog
y for
the C
ourtr
oom
Are W
eara
ble T
echn
ology
and P
erso
nal In
jury L
aw on
a Ne
w Tr
end
linkd
.in/1P
l9DA
4Lin
kedI
nInj
ury P
laint
iff
Jame
s Par
rish
NA15
-Mar
232
NA0
Insigh
tful
Sway
ing Ju
ries
Litiga
ting a
Brain
Har
m Ca
se: O
verco
ming
the t
erm
“Mild
”bi
t.ly/
1KFP
ILvDi
scus
sion
Injur
y Plai
ntiff
Ma
tthew
Dolm
anBr
ain In
jury L
itiga
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twk
13-Ap
rNA
434
21
Insigh
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ttorn
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Matth
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Perso
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wk14
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NA4
1747
Insigh
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Sway
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Rules
to W
inning
Auto
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