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0 | Page Examination of Content Engagement for Personal Injury law Firms Dr. Jim Barry May 8, 2015

An Examination of Content Engagement for Law Firms

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Page 1: An Examination of Content Engagement for Law Firms

0 | P a g e

Examination of Content Engagement for Personal Injury law Firms

Dr. Jim Barry

May 8, 2015

Page 2: An Examination of Content Engagement for Law Firms

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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.

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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

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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%)

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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)

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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

Page 7: An Examination of Content Engagement for Law Firms

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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

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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

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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

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upYr

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men

ts

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ction

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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

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ussio

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