Podcast Summary: Maximum Lawyer Episode: Content That Converts: How to Build a Social Media Strategy for Your Law Firm with Rob Freund
Release Date: December 17, 2024
Host: Tyson Mutrux
Guest: Rob Freund

Introduction

In this episode of Maximum Lawyer, host Tyson Mutrux engages in an insightful conversation with Rob Freund, a seasoned legal professional specializing in advertising law. The discussion delves into effective social media strategies for law firms, navigating legal pitfalls in influencer marketing, and the evolving landscape of digital advertising.

Rob Freund's Journey and Experience with Andy Frisella

The episode kicks off with Tyson reminiscing about Rob's past experience interviewing Andy Frisella in October 2021.

“Andy is definitely a different host to talk to. So what was he like?” — Tyson Mutrux [01:08]

Rob shares how their connection blossomed through Instagram, emphasizing Andy’s passion and the professionalism he observed during the podcast recording.

“He was a complete pro and the way he runs his business...really impressed me.” — Rob Freund [02:50]

Transition from Instagram to Twitter for Legal Branding

A significant portion of the conversation revolves around Rob’s strategic shift from Instagram to Twitter (now X) to enhance his law firm's online presence.

“Most journalists still focus on Twitter. That's where they hang out.” — Rob Freund [08:18]

Rob explains how Twitter allowed for greater media engagement and simpler content creation compared to Instagram’s unpredictable algorithms.

“It's a lot easier to fire off a thread on Twitter....” — Rob Freund [08:18]

Tyson relates this to his own experiences, highlighting the challenges of maintaining consistent engagement on platforms like Instagram.

“We had a whole machine that's building it...it plummeted.” — Tyson Mutrux [10:08]

Content Strategy: Balancing Informative and Entertaining Posts

Rob outlines his approach to content creation, blending legal information with entertaining current events to cast a wide net while maintaining relevance.

“I post a mix of legal information...and entertaining posts about current events.” — Rob Freund [05:16]

He emphasizes the importance of sourcing content from reputable legal blogs, Google Alerts, and client inquiries to ensure the information is both timely and useful.

Legal Challenges in Influencer Marketing

The discussion shifts to the complexities of influencer marketing, with Rob highlighting two primary legal concerns: compliance with advertising rules and intellectual property (IP) issues.

“Compliance with truth in advertising rules...and then you have intellectual property issues.” — Rob Freund [15:15]

Rob elaborates on the necessity for brands to enforce FTC disclosure requirements and protect against IP infringements, such as unauthorized use of copyrighted material.

“If there's some new question about AI in advertising that I keep getting, I'll think, alright, I've already spent the time looking into this.” — Rob Freund [05:16]

Protecting Law Firms from Influencer Missteps

Tyson poses a scenario about law firms hiring high-profile or unpredictable influencers like Jake Paul or Judge Joe Brown. Rob advises on the importance of comprehensive contracts and monitoring programs to mitigate risks of off-script endorsements.

“You have trained your influencers and endorsers regarding what their legal obligations are...” — Rob Freund [22:56]

He underscores the need for brands to demonstrate proactive measures in compliance to protect against potential regulatory scrutiny.

Navigating Copyright Issues in Digital Marketing

Rob provides practical advice for law firms using multimedia in their marketing efforts. He recommends using royalty-free music libraries and ensuring proper rights clearance to avoid copyright infringements.

“Ensure that you've done some basic rights clearance on whatever sound you're using.” — Rob Freund [26:18]

He also discusses the potential legal ramifications of using unauthorized music or likenesses, emphasizing the importance of written agreements with content creators.

“If you hire a local person, you don't have the sophistication...you should assume that that is advertising.” — Rob Freund [28:43]

The Impact and Future of AI in Legal Marketing

The conversation delves into the burgeoning role of AI in marketing, touching upon controversies like OpenAI’s use of celebrity voices without consent. Rob anticipates a surge in litigation related to publicity rights and intellectual property as AI technologies advance.

“There are services out there where you can get 500 videos with that person talking about my product...it’s a real person.” — Rob Freund [45:32]

He foresees increased legal challenges as brands leverage AI to create scalable and personalized content, highlighting the necessity for robust legal frameworks.

Understanding Dark Patterns in User Experience Design

Rob explains the concept of dark patterns—design tactics that manipulate users into making unintended choices—and their legal implications. He references the FTC’s growing focus on regulating these deceptive practices.

“A dark pattern is a set of design and behavioral techniques that manipulate a user into making choices that benefit who’s deploying that practice.” — Rob Freund [49:20]

The duo discusses examples like confusing unsubscribe options and the fine line between persuasive marketing and deceptive practices.

The Metaverse and Augmented Reality: Hype vs. Reality

Towards the end of the episode, Tyson and Rob share their skepticism about the longevity and practicality of the metaverse and augmented reality in mainstream marketing.

“I don’t think people are going to want to spend a lot of time with a headset in my lifetime.” — Rob Freund [56:04]

They conclude that while these technologies present intriguing possibilities, their adoption remains limited outside of tech enthusiasts.

Final Thoughts: The Weight of Online Promises

Rob wraps up the discussion by emphasizing the importance of accountability in online statements. He cautions that every promise made digitally carries potential legal consequences.

“Every promise you make online has weight and consequences, or at least might.” — Rob Freund [61:13]

He advises businesses to meticulously verify the truthfulness and substantiation of their online claims to avoid false advertising disputes.

Conclusion

This episode offers a comprehensive exploration of strategic social media marketing for law firms, underscored by crucial legal considerations. Rob Freund’s expertise provides invaluable guidance for legal professionals navigating the intricate digital landscape, ensuring their marketing efforts are both effective and compliant.

Notable Quotes:

• “Andy is definitely a different host to talk to. So what was he like?” — Tyson Mutrux [01:08]

• “He was a complete pro and the way he runs his business...really impressed me.” — Rob Freund [02:50]

• “Most journalists still focus on Twitter. That's where they hang out.” — Rob Freund [08:18]

• “I post a mix of legal information...and entertaining posts about current events.” — Rob Freund [05:16]

• “You have trained your influencers and endorsers regarding what their legal obligations are...” — Rob Freund [22:56]

• “Ensure that you've done some basic rights clearance on whatever sound you're using.” — Rob Freund [26:18]

• “Every promise you make online has weight and consequences, or at least might.” — Rob Freund [61:13]

This episode is a must-listen for legal professionals seeking to enhance their social media strategies while safeguarding against regulatory pitfalls. Rob Freund's insights serve as a guide to building a robust and compliant digital presence for law firms.