April 02, 2012
Institute for Legal Reform Study -The Plaintiffs' Bar Goes Digital
"The U.S. tort system cost $264.6 billion in 2010, fueled in part by the plaintiffs’ bar's constant pursuit of new clients and cases. Like any big business, the plaintiffs’ bar is committed to clever marketing, and thus it is still positioning itself as working to ensure that anyone “can get justice in the courtroom, even when taking on the most powerful interests”. The 21st century twist on this marketing is the aggressive use of digital media. The plaintiffs’ bar contributes to the commercialization of the legal profession by using a sophisticated and complex combination of paid search advertising and high organic search optimization of websites to generate site traffic – all with the goal of collecting the personal contact information of potential plaintiffs...When combined with the growing popularity of social media, the industry may be on the cusp of a new era of expansion. Social media offers new opportunities and innovative trial attorneys are taking advantage of the new tactics with varying levels of transparency, including marketing efforts disguised as non-legal websites. Additionally, some firms have been criticized by the Wikipedia community for attempting to incorporate content from law firm sponsored websites."