Social media is constantly changing, and so is the terminology. For instance, as a Google Ads expert, I continually receive calls from attorneys telling me they need an expert witness in Google Ads. 
It’s the same thing. Today, “Google Ads” is the correct term with Google; the program was formerly called “AdWords.” When someone calls and uses the wrong terms, that’s fine with me because I know what they mean. But when I speak in front of a jury, I use the correct language so that they are very clear about a case.
As someone who teaches and write books about social media marketing, however, I’m used to students making mistakes from time to time. Instructors understand mistakes are a critical part of learning. But when I’m in a courtroom presenting evidence, the jury should completely understand what I’m sharing.
As a digital media expert witness, I have a duty to come to court with credible and specialized knowledge. My opinion and testimony will be considered a trusted source. Plus, this is my reputation, and I take it very seriously!
To Err is Human, But with an Expert Witness, There’s No Room for Mistakes
I’ve testified in federal and state court as an expert witness in digital marketing issues because my clients know they can rely on my work. When we discuss a case, I want to understand what an attorney needs. If they need me to tell them what they want to hear, I must step away. But, if they are open to the evidence I uncover, we can work together. The first thing that’s very important to me and that I don’t sway on is my integrity. A written agreement describing the case and the scope of my work usually lays it out clearly. And instances where I uncover what the attorney wants to hear, that’s even better!
Also, I must be free to express the evidence as I see it. Not exaggerate the details or lead the jury down an emotional path. An expert witness provides facts and a professional opinion, not drama. There may be hard feelings about how a business owner has been portrayed in social media. Their product sales dropped, and they fell on hard times. I can empathize, but I must break down complex concepts with an unbiased opinion. In order for that business owner to get justice, they need the facts from an expert who understands how the crime happened.
As an expert witness in AdWords (aka Google Ads) I can share how Pay-per-Click, or PPC was manipulated via a click bot. Or how a third party sabotaged a Google Ads campaign without the persons knowledge. There are also black hat tactics like cloaking an advertisers URL. An expert witness must also be thoughtful when communicating with the attorney. Anything can be used as evidence from the opposition in court. When I write an email or want to make a point about the digital media evidence for the court case, what is being written could be evidence itself. Anything I send via email could be included as a “report” by an attorney, even when I’m already submitting a report.
Even when I must be professional and factual and present myself as a respected expert witness, it helps to be likable, too. It’s helpful for an expert witness to be an authority but also personable. Jurors shouldn’t feel intimidated. Warmth and a little humor can relax the jury and help them absorb the information more easily.
As a top expert witness in AdWords (Google Ads), I can be 100% professional while getting the story across to a jury in a friendly, memorable way!
