Ina Coveney Welcome to the podcast. Today we have my dear friend, Caitlin LoCascio-King. She is the founder of Modern Marketing Legal and LoCascio-King Law. And lately, she’s been talking all about the famous TikTok case. Caitlin, I’m so excited to have you here, my friend. Thank you for doing this.

Caitlin LoCascio-King Thank you for having me, Ina.

Ina Coveney Okay, so first, before we even start, because we’ve got so much to cover today, can you please tell everybody what it is that you do right now and who you help right now?

Caitlin LoCascio-King Absolutely. So, I’m an attorney and a social media consultant and strategist. I work primarily at Modern Marketing Legal with attorneys and other professionals on branding, social media, and digital marketing. I also maintain a small law practice in my home state of Maine. A lot of my clients are lawyers, and I feel like I need to be able to say, “I’m in the game too. I get it.” That’s why I maintain that practice. And I happen to also really love it. I work with a lot of elderly people and veterans on estate planning and elder law within that.

Ina Coveney One of the things that makes your firm really unique is the fact that you really focus on social media marketing for lawyers. I want you to tell us the story of when you realized that lawyers are not doing the best job at marketing themselves online. Can you please tell us how you landed on this?

Caitlin LoCascio-King I mean, how long do we have? That was a moment of realization, and you got a front-row seat for it back in California.

Ina Coveney I totally did.

Caitlin LoCascio-King You had a front-row seat. It was a moment of realizing I had spent years at that point—eight years—kind of balancing two worlds. I had my law world and my social media/digital marketing world. I was primarily working with e-commerce clients, like Etsy and Shopify sellers, selling products. I used to joke that I went to law school to run a Facebook group. But I was happy doing it and working with some great people. Then I had this “aha” moment.

Ina Coveney Before you get to the “aha” moment, people need to understand something about you—that you have been extremely successful at growing Instagram accounts to thousands of followers. You have this ability to just see what is going to work and grow accounts. This had nothing to do with lawyering, but you already had this gift. So, tell me about your “aha” moment.

Caitlin LoCascio-King I had this moment where I’d been juggling, balancing, and almost justifying my two worlds for years. Then I thought, “Why am I doing that?” I started thinking about how lawyers advertise what they do. In Florida or any major city, you see billboards everywhere with catchy phone numbers. There is merit to that, and I’m not saying otherwise. Local newspapers with small print ads? Again, there’s merit there, but it’s not keeping up with the times. I had this realization: “Why am I saying I have two worlds? Why don’t I have one world where I teach lawyers to do what I’ve been teaching sellers to do?” My premise has always been, “Share, not sell.” From day one, if you want to sell me something, don’t sell it to me. Share what you have, why it’s amazing, why you use it, why others use it, and that will inspire me to come to you. That’s the basis for everything I do for growth.

Ina Coveney I love that. So, give me the top three things you think lawyers are not doing right on social media.

Caitlin LoCascio-King The first one’s easy—they’re not there. The number one answer is they’re not on social media. If you’re not creating your own narrative in 2024 or 2025, then either it’s not being created, or someone else is creating it for you. Number two, lawyers—and so many other professionals—are in the groove of their profession. We have ethical standards, like doctors, dentists, and architects. They think about their profession but not as a business. It has to be both. You are running a law firm, which is a business. And number three, creating a brand. Lawyers tend to stick with the traditional “dusty old law books on the shelf” vibe, with headshots where they’re posed with books in the background. It’s been done. Be a brand. People want to see someone modern and relatable to their lives. That’s the kind of lawyer they want to hire.

Ina Coveney You have four incredible kids, and I can say this from personal experience because I’ve met them. My kids love them, and they want to spend all their time together. It’s so sad that you live in Maine and I’m in Boston, so we don’t get to spend enough time together. But we need to make this happen. Managing a law practice, raising a household, and supporting your husband—who’s a law enforcement officer—is no small feat. Can I ask you to share what that experience is like for you?

Caitlin LoCascio-King Sure. I have to go back to when I was pregnant with my first son. I was an associate at a law firm in central Maine. I want to be clear—I respected the two partners there and still have a good relationship with both of them. But I was very pregnant with my oldest child and trying to figure out what to do. This was back in 2010. I had this crazy idea, essentially what is now hybrid work. Back then, it wasn’t a thing. As an associate attorney, you worked 7-to-7 Monday through Friday and 8-to-1 on weekends. I went to a partner and said, “I can do my job and do it well. Could I do some of it from home, covering court when needed?” He said, “Absolutely not.”

Ina Coveney That must have been so hard.

Caitlin LoCascio-King It was. He even laughed, told me a story about missing his child’s first steps at daycare, and thought it was funny. I didn’t find it funny. I went home and decided, “I’m going to figure this out.” About four months after my son was born, I quit my job and started my own law firm. My first assistant was a four-month-old. It was sink or swim, and I decided I was going to swim.

Ina Coveney That is incredible. What do you think were your biggest challenges during that time?

Caitlin LoCascio-King There were so many. For years, my husband worked overnights so one of us could always be home. He would sleep in the car while I ran into court, and we’d switch. My core office hours were from 9 p.m. to 1:30 a.m. for years. But I always believed my choice to prioritize my children would never be the wrong one.

Ina Coveney That’s such a powerful perspective. For anyone listening right now who feels stuck in a job that doesn’t align with their values or spiritual needs, what do they need to know before making a drastic change like you did?

Caitlin LoCascio-King Definitely plan it out. That doesn’t mean figuring everything out immediately, but start by making a list. Write down what you want to achieve and what your non-negotiables are. Also, be honest about what you can and can’t do. Then work through that “can’t” list. For example, I couldn’t start my business the day my son was born. It took me four months of juggling, which felt excruciating because I already knew what I wanted. The timing might not be perfect, but if you stay committed, it will work out.

Ina Coveney That’s so insightful. But I imagine the reality of making those changes wasn’t always glamorous. What do you think people should expect?

Caitlin LoCascio-King Expect good days, bad days, and a lot of tired days. But if you’re happy with your end result, then you’re doing it right. You’ve got one shot at this life. I don’t want to regret the things I didn’t do. I’d rather try and fail than never try at all.

Ina Coveney That’s such an important mindset. I completely relate—spending a few months trying something feels much better than wondering “what if” for the rest of your life.

Caitlin LoCascio-King Exactly. Trying isn’t time wasted. You learn, grow, and sometimes, you surprise yourself with what’s possible.

Ina Coveney Speaking of surprises, I know you’ve had a health journey that’s shaped your perspective. Can you share a bit about that for our listeners?

Caitlin LoCascio-King Sure. I have quite a family history of cancer. My sisters and I joke that if there was a cancer bingo, we’d win. In my early 30s, I approached my primary care doctor about my risk. At first, there wasn’t much urgency. But something didn’t sit right with me, so I brought it up with my OB-GYN, who immediately referred me to a breast center. That referral led to regular screenings, which eventually caught a precancerous condition early. Because of that, I chose to have a double mastectomy with reconstruction.

Ina Coveney That’s a huge decision. For anyone unfamiliar, can you explain what a double mastectomy and reconstruction entail?

Caitlin LoCascio-King A double mastectomy is the removal of both breasts, including all the tissue. Reconstruction involves rebuilding the breast, often with implants. It’s a very different procedure and recovery compared to cosmetic augmentation. It was a no-brainer for me, but living through it was tough.

Ina Coveney I can imagine. What made the decision easy for you, even though it was such a big step?

Caitlin LoCascio-King I wanted to live. I have my life ahead of me, my kids, my career, and my dreams. It wasn’t about aesthetics for me—it was about survival. The choice itself was easy, but carrying it out was hard.

Ina Coveney What was the hardest part of going through it?

Caitlin LoCascio-King Everything. The psychological and emotional toll, having to tell people, the physical recovery—it’s a lot. The morning of the surgery was especially hard. When the nurse asked why I was there, saying the words “double mastectomy and reconstruction” hit me. When they put the IV in, I lost it. I ugly cried, but then I pulled myself together and said, “Okay, let’s do this.”

Ina Coveney That’s so powerful. For people who want to support someone going through something like this, what should they do—or not do?

Caitlin LoCascio-King Don’t stare at their chest every time you see them. It’s not the focus of their identity. Instead, just ask, “How can I help?” Even small gestures—a text, a card, or a meal—mean the world. Sometimes, the smallest acts can change someone’s entire day.

Ina Coveney That’s such good advice. And for people who are going through it, how do you find the right people to trust with your heart during such a vulnerable time?

Caitlin LoCascio-King Your heart and gut will tell you. I didn’t have a large network of people who’d been through it, but the ones I did were invaluable. That’s why I’ve made it a point to share my story on social media—to provide resources and hope to others. We need to normalize talking about it so more people can find the help they need.

Ina Coveney Absolutely. You’ve had such an incredible year. Between this journey, your businesses, and your family, how do you manage it all?

Caitlin LoCascio-King I take it one day at a time. I’m a super organized person, but I balance that with a “go with the flow” attitude. Every Friday and Sunday, I plan my week ahead. Then each morning, I check in with my body. It’s about listening to myself and adapting when needed.

Ina Coveney Your organizational skills are legendary. Can you give us a glimpse into how you manage your time so effectively?

Caitlin LoCascio-King Work hard, play hard. When I’m working, I’m 100% focused. If I have two hours for work, I block out distractions—no checking notifications, no unnecessary breaks. I also multitask effectively. For example, I send messages or listen to podcasts while cooking. It’s about maximizing your time without sacrificing quality.

Ina Coveney That’s incredible. For someone struggling with productivity, what are your top three tips to get more done?

Caitlin LoCascio-King First, brain dump everything you need to do—big and small. Second, color-code or highlight your priorities. And third, separate your list into three categories: must-do, should-do, and nice-to-do. Focus on the must-dos first, and the rest will follow.

Ina Coveney That’s so actionable. Now, we need to talk about TikTok and the big legal case surrounding it. Can you explain what’s going on?

Caitlin LoCascio-King Sure! In April 2024, Congress passed an act that essentially bans TikTok unless its ownership changes by early 2025. The case is now heading to the Court of Appeals and likely to the Supreme Court. It’s a landmark case involving free speech, national security, and social media’s role in society.

Ina Coveney What are the arguments on both sides?

Caitlin LoCascio-King TikTok argues this violates free speech. The Department of Justice argues it’s a national security risk. Both sides have valid points. TikTok is leaning on constitutional protections, while the DOJ is focused on data security and the potential misuse of the platform by foreign adversaries.

Ina Coveney What’s your personal take?

Caitlin LoCascio-King Both sides have strong arguments. Right now, I think TikTok has highlighted flaws in how Congress passed the act, which could be significant. That said, the DOJ’s argument about data security and propaganda risks is compelling. It’s going to be a fascinating case to watch.

Ina Coveney How can people follow your breakdown of the case?

Caitlin LoCascio-King I’m sharing updates on LinkedIn, Instagram, YouTube, Facebook, and TikTok itself. I break everything down into bite-sized videos, putting it all in plain English so people can understand and form their own opinions.

Ina Coveney That’s amazing. Thank you so much, Caitlin. You’re a true superhuman, balancing your health, your family, and your businesses while inspiring so many people. Any final advice for our listeners?

Caitlin LoCascio-King Don’t waste your time comparing yourself to others on social media. Use it as inspiration or a learning tool, but don’t let it hold you back. And above all, remember—you’re capable of achieving your dreams. Just take it one step at a time.

Ina Coveney Thank you, Caitlin. This has been such a wonderful conversation. Thanks, everyone, for tuning in. Make sure to subscribe so you don’t miss more incredible stories like Caitlin’s. See you next time!