Amy Singer
Singer, who runs the Fort Lauderdale, Fla.-based Singer Cos., said the trial was the first high-profile murder trial to take place in the social media age and will forever change how lawyers defend clients.
"We had video live stream on computers," she said. "There were bloggers. There were chat rooms. As a result, my entire team was monitoring the blogosphere, chat rooms and discussion rooms, giving feedback to the defense team daily. This whole trial was social-media driven."
In her 32 years as a trial consultant, Singer has worked on plenty of high-profile cases, including the O.J. Simpson murder trial, the Jack Kevorkian euthanasia case, and the William Kennedy Smith rape trial. In the Kennedy case she was hired by Time Warner to conduct a "shadow jury" and report findings nightly on the television program "A Current Affair." A psychologist, she also has worked for tobacco and Chinese drywall class action attorneys.
Singer got involved in Anthony's case about 1 1/2 years ago when she got a call from Ocala attorney Dorothy Clay Sims, who owns a farm near Singer's Gainesville farm. Sims was co-counsel for Anthony with South Florida native Jose Baez.
Singer was tapped to help the team pick a jury and consult during the trial, along with other defense consultants, Richard Gabriel of California and Karen Hurwitz and Mike Ford of Texas.
PRO BONO DEFENSE
Baez's team asked the court for funds to hire jury consultants but was turned down after prosecutors told the judge they were not hiring jury consultants. The consulting team worked on the case pro bono as did all the defense attorneys.
Singer said they knew the case would be largely won or lost during jury selection.
"I agree with Nancy Grace that the case was pretty much over after the jury was picked," she said, adding blogger comments confirmed her view.
Common wisdom that attorneys like stupid jurors is just "old wives' tales," said Singer, who said her team was clear that they wanted "bright and intelligent" jurors.
Also in: people who mentioned Caylee Anthony's skull was found in a field.
"That was a good juror for us because we knew the field was contaminated by swamps," Singer said.
The jury consultants also were happy to have two nurses on the jury, so they could see that the prosecution was reaching by having pathologists testify that all accidents are reported to police, she said. "It was clearly out of their area of expertise as pathologists, and the nurses would see that," Singer said.
Out as jurors: people who mentioned Casey Anthony was out partying and getting a tattoo when her daughter was missing.
"Because what does that have to do with the price of tea in China. It just shows that she is crazy," Singer said. "Some people, when they are traumatized, they imagine things. And that's what Casey did. It's magical thinking. Plus she's a pathological liar."
COMBING BLOGS
The consultants' job was hardly over once the jury was picked. In fact, that's when it became a full-time gig for Singer. The consultants were tasked with monitoring voluminous social media sites to keep their finger on the public's pulse. To keep up with the blog traffic, Singer asked for volunteers on the website of the American Society of Trial Consultants and was overwhelmed with responses.
When Singer first told Baez about the social media plan of attack, he wasn't convinced.
"He said, 'Do we really need to do that?'??" recalls Singer, who believes the prosecution also did not realize the need to monitor social media.
Danielle Tavernier, spokeswoman for Orange State Attorney Lamar Lawson, whose office prosecuted Anthony, said her office did not hire jury consultants or use any social media.
"We do not have a Twitter account, Facebook page or blog, and we don't use any social media," she said.
Once Singer assured Baez of the necessity of social media, she and her team combed through blogs to isolate the "important negative comments" they felt needed to be addressed.
"I didn't want to hear the good stuff," she said. "We needed to give the jury enough weapons to bolster their opinions. I didn't want to be singing cowboy music to someone who wants to sing opera."
For instance, when the blogs started attacking George Anthony, Singer and her team took notice and encouraged the defense to beef up their attacks on the defendant's father.
"We had to know how much to blame George," she said. Similarly, bloggers "loved" Cindy Anthony until she took credit for the chloroform searches and then began to turn on the defendant's mother. At that point, Singer's team "distanced ourselves" from her and encouraged Baez to take a watered-down position in closing arguments that "at least she had some sort of maternal instinct."
SOCIAL MEDIA
The team worked hand in hand with Palm Beach-based Legal Graphicworks, which spent hundreds of hours creating timelines, 3-D graphics and other visual aids to illustrate the case to jurors.
"I am the type of person who wakes up at 3 a.m. when I have an idea and jots it down, and they are the same way," Singer said, adding she would frequently e-mail Legal Graphicworks company CEO Jim Lucas at 3 a.m. and get an answer.
Gabriel, one of the other consultants on the case, said he felt the Casey Anthony case will forever change the way trials are run in major cases and believes trial consultants were instrumental in her acquittal.
"I think this is the most significant case where the Internet played a role," he said. "A lot of people think we just pick a jury, but we do a lot more. It might have benefited the prosecution to hire jury consultants to understand how the jury makes decisions. I believe it's important for everybody to use a consultant."
But not everyone thinks the internet and social media was as helpful to the defense as other factors.
Miami criminal defense attorney Roy Black attributes the fact that an out-of-town jury was chosen as the single most important reason for the acquittal.
"I think the reason Casey Anthony was acquitted was because a jury was picked from Pinellas County and did not see any of the coverage or social media and therefore was not influenced by the Nancy Graces of the world," Black said. "If they were from Orlando and had to go home every night, they would have seen television and the Internet. It proves why it's necessary in a high-profile case to have an insulated jury."
Another Miami criminal defense attorney, Mark Eiglarsh, gives trial consultants and their use of social media some credit for the defense win, but thinks the lack of evidence and the jury's reasonable doubt was the overwhelming reason.
"There's no question that all of those things -- social media, Twitter, all of it -- are valuable, but at the end of the day, they could only prosecute with what they had," he said. "I'm sure the guy who sold Jose his suits will take some credit too, and some might say the prosecutor's bullying affected jurors. But first and foremost is always, is there sufficient proof to tip the scales?"
"I don't think the prosecutors live in a cave," he added. "They know about Twitter and these things."
When asked whether her office might employ social media in the future, Tavernier said, "if it was something that was ever considered, there would be a cost attached, and there would be a lot of debate on that."