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AHLA Annual Meeting 2011 Social Media Legal Marketing Resources by David Harlow

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  • 1. Why Should Lawyers Use Social Media?
    Marketing and Branding Your Legal Practice Using Social Media
    American Health Lawyers Association Annual Meeting
    Boston MA
    June 2011
    David Harlow JD MPH
    The Harlow Group LLC
    blog • healthblawg.com
    twitter • @healthblawg
    1
  • 2. “On the Internet, nobody knows you’re a dog.”
    2
    The Harlow Group LLC
  • 3. What is Social Media?
    Online content created by people using highly accessible and scalable publishing technologies.
    A shift in how people discover, read and share news, information and content.
    A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many), and the democratization of information, transforming people from content readers into publishers.
    Wikipedia, 06.29.09
    3
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  • 4. 4
    The Harlow Group LLC
    Social media popularity: Google Trends
     global warming  
     sex  
     facebook 
  • 5. Why Social Media?
    All the cool kids are doing it . . .
    Willie Sutton logic: it’s where the money is
    Remember: It’s one arrow in the quiver
    • Social media: a tactic, not a strategy
    5
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  • 6. Uses of Social Media
    Preliminary questions:
    What are your strategic goals?
    How can social media help you achieve them?
    What resources will you devote to this effort?
    How will you structure this effort?
    Clear planning early on can help avoid retrenchment and/or errors later
    NOT a forum for legal advice
    6
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  • 7. No shortcuts.
    7
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    No matter what your reasons for engaging via Web 2.0, you must develop trust in order to gain influence
  • 8. So how do we do this?
    Monitor, rinse & repeat
    8
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    Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008
  • 9. 9
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  • 10. Four key social media tools
    Blog, or Blawg
    Twitter
    Linked In
    Facebook
    Remember, the medium is not the message
    Social media strategy must fit in with remainder of marketing strategy
    Depends on your target audience
    E.g., new media startups vs. insurance companies
    The Harlow Group LLC
    10
  • 11. Blawg
    What is it?
    Why do it?
    Legal web log = law blog = blawg
    Web 2.0
    Online journal, posted in reverse chronological order
    Interactive
    Links
    Comments
    RSS: (“push”)
    PR/marketing for your practice and yourself
    Improved web presence (Google loves blogs)
    Networking/Community
    Other bloggers
    Readers
    Referral sources
    Clients
    Marketing
    Higher Google profile
    more press calls
    11
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  • 12. How to blog
    Pick a niche and start writing
    Don’t stop . . . commitment matters
    You will find your voice . . . or several voices
    Don’t do this unless you really like writing and have something to say
    But don’t be put off by the fallacy: “If I’m thinking it, then everyone must be thinking it.”
    Begin publicizing after writing several posts
    Read voraciously
    Join the conversation
    Comment on, and link to, other blogs
    The Harlow Group LLC
    12
  • 13. Learning the ropes
    Read other blogs
    Find them via directories, e.g.:
    Blawg.com
    Justia.com
    ABA Journal
    myHq:blawgs
    Read Blawg Reviewand posts from other blog carnivals (definition) (examples) and follow the links
    Subscribe to blogs using a feed reader, e.g.:
    Google Reader
    Seesmic(integrated social media client)
    The Harlow Group LLC
    13
  • 14. Technical stuff
    The Harlow Group LLC
    Blogging infrastructure
    Choose a platform
    DIY
    Typepad
    Blogger
    Wordpress
    Posterous
    Others
    Hosted, designed, optimized
    Justia
    LexBlog
    14
  • 15. More technical stuff
    Syndication
    Tune into the magic of RSS – “really simple syndication” for your feed
    Register with Feedburner(RSS & email for the dinosaurs)
    Link love
    You must give in order to receive
    Track readership
    Track reactions and links with Google Alerts
    Freshness and authority count
    Track incoming traffic with StatCounterorSiteMeter
    SEO: Adjust writing based on this information
    The Harlow Group LLC
    15
  • 16. Blog carnivals (“traveling posts”)
    Participate in blog carnivals (definition)
    Submit posts
    Host carnivals
    General and specialized; legal and non-legal
    SeeBlogCarnival.com
    The Harlow Group LLC
    16
  • 17. Blog carnivals (cont’d)
    Blog carnivals I contribute to and/or host
    Blawg Review
    Health Wonk Review
    Grand Rounds
    Others:
    Carnival of the Capitalists
    Cavalcade of Risk
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    17
  • 18. The Harlow Group LLC
    Google juice in action
    18
    OIG
    Health Blawg
    HFMA
    Ober
    Kutak
  • 19. The Harlow Group LLC
    Google juice in action (cont’d)
    19
    Health Blawg
    Politico
    CNN
    ABC
    CBS
    The New Republic
  • 20. From blogging to microblogging
    Twitter
    Microblogging platform -- 140 character limit per post
    Millions of registered users, including big business and lawyers from solos to Am Law 200
    “Broadcast” vs. interactive
    Can be used for one-way communication
    More effective as medium for conversation
    Networking and communication tool
    20
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  • 21. Using Twitter effectively
    Need to establish tactics that further your marketing strategy, e.g.:
    Broadcast blog posts
    “Tweet” information/links not worth a whole blog post or that you have no time to blog about
    Follow other “tweeps” of interest
    Engage in dialogue – public or private – with other tweeps
    Follow hashtags of interest; post with hashtags
    Participate in tweetchats
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    21
  • 22. The Harlow Group LLC
    Some Twitter tools
    To find other tweeps to follow:
    Twellow (index organized a la the original Yahoo!)
    Twubble, MrTweet (once you’re following some)
    JD Scoop list of 500+ twittering lawyers
    Legal Birds aggregator (Justia)
    LexTweet aggregator (LexBlog)
    To follow tweeps without being overwhelmed by the volume; lets you assign tweeps to groups; integrates with other social media
    TweetDeck or Seesmic
    Twitter on the go
    UberSocial, OpenBeak or Echofon
    22
  • 23. TweetDeck
    23
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  • 24. Some Twitter tools (cont’d)
    Integrate tweets into other social media
    E.g., tweet via Ping.fmTweetDeckorSeesmic
    configured to post to Twitter, Facebook, Linked In.
    Feed blog through Twitterfeed or FeedBurner so post titles end up in “tweetstream” with links back to the blog.
    Posterous, other platforms allows for easy integration into multiple streams
    • Google and Bing Twitter search increase blog posts’ and tweets’ exposure
    The Harlow Group LLC
    24
  • 25. Facebook and Linked In
    The Harlow Group LLC
    Online networking communities
    Leverage your network to avoid cold calls
    Allow you to feed content to their sites, including
    RSS feeds of blogs
    Tweets
    Allow you to remain top-of-mind
    Need to use the right online tools to reach each of your target markets
    25
  • 26. Facebook
    The Harlow Group LLC
    Personal pages and business pages
    Personal pages – access may be limited to “friends”
    Business pages open to all
    Examples:
    David Harlow and The Harlow Group LLC
    Turned “friend” into a verb
    Useful platform for communication with defined groups and friends
    26
  • 27. Linked In
    The Harlow Group LLC
    Linked In – “Facebook for grownups”
    Allows for exploration of contacts’ networks
    Includes Q&A forums to demonstrate expertise
    Adding functionality mimicking Facebook
    Groups
    Feeds
    Slideshare
    JDSupra – Legal Updates
    Convergence of Linked In, Facebook, Twitter
    27
  • 28. 28
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    Learning to fly
    David Armano, SVP Edelman Digital http://darmano.typepad.com/ 3.22.10
  • 29. The Harlow Group LLC
    Resources
    • Electronic Frontier Foundation: Legal Guide for Bloggers
    • 30. Twitter for Lawyerson HealthBlawg
    • 31. Darren Rowse’sTwiTips
    • 32. My Web 2.0 sites:
    • 33. HealthBlawg
    • 34. HealthBlawg on Twitter
    • 35. Linked In
    • 36. Facebook
    29
  • 37. Questions / Discussion
    The Harlow Group LLC
    David Harlow JD MPH
    The Harlow Group LLC
    harlowgroup.net
    healthblawg.com
    twitter.com/healthblawg
    david@harlowgroup.net
    617.965.9732
    for contact info in an sms, txt dharlow to 50500
    30

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