Social Networking By Guthrie/Mayes Public Relations
Why social networking? <ul><li>It is where your target audiences are.  </li></ul><ul><ul><li>43 percent of individuals onl...
Why social networking? <ul><li>Demographics:  </li></ul><ul><ul><li>Tend to be young, mobile, but tremendous growth among ...
Why social networking?  <ul><li>It’s where marketers are: </li></ul><ul><ul><li>63 percent of marketers use social network...
Why social networking? <ul><li>Referrals </li></ul>
<ul><li>Application-who must follow </li></ul><ul><li>Definition-open ended </li></ul><ul><li>Responsibility/transparency/...
Social Networking: HR Policy <ul><li>Guidelines for posts: </li></ul><ul><ul><li>Relevant, timely, helpful </li></ul></ul>...
Social Networking = Referrals <ul><li>Consistent with brand/mission </li></ul><ul><li>Add value </li></ul><ul><li>Comment ...
Social Networking = Referrals <ul><li>Getting started </li></ul><ul><ul><li>Lurk </li></ul></ul><ul><ul><li>Comment on oth...
Examples – Facebook Fan Pages <ul><li>Family & Children’s Place – http://bit.ly/3VneX4 </li></ul><ul><li>Goodwill Industri...
Examples – Facebook Fan Pages <ul><li>The Rainmaker Institute –  http://bit.ly/4tNIL2 </li></ul><ul><li>Keefer Law Firm (V...
Examples – Twitter  <ul><li>http://twitter.com/KristenaMorse </li></ul><ul><li>http://twitter.com/GuthrieMayesPR </li></ul...
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Guthrie/Mayes PR presents to the Legal Marketing Association

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Bonnie Hackbarth & Kristena Morse recently gave a presentation about social media to the Legal Marketing Association in Louisville.

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Guthrie/Mayes PR presents to the Legal Marketing Association

  1. 1. Social Networking By Guthrie/Mayes Public Relations
  2. 2. Why social networking? <ul><li>It is where your target audiences are. </li></ul><ul><ul><li>43 percent of individuals online use social networks (as compared to 27 percent in 2008) </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>MySpace </li></ul></ul></ul><ul><ul><ul><li>Majority of Content Contributed by Users </li></ul></ul></ul>
  3. 3. Why social networking? <ul><li>Demographics: </li></ul><ul><ul><li>Tend to be young, mobile, but tremendous growth among all groups in last 12 months </li></ul></ul><ul><ul><li>About 50/50 U.S. and international </li></ul></ul><ul><ul><li>More women than men, especially on Facebook and MySpace, but gap is narrowing: 50/50 on LinkedIn </li></ul></ul><ul><ul><li>May not all be ACTIVE users </li></ul></ul>
  4. 4. Why social networking? <ul><li>It’s where marketers are: </li></ul><ul><ul><li>63 percent of marketers use social networking </li></ul></ul><ul><li>It’s where attorneys are: </li></ul><ul><ul><li>78 percent of attorneys on social networks (59% in ’08) </li></ul></ul><ul><li>Efficient, interactive conversation, 24/7 </li></ul><ul><li>Personal – “People like to do business with people they know.” </li></ul><ul><li>Come out from behind your website. </li></ul>
  5. 5. Why social networking? <ul><li>Referrals </li></ul>
  6. 6. <ul><li>Application-who must follow </li></ul><ul><li>Definition-open ended </li></ul><ul><li>Responsibility/transparency/disclaimer-who speaks for the firm </li></ul><ul><li>Site Terms of Service-compliance </li></ul><ul><li>Enforcement-consequences </li></ul><ul><li>Need a policy, even if your firm isn’t currently engaged in social networking. </li></ul>Social Networking: HR Policy
  7. 7. Social Networking: HR Policy <ul><li>Guidelines for posts: </li></ul><ul><ul><li>Relevant, timely, helpful </li></ul></ul><ul><ul><li>Identifiable individual </li></ul></ul><ul><ul><li>Professional </li></ul></ul><ul><ul><li>Good judgment test </li></ul></ul><ul><ul><ul><li>Public/accurate/defamatory content </li></ul></ul></ul><ul><ul><ul><li>Avoid distasteful/defamatory comments </li></ul></ul></ul><ul><ul><ul><li>Avoid sensitive information </li></ul></ul></ul><ul><ul><li>Adhere to firm branding guidelines/graphic standards </li></ul></ul><ul><ul><li>Online recommendations? </li></ul></ul>
  8. 8. Social Networking = Referrals <ul><li>Consistent with brand/mission </li></ul><ul><li>Add value </li></ul><ul><li>Comment on (with link: e.g., twitpic, twitdoc, etc.) </li></ul><ul><ul><li>Personal/professional interests </li></ul></ul><ul><ul><li>Public cases, relevant to your practice </li></ul></ul><ul><ul><li>Articles by your attorneys </li></ul></ul><ul><ul><li>Invitations to programs </li></ul></ul><ul><ul><li>Client alerts </li></ul></ul>
  9. 9. Social Networking = Referrals <ul><li>Getting started </li></ul><ul><ul><li>Lurk </li></ul></ul><ul><ul><li>Comment on others’ posts </li></ul></ul><ul><ul><li>Begin posting regularly (fit into daily schedule) </li></ul></ul><ul><li>Growing friends/followers (e.g., Twellow) </li></ul><ul><ul><li>Friend/follow others </li></ul></ul><ul><ul><li>Badges on Website </li></ul></ul><ul><ul><li>Remember relevant/timely/helpful – less a sales tool than a way to add value </li></ul></ul><ul><ul><li>Defined niches </li></ul></ul><ul><li>Measuring ROE (Return on Engagement) </li></ul>
  10. 10. Examples – Facebook Fan Pages <ul><li>Family & Children’s Place – http://bit.ly/3VneX4 </li></ul><ul><li>Goodwill Industries of Kentucky – http://bit.ly/3TKh71 </li></ul><ul><li>The Alzheimer’s Association, Greater Kentucky & Southern Indiana Chapter – http://bit.ly/3He2Px </li></ul>
  11. 11. Examples – Facebook Fan Pages <ul><li>The Rainmaker Institute – http://bit.ly/4tNIL2 </li></ul><ul><li>Keefer Law Firm (Va.) – </li></ul><ul><li>http://bit.ly/o6LwO </li></ul><ul><li>Klun Law Firm (Mn.) – </li></ul><ul><li>http://bit.ly/2o8m6s </li></ul>
  12. 12. Examples – Twitter <ul><li>http://twitter.com/KristenaMorse </li></ul><ul><li>http://twitter.com/GuthrieMayesPR </li></ul><ul><li>http://twitter.com/PossibilityCity </li></ul><ul><li>http://twitter.com/KarenVZW </li></ul><ul><li>http://twitter.com/LemonLawCourt </li></ul><ul><li>http://twitter.com/jasonhiner </li></ul>
  13. 13. Questions?

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