Social Networking For Lawyers Webinar


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Social Networking For Lawyers Webinar

  1. 1. Social Networking for Lawyers Law Firm Internet Marketing in the Era of Web 2.0
  2. 2. <ul><li>How Social Networking applies Legal Professionals </li></ul><ul><li>How to use social media tools to maximize professional benefits </li></ul><ul><li>Best practice knowledge and planning guide for using social media in the legal profession </li></ul><ul><li>Any questions – we’re using #sm4law on Twitter </li></ul>
  3. 3. Why should you care? <ul><li>Conversation will happen if you are there or not </li></ul><ul><li>It’s not about your Law Firm website anymore. Doug Jasinski*: “ Your web presence has to move beyond the firm website. “ </li></ul><ul><li>Direct channel to your current/future customers </li></ul><ul><li>Virtual networks are today’s digital business environments </li></ul><ul><li>Doug Jasinski in Social Media for Lawyers presentation </li></ul>
  4. 4. N (CC) = 449 N (PP) =224 <ul><ul><li>More than 65% of lawyers who are between 25-35 years of age belong to a social network </li></ul></ul>Networks for Counsel Study April 2008 Lawyers Are Using Online Networking Too
  5. 5. N (CC) = 449 <ul><ul><li>This question was asked only of Corporate Counsel </li></ul></ul>Lawyers Clearly See the Benefits of Online Networking Networks for Counsel Study April 2008
  6. 6. <ul><li>Expand your network </li></ul><ul><li>Build your Reputation/Brand </li></ul><ul><li>Comment on legal issues and trends </li></ul><ul><li>Listen (to the customer, to competitors) </li></ul><ul><li>Learn (from industry leaders, your customers, competitors) </li></ul><ul><li>Channel (opinions, image, perceptions) </li></ul><ul><li>Promote, Communicate (to your audience) </li></ul>Key Professional Networking Activities for Lawyers
  7. 7.
  8. 8. How do you merge safely into social media traffic?
  9. 9. 3 Golden Rules for success in social media world <ul><li>Pick and choose what’s right for you – you don’t have to read, write and participate in EVERYTHING </li></ul><ul><li>Nothing happens overnight </li></ul><ul><li>The more you give, the more you receive </li></ul>
  10. 10. Your Profile <ul><li>At the core of social networking is your profile </li></ul><ul><li>= How people </li></ul><ul><li>perceive you </li></ul><ul><li>online </li></ul>
  11. 12. Basics first… <ul><li>“ Write your profile for the future” (Chris Brogan): </li></ul><ul><ul><li>First impression counts </li></ul></ul><ul><ul><li>Summary: “write from the mindset of the prospective employer or client“ </li></ul></ul><ul><ul><li>Ratings/Recommendations very important </li></ul></ul><ul><ul><li>Photo – who is behind the profile? </li></ul></ul><ul><ul><li>Showcase expertise – YOUR expertise </li></ul></ul><ul><ul><li>People do business with people they like, know and trust </li></ul></ul>
  12. 13. <ul><li>Not just the resume </li></ul><ul><li>Expertise – link to blog </li></ul><ul><li>Keywords </li></ul><ul><li>Status/what you are working on.. </li></ul><ul><li>Drive traffic to your blog and presentations </li></ul><ul><li>Articles you’ve written </li></ul><ul><li>Organizations and committees </li></ul><ul><li>Pro bono </li></ul>Professional Profiles
  13. 14. <ul><li>Be reachable and accessible </li></ul><ul><li>Effective photo and contact information </li></ul><ul><li>Expertise and area of practice is clear and well defined </li></ul><ul><li>Credible authority established </li></ul><ul><li>Link to all community posts – showcase expertise </li></ul><ul><li>Links to others = well connected </li></ul><ul><li>Interests give personal feeling </li></ul><ul><li>Activity and frequency of use establishes commitment </li></ul>Lawyer Profiles
  14. 15. Profile Best Practices <ul><li>Be Honest and transparent </li></ul><ul><li>Personal and Professional – know your boundaries </li></ul><ul><li>Spread your profile – in the right places </li></ul><ul><li>Be responsive & trustworthy </li></ul><ul><li>Finish what you start </li></ul><ul><li>Value and create thought leadership </li></ul><ul><li>Remember: All other media and company policies apply </li></ul>
  15. 17. Online Networking <ul><li>Listen, collaborate, participate - build a strong network </li></ul><ul><li>just like you don’t do business following a 2 min introductory meeting, you need to invest in online connections to make it happen </li></ul>
  16. 18. Factors for Choosing a Professional Network <ul><li>Brand: Seek sites with a strong industry footprints to ensure longevity </li></ul><ul><li>Safety and security: </li></ul><ul><ul><li>Participate in networks that you trust, and which provide sufficient security and authentication to make professional users feel safe </li></ul></ul><ul><ul><li>This is a key benefit to private, members-only and legal-focused networks </li></ul></ul><ul><li>Global membership: One of the great benefits of online networking is its global reach. Seek out international communities for business </li></ul><ul><li>Diversity of features: Your Law 2.0 needs will change over time. Find a network that offers many different ways to participate </li></ul><ul><li>Richness of conversation : As knowledge sharing is key to the success of a professional network, look for active discussions and comments that offer idea exchange. </li></ul><ul><li>Size: Look for a critical mass of members in your specialty to achieve your networking goals </li></ul>
  17. 19. Use Suggested Connections Suggested connections help lawyers find lawyers with shared backgrounds.
  18. 20. The Network Effect: Source Trusted Referrals Find a trusted colleague who knows the lawyer you’re researching.
  19. 21. Connecting Online - Best practices <ul><li>“ the Virtual Handshake ” </li></ul><ul><li>Asking permission </li></ul><ul><li>Individually decide if it is appropriate to initiate a connection </li></ul><ul><li>Write a personal email </li></ul><ul><li>Do not chase </li></ul><ul><li>Thank people </li></ul><ul><li>it’s OK to decline or ignore </li></ul>
  20. 22. Maintain relationship – What are your connections up to? Automated news feeds on your connections and communities can reveal actionable information
  21. 24. Using Groups to Segment Your Audience <ul><li>Find “Relevant” Colleagues </li></ul><ul><ul><li>Common interests </li></ul></ul><ul><ul><li>Narrow peer groups into smaller, more focused clusters </li></ul></ul><ul><ul><li>Enables “deep dives” into subject matter with trusted colleagues </li></ul></ul><ul><li>Groups are Focused & Intimate </li></ul><ul><ul><li>Introduce yourself to the group and offer brief background </li></ul></ul><ul><ul><li>Participate frequently and offer ideas, questions and insights </li></ul></ul><ul><ul><li>Be helpful and pro-active </li></ul></ul>
  22. 27. Blog <ul><li>Showcase expertise </li></ul><ul><li>Write about something you enjoy, that you find interesting </li></ul><ul><li>Write frequently </li></ul><ul><li>Engage your audience </li></ul>
  23. 28. “ How Do I Use Social Media to Increase Professional Credibility & Raise Visibility?” <ul><li>Be a Thought Leader and share your POV </li></ul><ul><li>Through social media the opportunity is there for the taking! </li></ul><ul><li>Professional networks offer MANY opportunities to showcase your knowledge </li></ul><ul><li>Participation is key to using social media successfully </li></ul><ul><li>IT is yours for the taking </li></ul><ul><li>Discuss IT, blog IT, answer IT, poll IT, comment on IT, podcast IT </li></ul><ul><ul><li>Use the tools of social media to take charge of IT </li></ul></ul>
  24. 29. So how do you control and follow all of this info?
  25. 30. How to use RSS <ul><li>Click on the orange button </li></ul><ul><li>Copy the link at top of the page </li></ul><ul><li>Page it into an RSS reader: </li></ul><ul><ul><li>Google Reader </li></ul></ul><ul><ul><li>Netvibes/Pageflakes </li></ul></ul>
  26. 31. Top 10 Uses for law firms * <ul><li>Current awareness </li></ul><ul><li>Firm marketing </li></ul><ul><li>RSS republishing </li></ul><ul><li>Feed mixing & filtering for subject collections </li></ul><ul><li>Client press </li></ul><ul><li>Vanity feeds </li></ul><ul><li>Internal research collections </li></ul><ul><li>Feeding on marketing content for KM </li></ul><ul><li>Case law & legislative changes </li></ul><ul><li>Aggregated tagging </li></ul><ul><li>*Source: Vancouver Law Librarian Blog </li></ul><ul><li> </li></ul>
  27. 32. Reputation Management <ul><li>Listen - What are people saying about you, your service, your industry, you competitors? </li></ul><ul><li>Respond - If you find yourself quoted, mentioned or commented about on a blog or article, use comments area to respond – right away </li></ul><ul><li>http:// /alerts </li></ul>
  28. 34. More can be found on:
  29. 36. <ul><li>Tweet: Link to interesting news/articles </li></ul><ul><li>Contribute Value to the Community </li></ul><ul><li>ReTweet: recognize other’s Tweets </li></ul><ul><li>From Chris Brogan’s 50 ideas of using Twitter for Business: </li></ul><ul><li>When promoting a blog post, ask a question or explain what’s coming next, instead of just dumping a link. </li></ul><ul><li>Ask questions. Twitter is GREAT for getting opinions. </li></ul><ul><li>Commenting on others’ tweets, and retweeting what others have posted is a great way to build community. </li></ul>
  30. 37. <ul><li>Confidentiality and Ethics rules apply </li></ul><ul><li>Be honest </li></ul><ul><li>Don’t tweet anything that could make you feel awkward later on </li></ul><ul><li>Don’t spam </li></ul>
  31. 38. <ul><li> – optimise your Bio area for the right categorization in Twitter Yellow Pages </li></ul><ul><li> – register yourself in a ‘Tags-based’ Directory </li></ul><ul><li>Seach key words in people’s bios http:// </li></ul><ul><li>Follow one or two people that interest you and follow those they follow </li></ul><ul><li>Tap into TweetScoop and #hashtags </li></ul>
  32. 40. <ul><li>Each has around 500 followers </li></ul><ul><li>Plus my followers </li></ul><ul><li>Webinar info was sent to….. 6000 people in 10 seconds with zero cost </li></ul><ul><li>Credit to Doug Jasinski for this helpful use case structure! </li></ul>
  33. 41. Other Useful Guidelines and Tips <ul><li>‘ Tags’ and ‘keywords’ analysis guide </li></ul><ul><li>Chris Brogan: How to Do Business on Twitter: </li></ul><ul><li>How do other brands do Twitter: </li></ul><ul><li> </li></ul><ul><li>“ Twitter Tips in 140 characters and more” </li></ul><ul><li> </li></ul><ul><li>@ atsakala offer a great Social Media Guidelines document – tweet him to ask for a copy </li></ul><ul><li>Read Blogs of Lawyers on Twitter – all have posts with great advice on Twitter for Lawyers </li></ul>
  34. 42. 8 Minute Social Media Game Plan <ul><li>For an effective Social Media-savvy lawyer... </li></ul><ul><li>Spends 5 minutes a day scanning RSS feeds, blogs and emails </li></ul><ul><li>1 second to check reputation alert, topic or company key word alert </li></ul><ul><ul><li>5 minutes to respond-- if need be -- to a blog post or social media entry </li></ul></ul><ul><ul><li>Send email to author of great article – invites to connect if she responds </li></ul></ul><ul><li>Logs into professional network every few days for about 8-10 minutes </li></ul><ul><ul><li>Connects to 1-3 people every few visits </li></ul></ul><ul><ul><li>Writes a personalized email to 1-2 connections </li></ul></ul><ul><ul><li>Scans forums or blogs </li></ul></ul><ul><ul><ul><li>Comments briefly or posts a message </li></ul></ul></ul><ul><li>Once or twice a month (at least) – writes or co-writes a blog entry </li></ul><ul><ul><li>Twitters new blog post </li></ul></ul><ul><ul><li>Posts blog on network profile </li></ul></ul><ul><ul><li>RSS sends blog entry automatically to all subscribers </li></ul></ul><ul><ul><li>Responds to comments </li></ul></ul>
  35. 43. Thanks! <ul><li>Twitter: @alinwagnerlahmy </li></ul><ul><li> </li></ul>
  36. 44. Additional Information followed by Q&A session <ul><li>Information on BabyBoomers and online: and warmly recommend following @ carloshernandez </li></ul><ul><li>Personal and professional, great post by Doug Cornelius </li></ul>