Have up while people are walking in…Don’t go over this with them. Put it up and talk around it. Here is a link if you want to credit it: http://tosh.comedycentral.com/blog/tag/social-media-explained/. What does this mean to me in a library Twitter: Reading “ SCOTUS blog post on ACA” Facebook: I like the SCOTUS blog Foursquare: I’m at the Supreme Court! Instagram: Here’s a vintage photo of the Supreme court You Tube:
So today we are going to talk about Social Media in law Firm libraries. We will walk through why we should be in the social media space as law firm librarians, be inpired by some peers who are tweeting facebooking and using other SM tools to deliver services and market those services, we’ll look a little bit at using Sharepoint socially. Then we’ll dive into the “psychological” portion of the program and delve into how communication is changing in the workplace and how social media is well poised to take advantage of those changes. We’ll take a look at the survey results and finally we’ll take a stab at being futurists and talk about what Law firm partners will look like in 2020. This is meant to be interactive, social and collaborative so don’t hesitate to heckle, standup, raise your hand holler out questions, comments. OK lets get started.
Even though many of us are introverts Being a librarian is social its about interactions and relationships, your users won’t trust you if they don’t know you. Social media is just another avenue to connect with users. We should be in the same space as our users and we have heard this a lot. Point 3: this is still an open space. Claim it before someone else does. It’s not too late, don’t let marketing or IT or PD have all the fun Point 5: What to enrich relationships and it should be that it can be fun. Having a quick Twitter ‘convo’ with someone across the country is fun. Work is not above being fun. Frankly, I really only care about making libraries and librarians look good and having fun. Sadly, I do have to work, so I try and bring those sensibilities to the workplace. don't want to hear that you are too busy, too lazy or don't understand it. Where your people are now is Social media: Facebook, Twitter, Flickr and, increasingly, many other social media sites. You need to be there so they can see you, and you can market your services.SNS is great for library marketing. Brand your sites and be where your constituents are. Be the go to girl (or guy) for social media. Someone has to do it, why not you? It’s another way to add value and remind the firm of the value you are providing, be a thought leader chances are your team won’t be on the top of the layoff list if you are driving valuable services at your firm When I noticed that my attorneys were getting on FB and LinkedIn, I knew the library needed to be there, too. More and of my users are on FB and having the library there reminds people to come and ask us for help on SNS. SNS is all the rage in marketing circles. Don't be left out. Partner with Marketing and provide a research prospective to the use of business development strategies using SNS tools. And we are going to see some SM savvy law firm librarians are leading the charge in this area.
Who has the time? Well here are some examples of very busy guys and gals in law library land that are finding a way to leverage social media in their library to stay engaged with their users. Twitter is one of the more natural places for librarians to dip their toe into the SM ocean. There are 5-6 law firm libraries that are now actively tweeting including the Bryan Cave Library. For an excellent review of the Bryan Cave twitter experience check out the article on 3 Geeks from May 24, 2012. Sign up to follow these libraries to get an idea of what they are pushing out. How could you adapt that to your firm? You can also Leverage knowledge of vendors (Jaye example of attorney wanting BNA content, went to Bloomberg and worked out a deal where subscription to BLaw but also got attorneys' labor law blog indexed by BLAW providing more value to the attorney, the firm and the vendor). Now attorneys' blog is reaching more people which could turn into business for the firm because of the librarian thinking of how to leverage knowledge of vendor.
Lets take a closer look at what Joan Thomas and Karen Lasnick are doing with their @BryanCaveLib twitter feed. This shot was pulled on a random Monday in July to give you a flavor of what they are pushing out to their followers which now number 180! Up from 93 when their tweeting was featured on 3 Geeks & a Law Blog. These are the kinds of things some of us might have put in a library newsletter or clipping service in the past but with twitter these librarians are pushing out helpful content to their users and have found a great way to work together across the country as Joan is in KC and Karen in CA. Read more about their experience on 3 Geeks 5/24/12 posting also listed on the resources which will be posted to the PLL summit blog. This has 2 upsides one is the obvious awareness raised for the library by attorneys and others outside the firm seeing a branded logo and feed produced by the library but the second upside may have even more value to the firm. As Joan and Karen share in the 3 Geeks article, they have created closer collaboration among themselves and are communicating sometimes exclusively on twitter to deliver services, share ideas and generally work smarter together. Think about that value add for a minute… Social technologies are not just about connecting to our users but also connecting to each other in order to solve our shared challenges. For all of us introverts out there collaborating online may be more natural to use than face to face communication. Why not give it a try to strengthen relationships and collaboration within your teams?
Bryan Cave experience from Karen Lasnick Here is your answer to "How has your twitter presence impacted use of your library?” Attorneys, legal assistants and staff are definitely reading our tweets. I've had emails regarding what we've posted and others stop in to comment or thank us. I think we are viewed as "cutting edge" and this has led to increased requests from people who had not taken advantage of our skills beyond pulling cases. I've also noticed that the types of requests are much more complicated and time intensive. This shows a confidence in our abilities to find the answers to questions that have proven difficult.
I have to admit even I thought my collegue Jaye Lapachet was a little nuts when She created a CPDB Facebook page in 2009 as a way to connect to her users and provide another avenue of engagement in the library. It is still going strong. Not nuts but inspired! Jaye and her small team (a reference librarian and part time assistant) Post professional material that may be interesting to your users. Jaye’s team populate this page from different sites, such as blogs. And twitter. You may be sitting there thinking “well yeah a big firm like Bryan Cave probably has some savvy attorneys who think this is neat but I work at a small firm” in fact there were a few responses like that to my survey. This is an example of a librarian thinking way outside the box. Jaye Lapachet at Coblentz Patch Duffy & Bass LLP in San Francisco which is a mid sized firm with less than 100 attorneys. Jaye describes it working as follows: We keep our friend list to our attorneys, staff and alumni. We get as much info from them as we send out. They don’t tell me their dad just died or their novel was just published, but they put it on FB. I tuck it away and use that tidbit to make a connection. (not in a coldhearted way, in a “I really want to connect with you way) Connection=trust=more willingness to ask for help. To remain relevant and valued in our organizations we need to find ways like this to connect to our users and also better understand where they are coming from. Jaye reports that While we haven't had direct requests for information based on our social media presence, but we are asked to help attorneys set up their social media presence. We are also provide training on social media tools. Two of our attorneys have blogs and we feed them information to create posts. We also provide research to support their posts. Many ways to add value with SM some not entirely obvious.
Since Collaboration is part of the title of this presentation I couldn’t skip my personal favorite sm tool WIKIS. I love wikis. They may be the best social media tool out there. I’ve used wikis to help manage our departments and engage staff. Wikis can collect best practices, internal procedures and protocols and be a collaborative space for staff to learn from each other by sharing their knowledge with the group. Nossaman's RIS wiki is maintained by every staff member with the overall organization created by our Technical/Electronic services librarian and lists standards for cataloging, research checklists, lists of DMS document numbers for department documents, and checklists for common tasks. At my new firm wikis are used within the sharepoint enviornment and are used outside the library too by practice groups to share work product, practice tips and knowledge. Wikis are a great way to get started and require little ramp up All in one place. No excuse for not knowing.
Jaye : In the course of providing some one-on-one training for a managing partner, he mentioned that there were too many disparate repositories of information . He wasn’t able to use them, or even remember they were there. He wanted a one stop shop for his information. This might seem like a weird leap, but I realized that this was why people used Google (they knew where to find it, could put in a few words and generally get to their secondary source). I knew that this was an opportunity to create some sort of repository that linked people to the information they needed. I started a pilot using PBWorks (web based wiki software) using one practice area and one topic within that practice area. Obviously the ultimate goal is to gather all information for that practice area in a topic oriented structure, but as I said I am an advocate of starting small, with a pilot. We have a license for PBWORKS and are using it for various functions in the firm. I started with their KM template and modified it a little bit. I can further modify it as feedback comes in. In the pilot, we tested how long it would take to gather and add information, the format, which led us to some information about the estimated cost.
The links out to treatises go to WL and LN. We partnered with vendors and they provided relevant information, which prevented us from duplicating work they already had done. They were happy to do this, because it exposed their information in an additional way. We also have relevant chapters of books that aren’t online referenced. We are struggling with getting a license to copy to PDF and post those chapters, and also with updating issues. I am also working on linking straight into and out of my catalog.
This is from an informal group of law librarians in SF who uses wikis to collaborate across firms. We use this wiki to share best practices, tips and trips and to keep a record of our meetings and brown bag sessions. Your association and PLL have similar platforms and it’s a great way to dip your toe in with very little risk before introducting similar technology to work. As we’ll see in the survey your firms may already have similar technology available via sharepoint that you can work with inside your firm.
Ask the audience for ideas, create a few canned one’s --Training attorneys on the use of social media --conduction research on potential clients using twitter --using facebook to better understand users --using twitter lists to track mentions on clients or trends in specific industries --providing research assistance to blogging attorneys ----Trade show presentations good for finding email address , are they available on linkedin which may be more social media-y for your purposes(your jigsaw, spokeo slide-may not apply) --be a social media curator for your clients (h/t Greg L)
So now that we’ve seen a few examples of law firm librarians leveraging social media for multiple purposes How many of you have a library twitter feed that you update at least once a day stand up? How many of you have a personal twitter feed that you update or check more than once a week? How many of you have a library facebook page and update it at least once a week stand up? How many of you have a personal facebook or linkedin page and view or update it at least once a week?
Lets look at this “old vs. new” chart for a minute. We didn’t have many people stand up, that’s ok just think of it as an opportunity to be a thought leader like the librarians behind the examples just shown. You maybe missing out on an opportunity and the survey I conducted had many of you respond with skeptism however the opportunity before us doesn’t just have to do with getting your library on twitter or facebook but more to do with showing you are adaptable which makes you more valuable to your firm. You don’t have to be a 25 to be the new librarian, the new professional is social, collaborative. The real problem with social media is it challenges our basic assumption of what it means to be “professional” We are seeing an overall growth in all types of online communication tools which are often used for both professional and personal. Many responses on the survey that were negative towards Social Media had some clear similarities to some of the characteristics of the old Professional from this chart. But look at the characteristics of the new professional. The word cloud illustrates how the continuum has swung to being more collaborative, more connected and in some ways more informal in our interactions. Social media tools such as Twitter, Facebook, LinkedIn and others can be connectors and platforms for us to interact with our users in a way that builds trust and relationships. Social media is just another way for us to engage our users and our teams.
Here are some responses to the survey questions of “is social media a passing fad” and “I see little use for SM in my library” What themes do we see here? On the negative side Lack of time Lack of risk taking Unsure On the positive side Marketing services Our users are in the space Connection
More themes Postive and this is one of my favorite responses “Not sure how it all works bit if it is a means for getting out info I’ll try it” That’s one forward thinking risk taking librarian who I would hire in an instant! As we saw with the “new” vs. “old” professional slide it’s ok to try things out and make a mistake as long as you learn from it, we shouldn’t be afraid to put ourselves out there and try new technologies that may help our users. Using it for research Negatives: well you get the picture. If your attorneys aren’t tech savvy that doesn’t mean you can’t use SM for research or as a resource for uncovering info on clients, prospects and to keep your staff engaged and to keep up for your own knowledge trends in the legal industry and our roles in it.
Finally and I don’t want to pick on the skeptics here. I think there is a point to be made about not having to digest it all and re-disseminate it all. I think that the world won’t end if you don’t read your Twitter feed today. But you also want to be in the “info flows” where your users are. There is a balance here and I’m not suggesting SM is the cure for all that ails us but its just another tool that we should have in our toolkit. Think of where your users are and find a way to be there, if its sm then be there.
The Survey also uncovered some great ideas for use of social media these are just a sampling of those answers. “ To monitor items of interest to research staff“ – people are not robots. As directors and bosses we need to help keep our staff engaged. One way to do it is to let them explore a work related topic in which they are interested. Social media is a cheap and easy way to do it. Yes, there are parameters (no porn). “ I use sites like FB, LinkedIn, Jigsaw, Spokeo, as corporate intel tools to find out more about people and businesses than they realize they’re giving away for free” – . S/he is absolutely correct and exploiting the weaknesses while they exist. Yes, companies will become more savvy, but for the moment use what you can. You could also customize vendor pages, like in Publisher, to email Library and not vendor black hole of doom email. Librarian can then determine if there is a real problem or a training opportunity or a chance to engage with users.
As a group we don’t think SM is a fad though some responded they wished it were. What’s interesting here is while we don’t think it’s a fad a significant portion of us doesn’t see much use for SM in our library. Why is that? Time? Aversion to risk taking? My challenge to each of you is go back and try one SM tool if you aren’t already exploring one for work be that twitter, linkedin, a wiki etc. Start small with trying to solve a single problem such as better knowledge exchange and quality control on your staff? Wiki’s can be a great tool for that and in my personal experience I’ve found wikis to be a good way to get familiar with the concept of SM. Then you can dive into twitter and some of the others.
Based on the survey responses a large percentage of firms are using some kind of social software in the enterprise. If our firms are in this space we should be too. Wikis and blogs are in a significant number of firms these are tools that have many logical uses within the library as we saw previously. Why not use them to get familiar with these technologies. Many of you are already using these tools in your libraries, why not use them to deliver services, curate content on practice wiki’s or blogs or provide value in some other way. The only limit is your imagination and understanding of your firm’s political culture.
22% of those who responded use Social media to deliver services but 78% don’t. Given the space we are in we need to change that stat. Some or many of our users are in this space, if we aren’t there too we are missing out on an opportunity to provide value to our organizations. Don’t let Marketing or IT own the SM space there is room for all of us! Connections and interactions are key in SM, just as we do one on one reference at a table we can make similar connections with technology to supplement our face to face interactions. Again just another way to connect.
What does this mean to me in a library: I’ll start us off , now lets break out into groups of 5 and you have 10 minutes to come up with a library explanation of social media, bonus points to the group who can come up with a theme that also demonstrates how social media could be used in a law firm library. Twitter: Reading “ SCOTUS blog post on ACA” Facebook: I like the SCOTUS blog Foursquare: I’m at the Supreme Court! Instagram: Here’s a vintage photo of the Supreme court You Tube: Here I am explaining how to access the Supreme court opinions to my users LinkedIn: My skills include researching supreme court opinions Pinterest: Here’s my favorite Supreme court justice Last FM: Now listening to the “Supremes” G+: I’m hanging out with my friend who works at Google discussing the ACA ruling
Have groups report out. Great examples, we will collect these and post them on the summit blog this weekend
To wrap up lets think about The Summit’s theme this year is “Path to 2020 a vision for change” so I thought it might be helpful to look ahead and think about what the law firm partner and law firm leaders of 2020 might look like? Ok stop yawning I know we’ve all sat through ad nasuem presentations about generational differences and “digital natives” so I’m not going to dive into this in detail here. However, this chart looks very similar to the “old professional/new professional” chart we look at earlier. What are the themes? Collaboration, accessibility, focus on building and maintaining relationships, reliance on network of people and resources. All of these tie in nicely with social media…what are you waiting for? This is the future and you have a chance to be in on the ground floor at your firm, great way to add value, connect and be creative while learning a new way to engage your users and collegues.
Pll Summit 2012 Social Media Collaboration Public Version
The “Donut Explanation” of Social Media http://tosh.comedycentral.com/blog/tag/social-media-explained/
Social Media Collaboration@ Law Firm LibrariesCamille D. Reynolds, MLSDirector of Risk Management & Information Services
Social Media Collaboration @ Law Firm LibrariesWhy Should I?Law firm librarians tweeting, facebooking,wikiing oh, my!SharePoint socially really?What does “professional” mean now and in 2020Survey results a mixed bagTime machine: Law Firm Partners 2020
Why should I ?Our users are in the SM space we should be tooAnother way to engage and connectStay relevantChannel to learn from peersWay to enrich relationships with users Opportunity
Showing Value through SMI think we are viewed as Attorneys, legal assistants and “cutting edge”. staff are definitely reading our tweets. How has your twitter presence impacted use of your library? I’ve noticed that the types of Led to increased requests from requests are much more people who had not takencomplicated and time intensive. advantage of the library.
What does “Professional” Look like Today? Excerpted from “What does ‘Professional’ Look like Today” http://blogs.hbr.org/cs/2012/05/the_new_professional.html
The RealityPositive (Yellow) Skeptical (Pink) We use it mostly for I kind of wish it was marketing and to look (a passing fad) but I cool, but also to don’t think it will go disseminate away… interesting info that may not be appropriate for email. Not a fad, but unsure of use in the industry With attorneys having constant access to Twitter and FB via smartphones using these I don’t have time platforms to push out to get myself up to info could be useful in speed and get my library others on board I think it is a great way to Bill rates are too high stay connected and keep for attorneys to be people aware of what’s constantly interrupted happening in the legal by trivial matters, plus world. the issue with material confidentiality.
The RealityPositive (Yellow) Skeptical (Pink) Not sure how it all There appear to be works but if it is a a number of pitfalls means for getting and I don’t want to out info I’ll try it. take the risks. Info overload there are plenty of tools pushing info to our attorneys already. My attys are not tech savvy If more of my attys were on Twitter I might use it more to push info, but I use Twitter, FB and LinkedIn for finding info on people, companies and keeping up to date in the profession. Hey, I’m being phased out I just do books.
Law Firm Librarian Views on Social MediaPositiveI can get themto read atweet but notan article Iemail them.SkepticalWhat’s wrongwith email? Thelast thing I needis 4 more placesto remember tocheck everyday.
Uses for SM in the Library?We use it mostly formarketing and tolook cool, but also to We search SM To locatedisseminate sites for client foreign & hardinteresting info that mentions to find infomay not beappropriate foremail. Focused use for To monitor intel gathering (through Hootsuite) To find information items of interest to about people and research staff companies I use sites like FB, LinkedIn, Jigsaw, Spokeo, as corporateCI intel tools to find out We use wikisenvironmental more about people and increasinglymonitoring businesses than they but adoption is realize they’re giving slow. away for free
Survey Responses on Perception of SM Social Media is a passing Fad? I see little use for social media in my library.
Survey Details88 total respondentsConducted from June 20th to June 27th 2012No identifying information collected (firm size,geography, demographics)Survey sent out on AALL, PLL, SLA lists and ofcourse Twitter and LinkedIn.
What is the “Library” Explanation of Social Media Twitter: Great analysis at SCOTUS blog on ACA Facebook: I like the SCOUTUS blog Foursquare: I’m at the Supreme Court! Instagram: Here’s a vintage photo of the Supreme court YouTube: Learn how to search Supreme Court opinion with this video tutorial. LinkedIn: My skills include searching supreme court opinions. Pinterest: Here’s a photo of Chief Justice Roberts. Last FM: Listing to Supreme court radio G+: I’m discussing the ACA ruling with my circle.
Law Firm Partners of 2020Excerpted from: “Dancingwith Digital Natives” AALLSpectrum May 2012, Vol.16 No. 7Excerpted from: “What does‘Professional’ Look like Today”http://blogs.hbr.org/cs/2012/05/the_new_professional.html
Questions? Camille D. Reynolds, MLSDirector of Risk Management & Information Services Fenwick & West LLP @lawlibgnawledge http://www.linkedin.com/in/camillereynolds