Social Media Best Practices

Social Media Risks and Rewards
September 21, 2009
Social Media Best Practices

Panelists
Moderator: John Lipsey, Vice President Corporate Counsel Services, Martindale-Hubbell Connected, Lexis Nexis
Doug Cornelius, Chief Compliance Officer, Beacon Capital Partners, LLC.
Vanessa DiMauro, CEO, Leader Networks
Dan Goldman, Legal Counsel, Mayo Clinic
Eugene Weitz, former corporate counsel, Alcatel-Lucent

Vanessa DiMauro

Key Findings of the Networks For Counsel 2009 Study
Networking remains critical to the legal industry, yet resource constraints make it more difficult then ever
Use of social networking sites has grown significantly over the past year, with three-quarters of all counsel now reporting they are members of a social or professional network
Increasingly, counsel indicate a preference for a legal-only professional network – and nearly 10 percent already having joined one
Only a very small minority of counsel are engaging in other types of popular social media activities such as microblogging (e.g., Twitter), Wikis and social bookmarking
Inside counsel and private practice lawyers view the benefits of online networking differently
While counsel are taking a “wait and see” attitude about the strategic value of the networks they’ve already joined, there is general belief that online networking will change the business and practice of law over the next five years
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Leader Networks © 2009

2008
2008
2008
2009
2009
2009
Counsel’s Use of Online Social Networks Is Expanding Rapidly
Both corporate and private practice lawyers are significantly more likely to report being a member of an online social network this year as compared to last
Approximately three-quarters of counsel now report being a member of such a network
Growth in online network use is seen across all age groups
Are You a Member of an Online Social Network?
% Yes
% Yes
Age
N
CC: 710
PP: 764
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Question: Are you a member of an online social network such as LinkedIn, Plaxo, Facebook, Xing or MySpace?

Corporate Counsel engaging in a variety of social media activities professionally, with more than half reporting membership in a professional online community
Reading and adding comments to articles or blogs, listening to podcasts, and membership in public social networks are also common
Social bookmarking, microblogging, and online collaboration are less commonly reported among this group
% Engage In
N
CC: 710
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Question: What type of social media activities do you engage in professionally? Select all that apply

While Lawyers See the Benefits of Online Networking, Corporate and Private Practice Lawyers View Those Benefits Differently
Corporate counsel identify ease of exchange of information and experiences between peers as the top advantage of an online legal professional network.
Private practice lawyers most value the ability to increase visibility among peers.
N
CC: 710
PP: 764
Question: What do you think are the top advantages of participating in an online legal professional network? Select up to three.
7

Counsel Continue to Be Optimistic That Online Networks Will Change the Business and Practice of Law in the Next Five Years
About one in five corporate and one in four private practice lawyers feel that there is a high likelihood this will happen
Only about one in six corporate and one in eight private practice lawyers consider this a low-likelihood event
Private practice lawyers increasingly (26% vs. 18% in 2008) believe this is a high-likelihood event
Likelihood of Change
N
CC: 710
PP: 764
Question: Do you think online networks (i.e., social media) will change the practice and business of law in the next five years?
1 = Not at all likely, 7 = Extremely likely
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For More Information About The Networks for Counsel 2009 Study
Contact Vanessa DiMauro
CEO, Leader Networks
http://www.leadernetworks.com
vdimauro@leadernetworks.com
Visit the project Web site: http://www.networksforcounsel.com
Download the study: http://www.leadernetworks.com
Join the discussion: http://www.martindale.com/Connected
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Why I Tweet
Dan Goldman
www.twitter.com/@danielg280

What is Twitter?
Broadcast texting:
140 characters
Can include links and pictures
Subscription model
“Follow” people to get their tweets
People who follow you get your tweets

What is Twitter

Tweeting a picture

What is Twitter?
User community has evolved the platorm
Moved beyond “I’m going 2 the bthroom”
Way to interact with masses of people
transmit information exceptionally quickly
Iran protests
Michael Jackson death
Senator Kennedy’s death

What is Twitter
Becoming a business tool
Channel for sharing professional news/information
HIPAA breach notification rules
Red flag rule postponement.
New Massachusetts privacy revisions
Professional Topic-based discussions
Hashtags allow for themed discussions
Asynchronous (tweet when you like)
Real-time synchronous (tweetchats)

What is Twitter
Professional networks forming on Twitter
HCSM (Healthcare social media)
HCHIT (Healthcare IT)
HCMKTG (Healthcare marketing)

Hashtags

Realtime discussions: tweetchat

Why I like twitter
Low “startup cost”
Free
10 second setup
Requires virtually no “maintenance”
SASSoMe
Short Attention Span Social Media
Fun-size-candy-bar of SoMe: bite sized nuggets of content
Character limit forces prioritization and honing on details

Why I like twitter
Pull vs. push:
There when I want it
doesn’t clog my inbox
I can drink in as much or as little as I want

What I do on Twitter

See what people are saying about our brand

Monitor professional topics

Drill down re items of interest

Participate in professional chats

Doug Cornelius - Blogging

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Why is Online Professional Networking Particularly Useful for In-House Counsel
Eugene Weitz
September 21, 2009

Globalization of Law Departments
Small and Large Law Departments are expected to be responsive in all time zones.
In larger Law Departments, Lawyers, colleagues and clients are all over the world.
Despite specializations lawyers are expected to know a little about a lot.
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The Reach of a Law Department
While internal blogs and discussion boards enable internal discussion within Law Departments, Law Departments need to be in touch with the outside world.
Contact with current outside counsel can be the end point or one of a few critical points in formulating legal opinions on issues.
Online networking offers potentially deep contacts by profession, geography and areas of expertise.

Why Network When In-House?
Leverage the expertise of in-house counsel outside your corporation. Access to specialists. Martindale Connected provides a gated community.
Interact with outside counsel beyond those you have retained. Results in best in class benchmarking.

Professional versus Social Networking
Online networking can be different things to different lawyers.
Avoid rolodexing baseball card contacts.
After developing your stable of connections from your vertical career, networking becomes horizontal.
Don’t underestimate networking creativity.
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Key Takeaways

Doug Cornelius

Doug’s Take-a-Way #1
Set up a search to find out what people are saying about you and your company
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Doug’s Take-a-Way #2
Set up a blog to help you organize the legal information you need to do your job.
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Vanessa DiMauro

20 Minute Social Media Game Plan
General Social Media Use
Spends 5 minutes a day scanning RSS feeds, blogs and emails
1 second to check reputation alert, topic or company key word alert
5 minutes to respond-- if need be -- to a blog post or social media entry
Send email to author of great article – invites to connect if she responds
Thought Leadership
Logs into your networks every few days for about 8-10 minutes (time block in your calendar)
Connects to 1-3 people every few visits
Writes a personalized email to 1-2 connections
Scans forums or blogs
Comments briefly on others blog entries or in a discussion thread
Answers any “Ask the Expert” questions, or ask yourself a question & answer it on occasion
Once or twice a month (at least)
Writes or co-writes a blog entry or substantive message
Twitters new blog post (optional)
Responds to comments (need be basis)
Submits an content piece or article
Invites clients, prospects, others to join the your network(s)
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THE LEGAL INDUSTRY IS RISK AVERSE TO PROCESS CHANGE
ACCORDING TO RESEARCH– COUNSEL STRUGGLE WITH THE DESIRE TO CONNECT WITH PEERS ONLINE AND A WAIT-AND-SEE ATTITUDE ABOUT SOCIAL MEDIA

FEAR, UNCERTAINTY AND DOUBT CREATE BARRIERS TO COUNSEL’S ENTRY
INTO THE SOCIAL MEDIA ARENA

BUT THE RESEARCH SHOWS THERE IS A DESIRE TO GET INVOLVED IN SOCIAL MEDIA: YOU WANT TO COLLABORATE SHARE KNOWLEDGE AND NETWORK WITH YOUR PEERS IN PRIVATE COMMUNITIES

THE PATH IS WELL WORN TO USING SOCIAL MEDIA STRATEGICALLY;
ENTERPRISE
GOVERNMENT
MEDICAL
EDUCATION
HAVE ALL CREATED BEST PRACTICE EXAMPLES THAT CAN HELP GUIDE THE LEGAL PROFESSIONS ADOPTION AND USE.

THERE ARE NOW MANY CHANNELS AND OPPORTUNITIES FOR CORPORATE COUNSEL TO TAKE A SEAT AT THE SOCIAL MEDIA TABLE

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Social Media Best Practices

by Doug Cornelius on Sep 18, 2009

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Social Media Best Practices — Presentation Transcript