The New Madison Avenue
Web 2.0, Blogs and Social Networking for Lawyers


       New Jersey Association for Justice
      ...
So What is Web 2.0?



• Web 2.0 (or Social Media) is just shorthand for a new
  type of Internet-based technology.

• Thr...
Okay, So What is Web 1.0?


• Web 1.0 describes the major technological innovation
  introduced in the ‘90s: online search...
Why Does Social Media Represent a New
                   Paradigm?

• Social Media is all about user-generated content and...
Why you should care

•   A cost-effective way to complement your business development
    efforts by reaching your intende...
Creating a Game Plan


• It’s very important to decide what your goal is, what your budget will
  be and who will manage t...
More Tips for Planning



• The specific goals you want to accomplish should
  be measurable so that there is accountabili...
Blogging

•   Many companies offer the ability to publish your writing - in the form of
    “posts” on the Web.
•   Adding...
Advice for Managing a Blog for Your Practice



     You graduated from law school, you’ve won a lot of tough cases, you a...
More Blogging Tips



• Create and continually update a “blogroll” - or a list of links to other
  legal blogs that are pa...
Micro-Blogging
•   Twitter!

•   Micro-blogging lets you publish a short (>250 characters) “status update” which the
    w...
More On Micro-Blogging


• Micro-blogging is great for business development for your firm
   because it takes relatively l...
Online Social Networking
•   LinkedIn.com

•   Online Social Networks allow you to create a profile with your professional
...
Online Social Networking Tips


•   You can also search for members by keywords like location, industry, etc.

    •   The...
Any Questions?




       15
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The New Madison Avenue: Web 2.0, Blogs and Social Networking for Lawyers

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Keynote presentation for the NJ Association for Justice's Technology Panel, delivered by Steven Josselson, Principal at Josselson Consulting LLC.

Bally's Atlantic City
April 23rd, 2009

Published in: Business, Technology
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  • The New Madison Avenue: Web 2.0, Blogs and Social Networking for Lawyers

    1. 1. The New Madison Avenue Web 2.0, Blogs and Social Networking for Lawyers New Jersey Association for Justice Boardwalk Seminar Technology Panel April 23, 2009 Steven D. Josselson Josselson Consulting, LLC www.josselsonconsulting.com 1
    2. 2. So What is Web 2.0? • Web 2.0 (or Social Media) is just shorthand for a new type of Internet-based technology. • Three Categories: • Blogging (e.g.: WordPress) • Micro-blogging (e.g.: Twitter) • Social Networking (e.g.: LinkedIn) • Social Media can only be understood by comparing it with its predecessor Web 1.0. 2
    3. 3. Okay, So What is Web 1.0? • Web 1.0 describes the major technological innovation introduced in the ‘90s: online search engines, or “portals.” • A web portal is a free service which allows businesses to quickly search through millions of web pages for the specific info they needed. • Based on the keywords entered into the website, the portal creates a list of web addresses matching the search terms you provided, with the “best” matches showing up at the top. • Previously unimaginable amounts of info could now be aggregated, organized and then sent from the company to all of the end users, creating a powerful new resource for businesses development. 3
    4. 4. Why Does Social Media Represent a New Paradigm? • Social Media is all about user-generated content and allowing for this content to then be shared in real-time between the contributor, directly to the millions of other users. • This transfer of data, ideas and opinions can be multi-directional and doesn’t rely on the web service to serve as an intermediary. • Like web portals, your message is broadcast to millions of people who are already interested in it for free, but now your message can be part of a two-way conversation between you and others. • These conversations create the opportunity to gain fresh insight, connect with new clients, and expand your business network. 4
    5. 5. Why you should care • A cost-effective way to complement your business development efforts by reaching your intended audience, and having the ability to make your message interactive! While it does require a time investment, most social media • services don’t cost any money. • TV and radio are expensive platforms for broadcasting your message, and inefficient in reaching the right audience; • Nobody checks the White Pages or classifieds section anymore because of the efficiency of web portals. • You can get real-time feedback on how your audience is responding to your message. 5
    6. 6. Creating a Game Plan • It’s very important to decide what your goal is, what your budget will be and who will manage this. • Pays to hire an experienced consultant, so you can spend your time working on your client’s cases. • There are three main types of social media platforms, and you should try to incorporate one of each type: • Blogging • Micro-Blogging • Online Social Networking 6
    7. 7. More Tips for Planning • The specific goals you want to accomplish should be measurable so that there is accountability for results. • Which web service(s) from each category you will use. • The specific audience you trying to reach and/or influence with the content you publish (message). 7
    8. 8. Blogging • Many companies offer the ability to publish your writing - in the form of “posts” on the Web. • Adding your original content to the Web is “blogging” and the webpage where it is instantly published and can be seen by anyone is your “blog.” • You want to make the blog look professional and distinctive, and signal to your audience that you take pride in it (like the lobby in your office) • Pay to create (or “register”) a memorable web address that will stick in people’s heads or will pop up near the top of the list if someone does a search on a portal. • Example:www.grantrichmanblog.com,or www.personalinjuryreporter.com (already taken) • Having someone take care of this for you, as well as “host” or store your blog’s content on their computer is not that expensive. • I highly recommend using WordPress for your blogging platform. 8
    9. 9. Advice for Managing a Blog for Your Practice You graduated from law school, you’ve won a lot of tough cases, you attend industry conventions and probably have published some writing = YOU ARE AN EXPERT • The wonderful thing about publishing (“posting”) short articles on your blog is that it presents an ideal forum for demonstrating your expertise in your field of law to your readership • Always keep in mind who might come across your blog: everyone. • Make it a place where other lawyers and people looking for legal information can read informative, entertaining content • Upload and link to lots of photos, .pdfs, and even videos that will showcase your experience; • Customize the appearance of your blog, perhaps by adding your firm’s logo to the header, but keep it easy to read. 9
    10. 10. More Blogging Tips • Create and continually update a “blogroll” - or a list of links to other legal blogs that are part of the online community. • Pick blogs that are updated somewhat regularly and have solid content. • This will signal to your audience that your blog is part of the community and that you are following other experts to stay on top of the latest news and opinions. • Perhaps more importantly, the other blogger may end up reading your blog if you comment on one of his posts, and may add it to his or her blogroll. • This will increase the size of your audience! 10
    11. 11. Micro-Blogging • Twitter! • Micro-blogging lets you publish a short (>250 characters) “status update” which the website sends to anyone who is following you. • Start off by searching your list of business contacts to see if any of them are already active and subscribe to see their updates whenever they post them. (Import Address Book) • These people will usually start subscribing to follow your updates as well, since they are want to know what you’re working on. • But since this is Social Media, you can also see a list of other people your colleagues are following and start following their posts. • Then, some of these people (who you’ve basically met through a mutual connection) may be trial lawyers, and they may start following your updates after they see you are one of the people your mutual contact is following. • These people become not only an informational resource, but potentially part of your professional network! • You can also search for people based on their location, profession, etc. 11
    12. 12. More On Micro-Blogging • Micro-blogging is great for business development for your firm because it takes relatively little time for you to post updates (“Tweets”), and is a very convenient format for others to follow. Use your judgment in how many “tweets” you send out within a 24 hour window. You should refrain from posting anything that could hurt your reputation or land you in legal hot water! • There are also free services called “aggregators” that will automatically publish your update from one network to multiple accounts, which will save you a lot of time and help you reach and meet many more people. 12
    13. 13. Online Social Networking • LinkedIn.com • Online Social Networks allow you to create a profile with your professional contact info, photo, bio and other info, and then invite other lawyers you know to connect. • You will then have access to their business info all in one place and can can send messages back and forth. • Again, you will get to see who else your colleagues know in their network of lawyers, and you may see and connect with others you have lost touch with. • Better yet, you may see someone in your colleague’s network who you don’t know, but whom you would like to be introduced to. Your mutual contact can then arrange an online introduction for you, and this new person may become part of your network. 13
    14. 14. Online Social Networking Tips • You can also search for members by keywords like location, industry, etc. • The idea is to create a free account, create a profile with a headshot and your basic contact information and search the website’s directory of members. • You will then find some people you know . . . some of whom you haven’t seen since your first year of law school . . . and you request to add them as a friend. • Now, you have all of your friends’ contact information, where they are working, what they’re up to, and who is in their network of friends. • If the people you have been associating with since embarking on your legal career have similar interests to you, you may be able to find jobs, new clients or other non-legal professionals with whom you can do business. 14
    15. 15. Any Questions? 15

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