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  • Good writers with passion = bloggers Seeking national attention = Twitter Friendly acquaintances for referrals = Facebook Professional acquaintances for referrals = LinkedIn
  • General sites have categories to submit stories to, but genre specific social news sites are proliferating
  • Lawyers are slow in catching on to these. Great way to control image and information you advertise. Creating daily snippets of knowledge that likely takes no effort to compose
  • and if done well, can create trust very quickly, perhaps even quicker than text which can easily be copied or paraphrased from others
  • Does anyone use one of these? I just barely started using SU but don’t remember to rank pages – plus no browner button for Google Chrome
  • These are good if you want to market to other lawyers. I spend a lot of time on LinkedIn
  • Most forgotten form of SM Throwback to “chat rooms” Around before “search” engines
  • Lots of pull Tons of friends and fans Whatever they say/bookmark is worshipped Takes pride that they are a Super User Some have ulterior motive
  • Really active Submit a lot Vote a lot Comment a lot May evolve into a Super User
  • Sign up for as many SM sites possible Submit only own stories/articles/praises for self Then submit more of the same Don’t realize they aren’t being social
  • Pent up rage Lets true emotion and anger out being Internet alias Criticize/argue over anything: your views, grammar, location Will let you know how horrible you are
  • Signs up for sites but doesn’t participate Uses SM for own benefit/entertainment Similar to Avid Learner and Average Joe This is me on Facebook
  • Helps people she doesn’t know Usually have a lot of knowledge and want to share it Usually borderline Active User and Super User
  • Knowledge hungry Love self help and how to articles Easily spend tons of time getting deeper and deeper into Internet Oftentimes Lurkers bc don’t want to be social, just learn
  • SM on spare time Doesn’t submit content Not social May comment occasionally Adds friends every now and then Most common of all users
  • Starbucks and Dell have 11 channels I engage in 3 mainly (and an Average Joe/Lurker) on a few others
  • Surprisingly few local lawyers have blogs When you update your blog, automated messages can b sent to your other SM for followers to return to your blog and read what you posted. Blog can house your Twitter accounts, professional photographs, videos, and can conspicuously highlight your LinkedIn and Facebook profiles
  • Constant addition of new material will have your blog recognized by search engines and listed higher in search results. This is called SEO and is the crux of how people can find you online
  • World’s largest professional networking site
  • I follow his blog but not his Twitter
  • I’m connected to McLain on LinkedIn and was through Twitter
  • When do you think the last time was when a mega-firm out of NYC was hired because of their phone book listing?
  • MI: Professional? Busy? Lazy? Overwhelmed? DYN: Include web links with short URLs / Great way to drive viewers to website or blog SWC: For solos/smalls it’s company Like a ListServe but more diverse Media: Journalists search Twitter for quotes and experts – I’ve been quoted in ABA b/c of Twitter
  • Combine Facebook with other social media tools like Twitter. For example, when someone asks a question on Twitter, you can respond in detail in a blog post and link to it from Facebook My practice doesn’t lead to Facebook use
  • If videos are too grainy or you don’t resonate well with the audience; Pay attention to light and audio; Videos don’t return a lot of SEO;
  • Transcript

    • 1. Social Media: Trends, Emerging Issues & Ethical Pitfalls September 11, 2009 Matthew D. Austin | blog
    • 2. What is Social Media
      • The underlying goal of social media is to connect people who share some sort of commonality. Those people are more likely to turn to each other in their decision making processes.
      Matthew D. Austin | blog
    • 3. Social Media Maxims
      • Social media is just sharing who you are (Facebook), what you do (LinkedIn), and what you think (Twitter)
      • Just because you are “friends” with someone online doesn’t mean they’d recognize you in a crowd of three people. Make your online connections the start of relationships, not the extent of them
      • Unless you measure the value of your real friendships by business you receive from them, it is unfair to hold your online friends to a higher standard
      • The only thing you’ll get from your online friends are their updates . . . unless you ask them for more
      Matthew D. Austin | blog
    • 4. Social Media Maxims
      • Ever think it would be cool to be invisible? Ignore Facebook, LinkedIn and Twitter, and to a vast number of your potential clients, you will be invisible
      • Want to understand the value of being active online? Ask the guy standing in the corner by himself at your next networking event how many friends he’s made
      • First impressions are no longer made in person. People want to get to know you before they meet you – and the place they go is to the web. Are you there and what kind of first impression do you make?
      Matthew D. Austin | blog
    • 5. Useless without a Goal
      • Rank higher in search engines
      • Show off expertise
      • Interact with others
      • Local or National clientele
      Matthew D. Austin | blog
    • 6. Different Social Media Sites Serve Different Purposes
      • Not everyone in the firm needs to fully participate
      • Good writers
      • Seeking national attention
      • Friendly acquaintances
      • Professional acquaintances
      • All lawyers should have detailed profiles
      Matthew D. Austin | blog
    • 7. People Want to Hire People
      • Take off your lawyer hat
      • Talk to people, not at them
      • Interact, don’t advertise
      • Share a little bit about yourself and your interests
      • Overlap between social and professional
      Matthew D. Austin | blog
    • 8. Skeptics of Social Media Say…
      • Why should I invest my time or money in social media when I can’t even tell what the ROI is from my investment?
      Matthew D. Austin | blog
    • 9. Skeptics of Social Media Say…
      • My company is already making money and has been profitable for the past 10 years without ever using social media, why should I start now?
      Matthew D. Austin | blog
    • 10. Skeptics of Social Media Say…
      • Social media is really just a guessing game; things are changing so quickly that it’s impossible to know what’s going to work and what isn’t
      Matthew D. Austin | blog
    • 11. Different Types of Social Media
      • News
      • Video
      • Forums
      • Blogging
      • Professional
      • Bookmarking
      • Photosharing
      • Microblogging
      • Social Networks
      • Answer Services
      Matthew D. Austin | blog
    • 12. Social News
      • Users submit news articles that are voted up or down
      • Can comment on submissions and conversations ensue about the stories’ validity
      Matthew D. Austin | blog
    • 13. Blogging and Microblogging
      • Paragraphs, hypertext links, pictures, etc.
      • Each should have its own URL (or web page)
      • Microblogging is Twitter and status updates
      Matthew D. Austin | blog
    • 14. Social Networks
      • After the success of MySpace and Facebook, many corporations are considering adding their own specific networks for brands, products, and companies – like Disney, Toyota, and Coca-Cola.
      Matthew D. Austin | blog
    • 15. Answer Services
      • Small but powerful niche
      • Members strive to give the best quality answers
      • Answers ranked / awarded points
      Matthew D. Austin | blog
    • 16. Video
      • Fasting growing segment
      • Equalizer for many small business
      • Google owns YouTube
      • Can subscribe to channels, rate video and embed video on social networks or blogs
      Matthew D. Austin | blog
    • 17. Bookmarking
      • Adds efficiency to your searches for useful information
      • Resources and you are easier to find
      • Additional promotional opportunities by being a better target for people who will be interested in what you are about
      Matthew D. Austin | blog
    • 18. Photo Sharing
      • Gets good search results when photos are labeled with keywords that relate to your site; another traffic driver
      • Be cautious of who’s labeling you in pictures!
      Matthew D. Austin | blog
    • 19. Professional
      • Several professional platforms exist for attorneys
      • Some open to the public
      • Some require sign-up and log in to search profiles
      Matthew D. Austin | blog
    • 20. Forums
      • Great knowledge resources because trust is quickly built with the person dispensing advice
      • LinkedIn “Groups” and ListServs are examples
      • With forums for everything under the sun, they offer a place for communities to form, members to contribute, and information to be shared
      • Thousands of these types of services are out there
      Matthew D. Austin | blog
    • 21. Types of Social Media Users Matthew D. Austin | blog Super User Active User Greedy Webmaster Hater Lurker Helpful Stranger Clueless Webmaster Avid User Average Joe
    • 22. Types of Social Media Users
      • The Super User
      Matthew D. Austin | blog
    • 23. Types of Social Media Users
      • The Active User
      Matthew D. Austin | blog
    • 24. Types of Social Media Users
      • The Greedy Webmaster
      Matthew D. Austin | blog
    • 25. Types of Social Media Users
      • The Hater
      Matthew D. Austin | blog
    • 26. Types of Social Media Users
      • The Lurker
      Matthew D. Austin | blog
    • 27. Types of Social Media Users
      • The Helpful Stranger
      Matthew D. Austin | blog
    • 28. Types of Social Media Users
      • The Avid Learner
      Matthew D. Austin | blog
    • 29. Types of Social Media Users
      • The Average Joe
      Matthew D. Austin | blog
    • 30. How Many Types of Social Media Channels To Engage In
      • Some of the big brands engage in more than 10 and have a cadre of full time employees making it appear seamless
      • This presentation only deals with five channels: Blogging, LinkedIn, Twitter, Facebook, and Video Sharing
      Matthew D. Austin | blog
    • 31. Blogging – Who’s Doing It?
      • 82% of American’s top 200 law firms are blogging – more than double the number since August 2007
      Matthew D. Austin | blog
    • 32. Blogging – Who’s Doing It?
      • Out of top 10 U.S. law firms with the most profits per partner, only one – Kirkland & Ellis – has a blog
        • And that one really doesn’t count because it was founded by an associate and the content is published by law professors and guest writers who have no connection with the firm.
      Matthew D. Austin | blog
    • 33. Blogging – Who’s Doing It?
      • Am Law Daily called the nine non-blogging firms
        • “ The conversations we have centered on a general theme: The firms just don’t see the point. They are already successful, so they don’t feel the need to market themselves or prove their grasp of a particular subject matter in the limited spare time they have.”
      Matthew D. Austin | blog
    • 34. Blogging – We’re Not Doing it Either
      • CBA maintains a list of bloggers on its website, and currently it has about 15 blogs listed
      • Blog should be your first tool of branding yourself and your practice, and then expand from there into other media
      • A blog is like a hub with spokes protruding outward. When you update your blog, automated messages can be sent to your other social media for followers to return to your blog and read what you posted. Once there, your blog can house your Twitter accounts, professional photographs, videos, and can conspicuously highlight your LinkedIn and Facebook profiles
      Matthew D. Austin | blog
    • 35. What to Blog About
      • Read blogs pertinent to our practice areas
      • Write a week’s work of entries over the weekend
      • Automatically published throughout the week
      • SEO benefits
      Matthew D. Austin | blog
    • 36. LinkedIn – What is it?
      • 45,000,000 users
      • Average user is ~40 and makes $140k/year
      • Educational and professional history as well as rolodex and achievements on an intuitive page
      • Search old colleagues and connect with new people in an incredibly easy to use format
      Matthew D. Austin | blog
    • 37. Creating a LinkedIn Profile
      • It’s free and expected
      • Crete a detailed profile of yourself
      • Include descriptive keywords in the “Summary” section
      • Professional photograph of yourself in business attire
      • Obtain branded URL ( )
      Matthew D. Austin | blog
    • 38. LinkedIn’s Indispensable Additions
      • Status updates – like Facebook and Twitter, but keep it professional
      • BlogLink – displays your latest blog posts on your profile
      • – allows you to create links to files such as briefs, decisions, and marketing kits
      • Slideshare – embeds slideshow presentations on your profile
      Matthew D. Austin | blog
    • 39. LinkedIn’s Indispensable Additions
      • Recommendations – give then get
      • Q&A – thoughtfully answer questions
      • Groups – join and/or create but make sure you’re active
      • Introduction – people in your network can introduce you to people in their network
      Matthew D. Austin | blog
    • 40. Twitter
      • The latest rage, but is it all hype?
      • 18.2 million unique visitors in May 2009
      • 5% of users account for 75% of all activity
      • 85% of all users post less than 1 update/day
      • So Twitter is actually comprised of 910,000 users, tweeting less than once a day
      Matthew D. Austin | blog
    • 41. To Tweet or Not To Tweet
      • Larry Bodine, law firm marketing consultant:
        • “ I don’t think that even justifies more than a causal mention in social media strategy. After months of using Twitter, I’ve learned that it is a shouting post for relentless self-promoters, a dumping ground for press releases and advertising, and ego-driven competition to amass followers, and a target for computer-automated Tweets.”
      Matthew D. Austin | blog
    • 42. To Tweet or Not To Tweet
      • Tom McLain, attorney
        • “ A fair assessment of my own marketing practices is that my priorities have been wrong and I was spending too much time on Twitter and not enough on higher ranking methods.”
      Matthew D. Austin | blog
    • 43. Conclusion: To Tweet
      • Same problems with advertising in the phone book or on billboards
      • Twitter, like email alerts, seminars, and holiday cards are not what build a legal practice, it merely helps sustain an established practice
      Matthew D. Austin | blog
    • 44. How to Use Twitter
      • Expand your network
      • Mold your image
      • Distribute your news
      • Simulate the water cooler
      • Get noticed by news media
      Matthew D. Austin | blog
    • 45. Facebook
      • 250 Million users and growing
      • Firm “Fan Page” or personal professional page
      • Focus on business activities
      • Share articles and links to presentations on your wall
      Matthew D. Austin | blog
    • 46. YouTube
      • YouTube was recently ranked No. 4 among the top U.S. websites according to
      • A recent search on YouTube for “Lawyers” returned 69,000 videos
      • Pros and cons with using YouTube as part of your social media plan
      Matthew D. Austin | blog
    • 47. Pros of Using YouTube
      • A video hosted on YouTube can be embedded on your own website, Facebook, or blog
      • We live in a TV/Computer monitor world
      • Good way to augment your other content strategies
      • Favorable decision in a case? Frame it quickly in a two-minute video – and then post the legal documents on your website, Facebook, or blog
      Matthew D. Austin | blog
    • 48. Cons of Using YouTube
      • Video may be detrimental to your marketing efforts.
      • Not having a series of videos
      • Video not text so title of video will be SEO, but not spoken word
      • No control over the videos listed next to yours – could portray things not in line with your firm image
      Matthew D. Austin | blog
    • 49. To YouTube or Not to YouTube
      • If you are not going to take the time to prepare a series of quality videos, do not begin posting videos to YouTube
      • Search “bad lawyer advertisements” on YouTube if you don’t believe me
      Matthew D. Austin | blog
    • 50. The Take Away Points
      • Social Media should be embraced
      • Social Media is not difficult – everyone has started slowly, was self-conscious about what to post, and fearful of looking foolish
      • Social Media must be done consistently
      • Social Media is not a practice builder; it is a practice sustainer and practice reviver
      Matthew D. Austin | blog
    • 51. Thank You Matthew D. Austin | 614.734.9440 Matthew D. Austin | blog