Social Media and Your FirmWhat Every Lawyer Needs to Know<br />Presented by<br />Nora Riva Bergman<br />2011© <br />
“<br />What is social media?<br />  Social media is to marketing what email is to business communication.<br />“<br />- Ro...
Who’s doing it?<br />The number of U.S. companies using social media tools for marketing will more than double between 200...
Are lawyers doing it?<br />According to the American Bar Association’s 2010 Legal<br />Technology Survey Report 56% of res...
What can you do?<br /><ul><li>Build your credibility
Connect with referral sources and potential clients
Start relationships online - follow-up offline
Recruit staff
Promote seminars and speaking engagements
Support charitable organizations relevant to your practice
Cross-market your services
Stay connected to past clients
Advertise - less expensive and more targeted than traditional advertising </li></ul>Lots.<br />
How am I going to find the time?<br /><ul><li>Get help - young associates, virtual assistants, law school interns
Create a social media plan
Be selective
Plan on at least a few hours a week to get started
Budget & block your time depending upon your objectives
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Social Media and Your Law Firm

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Social Media and Your Law Firm

  1. 1. Social Media and Your FirmWhat Every Lawyer Needs to Know<br />Presented by<br />Nora Riva Bergman<br />2011© <br />
  2. 2. “<br />What is social media?<br />  Social media is to marketing what email is to business communication.<br />“<br />- Robert Ambrogi and Reit Trautzat the 2011 ABA Techshow<br />It is not going away.<br />
  3. 3. Who’s doing it?<br />The number of U.S. companies using social media tools for marketing will more than double between 2008 and 2012. <br />2008: 42%<br /> 2009: 58%<br /> 2010: 73%<br /> 2011: 80%<br /> 2012: 88%<br />Source: www.emarketer.com<br />Just about everybody.<br />
  4. 4. Are lawyers doing it?<br />According to the American Bar Association’s 2010 Legal<br />Technology Survey Report 56% of respondents reported that they use networks<br />such as Facebook, LinkedIn, LawLink, or Legal OnRamp, compared with 43% in2009and 15% in 2008.<br />Yep.<br />
  5. 5. What can you do?<br /><ul><li>Build your credibility
  6. 6. Connect with referral sources and potential clients
  7. 7. Start relationships online - follow-up offline
  8. 8. Recruit staff
  9. 9. Promote seminars and speaking engagements
  10. 10. Support charitable organizations relevant to your practice
  11. 11. Cross-market your services
  12. 12. Stay connected to past clients
  13. 13. Advertise - less expensive and more targeted than traditional advertising </li></ul>Lots.<br />
  14. 14. How am I going to find the time?<br /><ul><li>Get help - young associates, virtual assistants, law school interns
  15. 15. Create a social media plan
  16. 16. Be selective
  17. 17. Plan on at least a few hours a week to get started
  18. 18. Budget & block your time depending upon your objectives
  19. 19. Turn off or limit notifications
  20. 20. Use onsite tutorials
  21. 21. Give yourself a couple of social media breaks each day
  22. 22. Use sharing tools on your sites</li></ul>Block time for social media.<br />
  23. 23. What’s the best network for business?<br />A social media study released in June 2011 found that nearly 60 percent of respondents said LinkedIn is the most important social network.<br />How important to you is having an account on each of the following?<br />Get LinkedIn.<br />Sources: ROI Research, Performics<br />
  24. 24. How do I build my LinkedIn Profile?<br />Around 15 million people log into LinkedIn every day.<br /><ul><li>Create, complete, and update your profile
  25. 25. Make it conversational
  26. 26. Speak in the first person
  27. 27. Include a professional photo
  28. 28. Use the People You May Know tool </li></ul>Where are your ideal clients? Join those groups.<br />Get LinkedIn.<br />
  29. 29. Should I blog?<br />There is no better way to establish and<br />enhance your online credibility.<br /><ul><li>Write what you know
  30. 30. Educate and inform
  31. 31. Focus on your niche
  32. 32. Block time
  33. 33. Use a virtual assistant</li></ul>Yes.<br />
  34. 34. What about Facebook?<br />97% of online consumers visit Facebook at least weekly and 70% visit at least daily.<br />People spend more than 700 billion minutes per month on Facebook.<br />Your clients are already there.<br /><ul><li>Create a personal profile
  35. 35. Create a business page
  36. 36. Create a social media policy for your firm </li></ul>Build a business page.<br />
  37. 37. To tweet or not to tweet?<br />Micro-blog in 140 characters or less.<br /><ul><li>Set up an account and choose a twitter handle
  38. 38. Create your profile
  39. 39. Find friends, follow thought leaders, use “who to follow”
  40. 40. Start tweeting Retweet (RT) worthwhile content</li></ul>What, how and when to tweet.<br /><ul><li>What you’re reading: Tweet or RT a link to an interesting blog post or news article
  41. 41. What you’ve written: Tweet a link to your blog or articles posted on your site
  42. 42. Tweet at least daily</li></ul>It depends.<br />
  43. 43. Do You YouTube?<br />YouTube is the second largest search engine on the web.<br />Over 2 billion videos are watched on YouTube every day.<br /><ul><li>Create your own YouTube channel
  44. 44. Focus on your ideal clients
  45. 45. Content is king
  46. 46. Educate your viewers
  47. 47. Explain why you are different</li></ul>You should.<br />
  48. 48. What’s Avvo?<br />Avvo is an online rating site that allows consumers of legal services to rate their lawyers. According to its site, two million prospective clients visit each month. <br /><ul><li>Claim your profile
  49. 49. Complete your profile
  50. 50. Follow Avvo’s recommendations for increasing your rating
  51. 51. Don’tsolicit client testimonials
  52. 52. Be prepared for criticism</li></ul>It’s a reality.<br />
  53. 53. JDSupra?<br />JDSupra offers lawyers in all practice areas a web platform for posting legal content. It is designed expressly for the legal community. <br />  <br /><ul><li>Join
  54. 54. Create your profile
  55. 55. Post content
  56. 56. Pleadings
  57. 57. Briefs and memos
  58. 58. Articles, newsletters, and presentations
  59. 59. Link to your other social media sites</li></ul>Cascade your content.<br />
  60. 60. What are the ethical issues?<br /><ul><li>Be aware of your jurisdiction’s advertising rules
  61. 61. Be very careful not to solicit clients via social media
  62. 62. Reciprocal endorsements may violate Model Rule 7.2
  63. 63. Beware of “Specialties” on LinkedIn
  64. 64. Subscribe to the JACPA Ethics Alert jcorsmeier@jac-law.com</li></ul>“Use of social media doesn’t transform otherwise appropriate conduct into something unethical.”<br />Social Media for Lawyers: The Next Frontier, by Carolyn Elefant and Nicole Black<br />Know your state’s rules.<br />
  65. 65. What’s next?<br />
  66. 66. Help!<br /><ul><li>Social Media for Lawyers: The Next Frontier, by Carolyn Elefant and Nicole Black
  67. 67. Social Media Policy Resources:www.socialmediagovernance.comSocial Media Policies for Law Firms, ABA Law Practice Magazine, October 2010
  68. 68. Social Media Thought Leaders and Marketing Resources: www.chrisbrogan.comwww.mashable.comwww.lexblog.com
  69. 69. More questions? Contact me:nora@atticusonline.com</li></ul>There’s help out there.<br />
  70. 70. Social Media and Your FirmWhat Every Lawyer Needs to Know<br />Presented by<br />Nora Riva Bergman<br />2011© <br />

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