THE GOLDMINE AND MINEFIELDS OFSOCIAL MEDIA FOR PROFESSIONALS      & BUSINESS OWNERS                *ALL COPYRIGHTS RESERVE...
WHAT ARE YOUR BURNING     QUESTIONS?                        2
Overview                                                                     How to       What is Social                  ...
If you are a business and want to survive,you cannot ignore social media.Molson Canadian Beer- Link VIDEO:http://www.you...
SOCIAL MEDIA – A DEFINITION       “[B]lending of technology and social interactions for the co-                       crea...
What Is Social Media?                                         Blogs                                                       ...
7
The Web Is What You Make of It                            VIDEODOES SOCIAL MEDIA INTIMIDATE YOU?http://www.youtube.com/wat...
MY SOCIAL MEDIA STORY    FLICKR: (2011)  salene photostream                          FACEBOOK: 650 friends 115            ...
MY SOCIAL MEDIA STORYLINKEDIN:                        BLOG:                                10
MY SOCIAL MEDIA STORYTWITTER:FACEBOOK:FLICKR:                        11
IS SOCIAL NETWORKING VALUABLE         FOR BUSINESSES                           OR                   A USELESS             ...
Perks for the ProfessionalCreate personal brand                                              Stay top of mindBuild cred...
Perks for the Professional               Modern Rolodex                       Exposure to Media/News                      ...
Benefits for the Business        Attract New                  Connect/Participate with                Exhibit Unknown     ...
Benefits for the Business  Promote overarching goal of                                               Promote business     ...
IKEA –Creating a Facebook Communityhttp://www.youtube.com/watch?v=0TYy_3786bo VIDEO                                       ...
Warnings for the Professional      Tarnish reputation      Get fired                                                    ...
Additional Warnings      May reveal too much info to       adversary      Ethics violations issued by       professional...
Downsides/Risks for the Business     Time-consuming and expensive     Need accurate, consistent legal or      business i...
Downsides/Risks for a Business                                       Need express policy, procedures &                   ...
McDonald’s Hashtag Fiasco http://www.youtube.com/wa  tch?v=iAJpox-MI2Q VIDEO                              22
How to Participate: The 6 P’s of the Big 3     Professionalism                      Profile                      Privacy  ...
BUSINESS INTERACTIONS WITHSOCIAL MEDIA                    POSTING                                                         ...
The Big 3                                      LinkedIn                     Twitter                           Facebook Def...
PROFESSIONALISM: THE BLUR  LinkedIn                             Twitter  100% professional                                ...
PERFORMANCE:                                                                     • Update status (personal, market        ...
What Type Best Suits You?                            28
PROTOCOL/ETIQUETTE: The Do’s  Think 2X before sending anything  Remember you are likely                   Demonstrate e...
PROTOCOL/ETIQUETTE: The Don’tsForget your acts may be                     Swear imputed to employer                     ...
SOCIAL MEDIA POLICIES- Issues toBe AddressedGround rules for different sites   Protecting Image/brandScope: apply to in...
SOCIAL MEDIA POLICIEShttp://www.youtube.com/watch?v=8iQLkt5CG8I VIDEO           One Government’s Employee           Social...
Ethical Issues                            • When does attorney/client       • Keep hard copy for 2                        ...
Legal Issues      Intellectual Property                          Employment Law                         Tort              ...
Legal Issues              Trademark                              Intellectual Property              infringement          ...
Employment Law                                                   Employee v.  Employment                                  ...
More Employment Law IssuesBlog     o Corporate and personalReferences     o LinkedInTwitter     o Rep for your firmTex...
Types of Employment Policies   Social                                                           Nondisclosure/            ...
SOCIAL MEDIA TRENDS 2012                           39
Social   MobileLocal         VIDEO                  40
The Big Shift: YouTube                         41
42
Definition   Benefits   Drawbacks   How To   Issues   Experiences                                                         ...
Definition   Benefits   Drawbacks   How To   Issues   Experiences                                                         ...
10. Chrysler             9. Qwikster             8. Qantas             7. Godaddy.com             6. Unilever (Ragu)      ...
Thank You!    Are You Ready to Jump on the Social            Media Bandwagon?                                          46
Salene Mazur Kraemer,     Esquire, MBA, CTP-D  salene@mazurkraemer.com Katie Imler, JD/MBA Student,            Pitt Law   ...
*The 6Ps of the BIG 3™ for Job-Seeking JDs, by Amanda Ellis     http://www.6psbig3.com/blog/index.php/buy-the-book/ or    ...
Let us help you bring your business up tospeed 2 hour consultation with  key management re: social  media needs/instructi...
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  • (When does attorney/client relationship begin? Websites pay you to be experts (“expert”) Utilize disclaimers. Be careful about social media engagement with adversaries. Watch conduct as a blog commenter, in chat rooms) (Keep hard copy for 2 years; no referral payments to non-lawyers; No celebrity or public figure endorsements, must disclose paid endorsements,
  • Social media Presentation without video

    1. 1. THE GOLDMINE AND MINEFIELDS OFSOCIAL MEDIA FOR PROFESSIONALS & BUSINESS OWNERS *ALL COPYRIGHTS RESERVED SALENE MAZUR KRAEMER, ESQUIRE, MBA, CTP-D SALENE@MAZURKRAEMER.COM KATIE IMLER, JD/MBA STUDENT, PITT LAW 2014 KATIE@MAZURKRAEMER.COM 1
    2. 2. WHAT ARE YOUR BURNING QUESTIONS? 2
    3. 3. Overview How to What is Social Participate Media? (the 6 P’s) Downsides for aBenefits for a Business Personal Business and a Legal & Ethical Issues and a Professional Experiences/Questions Professional Definition Benefits Drawbacks How To Issues Experiences 3
    4. 4. If you are a business and want to survive,you cannot ignore social media.Molson Canadian Beer- Link VIDEO:http://www.youtube.com/watch?v=Ia3Utt8boKY&featu re=youtu.be 4
    5. 5. SOCIAL MEDIA – A DEFINITION “[B]lending of technology and social interactions for the co- creation of value” -Wikipedia• A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content, as opposed to the passive viewing of content.• CGM-consumer-generated media.Definition Benefits Drawbacks How To Issues Experiences 5
    6. 6. What Is Social Media? Blogs Media Sharing Microblogs Websites (Twitter) (YouTube, Flickr, Slide.com) Collaborative Social Networks (Facebook; Social Sites (wikipedia; LinkedIn) Media investopedia)Definition Benefits Drawbacks How To Issues Experiences 6
    7. 7. 7
    8. 8. The Web Is What You Make of It VIDEODOES SOCIAL MEDIA INTIMIDATE YOU?http://www.youtube.com/watch?v=R4vkVHijdQk&feature=share&list=P L5308B2E5749D1696 8
    9. 9. MY SOCIAL MEDIA STORY FLICKR: (2011) salene photostream FACEBOOK: 650 friends 115 likes (2010) TWITTER: @salenekraemer (2009) 960 followers BLOG: (November 11, 2009) 20,000 + hits, 50+ posts LINKEDIN: (2007) 913 connections 9
    10. 10. MY SOCIAL MEDIA STORYLINKEDIN: BLOG: 10
    11. 11. MY SOCIAL MEDIA STORYTWITTER:FACEBOOK:FLICKR: 11
    12. 12. IS SOCIAL NETWORKING VALUABLE FOR BUSINESSES OR A USELESS DISTRACTION? -Seth Godin VIDEOhttp://www.youtube.com/watch?v=r0h0LlCu8Ks&feature=youtu.be 12
    13. 13. Perks for the ProfessionalCreate personal brand Stay top of mindBuild credibility Get word of mouthHumanize yourself marketingGain competitive edge Connects you to the in bid process clientsKnown in Industry Definition Benefits Drawbacks How To Issues Experiences 13
    14. 14. Perks for the Professional Modern Rolodex Exposure to Media/News Outlets Networking with strangers Real-time updates on prior to event #wlusocial changes in the legal or media business landscape Gather better research re: Access to like-minded prospective persons clients, competitors, adversa ries Promote clients’ events (*) Depository for info to share w/ client via several media Definition Benefits Drawbacks How To Issues Experiences 14
    15. 15. Benefits for the Business Attract New Connect/Participate with Exhibit Unknown Customer Communities Aspects Business Stakeholders • Create buy-in/loyalty • Charity, corporate • Clients, supporters culture • Multiplier effects of • Referral fans’ communities IKEA • Provide glimpses into sources, partners personal lives of • Develop relationships owners • Investors, lenders • Gather information re: specialists, end- • Reveal behind the users, competitors scenes Definition Benefits Drawbacks How To Issues Experiences 15
    16. 16. Benefits for the Business Promote overarching goal of Promote business your business special events/sales • Increase awareness of product or services • Expand your target • Describe experience by market (globally) Fundraising actual customers • Open opportunities for news mentions • Police reputation/brand • Reciprocal promotion • Post/fill job descriptions of businesses Definition Benefits Drawbacks How To Issues Experiences 16
    17. 17. IKEA –Creating a Facebook Communityhttp://www.youtube.com/watch?v=0TYy_3786bo VIDEO 17
    18. 18. Warnings for the Professional  Tarnish reputation  Get fired Viral  May alienate clients, potential clients, vendors, referral sources by promoting a particular client/event/brand/business/cause/ Permanent politics  May create uninsured events Non-private  May become victim of harassment/discrimination/stalking /bullying Definition Benefits Drawbacks How To Issues Experiences 18
    19. 19. Additional Warnings  May reveal too much info to adversary  Ethics violations issued by professional associations/licensure action  Used in litigation against you  Used in background check for hiring  Used if potential juror  Criminal penalties, monetary penalties Definition Benefits Drawbacks How To Issues Experiences 19
    20. 20. Downsides/Risks for the Business  Time-consuming and expensive  Need accurate, consistent legal or business info  May reveal too much info to competitors  Sound bites are too short for disclaimers  Fake or coerced friending  References for departed employees  Distorts reality  Postings later used in litigationDefinition Benefits Drawbacks How To Issues Experiences 20
    21. 21. Downsides/Risks for a Business  Need express policy, procedures & remedial action  Cannot monitor every thing employees do/risk of company criticism or controversial statements  Direct or vicarious liability (copyright, trademark, harassment, defamation, discrimination, negligent hiring)  Inadvertent disclosure of confidential and/or $ info  Deceptive trade practices  Social media loafing Definition Benefits Drawbacks How To Issues Experiences 21
    22. 22. McDonald’s Hashtag Fiasco http://www.youtube.com/wa tch?v=iAJpox-MI2Q VIDEO 22
    23. 23. How to Participate: The 6 P’s of the Big 3 Professionalism Profile Privacy Protocol Performance Practice (Etiquette) Definition Benefits Drawbacks How To Issues Experiences 23
    24. 24. BUSINESS INTERACTIONS WITHSOCIAL MEDIA POSTING ACCESS Company sponsored: Employee postings on behalf of Employee non-business marketing, recruiting, customer Monitoring online discussions business postings Background checks service, branding, PR, news by TP and employees 24
    25. 25. The Big 3 LinkedIn Twitter Facebook Definition Benefits Drawbacks How To Issues Experiences 25
    26. 26. PROFESSIONALISM: THE BLUR LinkedIn Twitter 100% professional Facebook 80% professional 5-40% professional *Forging new relationships *Best referral networkDefinition Benefits Drawbacks How To Issues Experiences 26
    27. 27. PERFORMANCE: • Update status (personal, market expertise, tag friends) • Share/post links (articles, blogs, news, tag/share) Facebook • Comment /Like (after networking, achievements, bdays,) • Fan Pages Twitter• Tweet re: services /products, industry trends/know how, tips, advice, personal stories LinkedIn• Retweet• Respond to @replies/mentions• Comment on other users’ links/tweets • Update status (events, variety)• Ask questions in tweet • Comments/like/share other s’• Use hashtags/tweetups updates• Socialize • Engage in groups• Use lists/favorites (discussions/share news) • Email to target groupDefinition Benefits Drawbacks How To Issues Experiences 27
    28. 28. What Type Best Suits You? 28
    29. 29. PROTOCOL/ETIQUETTE: The Do’s Think 2X before sending anything Remember you are likely Demonstrate expertise monitored Follow diverse users and read Comply with any corporate policies diverse content (logo, branding, disclosures, Read and/or editorialize shared disclaimers) links Add value, inform Be respectful Be authentic Include personal comments to humanize Use privacy controlsDefinition Benefits Drawbacks How To Issues Experiences 29
    30. 30. PROTOCOL/ETIQUETTE: The Don’tsForget your acts may be Swear imputed to employer Mention politics/religionBe negative. Do not disparage Spam anyone period Send autoresponses orBe insincere or fake autostream to blogs/syncMake a blatant sales pitch status updatesRefer to client or corporate @reply when you meant to DM confidential info Post to a wall when you shouldGive away too much have emailed via INBOX location/personal dataTag with wild abandonDefinition Benefits Drawbacks How To Issues Experiences 30
    31. 31. SOCIAL MEDIA POLICIES- Issues toBe AddressedGround rules for different sites Protecting Image/brandScope: apply to internal and/or Confidential/inappropriate external communications informationSpeaker transparency/ Approach will vary based on disclaimers/dissociation of industry, applicable views/endorsement laws/regulations, scope of company and employee use,Disciplinary sanctions marketing/PR goalsCompliance with applicable laws 31
    32. 32. SOCIAL MEDIA POLICIEShttp://www.youtube.com/watch?v=8iQLkt5CG8I VIDEO One Government’s Employee Social Media Training Video 32
    33. 33. Ethical Issues • When does attorney/client • Keep hard copy for 2 relationship begin? years • Utilize disclaimers • No referral payments to non-lawyers • Social media engagement • No celebrity or public Unauthorized Direct with adversaries Advertising figure endorsements practice of law Solicitation • Watch conduct as a blog • Must disclose paid commenter, in chat rooms endorsements Specialization Confidentiality Communications Definition Benefits Drawbacks How To Issues Experiences 33
    34. 34. Legal Issues Intellectual Property Employment Law Tort Contract/Regulatory Definition Benefits Drawbacks How To Issues Experiences 34
    35. 35. Legal Issues Trademark Intellectual Property infringement Trade Secret Tort violations Contributory infringement Breach of Contract /Regulatory Right of Publicity contract Copyright Namesquatting infringement False Advertising Impersonation Secondary infringement Promotions/ Defamation (libel) Sweepstakes Fair Use Invasion of privacy Unfair competition Definition Benefits Drawbacks How To Issues Experiences 35
    36. 36. Employment Law Employee v. Employment Sexual Independent Discrimination Harassment Contractors Quid pro quo Recruiting/hiring, terms/conditions of employment/promotion, wages, Know the difference Hostile work environment Firing, retaliation *Strict liabilityDefinition Benefits Drawbacks How To Issues Experiences 36
    37. 37. More Employment Law IssuesBlog o Corporate and personalReferences o LinkedInTwitter o Rep for your firmTexting while drivingGoogling CandidatesFacebook o Including PasswordsFirst Amendment Definition Benefits Drawbacks How To Issues Experiences 37
    38. 38. Types of Employment Policies Social Nondisclosure/ Media Relations Confidentiality Media Agreement Acceptable Crisis Data Leakage TrainingEmail/Internet Management Prevention Sessions UseDefinition Benefits Drawbacks How To Issues Experiences 38
    39. 39. SOCIAL MEDIA TRENDS 2012 39
    40. 40. Social MobileLocal VIDEO 40
    41. 41. The Big Shift: YouTube 41
    42. 42. 42
    43. 43. Definition Benefits Drawbacks How To Issues Experiences 43
    44. 44. Definition Benefits Drawbacks How To Issues Experiences 44
    45. 45. 10. Chrysler 9. Qwikster 8. Qantas 7. Godaddy.com 6. Unilever (Ragu) 5. Kenneth Cole 4. Anthony Weiner 3. Virgin America 2. Paypal 1. Blackberry -David AmerlandDefinition Benefits Drawbacks How To Issues Experiences 45
    46. 46. Thank You! Are You Ready to Jump on the Social Media Bandwagon? 46
    47. 47. Salene Mazur Kraemer, Esquire, MBA, CTP-D salene@mazurkraemer.com Katie Imler, JD/MBA Student, Pitt Law katie@mazurkraemer.com3205 Pennsylvania Avenue, Suite B,Weirton, WV 26062304.300.05931911 Wharton StreetPittsburgh, PA 15203412.427.7075 www.mazurkraemer.com 47
    48. 48. *The 6Ps of the BIG 3™ for Job-Seeking JDs, by Amanda Ellis http://www.6psbig3.com/blog/index.php/buy-the-book/ or http://amzn.com/0578053039.* PBI.org’s CLE Facebook, Twitter, Blogging- Oh My Space, available here http://tinyurl.com/3sasdjm See my Twitterfeed https://twitter.com/#!/salenekraemer RESOURCES 48
    49. 49. Let us help you bring your business up tospeed 2 hour consultation with key management re: social media needs/instruction Customized Social Media Policy 5% discount if you Tweet or Facebook post your request to @salenekraemer or the MAZURKRAEMER Facebook Page 49

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