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Introducing Social Media to the American Bar Association
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Introducing Social Media to the American Bar Association


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  • At this point, I’ll whisper something to the first person and have them whisper it until it makes its way around the room. I’ll have the last person repeat the message. Assuming the message will be garbled, I’ll take the point to show what happens when a person is not around to control their message.
  • The differences can be described by an acronym I discovered, RAPUR. Like rapport, which is what it sounds like, the overall difference between traditional and social media is that social media does a better job at creating rapport with its audiences. Reach – ability to reach a global audience; Accessibility : while traditional media it typically owned by large companies or the government, SM is available to basically everyone at little to no cost; Permanence : Traditional media can’t be changed usually, whereas SM can be changed almost instantaneously; Usability: Skills required to produce SM content are minimal; Recency: Social media can be published instantly, but traditional media usually requires a lengthy lead time.
  • These are not detailed strategies, but more of an outline of general ideas.
  • Transcript

    • 1. Social Networking 101 Prepared for the Division of Media Relations and Communication Services Presented by Tamiko M. Lee
    • 2. What are social networks?
        • Online communities of people who share the same interests, activities or otherwise.
        • Social networks a form of social media, defines the coming together of social networks, wikis and other collaborative or participatory media
    • 3. Exercise
    • 4. Differences Between Social Media and Traditional Media
        • Reach
        • Accessibility
        • Permanence
        • Usability
        • Recency
    • 5. Social Media and MRCS
        • Enhance lines of communication
          • Reporters
            • Serve as resource
            • Position ABA as “go to” for legal experts
          • Members and non-member lawyers
            • Provide information on ABA events
            • Listen
          • General public
            • Position ABA as the authority on the legal profession
            • Champion for access to justice
    • 6. Reporters and Social Media
        • 70% of reporters used social media sites for research in 2009, compared to 41% in 2008
        • 69% refer to company Web sites
        • 51% use Wikipedia
        • 48% use You Tube
        • 47% use Twitter or similar sites
        • According to Cision, they use it for finding experts, research, new story ideas and more.
    • 7. Lawyers and Social Media
        • More than 70% belong to a social networking site
        • Majority of lawyers who participate in social media do so more than once a week
        • Only 6% microblog (Twitter, etc)
          • 70% of those who do, participate at least once a week
        • Lawyers use social media to research their cases, to exchange ideas/virtually network, referrals, and more.
    • 8. General Public and Social Media
        • 46% of online adults use a social networking site such as Facebook or LinkedIn, up from 8% in 2005
        • 79% of American adults used the Internet in 2009
        • 45% of social network users have a college or advanced degree
        • 75% of Internet users view online video
        • Overall, 72% say new media raises their awareness to non profit causes and nearly 8 in 10 Americans think non profits should use social media to raise money and awareness for causes.
    • 9. Social Media Channels - Facebook
        • More than 350 million active users
        • More than 700,000 active businesses
        • Fastest growing social network
    • 10. Social Media Channels – Facebook
        • Uses
          • Facebook non-profit fan page or group
            • Examples:
              • American Medical Association
              • American Society for Clinical Pathology
              • American Student Dental Association
          • Additional form of communication News releases
            • Pitch stories
            • Position as a resource
            • Link to ABA Now content
            • Information on CLE programs, awards and more
    • 11. Social Media Channels – YouTube
        • 300 million users per month
        • 3.5 million daily visitors
        • Top site for videos on the Web
        • Fourth most visited site on the Web
    • 12. Social Media Channels – YouTube
        • Uses
          • Organization “channel”
            • Examples
              • American Medical Association
              • American Association of Endodontists
              • American Society for Clinical Pathologists
              • Association Forum of Chicagoland
          • Additional form of communication
            • Program footage
    • 13. Social Media Channels – Twitter
          • 18 million registered users in 2009, up from 6 million in 2008; 26 million projected for 2010
          • 4.43 million monthly visitors
          • More than one billion “tweets” since site’s launch
          • 40% of its users are between ages 35 – 44
    • 14. Social Media Channels – Twitter
      • Uses
        • Tweet news releases, story links, CLE program information and more
          • Examples
            • American Medical Association
            • Chicago Dental Society
            • North Mason Chamber of Commerce
            • American Academy of Physician Assistants
    • 15. Why is a Social Media Policy Necessary?
        • Develop consistent message(s) to be delivered across various social media platforms
        • Identify how social media supports the ABA’s overall communication efforts
        • Outline expectations
        • Establish guidelines for MRCS social media communication
    • 16. Next Steps
        • Establish social media team
        • Define goals
        • Develop social media policy recommendation
        • Implement social media plan and policy
    • 17. Questions?