Social media-legal-marketing-harlow-bln-04272011


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Social media-legal-marketing-harlow-bln-04272011

  1. 1. 1Why Should LawyersUse Social Media?Marketing and Branding Your LegalPractice Using Social Media David Harlow JD MPH THE HARLOW GROUP LLC blog • twitter • @healthblawgApril 27, 2011
  2. 2. 2THE HARLOW GROUP LLC “On the Internet, nobody knows you’re a dog.”
  3. 3. 3 THE HARLOW GROUP LLCWhat is Social Media?• Online content created by people using highly accessible and scalable publishing technologies.• A shift in how people discover, read and share news, information and content.• A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many), and the democratization of information, transforming people from content readers into publishers.Wikipedia, 06.29.09
  4. 4. 4 THE HARLOW GROUP LLCSocial media popularity: Google Trends global warming sex facebook
  5. 5. 5 THE HARLOW GROUP LLCWhy Social Media?• All the cool kids are doing it . . .• Willie Sutton logic: it’s where the money is Remember: It’s one arrow in the quiver• Social media: a tactic, not a strategy
  6. 6. 6 THE HARLOW GROUP LLCUses of Social Media• Preliminary questions: ▫ What are your strategic goals? ▫ How can social media help you achieve them? ▫ What resources will you devote to this effort? ▫ How will you structure this effort?• Clear planning early on can help avoid retrenchment and/or errors later• NOT a forum for legal advice
  7. 7. 7 THE HARLOW GROUP LLCNo shortcuts.No matter what your reasons for engaging via Web 2.0,you must develop trust in order to gain influence Authentic Genuine Trust Influence interaction Engagement
  8. 8. 8 THE HARLOW GROUP LLCSo how do we do this?Objective DescriptionListen Monitor your customers’ conversationsEngage Participate in two-way conversationsEnergize Make it possible for customers to help you and each otherSupport Support customers and enable them to support each otherEmbrace Help customers work with each other to come up with ideas to improve servicesCharlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008Monitor, rinse & repeat
  10. 10. 10 THE HARLOW GROUP LLCFour key social media tools• Blog, or Blawg• Twitter• Linked In• Facebook• Remember, the medium is not the message• Social media strategy must fit in with remainder of marketing strategy ▫ Depends on your target audience  E.g., new media startups vs. insurance companies
  11. 11. 11 THE HARLOW GROUP LLCBlawgWhat is it? Why do it?• Legal web log = law blog = • PR/marketing for your blawg practice and yourself• Web 2.0 • Improved web presence (Google loves blogs)• Online journal, posted in • Networking/Community reverse chronological order ▫ Other bloggers ▫ Interactive ▫ Readers  Links ▫ Referral sources  Comments ▫ Clients ▫ RSS: (“push”) • Marketing ▫ Higher Google profile ▫ more press calls
  12. 12. 12 THE HARLOW GROUP LLCHow to blog• Pick a niche and start writing ▫ Don’t stop . . . commitment matters ▫ You will find your voice . . . or several voices ▫ Don’t do this unless you really like writing and have something to say  But don’t be put off by the fallacy: “If I’m thinking it, then everyone must be thinking it.” ▫ Begin publicizing after writing several posts• Read voraciously• Join the conversation ▫ Comment on, and link to, other blogs
  13. 13. 13 THE HARLOW GROUP LLCLearning the ropes• Read other blogs ▫ Find them via directories, e.g.:    ABA Journal  myHq:blawgs ▫ Read Blawg Review and posts from other blog carnivals (definition) (examples) and follow the links• Subscribe to blogs using a feed reader, e.g.:  Google Reader  Seesmic (integrated social media client)
  14. 14. 14 THE HARLOW GROUP LLCTechnical stuff• Blogging infrastructure ▫ Choose a platform  DIY  Typepad  Blogger  Wordpress  Posterous  Others  Hosted, designed, optimized  Justia  LexBlog
  15. 15. 15 THE HARLOW GROUP LLCMore technical stuff• Syndication ▫ Tune into the magic of RSS – “really simple syndication” for your feed  Register with Feedburner (RSS & email for the dinosaurs)• Link love ▫ You must give in order to receive• Track readership ▫ Track reactions and links with Google Alerts  Freshness and authority count ▫ Track incoming traffic with StatCounter or SiteMeter  SEO: Adjust writing based on this information
  16. 16. 16 THE HARLOW GROUP LLCBlog carnivals (“traveling posts”)• Participate in blog carnivals (definition) ▫ Submit posts ▫ Host carnivals• General and specialized; legal and non-legal ▫ See
  17. 17. 17 THE HARLOW GROUP LLCBlog carnivals (cont’d)• Blog carnivals I contribute to and/or host ▫ Blawg Review ▫ Health Wonk Review ▫ Grand Rounds• Others: ▫ Carnival of the Capitalists ▫ Cavalcade of Risk
  18. 18. 18 THE HARLOW GROUP LLCGoogle juice in action OIGHealthBlawgHFMA OberKutak
  19. 19. 19 THE HARLOW GROUP LLCGoogle juice in action (cont’d) Health Blawg Politico CNN ABC CBSThe NewRepublic
  20. 20. 20 THE HARLOW GROUP LLCFrom blogging to microblogging• Twitter ▫ Microblogging platform -- 140 character limit per post ▫ Millions of registered users, including big business and lawyers from solos to Am Law 200 ▫ “Broadcast” vs. interactive  Can be used for one-way communication  More effective as medium for conversation ▫ Networking and communication tool
  21. 21. 21 THE HARLOW GROUP LLCUsing Twitter effectively• Need to establish tactics that further your marketing strategy, e.g.: ▫ Broadcast blog posts ▫ “Tweet” information/links not worth a whole blog post or that you have no time to blog about ▫ Follow other “tweeps” of interest ▫ Engage in dialogue – public or private – with other tweeps  Follow hashtags of interest; post with hashtags  Participate in tweetchats
  22. 22. 22 THE HARLOW GROUP LLCSome Twitter tools• To find other tweeps to follow: ▫ Twellow (index organized a la the original Yahoo!) ▫ Twubble, MrTweet (once you’re following some) ▫ JD Scoop list of 500+ twittering lawyers ▫ Legal Birds aggregator (Justia) ▫ LexTweet aggregator (LexBlog)• To follow tweeps without being overwhelmed by the volume; lets you assign tweeps to groups; integrates with other social media ▫ TweetDeck or Seesmic• Twitter on the go ▫ UberSocial, OpenBeak or Echofon
  23. 23. 23 THE HARLOW GROUP LLCTweetDeck
  24. 24. 24 THE HARLOW GROUP LLCSome Twitter tools (cont’d)• Integrate tweets into other social media ▫ E.g., tweet via TweetDeck or Seesmic  configured to post to Twitter, Facebook, Linked In. ▫ Feed blog through Twitterfeed or FeedBurner so post titles end up in “tweetstream” with links back to the blog.• Posterous, other platforms allows for easy integration into multiple streams• Google and Bing Twitter search increase blog posts’ and tweets’ exposure
  25. 25. 25 THE HARLOW GROUP LLCFacebook and Linked In• Online networking communities• Leverage your network to avoid cold calls• Allow you to feed content to their sites, including ▫ RSS feeds of blogs ▫ Tweets• Allow you to remain top-of-mind ▫ Need to use the right online tools to reach each of your target markets
  26. 26. 26 THE HARLOW GROUP LLCFacebook• Personal pages and business pages ▫ Personal pages – access may be limited to “friends” ▫ Business pages open to all ▫ Examples:  David Harlow and The Harlow Group LLC• Turned “friend” into a verb• Useful platform for communication with defined groups and friends
  27. 27. 27 THE HARLOW GROUP LLCLinked In• Linked In – “Facebook for grownups” ▫ Allows for exploration of contacts’ networks ▫ Includes Q&A forums to demonstrate expertise ▫ Adding functionality mimicking Facebook  Groups  Feeds ▫ Slideshare ▫ JDSupra – Legal Updates• Convergence of Linked In, Facebook, Twitter
  28. 28. 28 THE HARLOW GROUP LLC Learning to flyDavid Armano, SVP Edelman Digital 3.22.10
  29. 29. 29 THE HARLOW GROUP LLCResources This presentation (downloadable with live links):• Electronic Frontier Foundation: Legal Guide for Bloggers• Twitter for Lawyers on HealthBlawg• Darren Rowse’s TwiTips• My Web 2.0 sites: ▫ HealthBlawg ▫ HealthBlawg on Twitter ▫ Linked In ▫ Facebook
  30. 30. 30 THE HARLOW GROUP LLCQuestions / Discussion David Harlow JD MPH THE HARLOW GROUP LLC 617.965.9732 for contact info in an sms, txt dharlow to 50500