Social Media in Law Practice


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This is the final slide deck from my Social Media in Law Practice course for the Univ. of Dayton School of Law Digital Lawyering Program. Covering time management, future of social media, its application to the legal profession, and our deliverable for the session.

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Social Media in Law Practice

  1. 1. Social Media in Law Practicepresented byStephanie Kimbro, M.A., J.D.Attorney, Burton Law LLCFall, November 26, 2012
  2. 2. Overview Time Management Future of social media Application to the legal profession Deliverable for session
  3. 3. Time Management1. Determine your purpose for using the method of SM.2. Develop a strategy. 1. Focus on time when it will have most impact 2. Schedule engagement as much as possible 3. Go back to the purpose repeatedly and reevaluate3. Maximize productivity by using tools. 1. Management and analytic tools
  4. 4. Sample Method Step 1 (about 5 minutes of planning)  Plan SM strategy for the day in two parts: 1) Your engagement. Ex. What blog post you wrote and need to share, what conferences are going on that you could retweet, events you are attending that you could post pics or share and 2) Your growth. Ex. What new features of a platform or new application are you going to download, set up, or learn how to use and integrate.
  5. 5. Sample Method Step 2 (about every hour or two)  Refocus and refine based on what is going on that day and what articles or comments may have come up during the last hour or so. Use this time to check twitter streams, read Facebook posts, read blog comments, etc.  Refer back to your strategy from the beginning of the day. Assess where you are and adjust based on goals and what has come up.
  6. 6. Sample Method Step 3 (end of the day review – 5-10 minutes)  Review if you met your strategy for the day.  Use the time to give a few extra RTs, likes and thank yous to those who engaged with you and shared your content. This goes a long way in SM development. This is the nurturing part of these online relationships which you may not have had time for during the work day.
  7. 7. Future of Social Media  Social media will become so integrated into the way we use the Internet that it will simply be a part of our daily experience without the novelty.  Websites will store our social media activities but those activities are not necessary created or hosted on those sites. o Ex. Using Twitter to post on Facebook but not actually using Facebook as an application.  How do we know this? o Note how Facebook and other APIs already let social media be embedded into any applications online o The proliferation of mobile devices will continue this trend.
  8. 8. Use of GPS Tools in Social Media Facebook and Foursquare allow people to state where they are and when. While most social media may be scanned to provide intelligence to companies looking for information about their consumer’s reactions to products and services or the company itself, GPS allows the company to know exactly when the consumer enters the store. They used to know when you checked out and purchased something and could provide relevant coupons to encourage repeat visits. Now they can provide encouragement at the BEGINNING of the engagement.
  9. 9. Private Social Networks Balance is coming to social media in the form of apps that provide more privacy or limited networking abilities. Examples: Path and Pair
  10. 10. Reaching Capacity Most consumers focus on a core group: Facebook (the basis), LinkedIn (for professional), Instagram or Pinterest (for photos)  Other will tack on Foursquare or Twitter to this core There is limited capacity for the consumer to manage and use on a regular basis more applications than these on a regular basis. New options may replace existing applications and the core may shift, but we’ve probably reached the consumer’s capacity to adopt more than 4-5.
  11. 11. Companies Blending Earned with Paid Content Owned content – what is on your own blog or website Paid content – paid advertising on different social media sites Earned content – the interaction, engagement, recommendations, likes, shares, etc. of a company, it’s products or services Companies realize they will need a better synergy of earned with paid content in order to be effective. Realizing offline brand experience will be biggest generator of online discussions so may shift focus.
  12. 12. Predicting Tools Using social media to predict real-world outcomes.  For example: Pulling together data from Twitter searches to predict box office revenues for a movie. See Predicting the Future with Social Media, Sitaram Asur and Bernardo A. Huberman, Social Computing Lab, HP Labs, Palo Alto, California edia/socialmedia.pdf
  13. 13. Visual Based SM Rapid growth of Pinterest beyond pace of Twitter at same stage. Younger generations more in tune to graphics based content. Increase in use of photography apps and sharing.  Slideshare growth in 2012  Prezi  Pinterest  Instagram
  14. 14. Mobile Friendly Businesses without mobile friendly website will fail. Ensure the sites render well in mobile devices, not just in browsers. Content delivered through videos and images through a mobile application rather than text-based.
  15. 15. Remember the Conversation Concepts of VRM Shift in control from vendors to consumers Law firm website as a placeholder in the past. SM is the beginning of the online conversation.  Social media expands the engagement  It will be increasingly necessary for client development as well as for maintaining client and professional relationships.
  16. 16. How does this apply to lawyers? Developing offline relationships that start online Building brand and expertise Primary driver of traffic to online legal service delivery methods A growing method of basic legal service education for the public. Integration with platforms provided by companies with online legal service delivery to the public. Malpractice not to research using SM for a case/use in trial. Use of SM data to predict legal needs, refer or match to the appropriate lawyer
  17. 17. Social Media Policy Read samples posted in Resources folder. Customize to your expected needs as a practitioner. Base it on which social media platforms and methods you intend to use and for which purposes. Set out how you plan to interact with clients and prospective clients who interact with you using these platforms. Polices for your employees. (ie, any disclaimers, what they should avoid posting, etc.) Who will be responsible and how will it be handled and monitored? Consider additions to traditional engagement agreement to educate/notify clients.