The Listening Power of Social Media
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9/22/2011 The Listening Power of Social Media, Hildebrandt Institute: Social Media Forum, New York, New York, with Peter Ozolin and Roy Ginsburg
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The Listening Power of Social Media
- 1. The Listening Power of Social Media Roy Ginsburg – Dorsey & Whitney LLP Peter Ozolin – Manzama, Inc. Adam L. Stock – Allen Matkins
- 2. Traditional Social “Every audience has an audience”
- 3. Levels of social media engagement Like I like your message Friend/Subscribe I’d like to join your community Share/TweetI’d like others that I know to know about you Comment/GiveI’d like to engage with you
- 4. How do you listen? How do you: • know what people care about? • know what the trends are? • use this information to develop relationships? • use this information to develop business?
- 6. Origins • Client Questions > Seminar • Quarterly Breakfast Briefings • Quirky Questions – Most Popular Breakfast Briefing – 8th Annual, September 14, 2011
- 7. Started Blog (October 2007) • Goal: Post one question each week/ post analysis, and a new question, the following week • Sources for Posted Questions: – Client inquiries – Reader questions (disclaimers/attorney-client privilege issues) – Cases we’re handling – Decisions from around the U.S. – News articles
- 8. Not a true Blog • Spam, “You’re brilliant . . .go to my XXX Website” • Venting by discharged employees • I must approve for “feedback” to be displayed on the Website
- 9. Blog Today • Blog Posts (approximately 250 posts) • Category Index • Word Searchable • West Coast Quirky Questions (4 West Coast offices) • Case Analysis (U.S. Supreme Court decisions) • Guest Writers • Content Rich
- 10. Interactive • Questions Themselves • Employment Trivia Questions • Leadership Series • (Other Series Coming) • Polling Questions • Resources (e.g., Blog Roll; other Websites)
- 17. Uses • Drive Traffic to Firm’s Website (distinct from the Blog) • Collateral Publicity – Minnesota Lawyer, selected QQ Blog as one of top 20 Blogs in MN – Lexology, publishes every article on Blog • Selected as “2010 Author of the Year, Overall” • Selected as “2010 Author of the Year, Employment Law” • Provides “Read Report” for every article published (number/company/location) • Recently started, “Author Page” (article compilation)
- 18. Uses • Collateral Publicity (cont’d) – Announcements • Chambers Results • Lateral Hires • Various awards/accolades • Develop Content for Various Purposes – Client Pitches (articles of relevance) – Seminars (e.g., Review/Preview; Restrictive Covenants) – Value-add for clients – Web Presence – Client Interaction (questions, leadership series, trivia, etc.)
- 19. Business Development • Seed planting • Specific examples – Trivia Game: Adeptyx Consulting (Restrictive Covenant Preliminary Injunction hearing in federal court in Boston) – Leadership Series: Sequential litigation for Restaurant Technologies, Inc. – Seminar: Litigation for UnitedHealth Group – Questions: Representing CFO and Group VP following provision of articles on “for cause” discharge constituting defamation (Atlanta)