Social Media: Adapt or ???


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From the Pasadena Bar Association Technology Section luncheon on September 27, 2011.

Social media and social networking for lawyers and law firms.

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Social Media: Adapt or ???

  1. 1. Social Media: Adapt or ??? Pasadena Bar Association Technology Section Heather L. Morse Director of Marketing, Barger & Wolen LLP Author & Editor, The Legalwatercooler
  2. 2. Why is Social Media important? <ul><li>Kids these days </li></ul><ul><ul><li>The “Internet” is to Social Media what electricity is to flicking on a light switch. </li></ul></ul><ul><li>Hyper-Connected </li></ul><ul><ul><li>When preparing to write his new book, “That Used to be Us,” Thomas Friedman checked the index of “The World is Flat” and noticed something missing. Facebook! </li></ul></ul>
  3. 3. Why is Social Media Important? <ul><li>“When I said the world is flat, Facebook didn’t exist. Or for most people it didn’t exist. Twitter was a sound. The Cloud was in the sky. 4G was a parking place. LinkedIn was a prison. Applications were something you sent to college. And, for most people, Skype was a typo.” </li></ul><ul><ul><ul><ul><ul><li>Thomas Friedman on Meet the Press </li></ul></ul></ul></ul></ul>
  4. 4. Why is Social Media Important? <ul><li>This has all happened in the last seven years </li></ul><ul><li>Moved world from connected to hyper-connected </li></ul><ul><li>Huge opportunity and a huge challenge </li></ul><ul><li>It’s not going away </li></ul>
  5. 5. General Benefits <ul><li>Introduce yourself to a wider audience </li></ul><ul><li>Soft sell what you do to a personal audience </li></ul><ul><li>Build your reputation </li></ul><ul><li>Expands your footprint </li></ul><ul><li>GET FOUND in a crowded marketplace </li></ul>
  6. 6. General Pitfalls by Lawyers <ul><li>Not understanding privacy settings </li></ul><ul><li>Not understanding that the Internet is forever </li></ul><ul><li>Not understanding that while you’re having a conversation with one person, everyone else is listening </li></ul><ul><li>Balancing talking AT and talking TO </li></ul><ul><li>Legal ethics </li></ul><ul><ul><li>ABA 20/20 Commission </li></ul></ul>
  7. 7. Know Your Audience <ul><li>Clients </li></ul><ul><li>Referral sources </li></ul><ul><li>Press/media </li></ul><ul><li>Influencers (conference organizers </li></ul>
  8. 8. Blogging, Twitter, Facebook, LinkedIn, Oh My! <ul><li>What are these different mediums? </li></ul><ul><li>Do I have to do all of these? </li></ul><ul><li>What about the Facebook changes? </li></ul><ul><li>What about Google+? </li></ul><ul><li>It’s always changing, I don’t have the time to keep up with all of this. </li></ul>
  9. 9. Blogging <ul><li>More than an online newsletter </li></ul><ul><li>Allow you to establish your niche </li></ul><ul><li>Allow you to build your reputation </li></ul><ul><li>Great Google search results </li></ul><ul><li>Write 1x per week </li></ul><ul><li>Engage readers </li></ul><ul><li>Free to nominal costs </li></ul><ul><li>Write once, repurpose/distribute </li></ul>
  10. 10. Blogging <ul><li>Common Pitfalls </li></ul><ul><ul><li>Comments section </li></ul></ul><ul><ul><ul><li>Allow comments, but they must be approved </li></ul></ul></ul><ul><ul><li>Not blogging enough </li></ul></ul><ul><ul><li>Not understanding who your audience is </li></ul></ul><ul><ul><li>Listening to all the “gurus” </li></ul></ul><ul><ul><li>Not tracking your stats </li></ul></ul><ul><ul><li>Not hyperlinking </li></ul></ul><ul><ul><ul><li>Gains attention of the person and/or organization </li></ul></ul></ul>
  11. 11. Blogging <ul><li>How law firms/lawyers are using </li></ul><ul><ul><li>Instead of a website </li></ul></ul><ul><ul><li>SHOWING the types of clients and work you want </li></ul></ul><ul><ul><li>Way of attracting attention of press/influencers </li></ul></ul><ul><ul><li>Promote your events, conferences you are attending </li></ul></ul><ul><ul><li>Market yourself </li></ul></ul><ul><ul><li>Group v. personal blog </li></ul></ul>
  12. 12. Twitter <ul><li>Cast a wide net </li></ul><ul><li>Great resource to build new relationships with referral sources </li></ul><ul><li>News aggregate </li></ul><ul><li>Shared experiences via hashtags </li></ul>
  13. 13. Twitter <ul><li>Common Pitfalls </li></ul><ul><ul><li>Spending too much time </li></ul></ul><ul><ul><li>Not spending enough time </li></ul></ul><ul><ul><li>Following everyone who follows you </li></ul></ul><ul><ul><li>Not understanding your audience </li></ul></ul><ul><ul><li>Public fights – people are watching you </li></ul></ul><ul><ul><li>Talking at, not talking to </li></ul></ul><ul><ul><li>Not following conversations about yourself or firm </li></ul></ul><ul><ul><ul><li>Use search features </li></ul></ul></ul>
  14. 14. Twitter <ul><li>How law firms are using </li></ul><ul><ul><li>PEOPLE use Twitter to establish relationships </li></ul></ul><ul><ul><li>Repurpose content </li></ul></ul><ul><ul><li>Conferences </li></ul></ul><ul><ul><ul><li>Follow hashtags for events </li></ul></ul></ul><ul><ul><ul><ul><li>Meet other attendees before event </li></ul></ul></ul></ul><ul><ul><ul><li>Tweet ups at conference </li></ul></ul></ul><ul><ul><ul><li>Live Tweet programs </li></ul></ul></ul><ul><ul><ul><ul><li>Attracts attention of the conference organizers, speakers and virtual attendees </li></ul></ul></ul></ul>
  15. 15. Facebook <ul><li>Personal pages v. business pages </li></ul><ul><li>Ability to soft share what you do </li></ul><ul><li>Connect to business pages of clients </li></ul>
  16. 16. Facebook <ul><li>Common Pitfalls </li></ul><ul><ul><li>Not having a strategic plan </li></ul></ul><ul><ul><li>Personal page too open </li></ul></ul><ul><ul><li>Inviting non-friends, but sharing as friends </li></ul></ul><ul><ul><li>Thinking a locked page is private </li></ul></ul><ul><ul><li>Not caring what people think about your politics </li></ul></ul><ul><ul><li>Allowing a business page to run on autopilot </li></ul></ul>
  17. 17. Facebook <ul><li>How firms are using </li></ul><ul><ul><li>Personal pages to softly promote themselves and firm </li></ul></ul><ul><ul><ul><li>Sharing photos and blogs posts </li></ul></ul></ul><ul><ul><li>Pages to promote firm </li></ul></ul><ul><ul><ul><li>Show side of firm not “appropriate” for the website </li></ul></ul></ul><ul><ul><li>Event notices </li></ul></ul><ul><ul><li>“ Like” and “favorite” client pages, news industry pages </li></ul></ul><ul><ul><ul><li>Reshare and promote their content </li></ul></ul></ul>
  18. 18. The “NEW” Facebook <ul><li>Facebook Timeline </li></ul><ul><ul><li>Why are they changing it? </li></ul></ul><ul><ul><ul><li>The next level </li></ul></ul></ul><ul><ul><ul><li>Create and control how your data is seen and managed </li></ul></ul></ul><ul><ul><li>“ We complain but we're hooked so we stick around, and FB knows it...” </li></ul></ul><ul><ul><ul><ul><ul><li>Tim Corcoran, Vice President, HubbardOne (division of Thomson Reuters – Westlaw) </li></ul></ul></ul></ul></ul>
  19. 19. The “NEW” Facebook <ul><li>Facebook is now up to 800 million users worldwide </li></ul><ul><ul><li>Not looking to add numbers, but continue users “stickiness” on the page </li></ul></ul><ul><ul><li>Goal to become an aggregate to your life and your life experience </li></ul></ul><ul><li>Thursday is the big day </li></ul>
  20. 20. LinkedIn <ul><li>Rolodex on steroids </li></ul><ul><li>6 degrees of separation </li></ul><ul><li>Reconnect with lost colleagues, alumni, clients </li></ul><ul><li>Extended resume </li></ul><ul><li>#1 job market </li></ul><ul><li>Participate and create groups </li></ul><ul><li>Use it as validation of who you know </li></ul>
  21. 21. LinkedIn <ul><li>Common Pitfalls </li></ul><ul><ul><li>Bad profile </li></ul></ul><ul><ul><li>Not building your users </li></ul></ul><ul><ul><ul><li>After any conference, add the speakers and attendees to your network </li></ul></ul></ul><ul><ul><ul><li>Speak to a member of press, add </li></ul></ul></ul><ul><ul><li>Not sharing content </li></ul></ul><ul><ul><li>Ignoring invites </li></ul></ul><ul><ul><li>Inviting people with standard message … be personal </li></ul></ul>
  22. 22. LinkedIn <ul><li>How law firms/lawyers are using </li></ul><ul><ul><li>Track down old colleagues and alumni </li></ul></ul><ul><ul><li>Firm alumni networks </li></ul></ul><ul><ul><li>Create groups around a topic of law </li></ul></ul><ul><ul><li>Job search </li></ul></ul><ul><ul><li>Research/find clients </li></ul></ul><ul><ul><li>Extended personal resume </li></ul></ul>
  23. 23. Google+ <ul><li>43 million users </li></ul><ul><li>Connects to your Google profile and footprint (search results) </li></ul><ul><li>More tech/business focused (right now) </li></ul><ul><li>Add a +1 to your blogs </li></ul><ul><li>Don’t get too attached </li></ul><ul><ul><li>Studies show a 40% drop off of visits </li></ul></ul><ul><li>Common Pitfalls and Use </li></ul><ul><ul><li>Too early </li></ul></ul>
  24. 24. Yelp and Avvo <ul><li>Personal “reviews” </li></ul><ul><li>Highly placed on Google search results </li></ul><ul><li>Important for consumer practices </li></ul>
  25. 25. I Don’t Have the Time <ul><li>Yes you do </li></ul><ul><li>Take a sharpie to your calendar </li></ul><ul><li>Delete your DVR subscriptions </li></ul><ul><li>Do it anywhere on a Smart Phone </li></ul><ul><li>Dedicate a specific time, then shut it off </li></ul><ul><li>Use Hootsweet and other scheduling tools </li></ul><ul><li>Quicker than going to lunch </li></ul><ul><li>Don’t do everything </li></ul>
  26. 26. Questions to Ask Yourselves <ul><li>Am I up to the challenge? </li></ul><ul><li>Am I willing to invest the time, money and resources to advance my practice/my business? </li></ul><ul><li>Am I willing to let the world continue to pass me by at hyper-speed? </li></ul>
  27. 27. Take Aways <ul><li>Get a Smart Phone </li></ul><ul><li>Start somewhere </li></ul><ul><li>It’s OK to let your personality shine through </li></ul><ul><li>Write about the types of work you want, and who you want to do it for </li></ul><ul><li>80/20 rule always applies. </li></ul><ul><ul><li>Personal Facebook – 80 personal/less than 20 business </li></ul></ul><ul><ul><li>Twitter – 80 business/20 personal </li></ul></ul><ul><ul><li>FB business page – 80 about firm/20 about the industry </li></ul></ul>