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Social media ethics


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Presented to the Heartland Paralegal Association on 11/12/2010

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Social media ethics

  1. 1. Social Media & Ethics Presented by Andy Huckaba – President of Huckaba & Associates to The Heartland Paralegal Association 11/12/2010
  2. 2. 2 The World is Changing "Social media has blurred the lines completely between work and private life. Among other things, it's made legal departments totally re-evaluate what is important in terms of discovery in the employment sphere." - Anthony Paonita editor-in-chief at Corporate Counsel
  3. 3. 3 Social Media Revolution
  4. 4. 4 What is Social Media? Social media is another communications strategy, like advertising, PR and interactive, except different
  5. 5. 5 Social Media Defined Platforms/Applications (Facebook, Twitter, blogs) that enable the establishment and engagement and interaction of communities of people with common interests.
  6. 6. 6 Social Media Explained Visually
  7. 7. 7
  8. 8. 8 Stats  Facebook has 600+ million users (9/2010)  Doubled in size in the past year  30+ billion pieces of content (links, pictures, stories, etc) shared each month  150 million access via mobile device  Twitter has 180+ million users (9/2010)  300,000 new users per day  190 million unique visitors per month  65 million Tweets per day
  9. 9. 9 Stats, stats, more stats  LinkedIn has 70+ million global users  80% of companies use LinkedIn as a recruitment tool.  Flickr hosts more than 4 billion images  70% of bloggers are organically talking about brands on their blog.  38% of bloggers post brand or product reviews.  YouTube has more than 2 billion views each day!
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  11. 11. 11 Social Core System
  12. 12. 12 What is a Blog?  The term Blog is a shortened version of "Web log” - a regularly updated website based around a subject that the blog owner (or owners) would like to talk about  Blogs are about:  Sharing thoughts and ideas in an expansive and unstructured way  Creating awareness of and creating new links to an existing website  Promoting products, increasing on-line presence and gaining customer feedback
  13. 13. 13 What is Twitter ?  A social networking tool that can help improve your customer service, promote events and create new contacts in your industry  Twitter is about:  Creating BUZZ  Real Time News Channel  Status Update  Instant Social Messaging Connect with Audience  Information Tool
  14. 14. 14 What is ?  A Social Networking service, started in 2006, that allows people to share information easily using computers or mobile internet devices.  Facebook is about:  Connecting with “Friends & Family”  Personal Engagement  Sharing pictures, events, life  Various privacy settings (friends, groups, everyone, search engines)
  15. 15. 15 What is ?  LinkedIn is the world’s largest professional network with over 80 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.  LinkedIn is about:  Connecting with a professional network  Exchange knowledge and ideas  Share professional opportunities  A haven for professional recruiters
  16. 16. 16 What is YouTube ?  Founded in February 2005 and has become one of the most popular video portals in the world.  YouTube is about:  Branding - build a channel, brand videos & promote  Leveraging the Viral nature of YouTube spreading the videos to a large number of people  Allowing users to submit as well as search for videos
  17. 17. 17 What is Yelp ?  Yelp was founded in 2004  Mission: connect people with great local businesses  Top 100 website with 31 million unique monthly visitors (March 2010)  Over 10 million local reviews  Over 1.25 million iPhone app installs (also available for BlackBerry, Palm Pre, Android and mobile web)
  18. 18. 18 How to Get Started  Listen & Learn  Identify who, what, where, volume & sentiment  Plan  Social media policy, monitoring & response, proactive engagement  Engage  Implementation of the plan, including integration with other systems, digital properties and business processes
  19. 19. 19 Keep in Mind  Audience size doesn’t prove influence on Twitter  Your employees and customers are your most valuable asset. Work with them - not against  Don’t ignore your existing digital properties - website, email  Cross pollinate
  20. 20. 20 Walls  Corporate IT, Legal and HR departments are scared of social media  Many companies block access to social media on their networks  Then they wonder how they can utilize social media to their benefit??????  The solution is to enable employees to become part of the social media community  So, what are they afraid of????
  21. 21. 21 Issues Half of American social media users surveyed admit to seeing people disclose too much personal information online, yet 28% of social media users admit to rarely considering what could occur if they share too much private data online -Information Week/ study
  22. 22. 22 Issues When it comes to work and the web, Americans are mixed, with 40% believing managers have the right to monitor their employees' personal tweets and Facebook pages, with an equal number of Americans believing they could lose their jobs because of information they've posted on social media sites. -Information Week/ study
  23. 23. 23 Issues But 53% of respondents said inappropriate remarks on social media sites should not impact employment, the study found. -Information Week/ study
  24. 24. 24 Issues: Headlines FCC Investigating Google Data Collection Social Media Policy Sparks Lawsuit Federal Agency Says Facebook Posts Protected by Free Speech
  25. 25. 25 Issues: About a quarter of employers surveyed by the Society of Corporate Compliance and Ethics in 2009 had disciplined an employee for improper activities on social networking sites
  26. 26. 26 Do you need a Social Media Policy? YES, but…. Should not be designed to be heavy-handed but to remind people when they are posting on social networking sites, they are often viewed as representatives of the organization
  27. 27. 27 Do you need a Social Media Policy? Is this any different than other forms of communication? Really…. No! Only the blending between personal and professional makes it different, otherwise it is similar to email and phone.
  28. 28. 28 Is It Ethical For Law Firms to Use? Can you use social media for research? Yes, but the extent is untested. people persist in expecting privacy in their online conversations, despite the public nature of the forums they use. But does their expectation of privacy online translate into an ethical obligation for researchers?
  29. 29. 29 Is It Ethical For Law Firms to Use? Marketing? Maybe, within limits Just as legal advertising is subject to meeting ethical standards in print and traditional broadcast forms, there are ethical issues to consider in cyberspace You can't be misleading. You can't promise performance when you can't back it up. You can't take a picture of a handsome guy in an ad and (depict him) as a lawyer when he's not a lawyer.
  30. 30. 30 Is It Ethical For Law Firms to Use? Public Relations? Yes Best when cross pollinating with other online resources like webpages and blogs
  31. 31. 31 Thanks!  Q&A
  32. 32. 32 Appendix  Tips & Rules – Marketing with social media  Contact Information  Credits
  33. 33. 33 Tips & Rules  The 1% Rule - a small fraction of site visitors are responsible for a substantial portion of total site traffic.  The 2-4X Rule - When it comes to conversion, visitors driven to a site by influencers are two to four times more likely to convert compared to visitors from other sources  The New Media / New Pipes Rule - it matters far more what consumers do with your content than what you do with your content. What they say about your brand means more than what you say about your brand.
  34. 34. 34 Tips & Rules  The Martha Stuart Rule - Throw your own party; don't just cater someone else's!  The Power of Weak Links Rule - you are far more likely to find your next job through a friend-of-a-friend than through an intimate contact.  The Feed the Fire Rule - Consumers love to share relevant, engaging, useful, and entertaining content with their friends. Make it easy for them to find your content and make it easy for them to share your content.  The More Things Change Rule - e-mail and IM remain popular ways to share content. So don't throw out your old e-mail marketing methods
  35. 35. 35 Tips & Rules  Horse Before the Cart Rule - if you want to succeed in social media, your brands and content need to have social attributes -- content worth sharing, brands worth talking about, sites that encourage consumer participation and dialog.  The PR Pitfalls Rule - more than 90% of blog seeding has no material impact. Up to 5% gets some response, but less than 2% of seeding drives valuable traffic. In other words, if you can't track efficacy of these efforts, don't bother.  The Customer Service Rule - Focus on providing useful content and offers to your target audience and they will spread your messages for you.
  36. 36. 36 Contact  Andy Huckaba - President, Huckaba & Associates  Email:  Phone: (913) 485-3210  Twitter –  Facebook –  LinkedIn –  Blog –  Website –
  37. 37. 37 Credits  The CMO’s Guide to the Social Media Landscape  The 10 Essential Rules for Brands in Social Media  The Conversation Prism  Mashable - The Social Media Guide  20+ Amazing Social Media Stats  Facebook Press Room: Statistics  The Age of Social Networks  Dustin Jacobsen – VP Social Media, Barkley USA  Danny Brown – 317 Ways to Succeed in Social Media