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LCA Terranea
Strategy and Social Media:
The Latest Trends in Ethics & the Internet
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Two types of Internet searches
•! Organic search
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Two types of Internet searches
•! Organic search
–! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)"
(-QR/1L")1,+1-"(-"S...
Telling your story online
Whom do you want writing on your bathroom wall?
Who has your best interest at heart?
Telling your
story online
•! Own your reputation
•! Be proactive
–!8FF9"IN"MFF9"
•! Some info already
exists, create the r...
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Start now
Get ahead of
the Internet
The Internet will tell
your story anyway.
Control the process.
Tell your story.
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Ethics Break
Yelp Sues Firm that Posted Fake Reviews
•! Yelp sued a bankruptcy law boutique
•! Alleged that firm posted fake glowing
Ye...
“Astroturfing” (fraudulent reviews)
•! NY’s Attorney General:
–!K%a"6F+P,-(1)"*(/1L"O/(M1/)"MF"O/(M1"W,01",L)4"
/1Y(1O)",M...
Google Searches
What does Google like?
•! Your website
•! Wikipedia articles
•! Blogs
•! LinkedIn profiles
•! Google+ profiles
•! YouTube ...
Ethics Break
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H";-,(I*()+J,+%,/-B#*(J;++
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Googling Yourself
Fast Company on Googling Yourself
•! “Why You Should Google Yourself and Not
Feel Guilty About It.”
–!!"#$%&'()"*+4"&>%>%&...
What Should You Do?
So what should you do?
•! Create the things that Google likes
–!C1,/-"M*1"/R91)4"P9,N"M*1"UFF391"3,+1"
•! Tell your story ...
Create “Marketing Monday”
•! Every Monday spend your lunch hour
online, filling out another marketing tool
–!`F-)()M1-M9N4...
Avvo.com
Avvo - Assignment
•! Fill out your Avvo profile
•! Play the game
–! J1"M*F/FR3*4"6F+P/1*1-)(Y1"
–! C()M")P116*1)4"*F-F/)4"...
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Compare. . .
Website
Website
Blog
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Blog
LinkedIn
5+6789+:*;&/#(+<#$=".()>+?(%@+
Google+
Google+
Twitter
5+6789+:*;&/#(+<#$=".()>+?(%@+
JD Supra
Above Law
Family Guy
Avvo
Slideshare
5+6789+:*;&/#(+<#$=".()>+?(%@+
Dentist
YouTube
Facebook
Blog5+6789+:*;&/#(+<#$=".()>+?(%@+
Google+ Profile
Create a Google+ Profile
•! Create a Gmail (Google email) address
–!U+,(9"-161)),/N"WF/"UFF391o""
–!@,)N4"W/11"
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Google+
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5+6789+:*;&/#(+<#$=".()>+?(%@+
5+6789+:*;&/#(+<#$=".()>+?(%@+
5+6789+:*;&/#(+<#$=".()>+?(%@+
Google+ Assignment
•! Create a Google+ profile
•! Tell your story
•! Fill it out thoroughly, creatively, persuasively
–! b...
LinkedIn
Stand out
•! Profile
–!`F+P199(-3"Z@p"*1,L9(-1"
–!C()M"NFR/"6R//1-M",-L"9,)M"MOF"PF)(2F-)"
–!.,01">")110"c16F++1-L,2F-)"
–...
5+6789+:*;&/#(+<#$=".()>+?(%@+
5+6789+:*;&/#(+<#$=".()>+?(%@+
LinkedIn – Assignment
•! Draft a complete profile
–!"b)1"-,//FO"Z@p"OF/L)""
•! Use Status updates
•! Applications
–!@737"Z...
Quora – Q&As
5+6789+:*;&/#(+<#$=".()>+?(%@+
5+6789+:*;&/#(+<#$=".()>+?(%@+
Quora - Assignment
•! Identify a narrow practice area, niche, or
issue where you’d like to be known
•! Find and answer a Q...
Ethics Break
Can you look up jurors on social media?
•! Lawyers can look up jurors on social media
–!1737"',61IFF04".NZP,614"C(-01L5-",...
Other Online Tools
JD Supra - Assignment
•! Create a JD Supra profile
•! Upload an article on your most-important
practice or industry topic
...
Slideshare - Assignment
•! Create a Slideshare.net account
•! Upload an article and PPT presentation
–!'(99"FRM"M*1"8(M914...
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B1)6/(P2F-"
8,3)"
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Need a new website or marketing upgrade?
Marketing training? Please call any time!
cF))"'()*+,-4"SB"
M23>+:*;&/#(+<#$=".()...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
"Strategy and Social Media: Standing out in a Crowd."  A CLE, Ethics, and branding presentation.  Including info re improv...
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"Strategy and Social Media: Standing out in a Crowd." A CLE, Ethics, and branding presentation. Including info re improving your Google+, LinkedIn, Wikipedia, Avvo, Quora, Yelp reviews etc. © 2014 Fishman Marketing, Inc.

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The slides from Ross Fishman's popular program for lawyers and law firms, "Strategy, Branding, and Social Media: Standing out in a Crowd." It includes tips re Google+ LinkedIn Wikipedia Avvo Quora Yelp reviews etc. Presented at the Litigation Counsel of America (LCA), NALP, Association of Accounting Marketing (AAM), and the Association of Legal Administrators (ALA). © 2014 Fishman Marketing, Inc.

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"Strategy and Social Media: Standing out in a Crowd." A CLE, Ethics, and branding presentation. Including info re improving your Google+, LinkedIn, Wikipedia, Avvo, Quora, Yelp reviews etc. © 2014 Fishman Marketing, Inc.

  1. 1. LCA Terranea Strategy and Social Media: The Latest Trends in Ethics & the Internet !"#$%&"'()*+,-".,/012-34"5-67"" 819:"%;<&=>?@ABC5D@"""E/F))G)*+,-" H1I:"'()*+,-.,/012-376F+"" J9F3:"'()*+,-.,/012-376F+>I9F3""
  2. 2. Two types of Internet searches •! Organic search –! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)" (-QR/1L")1,+1-"(-"SF-1)"A6M"6,)1)7T" –! U1V-3"WFR-L"F-"UFF391" •! !"#$%&'"()*("+,-./*0#.,(+1!234+ •! Secondary reference –! K5XY1"*1,/L"/1,99N"3FFL"M*(-3)",IFRM"A99,-"Z9,319"" 5XL"9(01"MF"91,/-"+F/1",IFRM"*(+7T" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  3. 3. Two types of Internet searches •! Organic search –! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)" (-QR/1L")1,+1-"(-"SF-1)"A6M"6,)1)7T" –! U1V-3"WFR-L"F-"UFF391" •! !"#$%&'"()*("+,-./*0#.,(+1!234+ •! Secondary reference –! K5XY1"*1,/L"/1,99N"3FFL"M*(-3)",IFRM"A99,-"Z9,319"" 5XL"9(01"MF"91,/-"+F/1",IFRM"*(+7T" AB#(+!B#)B"+B#CD"$+%&*%#),+ 5+6789+:*;&/#(+<#$=".()>+?(%@+
  4. 4. Telling your story online Whom do you want writing on your bathroom wall? Who has your best interest at heart?
  5. 5. Telling your story online •! Own your reputation •! Be proactive –!8FF9"IN"MFF9" •! Some info already exists, create the rest •! How hard is it? –!C1MX)")11[" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  6. 6. %7"H1I)(M1" #7"AIFY1"C,O" 7"C(-01L5-" &7"]*FMF)" ^7"J9F3"]F)M" _7"`*,+I1/)" =7"`*,+I1/)" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  7. 7. <7".,/2-L,91" "%$7"C,ON1/)"" =7"`*,+I1/)" a7"C`A",/2691" "%%7"C`A"P/FG91" b)1"C`AX)"]c",-L" +,/012-3"/1)FR/61)7" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  8. 8. Start now Get ahead of the Internet
  9. 9. The Internet will tell your story anyway. Control the process. Tell your story. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  10. 10. Ethics Break
  11. 11. Yelp Sues Firm that Posted Fake Reviews •! Yelp sued a bankruptcy law boutique •! Alleged that firm posted fake glowing Yelp reviews about itself •! Violated CA’s consumer-protection laws? –!K8*1".6.(99,-"C,O"U/FRPd)"1eF/M)"MF"+()91,L" 6F-)R+1/)",/1"P,/26R9,/9N"I/,f1-"3(Y1-"M*1N"*,Y1" M,/31M1L"YR9-1/,I91"6F-)R+1/)"g"(-L(Y(LR,9)"W,6(-3" I,-0/RPM6N",-L"9FF0(-3"WF/"913,9"/1P/1)1-M,2F-7T" •! !"#$%&'%()(*##+,%-+.%/012$3+4#"5+EF67F8G+ 5+6789+:*;&/#(+<#$=".()>+?(%@+
  12. 12. “Astroturfing” (fraudulent reviews) •! NY’s Attorney General: –!K%a"6F+P,-(1)"*(/1L"O/(M1/)"MF"O/(M1"W,01",L)4" /1Y(1O)",M"h%7$$";"h%$"P1/"/1Y(1OT" –!i19P4"UFF391"CF6,94"`(MNZ1,/6*"" •! “Slam dunk” for bar discipline –!KDF"W,9)1",LY1/2)(-34"9N(-34"F/"L161(MT" –!DF"+(23,2F-" " 5+6789+:*;&/#(+<#$=".()>+?(%@+
  13. 13. Google Searches
  14. 14. What does Google like? •! Your website •! Wikipedia articles •! Blogs •! LinkedIn profiles •! Google+ profiles •! YouTube videos •! Twitter •! Facebook •! Media mentions •! Bylined articles •! Photo sites –! ](6,),4"'9(60/"ji,*FFk" •! Avvo.com •! Directories –! i199FO"],31)"" –! .,-M," •! Review sites –! i19P4".1/6*,-M"`(/691" –! c(PFec1PF/M76F+" •! Q&A sites –! @737"lRF/," •! Distribution platforms –! SB"ZRP/," –! D,2F-,9"C,O"c1Y(1O" •! Slideshare.net -- PPT slides, .pdfs, & videos © 2014 Fishman Marketing, Inc.
  15. 15. Ethics Break
  16. 16. 5+6789+:*;&/#(+<#$=".()>+?(%@+ H";-,(I*()+J,+%,/-B#*(J;++ #(I+(")#.K"+$"K*"C;+
  17. 17. Googling Yourself
  18. 18. Fast Company on Googling Yourself •! “Why You Should Google Yourself and Not Feel Guilty About It.” –!!"#$%&'()"*+4"&>%>%&" •! “Curation is being aware of how you’re perceived. •! “You want your image to be consistent and what comes up at the top of a search to match that. •! “So, go ahead and Google yourself. Now.” 5+6789+:*;&/#(+<#$=".()>+?(%@+
  19. 19. What Should You Do?
  20. 20. So what should you do? •! Create the things that Google likes –!C1,/-"M*1"/R91)4"P9,N"M*1"UFF391"3,+1" •! Tell your story using the weighted tools –!5W"UFF391X)"3F(-3"MF",#-"M*1+4".()/'0-"M*1+" •! Create valuable, meaningful materials –!]R)*"M*1"1+PMN"L(/16MF/(1)",-L"QR-0"MF"P,31)"#"F/"" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  21. 21. Create “Marketing Monday” •! Every Monday spend your lunch hour online, filling out another marketing tool –!`F-)()M1-M9N4"/13R9,/9N4")N)M1+,26,99N"FY1/"2+1" –!D1O"MFF9"1Y1/N"O110" –!H*(91"O,M6*(-3"8m"" •! Start with the short, easy, impactful ones •! You don’t need many 5+6789+:*;&/#(+<#$=".()>+?(%@+
  22. 22. Avvo.com
  23. 23. Avvo - Assignment •! Fill out your Avvo profile •! Play the game –! J1"M*F/FR3*4"6F+P/1*1-)(Y1" –! C()M")P116*1)4"*F-F/)4",O,/L)4",62Y(21)" –! %;#".F-L,N)" •! Include photo •! Request a client Review •! Seek a 9.0-10.0 rating –! ]/F)P16M)"O(99")11"(M",-NO,N7" –! BF"NFR"1--2"9(01","_7^n" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  24. 24. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  25. 25. Compare. . .
  26. 26. Website Website Blog 5+6789+:*;&/#(+<#$=".()>+?(%@+
  27. 27. Blog LinkedIn 5+6789+:*;&/#(+<#$=".()>+?(%@+
  28. 28. Google+ Google+ Twitter 5+6789+:*;&/#(+<#$=".()>+?(%@+
  29. 29. JD Supra Above Law Family Guy Avvo Slideshare 5+6789+:*;&/#(+<#$=".()>+?(%@+
  30. 30. Dentist YouTube Facebook Blog5+6789+:*;&/#(+<#$=".()>+?(%@+
  31. 31. Google+ Profile
  32. 32. Create a Google+ Profile •! Create a Gmail (Google email) address –!U+,(9"-161)),/N"WF/"UFF391o"" –!@,)N4"W/11" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  33. 33. Google+ 5+6789+:*;&/#(+<#$=".()>+?(%@+
  34. 34. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  35. 35. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  36. 36. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  37. 37. Google+ Assignment •! Create a Google+ profile •! Tell your story •! Fill it out thoroughly, creatively, persuasively –! b)1")M/,M13(6"Z@p"01NOF/L)" –! U1M","K`R)MF+"bcCT"j(717"NFR/"-,+1k" –! 5-69RL1"P*FMF"" •! Link to resources, articles, etc. residing across the Internet •! Upload posts, articles, memos 5+6789+:*;&/#(+<#$=".()>+?(%@+
  38. 38. LinkedIn
  39. 39. Stand out •! Profile –!`F+P199(-3"Z@p"*1,L9(-1" –!C()M"NFR/"6R//1-M",-L"9,)M"MOF"PF)(2F-)" –!.,01">")110"c16F++1-L,2F-)" –!5-M1/1)M)",-L"A))F6(,2F-)" –!]1/)F-,9"C(-01L5-"bcC" –!.,01"(M"PRI9(6" L! `F--162F-)"g"%$q"NFR/",31" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  40. 40. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  41. 41. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  42. 42. LinkedIn – Assignment •! Draft a complete profile –!"b)1"-,//FO"Z@p"OF/L)"" •! Use Status updates •! Applications –!@737"Z9(L1)*,/1"" •! Upload your contacts •! Seek Recommendations •! Join / Create Groups 5+6789+:*;&/#(+<#$=".()>+?(%@+
  43. 43. Quora – Q&As
  44. 44. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  45. 45. 5+6789+:*;&/#(+<#$=".()>+?(%@+
  46. 46. Quora - Assignment •! Identify a narrow practice area, niche, or issue where you’d like to be known •! Find and answer a Quora question –!8*FR3*rR94"M*F/FR3*"/1)PF-)1" –!b)1"9FM)"FW"Z@p"01NOF/L)" •! Repeat –!A-)O1/","W1O"sR1)2F-)" –!#$"+(-RM1)" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  47. 47. Ethics Break
  48. 48. Can you look up jurors on social media? •! Lawyers can look up jurors on social media –!1737"',61IFF04".NZP,614"C(-01L5-",-L"8O(t1/4" •! Can’t connect with them –!AJA"1M*(6)"FP(-(F-" •! May not communicate directly with jurors –!`,-XM",)0"MF"KW/(1-LT"M*1+"F-"',61IFF0" –!AJA"`F++(t114"@M*(6)",-L"]/FW1))(F-,9()+" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  49. 49. Other Online Tools
  50. 50. JD Supra - Assignment •! Create a JD Supra profile •! Upload an article on your most-important practice or industry topic –!5-69RL1"9FM)"FW"Z@p"01NOF/L)" •! Fill out the Title, Description, and Tags carefully 5+6789+:*;&/#(+<#$=".()>+?(%@+
  51. 51. Slideshare - Assignment •! Create a Slideshare.net account •! Upload an article and PPT presentation –!'(99"FRM"M*1"8(M914"B1)6/(P2F-4",-L"8,3)"6,/1WR99N" –!b)1"Z@p"01NOF/L)" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  52. 52. `,P2F-" B1)6/(P2F-" 8,3)" 5+6789+:*;&/#(+<#$=".()>+?(%@+
  53. 53. Need a new website or marketing upgrade? Marketing training? Please call any time! cF))"'()*+,-4"SB" M23>+:*;&/#(+<#$=".()++ N8@E9O@9G6@GP9Q++ $,;;RS;&/#(/#$=".()@%,/+ CCC@S;&/#(/#$=".()@%,/+ + 3,4#5/.4-%61%120%7#189%%%+ +CCC@S;&/#(/#$=".()@%,/FI9F3" + `F--16M+C*J&+T;U+ +8O(t1/:+R$,;;S;&/#(++ +C(-01L5-7%,/F*(F$,;;S;&/#(+ + 5+6789+:*;&/#(+<#$=".()>+?(%@+

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