1.
IWIRC TALKS:
An In-Depth Look at
Social Media
April 24, 2014 – IWIRC Spring Program,
Washington, D.C
Carrianne Basler of AlixPartners, for Twitter
Salene Kraemer of MAZURKRAEMER, for Blogging
Natasha Labovitz of Debevoise, for Facebook
Pia Thompson of Navigant, for LinkedIn
Sarah Frankel of The 525 Group, Moderator

2.
Social Media Platforms
Description Intent Audience Features
LinkedIn Online networking event Professional Colleagues and
professional
acquaintances
-Bio Visibility
-Contact Management
-Link sharing
-Direct Messaging
-Two-Way Environment
facebook facebook = office
watercooler + high school
cafeteria + family reunion +
your personal soapbox
Primarily Personal,
with Certain
Professional
Applications
Friends, family and
limited professional
contacts you deem
worthy
-Photo Sharing
-Content Updates
-Link Sharing
-Direct Messaging
-Two-Way Environment
Twitter Platform where
communications are made
through 140 character
messages to a generally
public forum.
Personal and/or
Professional
Friends, family,
colleagues,
celebrities, news
outlets, etc. The
cooler you are…
-Content Updates (Limited
text field)
-Photo Sharing
-Link Sharing
-Direct Messaging
-Two-Way Environment
Blogging WEB LOG. A journal that
is on the internet,
chronologically ordered
Personal and/or
Professional
Whomever you
target, people with
same
passion/interests
-Self-managed and
unrestricted content
-Two-way environment
-Text, Video, Photo, Link
sharing
-Generates higher search
engine rankings

3.
LinkedIn
 What it is?
Online networking event – think of it as
a luncheon or cocktail party
 What does it do for me?
Allows for visibility without attending
every live networking event available
Allows you to avoid being annoying
 Where have we seen it?
Firm bios include links. Business
people include link on email signature.
Everyone uses it.
by Pia Thompson

4.
LinkedIn: Profile Page

5.
LinkedIn: News Feed

6.
LinkedIn: Group Page

7.
LinkedIn: Who’s Viewed Me?

8.
facebook
by Natasha Labovitz
 What is it?
Online social forum and free-for-all. Like the
water cooler at the office, plus the post office in
a small town, plus your family’s Thanksgiving
dinner, all rolled into one.
 What does it do for me?
Professional: helps deepen certain relationships
in your network, and maintain them over long
periods of time.
Personal: helps with work/life balance.
 Where have we seen it?
The thing about facebook is, it is everywhere.

9.
facebook – keeping up with what others are doing
https://www.facebook.com/

10.
facebook – maintaining the connection
https://www.facebook.com/#!/natasha.labovitz

11.
facebook – when personal meets professional
http://www.youtube.com/watch?v=QUQsqBqxoR4

12.
Twitter
 What is it?
Conveying your thoughts in 140 characters or less
“The Ultimate Executive Summary”
 What does it do for me?
News Source
Brand Building
Personal Expression
Motivational Messages
 Where have we seen it?
Breaking News
Industry Updates
#Hashtags vs @
Celebrity Info & “Selfies”
by Carrianne Basler
#IWIRCSPRING

13.
Twitter: Home Pages
Industry
Organization
News Publication

14.
Twitter: News Feed

15.
Today Show
“Re-Tweet”
Industry Tweet-
With Hyperlinks
Twitter: Special Features

16.
Blogging
What it is?
What does it do for me?
In Plain English Business Blog
Steel Valley Bankruptcy Blog
Where have we seen it?
Tips
by Salene Kraemer

17.
 Discussion or information site on
Internet
 Frequent posts/entries
 Most recent post is first
 Single or multi-author blogs
 Single or multiple subjects
 Art blogs, photoblogs, vlogs, food
blogs, podcasts
 Permalink pages
 Comments
 Archives
 Categories
 Header
 Text, images, video, songs, and
links
 Blogger, wordpress, Technorati
 Higher search engine rankings
Blogging: What is it?

18.
Blogging: In Plain English Blog

19.
Blogging: Steel Valley Bankruptcy
Blog

20.
Blogging: Hallmarks
 Frequent posts/entries, most
recent post is first
 Authors, subjects
 Permalink pages, higher
search engine rankings,
 Comments,
archives,categories,a header
 Text, video, songs, links
 Blogger or wordpress
 Niche subject matter
 Repurposes content
 Tell a story
 Catchy Title
 Reader friendly
 Add disclaimers

21.
Blogging: What has it done for Me?
 Humanize myself and my firm, exhibit unknown aspects
of firm (Ex. 1, 2, 3, 4)
 Evidence industry know-how (Ex. 1, 2, 3)
 Add value/inform (Ex. 1, 2, 3, 4, 5, 6)
 Promote events (external (Ex.1), internal (Ex. 1, 2))
 Educate clients re: trends and local resources (Ex. 1, 2,
3), community interests (Ex. 1)
 Spotlight clients/business people (Ex. 1, 2, 3)
 Evidence legal expertise (Ex. 1, 2, 3) and inform re:
news (Ex. 1, 2, 3)
 Attract new stakeholders, clients, referral sources

22.
22Where Have We Seen It?
~Bankruptcy Related Blogs
 ABI Blog Exchange
 MAB: Newspaper: Wall Street Journal Bankruptcy
Beat: Lisa Donahue
 Fox Rothschild’s Bankruptcy Litigation Blog
 In the Red: Cooley Law Firm
 Weil Bankruptcy Blog
 SEE ALSO ABA Journal Blawg Directory

23.
Discussions

24.
Controlling Your Audience
 Who are you speaking to and what is appropriate?
 Segmentation - Natasha Labovitz
 Quarterly Audit – Pia Thompson
 Promoting your On-line Presence – Salene
Kraemer

25.
Content
 What keeps me relevant?
 Be Catchy – Carrianne Basler
 Frequency
 Don’t Be “That Person” – Natasha
Labovitz

26.
Professional Opportunities
 Career opportunities/Job hunt
 Ongoing Dialogue – Natasha Labovitz
 Self Promotion
 Pull Marketing - Salene Kraemer

27.
IWIRC Network
 Maintaining and strengthening personal
relationships
 Existing Resources
 IWIRC Int’l LinkedIn Group
 IWIRC Int’l Facebook
 Houston, NY and NEON
 IWIRC Int’l YouTube
 Example(s)
 Carrianne
 Pia

28.
Cautionary Tales
 Professional Obligations – Natasha Labovitz
 Client Confidentiality
 Social Media Policies
 “Going Viral” – Carrianne Basler
 Unlimited forwarding, and modifications of tweets can result
in unexpected consequences
 Tone may be lost
 140 characters may not be enough for message - but
unless you grab interest nobody will click on a link.
 Poor tweeting may be worse than no tweeting
 Taboo Topics – Salene Mazur Kraemer

29.
Social Media Platforms
Description Intent Audience Features
LinkedIn Online networking event Professional Colleagues and
professional
acquaintances
-Bio Visibility
-Contact Management
-Link sharing
-Direct Messaging
-Two-Way Environment
facebook facebook = office
watercooler + high school
cafeteria + family reunion +
your personal soapbox
Primarily Personal,
with Certain
Professional
Applications
Friends, family and
limited professional
contacts you deem
worthy
-Photo Sharing
-Content Updates
-Link Sharing
-Direct Messaging
-Two-Way Environment
Twitter Platform where
communications are made
through 140 character
messages to a generally
public forum.
Personal and/or
Professional
Friends, family,
colleagues,
celebrities, news
outlets, etc. The
cooler you are…
-Content Updates (Limited
text field)
-Photo Sharing
-Link Sharing
-Direct Messaging
-Two-Way Environment
Blogging WEB LOG. A journal that
is on the internet,
chronologically ordered
Personal and/or
Professional
Whomever you
target, people with
same
passion/interests
-Self-managed and
unrestricted content
-Two-way environment
-Text, Video, Photo, Link
sharing
-Generates higher search
engine rankings

30.
Next Steps
 Identify your social media objectives
 Identify your best-fit social media platform(s)
 Sign-up
 Soar!