The document discusses the significance of social media for lawyers, emphasizing the transition from a connected to a hyper-connected world. It outlines the benefits and pitfalls of various platforms, including blogging, Twitter, Facebook, and LinkedIn, and highlights the importance of understanding privacy settings and audience engagement. Key takeaways include the necessity of time investment and strategic planning for effective social media marketing in legal practices.

1. Social Media: Adapt or ??? Pasadena Bar Association Technology Section Heather L. Morse Director of Marketing, Barger & Wolen LLP Author & Editor, The Legalwatercooler

2. Why is Social Media important? Kids these days The “Internet” is to Social Media what electricity is to flicking on a light switch. Hyper-Connected 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!

3. Why is Social Media Important? “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.” Thomas Friedman on Meet the Press

4. Why is Social Media Important? This has all happened in the last seven years Moved world from connected to hyper-connected Huge opportunity and a huge challenge It’s not going away

5. General Benefits Introduce yourself to a wider audience Soft sell what you do to a personal audience Build your reputation Expands your footprint GET FOUND in a crowded marketplace

6. General Pitfalls by Lawyers Not understanding privacy settings Not understanding that the Internet is forever Not understanding that while you’re having a conversation with one person, everyone else is listening Balancing talking AT and talking TO Legal ethics ABA 20/20 Commission

7. Know Your Audience Clients Referral sources Press/media Influencers (conference organizers

8. Blogging, Twitter, Facebook, LinkedIn, Oh My! What are these different mediums? Do I have to do all of these? What about the Facebook changes? What about Google+? It’s always changing, I don’t have the time to keep up with all of this.

9. Blogging More than an online newsletter Allow you to establish your niche Allow you to build your reputation Great Google search results Write 1x per week Engage readers Free to nominal costs Write once, repurpose/distribute

10. Blogging Common Pitfalls Comments section Allow comments, but they must be approved Not blogging enough Not understanding who your audience is Listening to all the “gurus” Not tracking your stats Not hyperlinking Gains attention of the person and/or organization

11. Blogging How law firms/lawyers are using Instead of a website SHOWING the types of clients and work you want Way of attracting attention of press/influencers Promote your events, conferences you are attending Market yourself Group v. personal blog

12. Twitter Cast a wide net Great resource to build new relationships with referral sources News aggregate Shared experiences via hashtags

13. Twitter Common Pitfalls Spending too much time Not spending enough time Following everyone who follows you Not understanding your audience Public fights – people are watching you Talking at, not talking to Not following conversations about yourself or firm Use search features

14. Twitter How law firms are using PEOPLE use Twitter to establish relationships Repurpose content Conferences Follow hashtags for events Meet other attendees before event Tweet ups at conference Live Tweet programs Attracts attention of the conference organizers, speakers and virtual attendees

15. Facebook Personal pages v. business pages Ability to soft share what you do Connect to business pages of clients

16. Facebook Common Pitfalls Not having a strategic plan Personal page too open Inviting non-friends, but sharing as friends Thinking a locked page is private Not caring what people think about your politics Allowing a business page to run on autopilot

17. Facebook How firms are using Personal pages to softly promote themselves and firm Sharing photos and blogs posts Pages to promote firm Show side of firm not “appropriate” for the website Event notices “ Like” and “favorite” client pages, news industry pages Reshare and promote their content

18. The “NEW” Facebook Facebook Timeline Why are they changing it? The next level Create and control how your data is seen and managed “ We complain but we're hooked so we stick around, and FB knows it...” Tim Corcoran, Vice President, HubbardOne (division of Thomson Reuters – Westlaw)

19. The “NEW” Facebook Facebook is now up to 800 million users worldwide Not looking to add numbers, but continue users “stickiness” on the page Goal to become an aggregate to your life and your life experience Thursday is the big day

20. LinkedIn Rolodex on steroids 6 degrees of separation Reconnect with lost colleagues, alumni, clients Extended resume #1 job market Participate and create groups Use it as validation of who you know

21. LinkedIn Common Pitfalls Bad profile Not building your users After any conference, add the speakers and attendees to your network Speak to a member of press, add Not sharing content Ignoring invites Inviting people with standard message … be personal

22. LinkedIn How law firms/lawyers are using Track down old colleagues and alumni Firm alumni networks Create groups around a topic of law Job search Research/find clients Extended personal resume

23. Google+ 43 million users Connects to your Google profile and footprint (search results) More tech/business focused (right now) Add a +1 to your blogs Don’t get too attached Studies show a 40% drop off of visits Common Pitfalls and Use Too early

24. Yelp and Avvo Personal “reviews” Highly placed on Google search results Important for consumer practices

25. I Don’t Have the Time Yes you do Take a sharpie to your calendar Delete your DVR subscriptions Do it anywhere on a Smart Phone Dedicate a specific time, then shut it off Use Hootsweet and other scheduling tools Quicker than going to lunch Don’t do everything

26. Questions to Ask Yourselves Am I up to the challenge? Am I willing to invest the time, money and resources to advance my practice/my business? Am I willing to let the world continue to pass me by at hyper-speed?

27. Take Aways Get a Smart Phone Start somewhere It’s OK to let your personality shine through Write about the types of work you want, and who you want to do it for 80/20 rule always applies. Personal Facebook – 80 personal/less than 20 business Twitter – 80 business/20 personal FB business page – 80 about firm/20 about the industry