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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
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
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
LinkedIn: Profile Page
LinkedIn: News Feed
LinkedIn: Group Page
LinkedIn: Who’s Viewed Me?
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.
facebook – keeping up with what others are doing
https://www.facebook.com/
facebook – maintaining the connection
https://www.facebook.com/#!/natasha.labovitz
facebook – when personal meets professional
http://www.youtube.com/watch?v=QUQsqBqxoR4
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
Twitter: Home Pages
Industry
Organization
News Publication
Twitter: News Feed
Today Show
“Re-Tweet”
Industry Tweet-
With Hyperlinks
Twitter: Special Features
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
 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?
Blogging: In Plain English Blog
Blogging: Steel Valley Bankruptcy
Blog
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
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
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
Discussions
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
Content
 What keeps me relevant?
 Be Catchy – Carrianne Basler
 Frequency
 Don’t Be “That Person” – Natasha
Labovitz
Professional Opportunities
 Career opportunities/Job hunt
 Ongoing Dialogue – Natasha Labovitz
 Self Promotion
 Pull Marketing - Salene Kraemer
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
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
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
Next Steps
 Identify your social media objectives
 Identify your best-fit social media platform(s)
 Sign-up
 Soar!

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IWIRC Talks: An In-Depth Look at Social Media

  • 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
  • 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
  • 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
  • 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!

Editor's Notes

  1. 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 Prefer color other than purple