It's the message in the medium. Practical tips for lawyers looking to use the social web. Tips on tools, attitudes, privacy and what's the next big thing.

1. The Message and the
Medium | Update on
Social Media and
Networking for Law
Firms
Presented by Jayne Navarre

2. New ways for old things
Networking
Cocktail party Twitter
Country Club Facebook
Chamber of Commerce LinkedIn
Alumni Groups Facebook
Conferences Linkedin/Twtitter
Bar Association Martindale Connected
Trade groups AM X Open Network
Media
Public Relations Google search
Newspapers RSS Feeds
Magazines Interactive articles
OP Ed Blogs
Document management Cloud computing
Encyclopedia Wikis
Article database JD Supra

3. | developing new business
 Mid-west lawyer calls NJ lawyer;
sends 10K retainer to defend a case

 “Googled” plaintiff’s name –article
found on JDSupra written by NJ
lawyer who previously defended
against same plaintiff
 Can lawyers find new business
via the social web?
 West-coast lawyer retained by
Fortune 100 client without RFP

GC was regular reader of lawyer’s
blog – like “getting to hear the
lawyer think out loud”
 Tech savvy law firm creates blogs
around precise search terms clients
use to find Internet law services 
 receives numerous calls every day,
on average converting one new
client per day

4.  You are no longer standing in the back of the room. You’re on the stage
and you’re holding the microphone.
 KEY: add value to all communications
 be ready with stories
 dig up answers
 promote others
 find good people to introduce to others
 two way conversations
 social media is a little bit about you and A LOT about everyone else
| web 2.0
 Web 1.0 | static information | passive involvement
 Web 2.0 | dynamic information | active involvement

5. | your online presence
 placement
 content
 conversation
 claim your name
 create your profile
 use keywords
 align with others
 create content
 have conversation
 give it time to work
 monitor
ingredients
tools
 computer/Internet connection
 networking sites, applications
 blog software, video and audio
devices, cameras
directions

6. | reserve your name
 knowem.com - check usernames
on 400+ social networks and
domains.
 ud.com – simple site for domain
name, social media user names and
trademark availability
 namechecklist.com – gauge
popularity of social handles, domain
names, and search engine
penetration
 tm.biz – good for simple monitoring
to protect TM’s searching 500 social
sites. (free and paid subscriptions)
 claim.io. - $129 registers your name
for 300 sites

7. | angry impostors
http://www.hklaw.com
impostor
official site

8. | your profile

9. | your profile is a billboard
 give it a GREAT title
 a GREAT image
 a KEYWORD rich summary

10. | your title
Tell something about THE PROBLEMS YOU
SOLVE…beyond your job title.
Tell something about THE PROBLEMS YOU
SOLVE…beyond your job title.
“High-touch Legal Services for Startup and Early-stage
Companies.”
“High-touch Legal Services for Startup and Early-stage
Companies.”
“Experienced Trial Lawyer in Business Disputes and
Product Liability, Partner, Bowman and Brooke, Phoenix Arizona.”
“Experienced Trial Lawyer in Business Disputes and
Product Liability, Partner, Bowman and Brooke, Phoenix Arizona.”
John Doe, Attorney, Smith & Jones PCJohn Doe, Attorney, Smith & Jones PC

11. title | keywords make a difference

12. | title + avatar = billboard
 Jon Smith, Proactive Legal Counsel to
Entrepreneurs and Mid-Market Corporations,
Protecting Intellectual Property, Trademarks,
Patents, ABC Law, Any town, U.S.
 Jane Doe, Associate General Counsel, ABC
Corporate Law Department, managing new
ventures and acquisitions
 Founded in 1901, 800 lawyers and broad
client base...
 We solve legal problems for the business challenges
companies, from Fortune 100 to privately held regional
entities, face each day in a transitioning global environment.
ABC Law has the depth and breadth to handle complex
mergers and acquisitions, contract disputes, real estate
deals, employment issues and more.

13. | your summary
 What problems do you solve?
 What do you do best that others may want to
know about?
 What type of work do you WANT to do more
of?
 Tell your story!
I develop close working
relationships with clients based on
positive attitude and rock solid
dependability so I can deliver High-
touch Legal Services®.
I develop close working
relationships with clients based on
positive attitude and rock solid
dependability so I can deliver High-
touch Legal Services®.
Commercial law focusing on
trademark, copyright and litigation. I
try cases and I write the
LIKELIHOOD OF CONFUSION blog.
Commercial law focusing on
trademark, copyright and litigation. I
try cases and I write the
LIKELIHOOD OF CONFUSION blog.
mom, tax lawyer, coffee drinker,
manic blogger, iPod addict – not
a sleeper
mom, tax lawyer, coffee drinker,
manic blogger, iPod addict – not
a sleeper

14. | your persona
 Business voices
 Proper grammar
 Add value
 Project confidence
 Avoid inflammatory statements
and conversations
 Squelch your urge to blurt out
loud opinion
 Don’t speak about the
judiciary, your competition or
your clients!
 Tread lightly re: politics, religion
or other touchy subjects
 Casual voices
 Be personable, but always guarded
Add humor carefully
Light hand on self-promotion
Be authentic
Keep personal things private
 People DO cross check your networking
activity!

15. | your placement
 For each tool, site or service, consider
these questions:
 what do I want to do?
 what is the primary activity?
 what drives the conversation?
 can this tool serve my goals?
 who is my target audience?
 are they here?
 who are the key influencers?
 what is the scale and reach?
 how much time and effort is needed
to maintain my presence on this
site?

16. placement | LinkedIn
 What did you do on LinkedIn
today?
 identified company executives
 checked in on discussions
 added connections
 answered a question about
getting a job
 applied to positions
 met new people
 linked my Outlook with Social
Connected
 searched for people to hire
 read posts

17. placement | your activity
publishing
networking
promotion
 publishing
 Blogs
 Articles
 Whitepapers
 e-books
 networking
 peer to peer
 special interest
 open business
 private networks
 promotion
 cross platform posting
 bookmarking
 buzz
 email

18. publishing |
 written content
 law blogs
 on site blogs, forums
 whitepapers
 articles
Blogs + search + A++
whitepapers
articles

19. publishing | multi-media
 PowerPoint
 SlideShare.net
 LinkedIn
 screen sharing
 screenr.com
 jing.com
 YouTube
 videos
 be a podcaster

20. promote | cross post
distribution options | greater reach

21. networking | communities
 listen
 observe the culture
 observe interactions
 learn how influence is expressed
 respect the community vernacular
 get to know members,
stakeholders and norms

22. networking | opportunities
 think CONVERSATION not
SELF PROMOTION
 social media is a little bit about
you, and A LOT about
everyone else
 comment on others’ blogs
 comment on news stories
 link to others’ content
 focus group tactic
 ask questions
 be genuinely interested
 despite the keyboard, be
human
conversationsconversations self-promotionself-promotion

23. networking | use groups
 LinkedIn  Facebook Martindale
Connected

24. WHY?| is social media
important? more people reach for search
 search results become…
 your online footprint, your new
media bio
social searchsocial search
web searchweb search
firm bio
new media bio

25. monitor |
 Google alerts [all the web]
 Yahoo! alerts [all the web]
 you
 your law firm
 clients
 competitors
 brands
 executives
 cases
 topics
topic alerttopic alert

26. monitor |
 socialmention.com [social media activity]
 monitorthis.com [social media activity]

27. WHY?
angry impostor?
death threat?

28. monitor | reputation defender
 paid monitoring and repair
 reputationdefender.com
 Wild West 2.0: How to Protect
and Restore Your Reputation
on the Untamed Social
Frontier

29. opportunity | monitor others
 clients
 competitors
 brands
 executives
 cases
learn by listening

30. | get organized
pace yourself
set up a listening
tab
 track Twitter #searches
 interact with social networks
 read rss feeds
 news items for sharing and
discussion
set up a cloud tab
 To do list
 Gmail
 Evernote
 Maps
 Calendar
 Docs
 Bookmarks
# [hashtag] searches
LinkedIn Network Updates
Google Reader RSS
TwitterGadget
FriendFeed
Facebook
EvernoteTo do Mail
Calendar

31. guard | personal data
 GUARD
 birth date
 signature
 email address
Friends Only
Friends of Friends

32. | privacy
ONLY FRIENDS
FRIENDS OF FRIENDS
EVERYONE
 share carefully
 privacy doesn’t exist!
 photos of you and your
associates

33. | applications
 applications share a lot of
information about you and who
you associate with
 recommend stories to social
networks = sharing data
 logging into newspapers and
magazines using a social
network

34. | your privacy
 privacy settings do not guarantee
privacy
 only degrees
 your permanent record
 level of privacy is a matter of
qualification:
• if I post this, to what extent do I
want it to be visible
• if I post this how far do I want it to
travel

35. the deep web | third party data
123people.com
spokeo.com indexes third party data

36. future | what’s ahead
 more information, interaction, integration
 Twitter
 #conferences
 debates
 books!
 interviews
 22tweets.com
 Create transcripts at
www.wthashtag.com

37. future | life-streaming
 life-streaming
 time management
 aggregation
 cutting through the
clutter and noise
 Social CRM
 openid.com

38. future | expansion
 social networks expand
 Google becomes a social
network
 Facebook becomes a search
engine
 devices get smaller, more
connected and convenient
 with one device we can read a
book, a newspaper and our
favorite blogs
 iPad for business apps

39. Build your database with registrations
Repurpose content on Websites and
blogs
Joint host with other
professionals/guest speakers
Create a You Tube or Vimeo channel
Add to LinkedIn Profile
Add to Facebook Fan Page
Share on Twitter or Flickr
Podcast syndication
Educational Seminars
Virtual Panels
Online meetings
Responses to proposals
Live document sharing
White boarding strategy
Interoffice meetings
On demand listening:
Podcasts
Lead generation
Convenience for clients,
members, colleagues
Improve search optimization
Exposure to new audiences
Eliminate travel
future | Multi-media

40. • law firm applications | clients benefit
future | Mobile

41. user behavior and portable
information = a Web of data
future | semantic web

42. thank you!
jln@lawgravity.com
linkedin.com/in/jaynenavarre
twitter.com/jaynenavarre
www.virtualmarketingofficer.com
www.lawgravity.com