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Social Media hosted by RocketMatter
This document summarizes a webinar about using social media for law firms. It discusses how law firms are using platforms like LinkedIn, Facebook, Twitter, and blogs for business development, client acquisition, and knowledge management. The webinar covers social media statistics, scenario-based workflows, setting up profiles and pages, and developing an effective strategy. Attendees are encouraged to start with one platform like LinkedIn, listen and engage with others, and be consistent with high-quality content.
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Social Media hosted by RocketMatter
- 1. Natalie Alesi @legalerswelcome Social Media for Law Firms Samantha Collier Rocket Matter Webinar @samtaracollier March 22, 2012 â 12:00 pm ET
- 2. Law firms andlawyers are using social media for client acquisition, knowledge management and business development. This webinar is designed to show you how to get started. Today weâll cover: ⢠A brief history on social media ⢠Statistics in favor of social media ⢠Scenario based work flows ⢠How to set up an effective Strategy, Facebook Page, LinkedIn Profile, blog content and, of course, Twitter
- 3. Social Media forLaw Firms 1. SOCIAL MEDIA STATISTICS
- 6. Which online lawyer AVVO profiles do in-house ACC 6% legal professional look Value Martindale- Index Hubbell at most? 8% 19% Legal 500 8% Chambers & Partners LinkedIn 9% 18% Super Lawyers Best Lawywers/US 16% News and World Report 16% Source: 2011 ABA Technology survey report
- 7. Individual Attorneys usingsocial media for professional purposes in 2011 70 62 60 50 40 37 30 22 19 20 10 6 7 0 LinkedIn Facebook Twitter Lawyers Law Firms Source: 2011 ABA Technology survey report
- 8. ďź In-house attorneysexhibit widespread trust (84%) in blogs ďź They read attorney-authored blogs more than those of actual journalists ďź More than half think a prominent blog will influence clients to hire one firm over another ďź Decision makers are relying on blogs for critical business info and in deciding which firms to hire. ďź Recent analysis found that 68 of the top 100 firms are publishing 272 blogs. That is up from 156 blogs in 2010 â a 74% increase.
- 9. Law Firms andSocial Media FACT: Washington Post 20 percent of law firms have a full-time social media specialist on staff, and about 40 percent said blogging and social networking initiatives have helped the firm land new work. ďź Nixon Peabody is in the final stages of hiring itâs first social media manager who is expected to start in late April. ďź Latham & Watkins hired Dimitra Kessenides in late August 2011, a former journalist at The American Lawyer. ďź Dechert hired public relations specialist Peggy Heffner in the late summer of 2011 in a newly created position that focuses on growing the firmâs presence across various networks. ďź McKenna Long & Aldridge hired Sabrina McGown in 2011. She works with attorneys to tweak LinkedIn profiles and blogs to increase search engine results.
- 10. Social Media forLaw Firms 2. SCENARIO BASED WORKFLOW
- 11. Itâs really verysimple⌠Scenario 1: Bob decides to join LinkedIn and obtains a new matter through a LinkedIn Group where he regularly joins discussions and answers questions. Bob practices in IP and after answering a question in a related group, he was hired.
- 12. Itâs really verysimple⌠Scenario 2: Jeff enjoys writing and would like to write a blog. He gets approval (if needed), determines his platform and creates an editorial calendar. Jeff sticks to his schedule and writes consistently. He shares his posts on Facebook, Twitter and LinkedIn, and engages with his readers. He is then hired by a large corporation due to his expert reputation.
- 13. Itâs really verysimple⌠Scenario 3: Kim has heard a lot about Facebook and finally decides to jump on the bus and start using it for business development. She sets her privacy settings appropriately and creates lists so she can share information with relevant groups (family, friends, co-workers, etc.). She posts about work every so often and when the need arises for her services, one of her colleagues recommends her to a friend and she is hired. Go Facebook!
- 14. Itâs really verysimple⌠Scenario 4: Julie finally joins Twitter. She creates an effective biography and links to her website profile. She tweets consistently, finds her target clients and joins conversations when relevant. She posts valuable content and takes the conversation offline when appropriate. She is hired for a smaller matter at first. She then lands her firm a large litigation file through the same client.
- 15. Social Media forLaw Firms 3. SOCIAL MEDIA STRATEGY
- 16. Before you getinvolved with social media, you must: ďź Get approval from upper management ďź Get buy in from lawyers in the firm ďź Define your top ten dream clients and be very specific. Look for them online. Youâll be surprised!
- 17. Define your goal(s): ďąIncrease number of sales and/or leads ďą Improve customer engagement ďą Network with peers and colleagues ďą Keep up-to-date ďą Monitor the competition
- 18. Social Media forLaw Firms 4. LINKEDIN
- 20. Set Your AccountSettings
- 21. LinkedIn Applications forLawyers ďą JD Supraâs Legal Updates ďą Events ďą SlideShare ďą Publications ďą Wordpress ďą Answers ďą TripIt ďą Reading List by Amazon ďą Polls
- 22. LinkedIn Groups ďą Join relevant groups relating to your practice area or university alumni groups ďą Monitor the discussions and get a feel for the groupâs conversation style ďą Join discussions when appropriate and add something of value. Ask and answer questions ďą Mention your practice area when relevant ďą Add connections you interact with in groups and take the conversation offline when appropriate. Did you know? 9 out of 10 in-house legal professionals turn to online lawyer profiles or legal directories at least once a year!
- 23. Social Media forLaw Firms 5. TWITTER
- 24. What makes acomplete Twitter Profile?
- 26. Social Media forLaw Firms 6. FACEBOOK
- 28. Social Media forLaw Firms 6. BLOGGING
- 29. ďą Determine thetype of work and clients you want. ďą Choose your platform and blogging system. ďą Identify your target audience. Consider influencers and amplifiers to get to have your name and message brought in front of a larger audience. ďą Get an RSS reader for inspiration on what to blog about. Consider writing about practice updates, rule changes, anything in the news you can relate to your business, how you solved a clients problem (without naming names of course), checklists, top 5 posts, etc. ďą Comment on other blogs only when you can leave valuable information (not â âgood postâ.) ďą Consider using tools such as Google Analytics to monitor whatâs popular.
- 30. Social Media forLaw Firms 7. FINAL NOTES
- 33. Did you knowthere is Tweetchat for legal? #legalchat Fridays 11 am ET legalchatinfo.wordpress.com
- 34. Checklist ďź Define WHY? ďźDefine Your Audience ďź Start with ONE Channel (LinkedIn) ďź Understand privacy settings ďź Listen, listen, listen & watch others ďź Start a blog or expand the one you have, create engagement ďź Understand your state ethics rules with regard to advertising ďź Understand firms social media policy, be on the committee ďź Manage your content and create a content schedule ďź Get mobile, download social apps ďź Engage others, RT them, thank them, talk to them, build a relationship, network, have conversations
- 35. DONâT ďź Be spammy ďźBe salesy ďź Critique others for their opinions ďź Not be consistent with content ďź Confuse channel audiences ďź Be scared ďź Post the same content across all networks at the same time. ďź Jump on the next thing every time a new social network comes out.
- 36. Resources ďźhttp://blog.linkedin.com/ ďź http://help.linkedin.com/app/home ďź https://www.facebook.com/help/privacy?ref=contextual ďź http://support.twitter.com/ ďź http://mangageflitter.com ďź http://twournal.com ďź http://twistory.com ďź http://www.techinasia.com/techinasia/wp- content/uploads/2010/10/executives-using-social-media.png ďź http://mashable.com/2012/03/21/law-firm-blogging/
- 37. Join our community! Natalie Alesi @legalerswelcome www.legalerswelcome.com Linkedin.com/in/nataliealesi Facebook.com/legalerswelcome Gplus.to/nataliehuha nataliebethalesi@gmail.com Samantha Collier @samtaracollier www.socialmediaforlawfirms.com Linkedin.com/in/samanthacollier Facebook.com/socialmediaforlawfirms Gplus.to/samanthacollier samanthataracollier@gmail.com #legalchat 11 am ET Fridays
Editor's Notes
- #6Â Which social media account did you open first for personal use?Which social media account did you first open for business use?
- #7Â According to BTI Consulting Group, legal decision makers find Martindale-Hubbell, LinkedIn, Super Lawyers and ACC Value Index very helpful. How frequently do legal decision makers use legal directories and online lawyer profiles? Daily: 5.2%, Weekly 22.4%, Monthly 28.5%, Few times a year 35.5%, Yearly 4.9% and Do not use: 3.5%
- #8Â Notice how individual lawyers are using LinkedIn and Facebook more than law firms. Law firms are slightly higher in Twitter.
- #10Â What does this mean to you and your firm? Do you want to hire an outside consultant or train in house. Explain benefits of each.
- #16Â Define â social media â as defined by wikipedia - Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media is media for social interaction as a super-set beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media has substantially changed the way organizations, communities, and individuals communicateYou need a social media strategy to translate your firmâs values and goals and integrate those into your marketing strategy. You need to define why youâre using social media, where you want to go, and how you want to get there. Social media is starting to take hold with brands, companies and organizations everywhere, including law firms. Most are done âtesting the watersâ and are now approaching social media with certain goals in mind. Social media exists for one purpose only: to provide trusted, third party information to consumers looking for something other than a sales pitch.
- #17Â You need a social media strategy to translate your firmâs values and goals and integrate those into your marketing strategy. You need to define why youâre using social media, where you want to go, and how you want to get there. Social media is starting to take hold with brands, companies and organizations everywhere, including law firms. Most are done âtesting the watersâ and are now approaching social media with certain goals in mind. Social media exists for one purpose only: to provide trusted, third party information to consumers looking for something other than a sales pitch.
- #20Â Ensure you have a complete LinkedIn Profile. Go over status updates and not posting the same content to every network. List your current and past employment, education, personalize your websites, Twitter, and public URL.
- #25Â What makes a complete Twitter profile? A professional picture, a good Twitter User ID, a well written description that makes use of all 160 characters, a link back to your LinkedIn profile or your Website biography. Follow people in your practice area, colleagues, clients and news. Retweet others, learn the lingo.
- #26Â An example of a twitter profile. Notice how Sam personalized the background, posts useful information, pictures, retweets others, posts regularly and engages in conversation.
- #28Â Facebook Page. All pages are moving over to Timeline profiles on March 30, 2012. Make use of photo albums, add historical data, status updates, and more. Add your Facebook info to your website, email signature, blog, etc. Note privacy issues. Sharing issues, etc.
- #34Â Community pages were launched in April, 2010. 6.5 million pages were automatically created from userâs likes, interests, work and the work and education sections from the sections of the personal profile info tab. They were meant to be âthe best collection of shared knowledge on a topicâ on the web.Many companies were surprised and angered by their brands showing up without their control. Why were they angry? Because they have spent time and money investing in Facebook Business pages only to find appear pages that seem to compete with their pages. Community pages are built around topics, causes or experiences. Many community pages display Wikipedia articles about the topics they represent, as well as related posts from other people on Facebook in real time. Official pages are maintained by authorized representatives of a business, brand, celebrity, or organization, and they can create and share content about the entities that they represent.