Social media training for legal practice students


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Gavin Ward's presentation on social media and personal branding for legal practice students, as presented to the audience at the University of Strathclyde's Diploma in Legal Practice 5 December 2012

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Social media training for legal practice students

  1. 1. #StrathSocialSocial media training for legal practice students Gavin Ward Search & Social Media Marketing Manager Moore Legal Technology Ltd Director YouBlawg Ltd @GavWard
  2. 2. #StrathSocialDiscussions• Top 5 reasons for lawyers & students to use social media• Top 7 benefits of social media for the law firm• Examples of what to avoid• Social Media, The Law Society & professional guidelines• The key platforms: LinkedIn, Twitter, Google+ & Blogging• Top 10 tips to help you avoid social media fatigue• Questions + (More) Live Tweeting
  3. 3. #StrathSocialSocial media advertising will top £5billion by 2016
  4. 4. #StrathSocial Some other key stats (from the US)• 4 in 10 law firms are winning new clients through socialmedia• Over 60 percent of law firms noted that they have atleast one law blog.• Nearly 85 percent of law firms are making use of socialmedia tools including LinkedIn, Twitter and Facebook.
  5. 5. #StrathSocialTop 5 reasons for lawyers and students touse social media1. Become a fish: Develop your own personal brand2. Engage with the legal profession and with potential clients3. Tick the “business development” box4. Show responsibility and trust by getting it right5. Develop legal knowledge and increase current awareness
  6. 6. #StrathSocialTop 7 benefits of social media for your firm1. Increase awareness of your firm and services with a targeted audience2. Increase relevant traffic to your firms website3. Build word of mouth reputation4. Increase search engine rankings for your website by virtue of social media bookmarking5. Keep up-to-date with relevant news6. Develop business relationships7. Generate new business
  7. 7. #StrathSocialWhat not to post – on Facebook
  8. 8. #StrathSocialWhat not to post – on Twitter
  9. 9. #StrathSocialWhat not to post – on LinkedIn
  10. 10. #StrathSocialSocial Media Professional GuidelinesLaw Society of Scotland social media guidance:“Participating in social media can present significant personal andbusiness benefits, and members of the legal profession shouldseek to engage with social media in a positive way.”“Two key pieces of advice can be given:1) To remember that all professional responsibilities applyregardless of the medium of communication.2) For law firms and in-house legal teams to have a social mediapolicy in place for partners and staff. Individuals considering usingsocial media in any way related to their work should checkwhether a policy is in place, and, if not, may want to discussissues in this note in advance with an appropriate manager anddocument that discussion.”
  11. 11. #StrathSocialSocial Media Professional GuidelinesLaw Society of Scotland social media guidance:• The use of social media is subject to the same ethical and professional standards as all other conduct of a member of the legal profession.• Individual solicitors must ensure they abide by the professional practice rules and maintain professional relationships with clients and other members of the profession• The nature of social media also often leads to a blurring of the distinction between public and private.
  12. 12. #StrathSocialSocial Media Professional GuidelinesLaw Society of Scotland social media guidance:• Defamation• Ownership of contacts• Copyright issues• Conveying tone more difficult - #twitterjoketrial• Anonymity difficult to maintain – assume it will be traced• Confidentiality and sensitive information
  13. 13. #StrathSocialSocial Media Professional GuidelinesLaw Society of Scotland social media guidance: Law Society of Scotland Practice Rules 2011 covers manyareas that may be relevant to online activity including:•Advertising and approaching represented persons (rule B3)•Confidentiality of client matters (rule B1.6)•Relations with courts (B1.13)•Relations between regulated persons (B1.14)
  14. 14. #StrathSocialSocial Media Professional GuidelinesLaw Society of Scotland social media guidance: you have a private or public profile?By being aware of who is able to see the information posted on asite, individuals can tailor their content to achieve their goals forthat site.“For example, a purely private profile may be best restricted withthe highest privacy settings” – but it can still become public.
  15. 15. #StrathSocial
  16. 16. #StrathSocialWhat is Linkedin?•LinkedIn is the world‟s largest professional networking site thatallows members to •create a professional profile – an online cv •connect with business contacts •search for jobs •find potential clients. •join groups relevant to their field to ask questions or contribute to relevant discussions
  17. 17. #StrathSocialWhat is Linkedin? Statistics:-•More than 175 million users representing 150 industries•Over 6 million UK professionals•Millions of different company profiles•Over 60% of people looking for a professional service will useLinkedIn as their starting point•Around 93% of job recruiters use LinkedIn to find candidates
  18. 18. #StrathSocialTip 1: Optimise your profileSee Brian Inkster‟s lecture slides on „IT and Marketing in the Legal Profession‟
  19. 19. #StrathSocialTip 1: Optimise your profile
  20. 20. #StrathSocialTip 2: Join Relevant Groups
  21. 21. #StrathSocialTip 3: Engage in Group Discussions
  22. 22. #StrathSocialTip 4: Find Relevant Contacts
  23. 23. #StrathSocialTip 5: Connect with relevant contacts
  24. 24. #StrathSocialTip 6: Start Recommending
  25. 25. #StrathSocialTip 6: Start Recommending
  26. 26. #StrathSocialTip 7: Connect your website and twitter account(s)
  27. 27. #StrathSocialTip 8: Select a unique URL
  28. 28. #StrathSocialTip 9: Promote your linkedin profile to your other social networks
  29. 29. #StrathSocialTip 10: Monitor who is viewing your profile
  30. 30. #StrathSocialWhat are the benefits of Linkedin?•build your professional network•increased visibility online•enhanced search engine results•increased website traffic•scope out competition or partners•get more clients
  31. 31. #StrathSocial
  32. 32. #StrathSocialTop Twitter Tips1. Think of a good username, keyword-rich or otherwise2. Follow and follow-back relevant twitter accounts3. Create lists and add relevant groups of people; and/or set up saved searches e.g. #law or #familylaw or #ukemplaw etc. Also see other lists eg. Recommend people or businesses especially on Friday using the #ff hashtag. @ffhelper can assist5. Contribute more than you promote yourself or your firm6. Connect by commenting and retweeting others- stay positive7. Don‟t just rely on RSS feeds from your firm‟s website8. Don‟t spam eg via mentions or DMs9. Find the best time for you to tweet (see eg Set up a dashboard using
  33. 33. #StrathSocial
  34. 34. #StrathSocial
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  39. 39. #StrathSocial
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  43. 43. #StrathSocial Top 10 tips to help you avoid social media fatigue 1. Plan ahead 2. It‟s about quality, not quantity 3. Don‟t be confined to the Internet 4. Postpone replies where relevant 5. Schedule posts when appropriate – see Bufferapp or Hootsuite 6. Automate some activities – see Twitterfeed,, Hootsuite 7. Guest blog – see YouBlawg, DeferoLaw or JDSupra 8. Invite guest bloggers 9. Outsource some activities 10. Take breaks
  44. 44. #StrathSocialConclusions•Be professional•Use social media positively•But don’t stick your head in the sand
  45. 45. #StrathSocial And don’t get carried awayParents Name Newborn Daughter Hashtag„!11/27/2012
  46. 46. #StrathSocialSocial media training for legal practice students Gavin Ward Search & Social Media Marketing Manager Moore Legal Technology Ltd Director YouBlawg Ltd @GavWard