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Transcript of Social Media hosted by RocketMatter
Social Media for Law FirmsRocket Matter Webinar
March 22, 2012 – 12:00 pm ET
Natalie Alesi@legalerswelcome
Samantha Collier@samtaracollier
Law firms and lawyers are using social media for
client acquisition, knowledge management
and business development. This webinar is
designed to show you how to get started. Today
we’ll 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
1. SOCIAL MEDIA STATISTICS
Social Media for Law Firms
Martindale-Hubbell
19%
LinkedIn19%
Best Lawywers/US News and World Report
16%
Super Lawyers16%
Chambers & Partners
9%
Legal 5008%
ACC Value Index8% AVVO
6%
Which online lawyer profiles do in-house legal professional look at most?
Source: 2011 ABA Technology survey report
Individual Attorneys using social media for professional purposes in 2011
LinkedIn Facebook Twitter0
10
20
30
40
50
60
7062
22
6
37
19
7
Lawyers Law Firms
Source: 2011 ABA Technology survey report
In-house attorneys exhibit
widespread trust (84%) in
blogs
They read attorney-authored
blogs more than those of
actual journalists
More than half think a
prominent blog will influence
clients to hire one firm over
another
Decision makers are relying
on blogs for critical business
info and in deciding which
firms to hire.
Recent analysis found that 68
of the top 100 firms are
publishing 272 blogs. That is
up from 156 blogs in 2010 – a
74% increase.
Law Firms and Social MediaFACT: 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.
Nixon Peabody is in the final stages of hiring it’s first social media
manager who is expected to start in late April.
Latham & Watkins hired Dimitra Kessenides in late August 2011, a
former journalist at The American Lawyer.
Dechert hired public relations specialist Peggy Heffner in the late
summer of 2011 in a newly created position that focuses on growing
the firm’s presence across various networks.
McKenna Long & Aldridge hired Sabrina McGown in 2011. She
works with attorneys to tweak LinkedIn profiles and blogs to increase
search engine results.
2. SCENARIO BASED WORKFLOW
Social Media for Law Firms
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.
It’s really very simple…
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.
It’s really very simple…
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!
It’s really very simple…
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.
It’s really very simple…
3. SOCIAL MEDIA STRATEGY
Social Media for Law Firms
Before you get involved with social media, you must:
Get approval from upper management
Get buy in from lawyers in the firm
Define your top ten dream clients and be
very specific. Look for them online. You’ll be
surprised!
Define your goal(s):
Increase number of sales and/or leads
Improve customer engagement
Network with peers and colleagues
Keep up-to-date
Monitor the competition
4. LINKEDIN Social Media for Law Firms
Set Your Account Settings
LinkedIn Applications for Lawyers
JD Supra’s Legal Updates
Events
SlideShare
Publications
Wordpress
Answers
TripIt
Reading List by Amazon
Polls
LinkedIn Groups
9 out of 10 in-house legal professionals turn to online lawyer profiles or legal directories at least once a year!
Did you know?
Join relevant groups relating to your practice area
or university alumni groups
Monitor the discussions and get a feel for the
group’s conversation style
Join discussions when appropriate and add
something of value. Ask and answer questions
Mention your practice area when relevant
Add connections you interact with in groups and
take the conversation offline when appropriate.
5. TWITTER Social Media for Law Firms
What makes a complete Twitter Profile?
6. FACEBOOK Social Media for Law Firms
6. BLOGGING Social Media for Law Firms
Determine the type of work and clients you want.
Choose your platform and blogging system.
Identify your target audience. Consider influencers and
amplifiers to get to have your name and message brought
in front of a larger audience.
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.
Comment on other blogs only when you can leave valuable
information (not – “good post”.)
Consider using tools such as Google Analytics to monitor
what’s popular.
7. FINAL NOTES Social Media for Law Firms
Did you know there is Tweetchat for legal?
#legalchat Fridays 11 am ET
legalchatinfo.wordpress.com
Checklist Define WHY?
Define Your Audience
Start with ONE Channel (LinkedIn)
Understand privacy settings
Listen, listen, listen & watch others
Start a blog or expand the one you have, create
engagement
Understand your state ethics rules with regard to
advertising
Understand firms social media policy, be on the committee
Manage your content and create a content schedule
Get mobile, download social apps
Engage others, RT them, thank them, talk to them, build a
relationship, network, have conversations
DON’T
Be spammy
Be salesy
Critique others for their opinions
Not be consistent with content
Confuse channel audiences
Be scared
Post the same content across all
networks at the same time.
Jump on the next thing every time
a new social network comes out.
http://blog.linkedin.com/ http://help.linkedin.com/app/home https://www.facebook.com/help/privacy?ref=contextual http://support.twitter.com/ http://mangageflitter.com http://twournal.com http://twistory.com http://
www.techinasia.com/techinasia/wp-content/uploads/2010/10/executives-using-social-media.png
http://mashable.com/2012/03/21/law-firm-blogging/
Resources
Join our community!
Natalie [email protected]/in/nataliealesiFacebook.com/legalerswelcomeGplus.to/[email protected]
Samantha Collier@samtaracollier
www.socialmediaforlawfirms.comLinkedin.com/in/samanthacollier
Facebook.com/socialmediaforlawfirmsGplus.to/samanthacollier
#legalchat 11 am ET Fridays