A Practical Guide to Social Media for Terralex members
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L E A D E R NETWORKS A Practical Guide to Social Media for Terralex members Tuesday, June 15, 2010 Lawyers and Online Professional Networking As online networking emerges from the cutting edge to the mainstream - what are the implications for the legal profession? This session will examine the need for online professional networking in the legal industry and best practices to help ensure lawyers will get maximum exposure with minimal risk. 1 L E A D E R NETWORKS Why You Should Care: Social Media’s Footprint http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_embedded L E A D E R NETWORKS Key Points to take away… • Online Networking is steadily building as an important business activity within the legal profession. • Primary Uses of “Social Media”: – Listening and keeping informed (passive) – Collaboration, sharing and contributing ( active) – Promotion ( pro-active) • The Social Media online world is highly fragmented, and rapidly evolving. • Think about best practices in using social media – develop a policy for your firm. • Think about the need to manage REPUTATION at all times…. • Effective networking is achieved through activity that is “little but often”. L E A D E R NETWORKS Professional networking & social media It’s all about connecting online Online professional networking helps business professionals find each other, interact, collaborate, and share information essential to achieve a business objective 4 L E A D E R NETWORKS Why You Should Care: Social Media’s Footprint • Social network and blogging sites are now the fourth most popular activity on the Internet • ‘Member Communities’ now reach over 5 percentage points more of the Internet population than it did a year ago – twice the growth rate of other sectors. • People under 18 years old are making up less of the social network and blogging audience, whereas the 50+ age group are accounting for more of the audience. Source: Global Faces and Networked Places A Nielsen report on Social Networking’s New Global Footprint, March 2009 L E A D E R NETWORKS Counsels’ Use of Online Social Networks Is Expanding Rapidly Both Corporate and Outside Counsel are significantly more likely to report being a member of an online social network this year as compared to last year Approximately three quarters of counsel now report being a member of such a network Growth in online network use is seen across all age groups Are You A Member of an Online Social Network? % Yes % Yes 2008 2009 Age Question: Are you a member of an online social network such as LinkedIn, Plaxo, Facebook, Xing or MySpace? N CC: 710 OC: 764 Leader Networks (c) 2009 6 L E A D E R NETWORKS Lawyers Are Significantly More Interested in a Private Legal Network • 24% increase in corporate counsel interest; 18% increase in interest in private practice lawyers • Also growth in “No Interest” suggesting counsel are more educated on these networks and are taking a position • Growing trend in 2009: Counsel are beginning to join legal-only professional networks • There has been an Increase in the percent interested across all age groups % Yes Response by Role 2008 2009 Age N CC: 710 Question: Would you be interested in joining an online professional network designed specifically for lawyers? OC: 764 NOTE: Response Options Changed in 2009 from Yes/No/Don’t Know to Leader Networks (c) 2009 7 Yes/No/Already Belong L E A D E R NETWORKS Corporate Counsel - Low Costs And Increased Visibility Among Peers as Primary Reasons to Network Online Corporate Counsel Note: Item names have been shortened for display purposes N Question: What do you think are the top advantages of participating in an online legal professional network? Select up to three. CC: 710 OC: 764 Leader Networks (c) 2009 8 L E A D E R NETWORKS The Social Media Landscape Source: http://lgnewmedia.net/blog/wp-content/uploads/2007/05/bubblus-social-media.jpg 9 L E A D E R NETWORKS Example of Digital Channels for Lawyers Blogs and Reputation Professional Social Networks Online News Aggregators Networks 10 L E A D E R NETWORKS Primary Professional Networking Activities for Lawyers •Alerts 2. Collaborating •Enhance your profile •Feeds •Blogs •Scans •Join an appropriate community •Podcasts •Create a basic profile •Photos & videos •Connect with others •Social bookmarking •Ratings and rankings •Blog comments •Discussions & groups •Questions & answers 1. Listening 3. Showcasing Utilizing Online Legal Business Tools • Preferred provider management • Integrated search • Client ratings 11 L E A D E R NETWORKS Primary Professional Networking Activities for Lawyers 12 L E A D E R NETWORKS Maintaining a Positive Online Reputation Career Builder did a study (Sept. 2008) on how employers and hiring managers use social media to vet candidates. Top factors that influenced their hiring decision included: • 48% - candidate’s background supported their qualifications • 43% - candidate had great communication skills • 40% - candidate was a good fit for the company’s culture • 36% - candidate’s site conveyed a professional image • 31% - candidate had great references posted about them by others • 30% - candidate showed a wide range of interests • 29% - candidate received awards and accolades • 24% - candidate’s profile was creative Keep your digital persona professional and appropriate Clean up any digital dirt on personal sites 13 L E A D E R NETWORKS Listening: Monitoring the Online Channels This is the New Media – So Get on Board! Find blogs that you want to read regularly and follow those blogs • Visit them regularly (manually) or • Use a web browser to follow that RSS feed or • Subscribe by email • Follow bloggers & journalists through RSS • Search SlideShare and YouTube and join groups of like-minded professionals Twitter: Listen and when appropriate, connect 14 L E A D E R NETWORKS Listening: Reputation Management • Discover your online identity – Research yourself, your firm or company and your area of practice – http://www.google.com/alerts – Fix or edit any incorrect information about you or your firm. • Twitter • If you find yourself quoted, mentioned or commented about on a blog or article, use comments area to respond – right away 15 L E A D E R NETWORKS Twitter and it’s Legal Implications • What is Twitter? • is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. • Senders can restrict delivery to those in their circle of friends or, by default, allow open access. • Users can send and receive tweets via the Twitter website, Short Message Service (SMS) or external applications. Source: Wikipedia L E A D E R NETWORKS Twitter and Its Legal Implications • Risks of revealing privileged information • Messages that appear to contain legal advice may create an attorney-client relationship or be interpreted as a solicitation for services • Best practices include: – Establishing protocols: (ie only discuss issues in broad generalities) – Restricting group of tweet recipients – Issue periodic notices of conditions of your tweets (ie “legal advice not intended.”) Look Who’s Talking, Legal Implications of Twitter, Social Networking Technology, By Steven C. Bennett, NYSBA Journal, May 200 9, http://www.nysba.org/AM/Template.cfm?Section=Bar_i_Journal_i_&CONTENTID=26780&TEMPLATE=/CM/ContentDisplay.cfm L E A D E R NETWORKS The Importance of Listening • The conversations are happening whether you are a part of them or not. • Opportunities await those who listen. • Enormous risks await those who don’t. L E A D E R NETWORKS Primary Professional Networking Activities for Lawyers 19 L E A D E R NETWORKS Factors for Choosing a Professional Network Brand: Seek sites with a strong industry footprints to ensure longevity Safety and security: – Participate in networks that you trust, and which provide sufficient security and authentication to make professional users feel safe – This is a key benefit to private, members-only and legal-focused networks Global membership: One of the great benefits of online networking is its global reach. Seek out international communities for business Diversity of features: Your Law 2.0 needs will change over time. Find a network that offers many different ways to participate Richness of conversation: As knowledge sharing is key to the success of a professional network, look for active discussions and comments that offer idea exchange. Size: Look for a critical mass of members in your specialty to achieve your networking goals 20 L E A D E R NETWORKS Collaborating: Vetting a Professional Network Be cautious when: • The site allows legal advice to be offered • The site’s Terms and Conditions do not respect your privacy, or will sell or rent your contact information • Company or entity creating the site is vague or unidentified • Site allows solicitation and spamming • There is no authentication process following a registration to ensure member identity • Site allows anonymity • Lacks robust privacy and communications settings 21 L E A D E R NETWORKS Effective Social Media Profiles Effective Social Media Profiles • Appear reachable and accessible • Have an effective photo and contact information • Ensure your expertise and area of practice is clear and well defined • Established content to build credible authority • Record your biography in the first person • Emphasize unique experiences • Linked to others, well connected • List interests to give a personal feeling • Be active in the network - frequency of use establishes commitment 22 L E A D E R NETWORKS Example: How a Professional Network Profile Is Used “We have a new matter in an unfamiliar Jurisdiction. Who do I hire?” • GC searches Google and surfaces Sam’s LinkedIn profile based on a key word search. Looks interesting – but want to find trusted referral from a legal colleague • GC reviews Sam’s Connected profile and sees Sam has extensive experience in the legal matter under consideration, has written articles on the subject • Favorable Martindale Client Reviews submitted on Sam • GC sees that a colleagues is connected Sam – GC calls or emails colleague to get inside scoop on Sam • GC is pleased he has found the right lawyer, and hires Sam to handle the matter • Because GC adds Sam to Preferred provider list, alerting other internal team members of relationship 23 L E A D E R NETWORKS Connecting Online Call it “the Virtual Handshake” – Best practices include: • Asking permission to connect is encouraged • Individually decide if it is appropriate to initiate a connection • Always write a personal email – do not use an email template • If a person doesn’t respond, generally do not send a reminder • Thank people for connecting to you • If invited to connect, it’s OK to decline or ignore (they’re not notified) 24 L E A D E R NETWORKS Using Groups to Segment Your Audience • Find “Relevant” Colleagues – Common interests – Narrow peer groups into smaller, more focused clusters – Enables “deep dives” into subject matter with trusted colleagues • Groups are Focused & Intimate – Introduce yourself to the group and offer brief background – Participate frequently and offer ideas, questions and insights – Be helpful and pro-active 25 L E A D E R NETWORKS Sharing content within groups L E A D E R NETWORKS Primary Professional Networking Activities for Lawyers •Alerts 2. Collaborating •Enhance your profile •Feeds •Blogs •Scans •Join an appropriate community •Podcasts •Create a basic profile •Photos & videos •Connect with others •Social bookmarking •Ratings and rankings •Blog comments •Discussions & groups •Questions & answers 1. Listening 3. Showcasing 27 L E A D E R NETWORKS LinkedIn and Connected Online Channels to Raise Your Profile • “What are you working on” feature (LinkedIn) – Use to promote or market ideas or activities • Drive traffic to your blog and presentations – Blog, Slideshare, comments feed • Articles you’ve written • Important published decisions • Organizations and committees • Pro bono work • Charitable work & community Use all aspects of the profile opportunity to demonstrate involvement your thought-leadership so when others look you up, you stand apart 28 L E A D E R NETWORKS Primary Professional Networking Activities for Lawyers L E A D E R NETWORKS Network Updates Reveal Risk & Opportunity Automated news feeds on your connections and communities can reveal actionable information L E A D E R NETWORKS References & Recommendations LinkedIn lets you add recommendations from friends & colleagues to your profile L E A D E R NETWORKS Reference Search Tools Leverage your network when reference checking L E A D E R NETWORKS Suggested Connections to Help Expand Your Network Suggested connections help lawyers find lawyers with shared backgrounds. L E A D E R NETWORKS The Network Effect: Source Trusted Referrals Find a trusted colleague who knows the lawyer you’re researching. L E A D E R NETWORKS Client Review Ratings User-generated Reviews provide members reliable lawyer recommendations from other corporate counsel clients who have actually used an attorney’s services L E A D E R NETWORKS Blending the Boundaries Between People, Content & Relationships Martindale-Hubbell Connected Outside Corporate Counsel Counsel Experts Experts Research, Opinions, Communities Regulations Maritime Contract Law Articles, Discussion News, Forums, Analysis, Blogs, Wikis Relationship Q&A Connections How do I find the precise people, content and communities relevant to me? Connected will leverage LexisNexis’ expansive taxonomy to connect lawyers with each other and content to address the precise issue requiring resolution L E A D E R NETWORKS Preferred Provider & Referral Management Tools Who uses these providers? The member can link to in-house colleagues using that lawyer, discussions, Ratings and more.. Which lawyers from our preferred list do my colleagues use? Connected generates a preferred provider directory, connecting departments with the lawyers they use L E A D E R NETWORKS Ethics, Guidelines & Best Practices Be transparent and clear in identity and intention Adhere to ethical rules and guidelines governing counsel YOYOW - You own your own words Be responsive & trustworthy Finish what you start Value and create thought leadership 38 L E A D E R NETWORKS Policy Considerations • Review existing policies In light of the company’s orientation towards social media: – Including privacy, confidentiality, email use, legal holds, and employee ethics • Form a Social Media Team to guide executives on social media policy • Team should monitor web traffic about the company – Report adverse communications to someone with authority to act as soon as possible. • Training programs to disseminate the policy and to remind employees of existing policies. – In-house online self study programs, presentations, or outsourced to consultants. L E A D E R NETWORKS Template Policy • For consideration in a Social Media Policy – Company’s social media position – Existing policies – Use of email addresses, logos, trademarks, brands – “Voice” of company contributions – Disclaimers – Stakeholder considerations – Intellectual Property Rights • Template policy found on Martindale Connected “Social Media Policy Group” (www.martindale.com/connected) – Group Created by James Wong, ACC So. Cal Member & General Counsel of UMA Enterprises – Share social media best practices with other legal departments L E A D E R NETWORKS 8 Minute Social Media Game Plan For an effective Social Media-savvy lawyer... • Spends 5 minutes a day scanning RSS feeds, blogs and emails • 1 second to check reputation alert, topic or company key word alert – 5 minutes to respond-- if need be -- to a blog post or social media entry – Send email to author of great article – invites to connect if she responds • Logs into professional network every few days for about 8-10 minutes – Connects to 1-3 people every few visits – Writes a personalized email to 1-2 connections – Scans forums or blogs • Comments briefly or posts a message • Once or twice a month (at least) – writes or co-writes a blog entry – Twitters new blog post – Posts blog on network profile – RSS sends blog entry automatically to all subscribers – Responds to comments 41 L E A D E R NETWORKS Terralex in Connected • 20+ countries represented with member firms • 194 individuals within Terralex firms • 24,000 suggested relationships surfaced for the 194, from MH sources. L E A D E R NETWORKS Get Started www.martindale.com/connected Any lawyer can register and use “Connected” without cost. For full functionality for individuals, your firm requires a current subscription to Martindale-Hubbell L E A D E R NETWORKS Thank You! Derek Benton email: firstname.lastname@example.org 44 L E A D E R NETWORKS Jargon buster – from Wikipedia • A blog (a contraction of the term weblog) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog. Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (artlog), photographs (photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog), and audio (podcasting). Micro-blogging is another type of blogging, featuring very short posts ( e.g. Twitter) • An Internet forum, or message board, is an online discussion site. It is the modern equivalent of a traditional bulletin board, and a technological evolution of the dialup bulletin board system. From a technological standpoint, forums[note 1] or boards are web applications managing user-generated content. People participating in an Internet forum may cultivate social bonds and interest groups for a topic may form from the discussions • RSS feed (most commonly translated as "Really Simple Syndication") is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format. An RSS document (which is called a "feed", "web feed", or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship. Web feeds benefit publishers by letting them syndicate content automatically.