Get documents about "A Practical Guide to Social Media for Terralex members
Document Sample
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:
derek.benton@martindale.com
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.[1] It is the modern equivalent of a
traditional bulletin board, and a technological evolution of the dialup bulletin board system.[2][3] From a
technological standpoint, forums[note 1] or boards are web applications managing user-generated
content.[4][5] 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.[2] An RSS document (which is called a "feed", "web feed",[3] 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.
Related docs
