Tips, Tricks & Dangers of Social Media - and Why You Should Care

© 2014 Maslon Edelman Borman & Brand, LLP

Tips, Tricks and Dangers of Social Media – and

Why You Should Care: Introduction to Social Media

By Leora M. Itman (@LeoraItman)

Maslon Edelman Borman & Brand, LLP

As part of a Minnesota Women Lawyers CLE panel on

April 8, 2014 also featuring Stacy Bettison and Kendra Brodin


What is Social Media & Web 2.0?

• The Interactive Internet

• Applications and ideas that encourage active conversation on the web instead of passive viewing of material.

• A lawyer’s new website

• Marketing, researching & connecting tool

• … And so much more.


Set Your Priorities


Why Should Lawyers Use Social Media?

Social Media is a Supplement. A supplement to your current marketing, your legal & factual research resources, and your opportunities to build your brand as a lawyer.

Like any supplement, Social Media is Beneficial, but please follow the directions, and use wisely, strategically and in moderation.

https://www.flickr.com/photos/colindunn/4398689374


Why… LinkedIn

• Mini-marketplace for services & networking

• Keep tabs on your colleagues, friends, clients & potential clients

• Professionals but not just lawyers (unlike JD Supra, etc.)

• Online resume

• Gets you “good Google”

• Low maintenance


Why… Facebook

• Network for referrals

• Market your skills

• Brand yourself as an expert

• Remind your friends that you’re a lawyer and why they should hire/refer you business

• Factual research for your cases

• And you’re already on there for personal reasons, anyway.


Why… Twitter

• Connect with lawyers, potential clients and media personalities

• Brand yourself as an expert

• See what people are saying about you, your firm & your clients

• Factual research

• Keep tabs on summer food truck locations (just kidding, but not really)


How Can You Use Social Media Effectively?

• Make it an Extension of Yourself

• Make it a Tool, not the End Goal

• Promote Yourself*

• Be Ethical*

* Covered in the presentations by Stacy Bettison and Kendra Brodin


Make Social Media an Extension of Yourself

https://www.flickr.com/photos/34547181


Be interesting, authentic, truthful, & personal

https://www.flickr.com/photos/deanhp/3711222265; https://www.flickr.com/photos/jeepersmedia/7436557004; http://usabilityfriction.com/2010/04/14/the-8020-rule/

Drop the microphone: start a conversation!

My 80-20 Rule for Social Media (there are others): On Twitter & LinkedIn: 80% of your posts should be professional, 20% personal; On Facebook, flip it.

No Spamming!


Make your Social Media Presence Personal. This…


But Not This…


Go Mobile: Make it Easy

https://www.flickr.com/photos/cote/3160784164

You won’t make posting to social

media a regular part of your life unless you

can do it on the go. Facebook & Twitter

are especially designed for

immediate comments about your life (professional &

personal).

Download the Facebook, Twitter, &

LinkedIn mobile apps. If you have a Facebook

page for your business, download the Facebook

Pages app too.


Avoid the “Overwhelm” and Add Value

https://www.flickr.com/photos/codepo8/2126592549

Don’t ask too much of yourself or you’ll find social media unmanageable.

Add Value. Period.

While you’re at it, read this book. Especially if you don’t have time to read this book.


Make Social Media a Tool, Not the End Goal

https://www.flickr.com/photos/zzpza/3269784239, https://www.flickr.com/photos/chokola/1229450683


Make a Plan and Execute• WHO are you trying to reach?

• WHAT are they saying & what is important to them?

• WHEN are they engaging with SM?

• WHERE are they engaging with SM? Around what subjects? On what social media?

• WHY should we engage? Why customers will value the engagement? Why does this make business sense?

• HOW will you add value, share & offer insight, and thus enable you to build trust, relationships & a strong online reputation?

https://www.flickr.com/photos/mufidahkassalias/10519774073/

(Credit to Kevin O’Keefe’s great article “The Five W’s and How”, http://kevin.lexblog.com/2012/08/27/law-firm-social-media-strategy-the-five-w-and-ho/)


LINKEDIN: Be Smart and Targeted:Make LinkedIn Invites Personal


LINKEDIN: Be Smart and Targeted:Avoid Sending Stupid Updates


LINKEDIN: Be Smart and Targeted:Avoid Sending Stupid Updates

Don’t let LinkedIn let your contacts know when you change your profile! Keep this box unchecked and save yourself A LOT of embarrassment. If and when you switch jobs, you can let people know in a status update.


FACEBOOK: Be Smart and Targeted:Use Your Privacy Settings

I would recommend setting your Facebook Default to share your postings with “Friends” through the Custom Settings so you can note not to share your postings with a to-be-created “Hide Stuff” list.



Keep abreast of Facebook’s changes to its Privacy Settings. Facebook has fun changing the default rules on us.


FACEBOOK: Be Smart and Targeted:Develop Targeted Lists

At minimum create a “Hide Stuff” list for the people that you don’t want to send your kids’ photos or

your political rants to. You could also create

a list for each group of friends, colleagues, or

connections if you have A LOT of time on

your hands. This setting is your

DEFAULT.


TWITTER: Be Smart and Targeted:Develop Targeted Lists

Avoid drowning in what I call the “Twitter waterfall” by creating lists. Note that you can create public and private lists. People don’t know if they’re on a private

list and the only person who can even see you have such a list is you.

(THIS IS PRIVATE)


In Sum…Using Social Media Effectively = Becoming, Learning, Sharing, and

Building Your Biz, with Balance

• Become the Business (Making the professional personal & vice versa)

• Learn the Business (Trying to use social media better, developing tips and tricks along the way)

• Share the Business (Connecting with thought leaders, adding value to others)

• Build the Business (Branding, connecting, referring)

• With Balance!


https://www.flickr.com/photos/erin_costa/3494784907/

Good luck! Questions? Email me @ [email protected].

Tips, Tricks & Dangers of Social Media - and Why You Should Care

Law

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