social media boot camp-cle

7/31/2019 Social Media Boot Camp-CLE

1/61

Social Media Boot CampWhat You Need to Know about Web 2.0


2/61

Social Media Boot Camp

Joelle V. Coachman, M.L.S

Reference Librarian

Sansanee Sermprungsuk, M.L.SReference Librarian

McKenna Long & Aldridge LLP

Atlanta Library

Tuesday, October 27th, 2009


3/61

What is Web 2.0?


4/61

Lingo

Web 2.0

A catchall term that encompasses the idea of user-

generated content in the fields of web design, blogs,social-networking sites, online communities and any

application of the Web that includes collaborative

information sharing between users.

Web 2.0 does not refer to any specific change in thetechnologyof the Internet, but rather the behavior

of how people use the Internet.


5/61

Lingo

Blog

website that allows users to reflect, share opinions,

and discuss various topics in the form of an onlinejournal while readers may comment on posts.

Wiki

A collaborative website which can be directly editedby anyone with access to it.

Cloud

The Internet


6/61

Lingo

Social Media

A category of sites that is based on user participation

and user-generated content.

Its about conversations & connections!


7/61

The BIG Three


8/61

Key Facts & Figures

LinkedIn has more than 48 million members in over

200 countries and territories around the world.

Executives from all Fortune 500

companies are LinkedIn members.

840,000 people within the law practice industry


9/61

Key Facts & Figures


10/61

Key Facts & Figures

More than 300 million active users

50% of active users log on to

Facebook in any given day

More than 2 billion pieces of content

(web links, news stories, blog posts, notes, photos,

etc.) shared each week The fastest growing demographic is those 35 years

old and older

Average user has 130 friends on the site


11/61

Key Facts & Figures

5 billionth tweet in October 2009

3.4 billion tweets in the last 6

months

Government Twitter Directory lists

2,546 Twitter users

253,369 Tweets

32,036,846 Followers


12/61

Business Impact

25% of the search results

for the Worlds Top 20

Largest Brands are links to

user-generated content

Leveraging Relationships

Clients

Peers

Professional image


13/61


14/61

Remember...

Social media is useless without goals

Different social media sites serve

different purposes

People want to hire people, notbusinesses

Lawyers cannot afford to be left

out of the loop


15/61

The Playing Field


16/61

LinkedIn

LinkedIn is a business-oriented social networking

site. Launched in May 2003, LinkedIn is primarily

used for professional networking.

As of October 2009 it has more than 50 million

registered users, spanning more than 200 countriesand territories worldwide.


17/61

LinkedIn


18/61

LinkedIn


19/61

LinkedIn


20/61

LinkedIn


21/61

LinkedIn


22/61

LinkedIn

Setup: 1 hour to build profile

On-going maintenance: Weekly

Set aside time for finding new

connections and approving requests.

Participate in groups and answer questions.


23/61

Best Practices

Publish your LinkedIn URL on all your

marketing collateral, including business

cards, email signature, email

newsletters, web sites and brochures,so prospects

learn more

about you.

Link to Firm website

Link to profile on Firm

website


24/61

Best Practices

This is a group established byInfrastructure Journal, designed to

provide a forum for discussion anddebate on all matters relating to globalinfrastructure procurement and financing.We seek to drive debate and thoughtleadership on current issues impactingon project financing and assetacquisitions in the infra arena ranging

from PFI/PPP, to Transport, Power, Oil &Gas and Renewables.

Grow your network

by joining industry and

alumni groups related

to your business.


25/61

Best Practices

Research your prospects before

meeting or contacting them

Request LinkedIn recommendations

from happy customers willing toprovide testimonials.

Post presentations on your profile

using a presentation

application, such as

SlideShare.


26/61

Best Practices

Update your status with examples of

recent work.

Link your status updates with your

other social media accounts.


27/61

Facebook

Facebook is a global social networking website.

Users add friends and send them messages, and

update their personal profiles to notify friends aboutthemselves.

As of October 2009, there are over 300 millionactive Facebook users.


28/61

Facebook

Setup: 1-2 hours to build profile and

manage account settings to ensure

privacy

On-going maintenance: Addictive!

Be sure to manage your privacy

settings appropriately


29/61

Best Practices

Keep any personal parts of your profile

private through Settings.

Create friends lists such as Work,Family and Limited Profile for

finer-grained control over your profile

privacy.

Limit business contacts access to

personal photos.


30/61

Best Practices

Obtain a Facebook vanity URL so that

people can find you easily.

Post business updates on your wall.

Focus on business activities, such as

Working with ABC Company on web

site redesign.

Share useful articles and links topresentations and valuable resources

on your wall, to establish credibility.


31/61

Best Practices


32/61

Best Practices

Post upcoming events including

webinars, conferences and other

programs where you or someone from

your company will be present.

Join network, industry and alumni

groups related to your business.


33/61

Twitter


34/61

Twitter

Twitter is a social networking and micro-blogging service

that enables its users to send and read messages

known as tweets.Tweets are text-based posts of up to 140 characters

displayed on the author's profile page and delivered to the

author's subscribers who are known as followers. Senders

can restrict delivery to those in their circle of friends or, bydefault, allow open access.

Users can send and receive tweets via the Twitter website,

Short Message Service (SMS), or external applications.


35/61

Twitter

Setup: 10 minutes to tweet, 1 hour for add-on

tools and apps

On-going maintenance: 15 minutes per day tweeting

Other time for finding tweeps to follow


36/61

Best Practices

Join industry and topic groups related

to your business and career on sites

like www.twibes.com and

www.wefollow.com.

Research prospects before meeting

them. You can gain a lot of valuable

information just from scanning their

tweets, profile and contacts.


37/61

Best Practices

Link to your presentations and videos.

Track conversations mentioning your

name or your brand.


38/61

Best Practices

Respond to tweets talking about you

and your brand.

Mention when youre attending or

speaking at an upcoming event.


39/61

Best Practices

Follow experts, companies, competitors

and leaders in your industry.


40/61

Best of the Rest

Collaboration system for in-house counsel and

invited outside lawyers and third-party service

providers

Members= 10,000+

Recently partnered with The Corporate Executive

Board's General Counsel Roundtable to add14, 000 individuals from more than 500 companies

Invitation only


41/61

Best of the Rest

Open to all lawyers and other key legal industry

professionals

There is no fee to join

Members= 17,000+

Partnered with LinkedIn


42/61

Web 2.0 in Action

Cisco hosts 12 blogs addressing a variety of

audiences for their global business.

HP used Twitter to power a scavenger

hunt at a recent conference.

Intuit sponsors the Tax Almanac wiki, where anyone

can find and contribute to this resource for taxinformation.


43/61

Web 2.0 in Action

Southwest Airlines employees share their stories and

communicate directly with customers through the

Nuts About Southwest blog.

Starbucks started MyStarbucksIdea so that customers can

submit ideas for the company which are then voted on by

other users, the best of which will be implemented by the

company.


44/61

Web 2.0 in Action

Visa launched The Visa Business Network application

on Facebook to connect small business users and to

help them promote their businesses to a largercommunity.


45/61

Web 2.0 in Action

Zappos uses Twitter for employees to communicate

with customers about their shared love of footwear.


46/61

Web 2.0 in Action


47/61

Web 2.0 in Action


48/61

Web 2.0 in Action


49/61

Considerations


50/61

Ethics and Professionalism

Solicitation

Confidentiality

Work Product

Investigation (Ex parte contact)

A recent advisory ethics opinion in Pennsylvania concludes

that using a third party to contact a witness through a friend

request on Facebook and using the information found in a

Facebook profile in litigation is deceptive and in violation of

PA Rule of Professional Conduct 8.4.


51/61

Firm Policies

Do not contradict firm policy

Client confidentiality must be maintained. Neverrelease information that would breach the attorney-

client privilege.

Unless sanctioned by the firm, do not include firms

logo or trademark on your social media site.

If blogs or social media pages are the property of the

firm, state that specifically.


52/61

Privacy

Once uploaded, personal details can become public

possession - and not just for now but, effectively,

forever.


53/61

Evidence


54/61

Evidence


55/61

Judges and Jurors


56/61

Judges and Jurors


57/61

Employment


58/61

Looking Ahead

Facebook added 50 million users in less than

9 months

Where will we be at the end of 2010?


59/61

Questions & Answers


60/61

Q & A


61/61

ReferencesLLRX.com- Five Things Lawyers Should Know about Social Media

Web Worker Daily-32 Ways to Use Facebook for Business: Best Practices

WebWorker Daily- 33 Ways to Use LinkedIn for Business

Mashable.com- 35+ Examples of Corporate Social Media in Action

Socialmedialawstudent.com- What career service office advisors should be telling students about Social Media

Business Insider- Six Ways Businesses Can Use Twitter

Bloomberg.com- Lawyer Fees cut as company counsel network for tips (09/09/2009)

McKinsey Quarterly- Global Survey: How Companies are Benefiting from Web 2.0

The Auditors.com- Investor Relations & Web 2.0: Survey of Top 100 Fortune Companies Investor Relations websites

Financial Insite- The Fortune 500 & Blogging

ABAJournal- Dozens of Judges are Getting LinkedIn (8/20/09)

Wisconsin Law Journal- Firms Develop Guidelines for Attorney Social Networking (09/07/2009)

ComplianceBuilding.com- The State of Legal Social Networking (07/18/09)

CareerBuilder.com- Forty-five Percent of Employers Use Social Networking Sites to Research Job Candidates (8/19/09)

Law.com- Courts Clamp Down on Jurors Web Use, (9/17/09)

The National Law Journal- Lawyers Warn: Bosses Who Friend are Begging to be Sued (10/22/09)

WSJ.com- Indiana High Court Allows MySpace Entry as Evidence in Murder Trial (10/16/09)

Fulbright & Jaworski-6th Annual Litigation trends Survey Report

3 Geeks and a Law Blog- Social Networking Policies-What Does Your Law Firm Have to Say? (10/07/09)

Socialmedialawstudent.com- Facebook in the Courts (4/13/09)New York Times- A Legal Battle: Online Attitude vs. Rules of the Bar (9/13/09)

The Philadelphia Bar Association Professional Guidance Committee Opinion 2009-2 Ethical propriety of attorney

gaining access to MySpace and FaceBook pages by using third party to make request to page owner.

(March 2009)

Congressional Research Service-Social Networking and Constituent Communication: Member Use of Twitter During a

Two-Week Perod in the 111th Congress (9/21/09)

Leader Networks; 2009 Networks for Counsel Study

Harvard Business School-Understanding Users of Social Networks (9/14/09

social media boot camp-cle

Documents