TEXAS LAWYERS CARE2010 PRO BONO COORDINATORS RETREAT

SEPTEMBER 22-24, 2010

TEXAS LAW CENTER, AUSTIN, TEXAS

Beyond Email: Using Social Media to Effectively Recruit, Retain, and Reward

Kimberly Schmitt, Texas Access to Justice Foundation;

Cynthia Martinez, Texas RioGrande Legal Aid;

Joyce Raby, www.joyceraby.com;

Ellyn Josef, Vinson & Elkins

Best Social Media Quote Ever Joyce

“Social Media is like teen sex. Everyone wants to do it. No one knows how. When it’s finally done, there is surprise that its not better.”

- Avinash Kaushik Analytics Evangelist,

Google

Listening

Specific tools for listening: Search Engines Blog Search YouTube LinkedIn Twitter Facebook

Traditional Publication Tools

Knowing your local media

Knowing what news is

Knowing what makes a good legal aid story

Using “Old” Media

Collaborate with larger firms and other groups

It’s as simple as some food and a phone call

LegalFront, Bar Journals, your own publications• Major Achievements – Levels of Service

• Special Events – Clinics, Trainings

• Awards – Volunteer recognitions

Using “Old” Media

Plainview Daily Herald October 30, 2009 Lawyers honored for pro-bono work By DEBORAH ZACHER

Special Projects Writer Published: Friday, October 30, 2009 11:59 AM CDT Several local and area attorneys were honored during a luncheon hosted by Legal Aid of Northwest Texas on Thursday at the Holiday Inn

Express. The luncheon was a way to say thanks to the attorneys who give their time for the Legal Aid office. The crowd of lawyers and volunteers heard from Texas Tech University professor Larry Spain on why it is important for lawyers to do pro-bono

work. "One of the real benefits (of teaching) is the opportunity . . . to influence and develop the professional identity and ethics of future lawyers,"

Spain said. "A lot of that has to do with encouraging them, even as law students, to develop the ability to invoke the idea of providing pro-bono services during their professional careers. . . . There is a huge un-met need for access to justice.

"Despite the best efforts of legal aid programs like Legal Aid of Northwest Texas and even the efforts of pro-bono attorneys, really no more than 54 percent of lawyers in Texas do pro-bono work. As a profession, we have an obligation to ensure that everyone, regardless of ability to afford counsel, does have a right of access to the court system."

Also during the luncheon several attorneys were presented with awards for their dedication to the Legal Aid office. Retired Chief Justice John T. Boyd presented Jeff Actkinson with the John T. Boyd Outstanding Attorney Award for his selfless spirit and charitable

dedication to public service. Terry McEachern was awarded the Pro-Bono Attorney of the Year for his professional proficiency, service to the profession and service to the

community. Volunteer Shari Haney was given the Kathy Duncan Award for making a selfless contribution to the community to strengthen the effectiveness of

the Legal Aid office. Jeannine Backus and Andrew Stroebel were honored for their outstanding service as they had both taken the most pro-bono cases this year. Velma Solorzano, Paul Holloway and Cora Lea Emerson were recognized for taking on two pro-bono cases this year, while Tom Hamilton, Bill

LaFont, Lanny Voss, Mindi McLain, John Deaver, Jerry D. Courtney and Bruce Harlan each took one. Also, Sylvia Ortiz and Bobbie Robinson were given appreciation awards for their volunteer service and commitment. Legal Aid of Northwest Texas, 305 W. Seventh, provides free civil legal services to eligible low income residents. The office in Plainview serves 10

counties — Bailey, Briscoe, Castro, Floyd, Hale, Hall, Lamb, Motley, Parmer and Swisher.

(Contact Deborah Zacher at dzacher@hearstnp.com or 806-296-1360.)

Using “Old” Media

Online Publication Tools

Website Microblogging Blog Videos Podcasts

Using “New” Media

It’s a slice of cake, not the whole cake. What are you already doing? Who controls your new media?

• Pictures of events, training

• Profiles of volunteers

• Future volunteer opportunities

Using “New” Media

Using “New” Media

How to respond to feedback

Air Force Posting Response Assessment V2

Measuring Social Media

Pick something simple (number of cases placed? Number of new pb lawyers recruited? Increase is feelings of satisfaction by pb lawyers at the end of service?)

Survey – ask questions! No more than three – can be added to any social media tool or call and followup

Its okay that its not “gold standard”

Pro Bono & Media: Two Worlds Collide

Write op-eds/letters to the editor for publication in local papers and bar journals

Get your city to issue a proclamation for PBW

Invite press to your events Take pictures and post on social media sites Profile 1 pro bono attorney everyday during

PBW Submit award announcements to local and

state bar journals, LegalFront Other ideas??

A Challenge: From Us to YOU Pro Bono Week:

October 24th to 30th

Use these tools at least once a day, everyday that week

After that, keep it rollin’