David Lat - Social Media For Legal Professionals

• 1. Clio Cloud Conference 2014SEPTEMBER 22 23, 2014 CHICAGO, ILLINOIS

2. Social Media For Legal Professionalsby David LatAboveTheLaw.com@DavidLat@ATLblogClio Cloud Conference 2014 #ClioCloud9 3. The Power of Social Media 1 in 5 couples meet online (and amonggay couples, the number is 3 in 5). If Facebook were a country, it would bethe worlds third-largest by population. A new member joins LinkedIn everysecond. Every minute, 24 hours worth of videoare uploaded to YouTube.Opening Remarks at LegalTech 2014 by Jason Thomas, Chief InnovationOfficer at Thomson Reuters. 4. 74% of Adults use Social Networks 5. 75% of the workforce will be millennials by 2025Source:Mashable 6. 100% of business decision-makersuse social media for work purposes 7. What Are Firms Using Social Media For?0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%90%39%31%22%MarketingRecruitingClient SupportInternal Collaboration &Communication 8. Many firms have profiles.Am Law 50 Firms With Social Media Pages64%94%90%100%0% 20% 40% 60% 80% 100%Google+LinkedInTwitterFacebook30% have an active pageSource: Above the Law / Good2bSocial Social Firm Index 9. Almost all firms create content.Am Law 50 Firms:Publication of Non-PromotionalContentMore thanonce/week80%MonthlyWeekly10%6%4% Not at allSource: Above the Law / Good2bSocial Social Firm Index 10. Some firms share content.0% 20% 40% 60% 80% 100%TwitterFacebookYouTubeFirm BlogSlidesharePinterestInstagramAm Law 50 Firms and Content Sharing 11. 60% of law firms content is notshareable 12. Firm Social Media Policy for AttorneysSolos and small firms seemto be leading the way in thiscategory. At my firm, we usesocial media to engage withclients, prospective clients,and referral sources, apractice that was activelydiscouraged at the big lawfirm I left to go solo. Socialmedia lets me build strongerrelationships with my clientsand colleagues.EncourageUse53%DiscourageUse42%No OfficialPolicy5%39% of attorneys arent aware of their firms social media policySource: ATL Social Media Insider Survey 13. In SumFirms have dippedtheir toe in socialmedia setting upprofiles, assigningPR feedsFirms are activelycreating digitalcontent formarketing andrecruitment.Firms are not engaging thecommunities online. 14. Why the disconnect?1 + 1 = 15. Dont believe clients are on social 16. Client confidentiality 17. Control can be difficult. 18. Pay attention to whats being said about you online. Itis influential, especially for the millennial generation.Source:MashableUGC is user-generated content like user reviews, discussions on social,blogs. 19. Control your story. 20. If you dont tell your ownstory, others will tell it foryou. We now live in aworld in which no matterwhether we are a B2Bcompany or a consumercompany, theres aconversation about ourbrand that is going on24/7, and we have to listento it. Theres no excuse forbeing tone-deaf.Lisa Shalett, Advisory Director Economist Lean Back CMOment 21. What Firms Are Doing Instead:Corporate Journalismcombines an organizations market intelligence andsubject-matter expertise with the credibility andnarrative techniques of professional journalism.allows organizations to act like media companiesby shaping and sharing the most compelling storiesthey have to tell in order to demonstrate thoughtleadership and build brand awareness.2014 State of Digital & Content Marketing Survey byALM, Greentarget & Zeughauser Group 22. 78% of in-house counsel report corporatejournalism credible or somewhat credibleSource:2014 State ofDigital &ContentMarketingSurvey 23. Corporate journalism and content marketingneed to be fully integrated with social.Talking about oneselfincessantly is adespicable practice insocial situations, andthe same can be saidfor brands marketingstrategy. Stephanie Losee, Managing Editorof Dell Communications 24. Why?#1 Listen, engage, and offer a better service.#2 Amplification. Distributing on your own social network drives more readersthan those interested in you alone. 25. Blogging 26. Twitter 27. LinkedIn 28. Facebook 29. Google Plus 30. YouTube 31. Thank you for listening!Clio Cloud Conference 2014 #ClioCloud9