how law firms can utilize social media

How Meyer, Unkovic & Scott LLP Can

Harness the Power of Social Media

Ron Kubitz

Recruiting/Training Manager

Brayman Construction

November 22, 2011

@ronbray @braymanjobs

http://www.linkedin.com/in/ronrecruiter

WHAT IS

(Briefly)

Social Media?

Social media encompasses those

technologies that facilitate interactive

information sharing, user generated

content and collaboration and are

frequently hosted on third party

platforms but must link back to your

platform.

Or, it’s a fancy word for the conversations taking place

24/7 online

WHY

Social Media?

Because your clients are using it!

45 million update Facebook profiles once a day

Google and Facebook battle monthly for most views

YouTube is the second most popular search engine after Google

80% of people search for lawyers on Google/Yahoo*

18% of lawyers found clients directly through social media*

*greenmarketing.net

Most Popular Websites

• 1. Google• 2. Facebook• 3. YouTube• 4. Yahoo• 7. BlogSpot• 9.Twitter• 14. LinkedIn• 18.Wordpress*11/15/2011 mostpopularwebsites.net

Because law firms, in house counsel & CEOs are using it (Recruiting)

Factors considered by legal firm/in-

house counsel in hiring lawyers:

Blogs published by lawyers: 27 percent

Rankings and directories: 25 percent

Twitter feeds from lawyers: 22 percent

Endorsements and connections on

LinkedIn: 18 percent

Source: Green marketing net

Because your competitors are using it

63% of large firm lawyers personally maintain a presence in an online community/social network. [ABA Tech Report 2010]

28% of lawyers using social media for professional reasons

48% of Am Law 200 firms blog [Lexblog State of Blogging 2010]

Because it is fundamentally changing the way the world

communicates “I simply cannot see how major changes in

the way we communicate, collaborate,

network and trade are somehow irrelevant

for lawyers and their clients.  Nor, given

the sheer scale of [social networking]

systems and the levels of their usage can I

conceive that this is a passing fad.”

--Richard Susskind, The End of Lawyers? 

How to use Social Media?

Again very briefly…

Communication: Blogs, Twitter

CV: Avvo, Justia, LinkedIn

Community: Facebook, MHConnect

Content: JDSupra, YouTube

Crossovers: MeetUp, Facebook Fan Page, LI

Step 1: Understand Categories of Platforms

Communication

Communication

Communication

CV Sites

CV Sites

LinkedIn Company Page Followers

• Reed Smith—2800• K&L Gates—2700• Duane Morris—1500• Pepper Hamilton—1000• Eckert Seamans—463• Babst Calland—105• Meyer Unkovic & Scott—87• Cohen Seglias—80• Blumling & Gusky--25

Community Sites

Community Sites

Content Sharing Sites-User Generated

• JD Supra• YouTube• Slideshare• .docstoc• Flickr

Content Sharing

Content Sharing

Content Sharing

Step 2:What are your goals? 

Examples:-SEO-Finding clients-Establishing reputation-Competitive intelligence-Recruiting/HR-Marketing-Damage Control

Less Time More Time

Profess-ional

Mixed Use

WaterCooler

Guides, Q & A

STEP 3: Select Tools - Professional v. Personal

Less Time More Time

Business

Mixed Use

Consumer

Guides, Q & A

STEP 3: Select Tools -Target Clients

Sample Strategy-Step 4 Engage:

Becoming a recognized authority in your field in

90 Days*  *Caveat: This slide assumes you already have expertise in this area,

but haven't yet exploited it. If no expertise, go out and establish it and return later.

Step 1: Create content (a blog or an eBook Step 2: Upload content docstoc + JD Supra Step 3: Announce blog or eBook to other bloggers

Step 4: Set up RSS reader to follow field Step 5: Follow trends & talk/market on Twitter

Step 6: Identify relevant clients/candidates via Twitter & send eBook or blog

Step 7: Conduct webinar on issues, record and upload to Slideshare or YouTube

Step 8: Establish a presence and build community on FB or LI

Step 8: Repeat, repeat, repeat and create, create content!

Link with Others

• The MBA, CAWP, AGC, APC, Various Unions, and hundreds of other construction related associations are using social media…….are you following and linking (sharing) with them?????

Final Step:  Measure Success

What’s your metric?

Found leads or hires?

More clients?

More website traffic?

More media interviews?

More speaking invitations?

Feeling less isolated?

Additional Resources

• Social Media For Lawyers by Adrian Dayton

• ABA Tech Report• Justia.com (legal birds)• Lextweet.com• Lexblog.com• Am Law 200 Blog/SM Survey

Questions…Comments…Concerns

Thanks for your time!!!