iwirc talks: an in-depth look at social media
TRANSCRIPT
IWIRC TALKS:
An In-Depth Look at
Social Media
April 24, 2014 – IWIRC Spring Program,
Washington, D.C
Carrianne Basler of AlixPartners, for Twitter
Salene Kraemer of MAZURKRAEMER, for Blogging
Natasha Labovitz of Debevoise, for Facebook
Pia Thompson of Navigant, for LinkedIn
Sarah Frankel of The 525 Group, Moderator
Social Media Platforms
Description Intent Audience Features
LinkedIn Online networking event Professional Colleagues and
professional
acquaintances
-Bio Visibility
-Contact Management
-Link sharing
-Direct Messaging
-Two-Way Environment
facebook facebook = office
watercooler + high school
cafeteria + family reunion +
your personal soapbox
Primarily Personal,
with Certain
Professional
Applications
Friends, family and
limited professional
contacts you deem
worthy
-Photo Sharing
-Content Updates
-Link Sharing
-Direct Messaging
-Two-Way Environment
Twitter Platform where
communications are made
through 140 character
messages to a generally
public forum.
Personal and/or
Professional
Friends, family,
colleagues,
celebrities, news
outlets, etc. The
cooler you are…
-Content Updates (Limited
text field)
-Photo Sharing
-Link Sharing
-Direct Messaging
-Two-Way Environment
Blogging WEB LOG. A journal that
is on the internet,
chronologically ordered
Personal and/or
Professional
Whomever you
target, people with
same
passion/interests
-Self-managed and
unrestricted content
-Two-way environment
-Text, Video, Photo, Link
sharing
-Generates higher search
engine rankings
What it is?
Online networking event – think of it as a luncheon or cocktail party
What does it do for me?
Allows for visibility without attending every live networking event available
Allows you to avoid being annoying
Where have we seen it?
Firm bios include links. Business people include link on email signature. Everyone uses it.
by Pia Thompson
LinkedIn: Profile Page
LinkedIn: News Feed
LinkedIn: Group Page
LinkedIn: Who’s Viewed Me?
by Natasha Labovitz
What is it?
Online social forum and free-for-all. Like the water cooler at the office, plus the post office in a small town, plus your family’s Thanksgiving dinner, all rolled into one.
What does it do for me?
Professional: helps deepen certain relationships in your network, and maintain them over long periods of time.
Personal: helps with work/life balance.
Where have we seen it?
The thing about facebook is, it is everywhere.
facebook – keeping up with what others are doing
https://www.facebook.com/
facebook – maintaining the connection
https://www.facebook.com/#!/natasha.labovitz
facebook – when personal meets professional
http://www.youtube.com/watch?v=QUQsqBqxoR4
Twitter What is it?
Conveying your thoughts in 140 characters or less
“The Ultimate Executive Summary”
What does it do for me?
News Source
Brand Building
Personal Expression
Motivational Messages
Where have we seen it?
Breaking News
Industry Updates
#Hashtags vs @
Celebrity Info & “Selfies”
by Carrianne Basler
#IWIRCSPRING
Twitter: Home Pages
Industry
Organization
News Publication
Twitter: News Feed
Today Show
“Re-Tweet”
Industry Tweet-
With Hyperlinks
Twitter: Special Features
Blogging
What it is?
What does it do for me?
In Plain English Business Blog
Steel Valley Bankruptcy Blog
Where have we seen it?
Tips
by Salene Kraemer
Discussion or information site on
Internet
Frequent posts/entries
Most recent post is first
Single or multi-author blogs
Single or multiple subjects
Art blogs, photoblogs, vlogs, food
blogs, podcasts
Permalink pages
Comments
Archives
Categories
Header
Text, images, video, songs, and
links
Blogger, wordpress, Technorati
Higher search engine rankings
Blogging: What is it?
Blogging: In Plain English Blog
Blogging: Steel Valley Bankruptcy
Blog
Blogging: Hallmarks
Frequent posts/entries, most
recent post is first
Authors, subjects
Permalink pages, higher
search engine rankings,
Comments,
archives,categories,a header
Text, video, songs, links
Blogger or wordpress
Niche subject matter
Repurposes content
Tell a story
Catchy Title
Reader friendly
Add disclaimers
Blogging: What has it done for Me?
Humanize myself and my firm, exhibit unknown aspects
of firm (Ex. 1, 2, 3, 4)
Evidence industry know-how (Ex. 1, 2, 3)
Add value/inform (Ex. 1, 2, 3, 4, 5, 6)
Promote events (external (Ex.1), internal (Ex. 1, 2))
Educate clients re: trends and local resources (Ex. 1, 2,
3), community interests (Ex. 1)
Spotlight clients/business people (Ex. 1, 2, 3)
Evidence legal expertise (Ex. 1, 2, 3) and inform re:
news (Ex. 1, 2, 3)
Attract new stakeholders, clients, referral sources
22Where Have We Seen It?
~Bankruptcy Related Blogs
ABI Blog Exchange
MAB: Newspaper: Wall Street Journal Bankruptcy
Beat: Lisa Donahue
Fox Rothschild’s Bankruptcy Litigation Blog
In the Red: Cooley Law Firm
Weil Bankruptcy Blog
SEE ALSO ABA Journal Blawg Directory
Discussions
Controlling Your Audience
Who are you speaking to and what is appropriate?
Segmentation - Natasha Labovitz
Quarterly Audit – Pia Thompson
Promoting your On-line Presence – Salene
Kraemer
Content
What keeps me relevant?
Be Catchy – Carrianne Basler
Frequency
Don’t Be “That Person” – Natasha
Labovitz
Professional Opportunities
Career opportunities/Job hunt
Ongoing Dialogue – Natasha Labovitz
Self Promotion
Pull Marketing - Salene Kraemer
IWIRC Network
Maintaining and strengthening personal
relationships
Existing Resources
IWIRC Int’l LinkedIn Group
IWIRC Int’l Facebook
Houston, NY and NEON
IWIRC Int’l YouTube
Example(s)
Carrianne
Pia
Cautionary Tales
Professional Obligations – Natasha Labovitz
Client Confidentiality
Social Media Policies
“Going Viral” – Carrianne Basler
Unlimited forwarding, and modifications of tweets can result
in unexpected consequences
Tone may be lost
140 characters may not be enough for message - but
unless you grab interest nobody will click on a link.
Poor tweeting may be worse than no tweeting
Taboo Topics – Salene Mazur Kraemer
Social Media Platforms
Description Intent Audience Features
LinkedIn Online networking event Professional Colleagues and
professional
acquaintances
-Bio Visibility
-Contact Management
-Link sharing
-Direct Messaging
-Two-Way Environment
facebook facebook = office
watercooler + high school
cafeteria + family reunion +
your personal soapbox
Primarily Personal,
with Certain
Professional
Applications
Friends, family and
limited professional
contacts you deem
worthy
-Photo Sharing
-Content Updates
-Link Sharing
-Direct Messaging
-Two-Way Environment
Twitter Platform where
communications are made
through 140 character
messages to a generally
public forum.
Personal and/or
Professional
Friends, family,
colleagues,
celebrities, news
outlets, etc. The
cooler you are…
-Content Updates (Limited
text field)
-Photo Sharing
-Link Sharing
-Direct Messaging
-Two-Way Environment
Blogging WEB LOG. A journal that
is on the internet,
chronologically ordered
Personal and/or
Professional
Whomever you
target, people with
same
passion/interests
-Self-managed and
unrestricted content
-Two-way environment
-Text, Video, Photo, Link
sharing
-Generates higher search
engine rankings
Next Steps
Identify your social media objectives
Identify your best-fit social media platform(s)
Sign-up
Soar!