Social media for lawyers: the next frontier
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago, Ill.
American Bar Association
2010
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXIV, 221 S. Ill. |
| ISBN: | 9781604429206 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Contents
About the Authors
xi
Acknowledgments
xiii
Foreword
xv
Prologue: Our Story
xvii
Introduction: Social Media—What It Is and
Why We Wrote This Book
xix
Part I: Overview of Social Media and Its Role in the
Legal Profession
1
Chapter
1 :
An Introduction to Social Media
3
What Is Social Media?
3
Characteristics of Social Media
4
High degree of user-friendliness
4
Customization
4
Privacy settings
4
User-generated content
4
Free or low cost
5
Professional-looking product
5
Broad reach
5
Open access platforms supporting integration and
convergence
5
The Numbers
6
Where Is Social Media Headed?
7
Chapter
2:
Why Social Media Is Gaining Traction with Lawyers
9
1.
Lawyers have long recognized the value of networking, and
social media enhances their ability to do so effectively.
9
2.
Social media is leveling the playing field and expanding access
to a wider variety of law firms at a time when corporate clients
are seeking alternatives to large firms.
10
3.
Upheaval in the legal profession combined with the changing
lawyer is accelerating lawyers adoption of social media.
10
4.
Social media facilitates the delivery of legal information and
services through virtual law firms.
11
5.
Social media helps lawyers do what they have always done best
—
educate the public and empower clients.
12
Chapters: Busting the Legal Profession s Ten Myths of Social Media
15
1.
There s no point in using social media in my practice because
none of my target clients use it.
15
2.
Social media is undignified for lawyers.
16
3.
Social media is a waste of time
—
I don t want to learn about
Joe s breakfast on Twitter or read about Jane s kids on Facebook.
17
4.
My colleagues and clients will think that I have too much time
on my hands if they see me blogging or tweeting all the time.
17
5.
I ve heard stories of clients trying to friend their lawyers on
Facebook, or worse, writing negative reviews of them at client
rating sites. I d rather avoid that kind of thing altogether.
18
6.
Social media is simply too time consuming for a busy lawyer
like me.
19
7.
I m a gregarious person and prefer to meet others face-to-face.
With social media, I ll be stuck behind a computer screen
24-7. 20
8.
If I give away free advice through blogging or responding to
questions at directory sites, why would anyone hire me?
Plus, what s to prevent competitors from stealing my content?
21
9.
I ve thought about getting onboard with social media, but it
seems that it s already dominated by people with thousands of
followers. It s going to take too much time to play catch-up.
21
10.
My teenager can teach me everything I need to know about
social media.
22
Part II: Tools of the Trade
25
Chapter
4:
The Categories of Social Media Platforms
27
Directories and Profiles
29
Characteristics of Directories and Profiles
29
General Directories
30
Linkedln
30
Linkedln: The Basics
30
Linkedln: Advanced Features
32
Lawyer-Related Directories
34
Awo
34
Awo: The Basics
34
Awo Advanced Features: Legal Guides and Q&A
35
Awo: The Controversy
36
Justia
37
Communication and Information Dissemination
38
Blogs
38
Twitter
41
Twitter Features and Basics
44
Archiving and Storage Sites
46
Overview
46
Specific Sites
47
Communities: Professional and Personal
51
General Overview
51
Facebook
51
Facebook Fan Pages
55
The Other Public Social Networks—A Motley Crew
58
Lawyer-Specific Community Sites
61
Online legal networks
61
Closed and for-fee networks
67
Online to Offline Hybrids
67
Meetup
68
Tools to Coordinate Your Social Media Presence
70
1.
Embedding Tools
70
2.
Promoting Your Social Media Profile
72
Part III: Implementing Social Media
75
Chapter
5:
Choosing Social Media Tools
77
Criteria for Choosing Social Media Platforms
77
Geographic Locale
77
Areas of Practice and Target Audiences
77
Personality and Preferences
78
Ethics Considerations
79
Chapter
6:
Goal: Networking and Building Relationships
81
Overview: The Importance of Personal Presence
81
Social Media as a Tool for Networking with Colleagues
83
Converting Online Relationships to Offline Relationships
86
Social Media as a Tool for Interacting with Clients
86
Network with Potential Clients, Promote Your Law Practice, and
Increase Business
86
Personal and Professional Networking Are Not Mutually Exclusive
88
Update Your Status and Interact on Social Networks
89
Connect and Engage on Twitter
90
Chapter
7:
Goal: Locate Information to Support Your Areas
of Practice
93
RSS Feeds
93
Twitter
96
Chapter
8:
Goal: Gain Competitive Intelligence and Customer
Feedback
99
Competitive Intelligence
99
Realtime Search
99
Analytics
101
Mining Linkedln
103
Customer Feedback
104
Chapter
9:
Goal: Showcase Your Expertise
105
Showcase Your Expertise, but Don t Forget to Interact, Too
106
Cross-Promote Your Content
107
Syndicate Your Content Across the Web
108
Using Social Media to Attract Mainstream Media Attention
110
Chapter
10:
Goal: Branding Yourself or Your Law Practice 1
11
Chapter
11 :
Goal: Increasing
SEO
and Improving the
Quality of Leads
115
Search Engine Optimization
(SEO)
116
Content
116
Tagging and Headlines
116
Comments
116
Quality of Leads
117
Part IV: The Nuts and Bolts of Setting Up Social Media Profiles
and Engaging in Social Media
119
Chapter
12:
Getting Set Up
121
General Rules for Registration and Creating Profiles
121
Registration
121
Free versus Paid?
122
Photos
122
Review the Terms of Service
(TOS)
122
Privacy Settings
123
Rules for creating a profile
123
Take the time to complete the full profile
123
Use keywords in creating your profile to attract your
target audiences
123
Use powerful active words and phrases to create your profile
124
Proof your profile
124
Claim the short URL for your profile
125
Take advantage of tools that let you track changes at the site
125
Take advantage of convergence tools
125
Invite connections
125
Abide by net-iquette rules when seeking connections
125
Seek recommendations and testimonials
126
Profile Creation
127
Enter Information
129
Customized URL
130
Summary and Specialties
130
Profile Creation: Facebook
130
Chapter
13:
Best Practices
137
Best Practice
#1:
Time Management and Leveraging
Convergence Tools
137
Overview of Time Management Concerns
138
How Much Time Will I Need?
138
Calendar Blocks of Time
140
Take a Batch Approach
140
Squeeze Social Media Activity Into the Cracks
140
Shortcut Tools
144
Browser tools
144
Firefox and Firefox add-ons
144
Twitter tools
144
Convergence Features
146
Integration and Convergence Tools
149
Mobile Tools
149
Best Practice
#2:
Outsourcing Social Media—Rewards and Risks
151
What You Can Outsource
151
What You Shouldn t Outsource
152
Caution About Outsourcing
154
Best Practice
#3:
Evaluating Social Media Return on Investment
(ROI)
and Effectiveness
154
Traditional Analysis of Return on Investment
154
Visitor statistics
155
Call conversion rate
155
More publicity
155
Comparative costs
156
Best Practice
#4:
Guarding Your Reputation Online
156
Guard Your Reputation as Zealously as You Represent Clients
156
If You Find Something Positive, Reinforce It
157
Dealing with Negative Information
157
Defamatory information
158
Conclusion
158
Best Practice
#5:
Authentic Engagement
158
Chapter
14:
Social Media Concerns Unique to Large Firms and
Trial Lawyers
161
PR Considerations for Large Law Firms
161
Social Media Invades the Workplace
163
Social Media Invades the Courtroom
164
Conclusion
165
Part V: The Ethical and Legal Issues of Social Media
167
Chapter
15:
The Ethics of Social Media
169
Avoid False and Misleading Communications in Social Media
169
Read the Bar Rules!
170
Understand the Categories of Conduct that May Raise Red Flags
170
Ethics of Special Forms of Social Media
173
Blogs
173
URLs
174
Rating Sites
175
Testimonial Sites
176
Endorsements
177
Directory Sites
178
Social Networking Sites
178
Twitter
179
YouTube Videos
179
Chapter
16:
The Legal Issues Related to Social Media
181
Copyright
181
Protecting Your Own Work
181
Traditional Copyright
182
Creative
Commons Licenses
182
Protecting Your Copyrighted Material
182
Respecting Others Copyright
183
Uploading or Archiving Documents
183
Using Blog Posts
184
Copyright Issues and Facebook and Twitter Posts
185
Defamation
185
FTC Disclosure Issues
186
Final Words: Technology Is Here to Stay
187
Lawyers Cannot Afford to Ignore Technology
188
Change Is Good
189
Appendices
191
Index
215
|
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| spelling | Elefant, Carolyn Verfasser (DE-588)1019445653 aut Social media for lawyers the next frontier Carolyn Elefant and Nicole Black Chicago, Ill. American Bar Association 2010 XXIV, 221 S. Ill. txt rdacontent n rdamedia nc rdacarrier Internet in legal services United States Law offices United States Computer network resources Online social networks United States USA Black, Nicole Verfasser (DE-588)1019447362 aut Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020721676&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Elefant, Carolyn Black, Nicole Social media for lawyers the next frontier Internet in legal services United States Law offices United States Computer network resources Online social networks United States |
| title | Social media for lawyers the next frontier |
| title_auth | Social media for lawyers the next frontier |
| title_exact_search | Social media for lawyers the next frontier |
| title_full | Social media for lawyers the next frontier Carolyn Elefant and Nicole Black |
| title_fullStr | Social media for lawyers the next frontier Carolyn Elefant and Nicole Black |
| title_full_unstemmed | Social media for lawyers the next frontier Carolyn Elefant and Nicole Black |
| title_short | Social media for lawyers |
| title_sort | social media for lawyers the next frontier |
| title_sub | the next frontier |
| topic | Internet in legal services United States Law offices United States Computer network resources Online social networks United States |
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