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AHLA Annual Meeting 2011 Social Media Legal Marketing Resources by David Harlow

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Why Should Lawyers Use Social Media? Marketing and Branding Your Legal Practice Using Social Media American Health Lawyers Association Annual Meeting Boston MA June 2011 David Harlow JD MPH The Harlow Group LLC blog • healthblawg.com twitter • @healthblawg 1
“On the Internet, nobody knows you’re a dog.” 2 The Harlow Group LLC
What is Social Media? Online content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many), and the democratization of information, transforming people from content readers into publishers. Wikipedia, 06.29.09 3 The Harlow Group LLC
4 The Harlow Group LLC Social media popularity: Google Trends  global warming    sex    facebook 
Why Social Media? All the cool kids are doing it . . . Willie Sutton logic: it’s where the money is Remember: It’s one arrow in the quiver • Social media: a tactic, not a strategy 5 The Harlow Group LLC
Uses of Social Media Preliminary questions: What are your strategic goals? How can social media help you achieve them? What resources will you devote to this effort? How will you structure this effort? Clear planning early on can help avoid retrenchment and/or errors later NOT a forum for legal advice 6 The Harlow Group LLC
No shortcuts. 7 The Harlow Group LLC No matter what your reasons for engaging via Web 2.0, you must develop trust in order to gain influence
So how do we do this? Monitor, rinse & repeat 8 The Harlow Group LLC Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008
9 The Harlow Group LLC
Four key social media tools Blog, or Blawg Twitter Linked In Facebook Remember, the medium is not the message Social media strategy must fit in with remainder of marketing strategy Depends on your target audience E.g., new media startups vs. insurance companies The Harlow Group LLC 10
Blawg What is it? Why do it? Legal web log = law blog = blawg Web 2.0 Online journal, posted in reverse chronological order Interactive Links Comments RSS: (“push”) PR/marketing for your practice and yourself Improved web presence (Google loves blogs) Networking/Community Other bloggers Readers Referral sources Clients Marketing Higher Google profile more press calls 11 The Harlow Group LLC
How to blog Pick a niche and start writing Don’t stop . . . commitment matters You will find your voice . . . or several voices Don’t do this unless you really like writing and have something to say But don’t be put off by the fallacy: “If I’m thinking it, then everyone must be thinking it.” Begin publicizing after writing several posts Read voraciously Join the conversation Comment on, and link to, other blogs The Harlow Group LLC 12
Learning the ropes Read other blogs Find them via directories, e.g.: Blawg.com Justia.com ABA Journal myHq:blawgs Read Blawg Reviewand posts from other blog carnivals (definition) (examples) and follow the links Subscribe to blogs using a feed reader, e.g.: Google Reader Seesmic(integrated social media client) The Harlow Group LLC 13
Technical stuff The Harlow Group LLC Blogging infrastructure Choose a platform DIY Typepad Blogger Wordpress Posterous Others Hosted, designed, optimized Justia LexBlog 14
More technical stuff Syndication Tune into the magic of RSS – “really simple syndication” for your feed Register with Feedburner(RSS & email for the dinosaurs) Link love You must give in order to receive Track readership Track reactions and links with Google Alerts Freshness and authority count Track incoming traffic with StatCounterorSiteMeter SEO: Adjust writing based on this information The Harlow Group LLC 15
Blog carnivals (“traveling posts”) Participate in blog carnivals (definition) Submit posts Host carnivals General and specialized; legal and non-legal SeeBlogCarnival.com The Harlow Group LLC 16
Blog carnivals (cont’d) Blog carnivals I contribute to and/or host Blawg Review Health Wonk Review Grand Rounds Others: Carnival of the Capitalists Cavalcade of Risk The Harlow Group LLC 17
The Harlow Group LLC Google juice in action 18 OIG Health Blawg HFMA Ober Kutak
The Harlow Group LLC Google juice in action (cont’d) 19 Health Blawg Politico CNN ABC CBS The New Republic
From blogging to microblogging Twitter Microblogging platform -- 140 character limit per post Millions of registered users, including big business and lawyers from solos to Am Law 200 “Broadcast” vs. interactive Can be used for one-way communication More effective as medium for conversation Networking and communication tool 20 The Harlow Group LLC
Using Twitter effectively Need to establish tactics that further your marketing strategy, e.g.: Broadcast blog posts “Tweet” information/links not worth a whole blog post or that you have no time to blog about Follow other “tweeps” of interest Engage in dialogue – public or private – with other tweeps Follow hashtags of interest; post with hashtags Participate in tweetchats The Harlow Group LLC 21
The Harlow Group LLC Some Twitter tools To find other tweeps to follow: Twellow (index organized a la the original Yahoo!) Twubble, MrTweet (once you’re following some) JD Scoop list of 500+ twittering lawyers Legal Birds aggregator (Justia) LexTweet aggregator (LexBlog) To follow tweeps without being overwhelmed by the volume; lets you assign tweeps to groups; integrates with other social media TweetDeck or Seesmic Twitter on the go UberSocial, OpenBeak or Echofon 22
TweetDeck 23 The Harlow Group LLC
Some Twitter tools (cont’d) Integrate tweets into other social media E.g., tweet via Ping.fmTweetDeckorSeesmic configured to post to Twitter, Facebook, Linked In. Feed blog through Twitterfeed or FeedBurner so post titles end up in “tweetstream” with links back to the blog. Posterous, other platforms allows for easy integration into multiple streams ,[object Object],The Harlow Group LLC 24
Facebook and Linked In The Harlow Group LLC Online networking communities Leverage your network to avoid cold calls Allow you to feed content to their sites, including RSS feeds of blogs Tweets Allow you to remain top-of-mind Need to use the right online tools to reach each of your target markets 25
Facebook The Harlow Group LLC Personal pages and business pages Personal pages – access may be limited to “friends” Business pages open to all Examples: David Harlow and The Harlow Group LLC Turned “friend” into a verb Useful platform for communication with defined groups and friends 26
Linked In The Harlow Group LLC Linked In – “Facebook for grownups” Allows for exploration of contacts’ networks Includes Q&A forums to demonstrate expertise Adding functionality mimicking Facebook Groups Feeds Slideshare JDSupra – Legal Updates Convergence of Linked In, Facebook, Twitter 27
28 The Harlow Group LLC Learning to fly David Armano, SVP Edelman Digital http://darmano.typepad.com/ 3.22.10
The Harlow Group LLC Resources ,[object Object]
Twitter for Lawyerson HealthBlawg

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AHLA Annual Meeting 2011 Social Media Legal Marketing Resources by David Harlow

  • 1. Why Should Lawyers Use Social Media? Marketing and Branding Your Legal Practice Using Social Media American Health Lawyers Association Annual Meeting Boston MA June 2011 David Harlow JD MPH The Harlow Group LLC blog • healthblawg.com twitter • @healthblawg 1
  • 2. “On the Internet, nobody knows you’re a dog.” 2 The Harlow Group LLC
  • 3. What is Social Media? Online content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many), and the democratization of information, transforming people from content readers into publishers. Wikipedia, 06.29.09 3 The Harlow Group LLC
  • 4. 4 The Harlow Group LLC Social media popularity: Google Trends  global warming    sex    facebook 
  • 5. Why Social Media? All the cool kids are doing it . . . Willie Sutton logic: it’s where the money is Remember: It’s one arrow in the quiver • Social media: a tactic, not a strategy 5 The Harlow Group LLC
  • 6. Uses of Social Media Preliminary questions: What are your strategic goals? How can social media help you achieve them? What resources will you devote to this effort? How will you structure this effort? Clear planning early on can help avoid retrenchment and/or errors later NOT a forum for legal advice 6 The Harlow Group LLC
  • 7. No shortcuts. 7 The Harlow Group LLC No matter what your reasons for engaging via Web 2.0, you must develop trust in order to gain influence
  • 8. So how do we do this? Monitor, rinse & repeat 8 The Harlow Group LLC Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008
  • 9. 9 The Harlow Group LLC
  • 10. Four key social media tools Blog, or Blawg Twitter Linked In Facebook Remember, the medium is not the message Social media strategy must fit in with remainder of marketing strategy Depends on your target audience E.g., new media startups vs. insurance companies The Harlow Group LLC 10
  • 11. Blawg What is it? Why do it? Legal web log = law blog = blawg Web 2.0 Online journal, posted in reverse chronological order Interactive Links Comments RSS: (“push”) PR/marketing for your practice and yourself Improved web presence (Google loves blogs) Networking/Community Other bloggers Readers Referral sources Clients Marketing Higher Google profile more press calls 11 The Harlow Group LLC
  • 12. How to blog Pick a niche and start writing Don’t stop . . . commitment matters You will find your voice . . . or several voices Don’t do this unless you really like writing and have something to say But don’t be put off by the fallacy: “If I’m thinking it, then everyone must be thinking it.” Begin publicizing after writing several posts Read voraciously Join the conversation Comment on, and link to, other blogs The Harlow Group LLC 12
  • 13. Learning the ropes Read other blogs Find them via directories, e.g.: Blawg.com Justia.com ABA Journal myHq:blawgs Read Blawg Reviewand posts from other blog carnivals (definition) (examples) and follow the links Subscribe to blogs using a feed reader, e.g.: Google Reader Seesmic(integrated social media client) The Harlow Group LLC 13
  • 14. Technical stuff The Harlow Group LLC Blogging infrastructure Choose a platform DIY Typepad Blogger Wordpress Posterous Others Hosted, designed, optimized Justia LexBlog 14
  • 15. More technical stuff Syndication Tune into the magic of RSS – “really simple syndication” for your feed Register with Feedburner(RSS & email for the dinosaurs) Link love You must give in order to receive Track readership Track reactions and links with Google Alerts Freshness and authority count Track incoming traffic with StatCounterorSiteMeter SEO: Adjust writing based on this information The Harlow Group LLC 15
  • 16. Blog carnivals (“traveling posts”) Participate in blog carnivals (definition) Submit posts Host carnivals General and specialized; legal and non-legal SeeBlogCarnival.com The Harlow Group LLC 16
  • 17. Blog carnivals (cont’d) Blog carnivals I contribute to and/or host Blawg Review Health Wonk Review Grand Rounds Others: Carnival of the Capitalists Cavalcade of Risk The Harlow Group LLC 17
  • 18. The Harlow Group LLC Google juice in action 18 OIG Health Blawg HFMA Ober Kutak
  • 19. The Harlow Group LLC Google juice in action (cont’d) 19 Health Blawg Politico CNN ABC CBS The New Republic
  • 20. From blogging to microblogging Twitter Microblogging platform -- 140 character limit per post Millions of registered users, including big business and lawyers from solos to Am Law 200 “Broadcast” vs. interactive Can be used for one-way communication More effective as medium for conversation Networking and communication tool 20 The Harlow Group LLC
  • 21. Using Twitter effectively Need to establish tactics that further your marketing strategy, e.g.: Broadcast blog posts “Tweet” information/links not worth a whole blog post or that you have no time to blog about Follow other “tweeps” of interest Engage in dialogue – public or private – with other tweeps Follow hashtags of interest; post with hashtags Participate in tweetchats The Harlow Group LLC 21
  • 22. The Harlow Group LLC Some Twitter tools To find other tweeps to follow: Twellow (index organized a la the original Yahoo!) Twubble, MrTweet (once you’re following some) JD Scoop list of 500+ twittering lawyers Legal Birds aggregator (Justia) LexTweet aggregator (LexBlog) To follow tweeps without being overwhelmed by the volume; lets you assign tweeps to groups; integrates with other social media TweetDeck or Seesmic Twitter on the go UberSocial, OpenBeak or Echofon 22
  • 23. TweetDeck 23 The Harlow Group LLC
  • 24.
  • 25. Facebook and Linked In The Harlow Group LLC Online networking communities Leverage your network to avoid cold calls Allow you to feed content to their sites, including RSS feeds of blogs Tweets Allow you to remain top-of-mind Need to use the right online tools to reach each of your target markets 25
  • 26. Facebook The Harlow Group LLC Personal pages and business pages Personal pages – access may be limited to “friends” Business pages open to all Examples: David Harlow and The Harlow Group LLC Turned “friend” into a verb Useful platform for communication with defined groups and friends 26
  • 27. Linked In The Harlow Group LLC Linked In – “Facebook for grownups” Allows for exploration of contacts’ networks Includes Q&A forums to demonstrate expertise Adding functionality mimicking Facebook Groups Feeds Slideshare JDSupra – Legal Updates Convergence of Linked In, Facebook, Twitter 27
  • 28. 28 The Harlow Group LLC Learning to fly David Armano, SVP Edelman Digital http://darmano.typepad.com/ 3.22.10
  • 29.
  • 30. Twitter for Lawyerson HealthBlawg
  • 32. My Web 2.0 sites:
  • 37. Questions / Discussion The Harlow Group LLC David Harlow JD MPH The Harlow Group LLC harlowgroup.net healthblawg.com twitter.com/healthblawg david@harlowgroup.net 617.965.9732 for contact info in an sms, txt dharlow to 50500 30