1. THE GOLDMINE AND MINEFIELDS OF
SOCIAL MEDIA FOR PROFESSIONALS
& BUSINESS OWNERS
*ALL COPYRIGHTS RESERVED
SALENE MAZUR KRAEMER, ESQUIRE, MBA, CTP-D
SALENE@MAZURKRAEMER.COM
KATIE IMLER, JD/MBA STUDENT, PITT LAW 2014
KATIE@MAZURKRAEMER.COM
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2. WHAT ARE YOUR BURNING
QUESTIONS?
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3. Overview
How to
What is Social Participate
Media?
(the 6 P’s)
Downsides for a
Benefits for a Business Personal
Business and a Legal & Ethical Issues
and a Professional Experiences/Questions
Professional
Definition Benefits Drawbacks How To Issues Experiences
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4. If you are a business and want to survive,
you cannot ignore social media.
Molson Canadian Beer- Link VIDEO:
http://www.youtube.com/watch?v=Ia3Utt8boKY&featu
re=youtu.be
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5. SOCIAL MEDIA – A DEFINITION
“[B]lending of technology and social interactions for the co-
creation of value” -Wikipedia
• A group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, which
allows the creation and exchange of user-generated
content, as opposed to the passive viewing of content.
• CGM-consumer-generated media.
Definition Benefits Drawbacks How To Issues Experiences
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6. What Is Social Media?
Blogs
Media Sharing
Microblogs Websites
(Twitter) (YouTube, Flickr,
Slide.com)
Collaborative
Social Networks
(Facebook;
Social Sites
(wikipedia;
LinkedIn) Media investopedia)
Definition Benefits Drawbacks How To Issues Experiences
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7. 7

8. The Web Is What You Make of It
VIDEO
DOES SOCIAL MEDIA INTIMIDATE YOU?
http://www.youtube.com/watch?v=R4vkVHijdQk&feature=share&list=P
L5308B2E5749D1696
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9. MY SOCIAL MEDIA STORY
FLICKR: (2011)
salene photostream
FACEBOOK: 650 friends 115
likes (2010)
TWITTER:
@salenekraemer (2009)
960 followers
BLOG: (November 11, 2009)
20,000 + hits, 50+ posts
LINKEDIN: (2007) 913
connections
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10. MY SOCIAL MEDIA STORY
LINKEDIN:
BLOG:
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11. MY SOCIAL MEDIA STORY
TWITTER:
FACEBOOK:
FLICKR:
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12. IS SOCIAL NETWORKING VALUABLE
FOR BUSINESSES
OR
A USELESS
DISTRACTION?
-Seth Godin VIDEO
http://www.youtube.com/watch?v=r0h0LlCu8Ks&feature=youtu.be
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13. Perks for the Professional
Create personal brand
Stay top of mind
Build credibility
Get word of mouth
Humanize yourself marketing
Gain competitive edge Connects you to the
in bid process clients
Known in Industry
Definition Benefits Drawbacks How To Issues Experiences
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14. Perks for the Professional
Modern Rolodex Exposure to Media/News
Outlets
Networking with strangers Real-time updates on
prior to event #wlusocial changes in the legal or
media business landscape
Gather better research re:
Access to like-minded prospective
persons clients, competitors, adversa
ries
Promote clients’ events (*) Depository for info to share
w/ client via several media
Definition Benefits Drawbacks How To Issues Experiences
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15. Benefits for the Business
Attract New Connect/Participate with Exhibit Unknown
Customer Communities Aspects Business
Stakeholders
• Create buy-in/loyalty • Charity, corporate
• Clients, supporters culture
• Multiplier effects of
• Referral fans’ communities IKEA
• Provide glimpses into
sources, partners personal lives of
• Develop relationships
owners
• Investors, lenders • Gather information re:
specialists, end- • Reveal behind the
users, competitors scenes
Definition Benefits Drawbacks How To Issues Experiences
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16. Benefits for the Business
Promote overarching goal of
Promote business
your business
special events/sales
• Increase awareness of
product or services • Expand your target
• Describe experience by
market (globally) Fundraising
actual customers • Open opportunities for
news mentions
• Police reputation/brand
• Reciprocal promotion
• Post/fill job descriptions of businesses
Definition Benefits Drawbacks How To Issues Experiences
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17. IKEA –Creating a Facebook Community
http://www.youtube.com/watch?v=0TYy_3786bo VIDEO
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18. Warnings for the Professional
 Tarnish reputation
 Get fired
Viral
 May alienate clients, potential
clients, vendors, referral sources
by promoting a particular
client/event/brand/business/cause/ Permanent
politics
 May create uninsured events Non-private
 May become victim of
harassment/discrimination/stalking
/bullying
Definition Benefits Drawbacks How To Issues Experiences
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19. Additional Warnings
 May reveal too much info to
adversary
 Ethics violations issued by
professional associations/licensure
action
 Used in litigation against you
 Used in background check for hiring
 Used if potential juror
 Criminal penalties, monetary
penalties
Definition Benefits Drawbacks How To Issues Experiences
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20. Downsides/Risks for the Business
 Time-consuming and expensive
 Need accurate, consistent legal or
business info
 May reveal too much info to
competitors
 Sound bites are too short for
disclaimers
 Fake or coerced friending
 References for departed employees
 Distorts reality
 Postings later used in litigation
Definition Benefits Drawbacks How To Issues Experiences
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21. Downsides/Risks for a Business
 Need express policy, procedures &
remedial action
 Cannot monitor every thing employees
do/risk of company criticism or
controversial statements
 Direct or vicarious liability (copyright,
trademark, harassment, defamation,
discrimination, negligent hiring)
 Inadvertent disclosure of confidential
and/or $ info
 Deceptive trade practices
 Social media loafing
Definition Benefits Drawbacks How To Issues Experiences
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22. McDonald’s Hashtag Fiasco
http://www.youtube.com/wa
tch?v=iAJpox-MI2Q VIDEO
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23. How to Participate: The 6 P’s of the Big 3
Professionalism Profile Privacy
Protocol
Performance Practice
(Etiquette)
Definition Benefits Drawbacks How To Issues Experiences
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24. BUSINESS INTERACTIONS WITH
SOCIAL MEDIA
POSTING ACCESS
Company sponsored:
Employee postings on behalf of Employee non-business
marketing, recruiting, customer Monitoring online discussions
business postings Background checks
service, branding, PR, news by TP and employees
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25. The Big 3
LinkedIn
Twitter Facebook
Definition Benefits Drawbacks How To Issues Experiences
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26. PROFESSIONALISM: THE BLUR
LinkedIn
Twitter
100% professional
Facebook
80% professional
5-40% professional
*Forging new
relationships *Best referral
network
Definition Benefits Drawbacks How To Issues Experiences
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27. PERFORMANCE:
• Update status (personal, market
expertise, tag friends)
• Share/post links
(articles, blogs, news, tag/share)
Facebook • Comment /Like (after
networking, achievements, bdays,)
• Fan Pages
Twitter
• Tweet re: services
/products, industry trends/know
how, tips, advice, personal stories LinkedIn
• Retweet
• Respond to @replies/mentions
• Comment on other users’
links/tweets • Update status (events, variety)
• Ask questions in tweet • Comments/like/share other s’
• Use hashtags/tweetups updates
• Socialize • Engage in groups
• Use lists/favorites (discussions/share news)
• Email to target group
Definition Benefits Drawbacks How To Issues Experiences
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28. What Type Best Suits You?
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29. PROTOCOL/ETIQUETTE: The Do’s
Think 2X before sending anything
Remember you are likely Demonstrate expertise
monitored Follow diverse users and read
Comply with any corporate policies diverse content
(logo, branding, disclosures, Read and/or editorialize shared
disclaimers) links
Add value, inform Be respectful
Be authentic Include personal comments to
humanize
Use privacy controls
Definition Benefits Drawbacks How To Issues Experiences
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30. PROTOCOL/ETIQUETTE: The Don’ts
Forget your acts may be Swear
imputed to employer Mention politics/religion
Be negative. Do not disparage Spam
anyone period Send autoresponses or
Be insincere or fake autostream to blogs/sync
Make a blatant sales pitch status updates
Refer to client or corporate @reply when you meant to DM
confidential info Post to a wall when you should
Give away too much have emailed via INBOX
location/personal data
Tag with wild abandon
Definition Benefits Drawbacks How To Issues Experiences
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31. SOCIAL MEDIA POLICIES- Issues to
Be Addressed
Ground rules for different sites Protecting Image/brand
Scope: apply to internal and/or Confidential/inappropriate
external communications information
Speaker transparency/ Approach will vary based on
disclaimers/dissociation of industry, applicable
views/endorsement laws/regulations, scope of
company and employee use,
Disciplinary sanctions marketing/PR goals
Compliance with applicable laws
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32. SOCIAL MEDIA POLICIES
http://www.youtube.com/watch?v=8iQLkt5CG8I VIDEO
One Government’s Employee
Social Media Training Video
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33. Ethical Issues
• When does attorney/client • Keep hard copy for 2
relationship begin? years
• Utilize disclaimers • No referral payments to
non-lawyers
• Social media engagement • No celebrity or public
Unauthorized Direct
with adversaries Advertising
figure endorsements
practice of law Solicitation
• Watch conduct as a blog • Must disclose paid
commenter, in chat rooms endorsements
Specialization Confidentiality Communications
Definition Benefits Drawbacks How To Issues Experiences
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34. Legal Issues
Intellectual Property Employment Law
Tort Contract/Regulatory
Definition Benefits Drawbacks How To Issues Experiences
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35. Legal Issues
Trademark
Intellectual Property
infringement
Trade Secret
Tort
violations
Contributory
infringement Breach of
Contract /Regulatory
Right of Publicity contract
Copyright Namesquatting
infringement False
Advertising
Impersonation
Secondary
infringement Promotions/
Defamation (libel) Sweepstakes
Fair Use Invasion of
privacy Unfair
competition
Definition Benefits Drawbacks How To Issues Experiences
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36. Employment Law
Employee v.
Employment Sexual
Independent
Discrimination Harassment
Contractors
Quid pro quo
Recruiting/hiring, terms/conditions of
employment/promotion, wages,
Know the difference Hostile work environment
Firing, retaliation
*Strict liability
Definition Benefits Drawbacks How To Issues Experiences
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37. More Employment Law Issues
Blog
o Corporate and personal
References
o LinkedIn
Twitter
o Rep for your firm
Texting while driving
Googling Candidates
Facebook
o Including Passwords
First Amendment
Definition Benefits Drawbacks How To Issues Experiences
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38. Types of Employment Policies
Social Nondisclosure/
Media Relations Confidentiality
Media Agreement
Acceptable
Crisis Data Leakage Training
Email/Internet Management Prevention Sessions
Use
Definition Benefits Drawbacks How To Issues Experiences
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39. SOCIAL MEDIA TRENDS 2012
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40. Social Mobile
Local
VIDEO
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41. The Big Shift: YouTube
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42. 42

43. Definition Benefits Drawbacks How To Issues Experiences
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44. Definition Benefits Drawbacks How To Issues Experiences
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45. 10. Chrysler
9. Qwikster
8. Qantas
7. Godaddy.com
6. Unilever (Ragu)
5. Kenneth Cole
4. Anthony Weiner
3. Virgin America
2. Paypal
1. Blackberry
-David Amerland
Definition Benefits Drawbacks How To Issues Experiences
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46. Thank You!
Are You Ready to Jump on the Social
Media Bandwagon?
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47. Salene Mazur Kraemer,
Esquire, MBA, CTP-D
salene@mazurkraemer.com
Katie Imler, JD/MBA Student,
Pitt Law
katie@mazurkraemer.com
3205 Pennsylvania Avenue, Suite B,
Weirton, WV 26062
304.300.0593
1911 Wharton Street
Pittsburgh, PA 15203
412.427.7075
www.mazurkraemer.com
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48. *The 6Ps of the BIG 3™ for Job-Seeking JDs, by Amanda Ellis
http://www.6psbig3.com/blog/index.php/buy-the-book/ or
http://amzn.com/0578053039.
* PBI.org’s CLE Facebook, Twitter, Blogging- Oh My Space, available
here http://tinyurl.com/3sasdjm
See my Twitterfeed https://twitter.com/#!/salenekraemer
RESOURCES
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49. Let us help you bring your business up to
speed
2 hour consultation with
key management re: social
media needs/instruction
Customized Social Media
Policy
5% discount if you Tweet or
Facebook post your
request to @salenekraemer
or the MAZURKRAEMER
Facebook Page
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