1.
The Listening Power
of Social Media
Roy Ginsburg – Dorsey & Whitney LLP
Peter Ozolin – Manzama, Inc.
Adam L. Stock – Allen Matkins

2.
Traditional Social
“Every audience has an audience”

3.
Levels of social media engagement
Like  I like your message
Friend/Subscribe I’d like to join your community
Share/TweetI’d like others that I know 
to know about you
Comment/GiveI’d like to engage with you


4.
How do you listen?
How do you:
• know what people care about?
• know what the trends are?
• use this information to develop
relationships?
• use this information to develop business?

5.
Origins
• Client Questions > Seminar
• Quarterly Breakfast Briefings
• Quirky Questions – Most Popular
Breakfast Briefing
– 8th Annual, September 14, 2011

6.
Started Blog (October 2007)
• Goal: Post one question each week/ post
analysis, and a new question, the following week
• Sources for Posted Questions:
– Client inquiries
– Reader questions (disclaimers/attorney-client
privilege issues)
– Cases we’re handling
– Decisions from around the U.S.
– News articles

7.
Not a true Blog
• Spam, “You’re brilliant . . .go to my XXX
Website”
• Venting by discharged employees
• I must approve for “feedback” to be
displayed on the Website

8.
Blog Today
• Blog Posts (approximately 250 posts)
• Category Index
• Word Searchable
• West Coast Quirky Questions (4 West
Coast offices)
• Case Analysis (U.S. Supreme Court
decisions)
• Guest Writers
• Content Rich

9.
Interactive
• Questions Themselves
• Employment Trivia Questions
• Leadership Series
• (Other Series Coming)
• Polling Questions
• Resources (e.g., Blog Roll; other
Websites)

10.
Uses
• Drive Traffic to Firm’s Website (distinct from the
Blog)
• Collateral Publicity
– Minnesota Lawyer, selected QQ Blog as one of top
20 Blogs in MN
– Lexology, publishes every article on Blog
• Selected as “2010 Author of the Year, Overall”
• Selected as “2010 Author of the Year, Employment Law”
• Provides “Read Report” for every article published
(number/company/location)
• Recently started, “Author Page” (article compilation)

11.
Uses
• Collateral Publicity (cont’d)
– Announcements
• Chambers Results
• Lateral Hires
• Various awards/accolades
• Develop Content for Various Purposes
– Client Pitches (articles of relevance)
– Seminars (e.g., Review/Preview; Restrictive
Covenants)
– Value-add for clients
– Web Presence
– Client Interaction (questions, leadership series, trivia,
etc.)

12.
Business Development
• Seed planting
• Specific examples
– Trivia Game: Adeptyx Consulting (Restrictive
Covenant Preliminary Injunction hearing in federal
court in Boston)
– Leadership Series: Sequential litigation for
Restaurant Technologies, Inc.
– Seminar: Litigation for UnitedHealth Group
– Questions: Representing CFO and Group VP
following provision of articles on “for cause” discharge
constituting defamation (Atlanta)