Section 1



THE SOCIAL MEDIA REVOLUTION:

Soldiering Through the Tricks, the Traps and the Reasons You Can’t Ignore It

Kathy Gutierrez

Director of Marketing Operations

Haynes and Boone, LLP

214.651.5283

kathy.gutierrez@

LinkedIn:

I. Introduction

Effective communication is vital to the success of any business.

In the past 30 years, technological developments have greatly increased opportunities to communicate. With the simple push of a button on a computer or mobile device, we can deliver a message to literally thousands of people in seconds. This outline reviews some of these new ways to communicate. We evaluate what is practical for law firms, and how to step into the social media world. We’ll bring some of the risks to your attention. And we’ll talk about the importance of a social media policy.

II. What is Social Media?

Social media is not a fad. It’s a fundamental shift in the way we communicate. Even if you don’t use social media, MOST of the people you work with do. Social media is here to stay. The incredible growth in social media means there are now many opportunities to further your business relationships via online methods.

Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio. Simply put, social media is about people connecting and sharing information online. This is done through avenues such as internet forums, blogs, podcasts, video, and community networks.

This outline will center around some of the most popular – RSS feeds, blogs, microblogging through Twitter, information sharing through Wikipedia, video sites such as YouTube, and social networking sites such as LinkedIn and Facebook.

Changing the Way We Communicate

To understand the context for social media you need to understand that there has been a big change in the way businesses market themselves. Under the old model companies pushed information out to people. Most of the information available was what companies wanted us to know.

Research shows that on average a person is subject to some 3,000 essentially random pitches per day. Two-thirds of people surveyed said they feel “constantly bombarded” by ads, and 59% said the ads they see have little or no relevance to them.” [1]

The new communication model is a dialog. It’s not just for the young and the technical. There are many opportunities for professionals, and specifically legal professionals, to take advantage of online networking to help further their legal practice and:

• help raise the visibility of their practice

• attract and retain new business or referrals

• deepen existing client relationships.

When used appropriately social media can serve as a rich extension of in-person networking and thought leadership. While there are many different tools and types of online networking channels, it is critical to keep in mind the goals of the online networking to guide:

• what online networks you choose to participate in,

• who you want to connect with, and

• how do you want to network online.

Once you determine the purpose of your online actions, then you can start to use the tools and programs effectively with a clear purpose in mind. [2]

Remember - one out of every eleven minutes spent online worldwide is spent in an online community or social network.

There are organizations that use this to their advantage.

III. Growth of Social Media

Social media is only going to become more pervasive. By 2011, Millenials/Gen Y-ers will outnumber the baby boomers (Millenials = birth after mid-1970s). They already wield $350 billion/year in direct spending power. 96% of them have joined a social network. They make many of their business decision based on referrals and what their friends think.[3]

Lawyers on Social Media

Statistics regarding the legal community using social media: [4]

• Both Corporate and Outside Counsel are significantly more likely to report being a member of an online social network this year as compared to last year

• Approximately three quarters of counsel now report being a member of such a network

IV. Getting Started – Reviews and Recommendations

Blogs and RSS

• There are currently over 200 million blogs in existence

• In the US and the UK about 25% of the population using the internet have blogs; in Asia it’s much higher – over 70%

• 73% of online users have read a blog

• A well-written and maintained law firm blog can enhance a lawyer’s digital profile by demonstrating thought leadership

Considerations

• Blogs should be monitored

• Many are short-lived

• Must be credible, relevant to client business needs

• Must be timely

• Most State Bars consider a blog advertising and require compliance to ad rules

• Blogs take time and a lot of work. It is estimated that a blog takes a minimum of 5-10 hours per week to be successful

RSS

• Really Simple Syndication – 39% of online users subscribe to an RSS feed

• Directs information to a central page – a “newsreader” or “aggregator”

• RSS can feed to an email account. As RSS becomes more prevalent, these services may disappear, but this can certainly be a useful tool as you learn

• Uses for firms include marketing alerts and publications

RSS and Blogs Recommendations

• If your firm is offering a blog, make it easy to locate. Provide links and “follow” buttons on the firm web site

• Provide RSS feeds on your web site

• See if there are people in your firm who want to author a blog and test it out. Be sure those people can give it the time it needs

• As an individual, create RSS feeds and follow blogs that are applicable to your practice. The best way to become a good blogger is to read a lot of blogs

• Be careful about the type of commentary you put on blogs – it doesn’t go away!

LinkedIn

Considered the “business social network”.

• 57% of online users have joined a social network – most either LinkedIn and/or Facebook

• Allows users to be linked to their current and former employers, colleagues from those businesses and professional organizations

• Combines personal and business contacts

• Like a traditional directory, only more intuitive and up to date than an annual directory

• Groups and recommendations are valuable for business purposes – several legal and alumni groups exist

• Merges information into Martindale Hubbell Connected

• Good search engine visibility

LinkedIn Recommendations

• Add firm and group pages – recruiting, alumni

• Build your professional profile

- join groups

- provide and get recommendations

- connect to known professional contacts

• Establish firm guidelines for profile creation and management

Facebook

Facebook is the most widely known “social network” platform.

Why Facebook Matters

• 500 million users

• 100+ million mobile users

• Facebook says that 28 million pieces of content are uploaded every month and 18 million users update their profile at least once a day

Understanding Facebook

• Individual Facebook profiles primarily geared for personal use

• Fan Pages and Groups available for businesses

• 31 of AmLaw 100 have a Fan Page

• Firms are starting to use Facebook to build recruiting pages

• Multi-level privacy settings

Facebook for Law Firms

Many firms today use Facebook fan pages to extend their brand

• Post news releases

• Alerts

• Events

• Many are still waiting to see where Facebook will go from a business perspective

Facebook Recommendations

• Create a firm fan page and keep it current

• Individual profiles should be for personal use – not business related

• Encourage “business friendly” profile photos

• Educate on privacy settings

• Watch what you post

• Control where your information flows

• Monitor your wall

Twitter

• 140 character microblog

• May be public or permission-only

• Include links to web sites and articles

• Follow topics and conversation

• “Retweets” – viral marketing

• VERY limited shelf-time for each tweet

• Direct message (“DM”) other users (like IM)

Why Twitter Matters

• 1,105% year over year growth

• Nearly 75 million people visited Twitter in January 2010

• Recently turned down $.5 billion buyout offer from Facebook

• It’s a great source for getting news

• Great source for learning about your competitors

• Following your clients, prospective clients

• Ongoing news feeds throughout the day = short shelf life

• BUT – many opportunities to “retweet” important items and virally market your firm, your publications

• Powerful tools like ‘Twitter Search’ can direct people to your page

• Twitter posts can automatically be posted to legal blogs, Facebook, LinkedIn

Twitter Issues

• Twitter is not hard but it takes some getting used to

• It can take up a considerable amount of time – take you away from productive work

• Twitter site is often overloaded and requires the use of a Twitter feed such as Tweet Deck

• Twitter opens up the possibility for negative commentary

• Abbreviated URLs make it easy for viruses to present themselves

Twitter Recommendations

• Post firm information – news, events

• Marketing departments use Twitter to pitch to journalists and identify PR opportunities

• Use Twitter to publicize your blog

• Provide guidelines on individual Twitter use

• Discuss privacy and misuse

• For individual lawyer use – recommend observing first

• Check out

YouTube

YouTube continues to grow rapidly. In January this year over 100 million Americans watched 2 billion videos on YouTube each day.

Why YouTube Matters

• Now the second leading search engine – bigger than Yahoo

• 13 hours of video are uploaded every minute

From a business perspective, marketers are using YouTube as an innovative way to connect with their target audiences by running video advertising, sponsoring contests, creating brand channels. Law firms have been increasingly using YouTube to feature video clips of holiday cards, recruiting messages, and to display video clips from their web site.

It’s important to note that Google acquired YouTube in 2006. We expect to see a lot from this powerful platform in the future. For now, it’s a method of furthering any marketing of the firm through its video products.

Wikipedia

• Collaborative encyclopedia project

- more than 4,000,000 articles

• Registered users may freely edit content of ANY articles

• Content must be verifiable and factual

• Wikipedia regularly verifies and approves content

• Law firms should submit a firm page and continue to monitor

Other Law Firm Social Media Sites

• Martindale Hubbell Connected

• LegalOnRamp

• JDSupra

Practical Guidelines for Social Media Participation

• Listen first – find the tools that work for you

• Determine – where your clients participate

• Speak with them on their terms (watch the lingo)

• Enlist community managers to comment, read, write, share, participate

• Daily reading

• Firm participation

• Individual participation

• Know what people post about you – Google yourself

• Establish a social media policy and provide guidelines

• Analyze, Adapt, and Improve – you’ll quickly learn what works for you and what doesn’t

Blanket Posts

There are tools that will post law firm publications directly to a blog, LinkedIn, Facebook and Twitter accounts with one entry. A publication posted to your firm web site can be set to automatically post to your social media accounts.

V. Social Media Issues – Things You Cannot Ignore

Throughout this document, I’ve raised various issues and risks with social media. This section summarizes the most important issues for lawyers to remember when using social media to communicate and nurture relationships. ALAS recently published an excellent report on Ethics and Liability Issues, and many of these topics are covered in their report.[5]

Inadvertent Creation of the Attorney-Client Relationship

Many social media sites provide the ability to post questions and answers to topics. A response online runs the risk of being considered an establishment of an attorney-client relationship. Be very general in your responses. Do not offer any advice.

Confidentiality

Just as it applies with in-person conversations, lawyers should be careful not to release any confidential information about clients, matters or their firm in their conversations online.

Copyright and Trademark

Identify all copyrighted, trademarked or borrowed material with citations, bibliographies and links. When publishing any material online that includes material from another source, always give credit to the original material or author.

Conflicts of Interest

If a lawyer takes a position on a networking site that is in opposition to a firm client, it potentially raises a conflict issue. Another type of conflict can arise if a lawyer acquires information from a non-client through a social media channel that is considered confidential.

Unauthorized Practice of Law

Social media allows people to communicate with one another without regard to physical location. If a lawyer provides information online that is considered advice, they not only create the inadvertent attorney-client relationship, but they may also be providing advice in a region they are not licensed to practice.

Electronically Stored Information

A firm’s presence on a social network such as Facebook and Twitter may have implications if the firm is involved in litigation, as information from these sites may be required during discovery.

Advertising and Solicitation

As mentioned earlier in this document, many social media forums are a form of communication and advertisement, and many are governed under the advertising and ethics rules for the State Bars. Be familiar with and always follow the ethics and advertising rules for the states in which you operate.

Candor

Never be false or misleading in your credentials or your posts. Don’t exaggerate your professional accomplishments on any profiles. Always think about compliance, integrity, security and governing rules – then post.

Be Careful Who You Friend

Understand the difference between professional networking and social networking. Just because you find someone on LinkedIn or Facebook that you know, doesn’t mean you should add them as a friend. If your Facebook account is primarily a social outlet, don’t add people in your business network. If your LinkedIn account is all professional relationships, be sure your connections are all part of the network that you want displayed to clients and people who work with.

Potential for Viruses

Social media sites often use abbreviated URLs when referencing a link to information. These abbreviated URLs mask the actual web site name and can potentially lead the viewer to a web site containing viruses or to unwanted information. Be careful what you view.

VI. Social Media Policies

Social media policies should be created to outline acceptable and non-acceptable use of social media within a law firm, and to provide guidelines for acceptable social media use for business purposes. Law firms should apply existing standards to a social media policy. Social media policies should also keep in mind the State Bar guidelines for ethics and advertising.

Recommendations for Social Media Guidelines

1. Introduce the purpose of social media in your law firm.

2. Employees should be responsible for what they write. The “right to express oneself” does not allow a lack of accountability when saying things that can be damaging. All members of the firm should take responsibility for what they write, exercising good judgment and common sense.

3. Remember the audience. Social media channels include current clients, potential clients, alumni. Consider that before you publish anything. Don’t alienate people.

4. Exercise good judgment. Just because you can give an opinion doesn’t mean you should. Whether work related or personal, people should refrain from comments that can be interpreted as demeaning or inflammatory. Employee’s use of social media reflects not just on the person but on their firm affiliation.

5. Respect copyrights and fair use. Always give people proper credit for their work. Obtain rights to use anything you publish.

6. Protect confidential and proprietary information. Firm information should not be shared outside of the firm. Do not share information about clients.

7. Protect privacy rights. Do not post pictures or information about coworkers.

8. All standard firm conduct still applies. Any conduct listed as prohibited by the firm is also applicable for online activity. Attorneys and staff still need to respect their coworkers.

9. Know and follow the ABA and the applicable state bar rules and codes of professional conduct as concerns commercial speech and client confidentiality. Also know and follow any applicable state bar advertising regulations.

10. Content that is published to any web site or blog that is related to firm practice areas, or related to subjects associated with firm clients, partners or staff, should use appropriate disclaimers.

11. Always make the marketing department aware of online publishing so they can ensure compliance with all appropriate external and internal regulations and policies.

Excerpts from Social Media Policies (Best Practices)[6]

Ford Motor Company Policy:

1. Be honest about who you are.

2. Make it clear that the views expressed are yours.

3. You speak for yourself, but your actions represent those of Ford Motor Company.

4. Use your common sense.

5. Play nice.

6. The Internet is a public space.

7. The Internet remembers (i.e., "Whatever happens in Vegas...stays on Google.").

8. An official response may be needed.

9. Respect the privacy of offline conversations.

10. Same rules and laws apply: new medium, no surprise.

11. When in doubt, ask.

Sample Social Media Policy

Jaffe PR, a complete public reputation resource devoted solely to law firms and legal associations, outlined a comprehensive set of social media policies and procedures for law firms. The Jaffe Social Media Policy template is contained in this document as “Attachment 1.”

An online database of social media policies can also be located at -

VII. Social Media as a Hiring Tool

In a 2009 poll conducted by SHRM, 1 out of 4 HR professionals uses social media to review a candidate before they invite them for an interview. More than 85% of employers said they would be less likely to hire someone if their social media profile revealed evidence of unprofessional behavior.[7]

Social Media as a Hiring Tool – Positive Factors

• You get information that you won’t find on many background checks

• You can see if they are affiliated with any of your current workers

• Make a determination as far as how well they may fit

• Ability to use social media to advertise employment opportunities

Social Media as a Hiring Tool - Issues

• Not a trusted method

• You can open your firm up to liability, risk of bias, privacy issues and discrimination

• You can learn things that you can’t use against an employee in a hiring decision

• Might find out they don’t like your favorite sports team(()

Recommendations

• Determine what is relevant vs. non-relevant information to obtain from social media review

• Collect information that is only necessary for business purposes

• Combine with other selection methods

• Good ethics is good business

EXHIBITS –

1. ATTACHMENT I – SOCIAL MEDIA POLICY – JAFFE PR

2. ATTACHMENT II - BIBLIOGRAPHY/WORKS CITED/RESEARCH

ATTACHMENT I – SOCIAL MEDIA POLICY – JAFFE PR [8]

(FIRM NAME) Social Media Policy and Procedures and Social Networking Policies and Procedures

Today, social media encompasses a broad sweep of online activity, all of which is track-able and traceable. These networks include not only the blogs you write and those to which you comment, but social networks such as Facebook and MySpace; professional networks such as LinkedIn and Legal OnRamp; the live-blogging tool, Twitter; and social bookmarking such as Digg and Delicious. Every day, it seems, new online tools and new advances introduce new opportunities to build your virtual footprint.

As a firm, we believe that social media can drive business and support your professional development efforts. We are also aware that social media use will not be used exclusively for business.

Keeping that in mind, we attempt here to provide reasonable guidelines for online behavior by members of our firm when participating online on behalf of our firm. As new tools on the Web are introduced, and new challenges emerge for all of us, this document will, of necessity, evolve.

Below represents our firm’s new Social Media Policy and social networking.

Social Media Policies and Procedures and Social Networking Policies and Procedures:

YOUR IDENTITY ONLINE

• You are responsible for what you post. You are personally responsible for any of your online activity conducted with a firm email address, and/or which can be traced back to the firm’s domain, and/or which uses firm assets. The (FIRM DOMAIN).com address attached to your name implies that you are acting on the firm’s behalf. When using a firm email address or firm assets to engage in any social media or professional social networking activity (for example LinkedIn and Legal OnRamp), all actions are public, and attorneys (and staff?) will be held fully responsible for any and all said activities.

• Outside the workplace, your rights to privacy and free speech protect online activity conducted on your personal social networks with your personal email address. However, what you publish on such personal online sites should never be attributed to the firm and should not appear to be endorsed by or originated from the firm. If you choose to list your work affiliation on a social network, then you should regard all communication on that network as you would in a professional network. Online lives are ultimately linked, whether or not you choose to mention the firm in your personal online networking activity.

• Be transparent. When participating in any online community, disclose your identity and affiliation with the firm, your clients, and your professional and/or personal interest. When posting to a blog, always use your name. Never create an alias, and never be anonymous.

• Follow the rules in the firm’s (Employee Staff Manual). These rules also apply to employee behavior within social networking and other public online spaces.

• Follow the terms and conditions of use that have been established by each venue used for your social networking activities.

• Obey the law. Don’t post any information or conduct any online activity that may violate applicable local, state or federal laws or regulations.

• Never be false and misleading in your online credentials. Attorneys and other professional staff members MUST maintain complete accuracy in all of their online bios and ensure there is no embellishment. For example – a lawyer attends a CLE course at Harvard for a weekend and states in his/her bio - “Harvard trained” - this is inaccurate and noncompliant with the rules.

• Use the words “expert” or “specialized” very sparingly and only when such claims can be substantiated and are approved for usage by the appropriate state bar association.

Social Media Policies and Procedures and Social Networking Policies and Procedures: CREATING AND MANAGING CONTENT

• Be direct, informative and brief. Follow your state bar’s ethics rules regarding social networking.

• Never use a firm client’s name in a blog posting, unless you have written permission to do so.

• Credit appropriately. Identify all copyrighted or borrowed material with citations and links. When publishing any material online that includes another’s direct or paraphrased quotes, thoughts, ideas, photos, or videos, always give credit to the original material or author,

where applicable.

• Fact-check your posts. Always evaluate your contribution’s accuracy and truthfulness. Before posting any online material, ensure that the material is accurate, truthful, and without factual error.

• Spell and grammar check everything. Content never disappears entirely once it’s been posted.

• Correct errors promptly. If you find that your blog entry contains an error or mistake, correct it. Since transparency is key, admit your mistake, apologize if necessary, correct it and move on.

• While a blog itself is not subject to the limitation on commercial speech, the content of a blog can be. The content must be informative only, and nothing in the content should propose a commercial transaction or be for the purpose of directly gaining a commercial transaction. The threshold question to ask is – does the content articulate commercial speech in any way? If so, it’s likely that it will be subject to state rules.

Social Media Policies and Procedures and Social Networking Policies and Procedures: LEAVING COMMENTS

• When posting to a blog, refrain from posting about controversial or potentially inflammatory subjects, including politics, sex, religion or any other non-business related subjects. Keep the tone of your comments respectful and informative, never condescending or “loud”. Use sentence case format, not capital letters. Stick to this maxim whenever you are contributing to any blogs or social and professional networks.

• Avoid personal attacks, online fights, and hostile communications. If a blogger or any other online influencer posts a statement with which you disagree, voice your opinion, but do not escalate the conversation to a heated argument. Write reasonably, factually, and with good humor. Understand and credit the other person's point of view and avoid any communications that could result in personal, professional, or credibility attacks.

• Never disclose proprietary or confidential information.

• When appropriate and possible, provide a link to your LinkedIn or Legal OnRamp Profile, or to supporting documents. This will help raise your Google results.

• If in doubt, don’t!

CONFIDENTIALITY AND PRIVACY

• Don’t disclose confidential information. Honor the terms of your contracts with the firm and contracts we have with any client. Do not disclose or use confidential or proprietary information of the firm or any client in any form of online media. Sharing this type of information, even unintentionally, can result in legal action against you, the firm, and/or the client.

• Avoid forums where there is little control over what you know to be confidential information. In the world of social networking, there is often a breach of confidentiality when someone emails an attorney or posts a comment congratulating him/her on representation of a specific client or on a specific case. Often these things are being discussed in the social network circles – it’s how attorneys are establishing credibility – so be very selective and thoughtful about where you post and how you reply (or not).

• Respect the privacy of your partners and associates and of the opinions of others. Before sharing a comment, post, picture, or video about a client or other attorney through any type of social media or network, his/her consent is not only a courtesy, it is a requirement.

Social Media Policies and Procedures and Social Networking Policies and Procedures: POTENTIAL CONFLICTS AND RED FLAGS

Get approval for a post when:

• Responding to a negative post. If a blogger or any other online participant posts an inaccurate, accusatory or negative comment about the firm or any firm clients, do not engage in the conversation without prior approval of (NAME).

• Posting recommendations for colleagues. Posting recommendations of colleagues is a tool of professional social networking sites. The recommendations and comments you post about other current and former firm attorneys can have consequences, even if you are making the recommendations personally and not on behalf of the firm. Therefore, we ask that you clear all potential recommendations and comments with (NAME) for anyone who is or was ever associated with the firm (NOTE: or give time limit, such as “anyone associated with the firm in the past x# years”).

• If you are contacted directly by a journalist regarding issues of concern to the firm. Clear the query with (NAME) before responding to any journalist.

Other potential red flag situations:

• Check your state’s particular prohibitions against and/or limitations on testimonials before posting them online.

• Use a disclaimer if you communicate electronically about fees, awards, recent cases or case outcomes. (NOTE TO FIRM: DO YOU WANT TO REQUIRE PRIOR APPROVAL FOR THIS?)

• Be aware that attorney-client relationships may be created online – this often occurs in social media whether you want it to or not. Use of a firm approved disclaimer may be appropriate. (NOTE TO FIRM: Some firms are building in pop-up boxes that stop someone from emailing an attorney and require them to accept the terms of a disclaimer before emailing information that could constitute an attorney-client relationship.)

Social Media Policies and Procedures and Social Networking Policies and Procedures: BUILDING YOUR VIRTUAL FOOTPRINT AND YOUR NETWORK

• Build a reputation of trust among your clients, media and the public. When you are reaching out to journalists, bloggers, clients, or colleagues through social media, take every opportunity to build a reputation of trust and establish yourself as a credible and transparent legal professional.

• Don’t use your own personal online relationships or the firm’s network to influence polls, rankings, or web traffic.

• When using social networks with your firm e-mail and professional identification, do not “friend” anyone whom you either do not actually know and/or with whom you have not previously corresponded.

NOTE TO FIRM: Lastly, please consider the following checklist crafted by Kevin McKeown, Lexblog's VP of client development and also a lawyer. It outlines factors that a firm should take into account when crafting its own blog policy and makes suggestions for how to make the most of blogging activities. We suggest you answer these questions as you seek to customize the policies and procedures we have provided to you above. This checklist is written specifically for blogs, but can apply to all social media tools.

1. Who owns the blog? Firm or individual lawyer(s)? Firm ownership is suggested if using to extend brand of firm and enhance reputation of a practice group. Copyright reflects ownership decided.

2. Who will blog? One author or multiple authors in a group blog? The firm approves and identifies all authors and blogs.

3. Does the blog(s) have a specific focus or niche? The narrower the focus, the better. Articulate.

4. Does the firm need firm guidelines for blogs? Review existing guidelines, practices and procedures. How are email newsletters, media relations and client development issues handled? With minor revisions, professional blogging may easily be covered under existing firm practices.

5. Has the firm drafted appropriate blog disclaimer and privacy policy? Disclaimers need to state that no attorney/client relationship is being formed and no legal advice is being dispensed. See LexBlog’s portfolio for disclaimer examples:

. See also ethics points below.

6. Does the firm need to restrict blog content? Some firms may wish to restrict blog content to be general and informational similar to email newsletters and alerts. Other firms may wish to take a more progressive, and usually more successful, approach to blogging by linking to and referencing other blog posts and news stories. By doing so, you're joining the conversation as an authority in your field. Depending on the circumstances, lawyer(s) may wish to avoid taking too strong a position on a particular legal topic. Generally, you don't want to be blogging about existing clients and matters that members of the firm are working on.

7. What’s the blog posting and comment policy? Most firms, subject to general oversight, let blog authors write and publish without showing content to practice chairs or marketing prior to posting. Comments from blog readers should be allowed. To not allow comments, risks embarrassment to the firm. Blog software preferences should enable the blog author(s) or another designated party to review and approve comments before going live. Expect no more than 3 or 4 comments per month. Appropriate comments may be published.

8. How frequently should be blogs be updated? The most effective bloggers post new content at least once a week. Blog author(s) should not fall below this threshold. To develop a compelling voice, the author should write and post—not someone else. A post should be relatively short—a few paragraphs (200-500 words may be fine). In many cases, take no more than 20 to 30 minutes to write a post.

9. What is the role of the marketing (sic: or business development department)? General oversight. Review blogs from time-to-time. Encourage lawyers to ask LexBlog specific questions about best blogging practices and any technical issues. Work with PR to

determine what, if any, PR or marketing will be done to promote blog. Think through how networking with other bloggers and media will be addressed. Decide who responds to media requests directed to blog authors.

10. How does the firm ensure that published blog content shares and extends the reach of the firm’s intellectual capital and maintains and enhances the firm’s reputation (quality control)? One of the best ways to enter social media discussions is to follow relevant RSS (Real Simple Syndication) feeds and reference other respected bloggers and their posts.

ATTACHMENT II: BIBLIOGRAPHY/WORKS CITED/RESEARCH

Anstiss, Sue. Presentation. Step Into Social Media. July 2010

“Corporate Counsel New Media Engagement Survey.” Greentarget, ALM Legal Intelligence, Zeughauser Group, July 2010

Dishman, Lydia. “Corporate Social Media Policies: The Good, the Mediocre, and the Ugly”. Fast Company [Online]

“Have You Written Your Firm’s Social Networking Policy Yet?” Legal Marketing Association [Online]

Kagan, Marta. Presentation. What is Social Media? 2008

Kraus, Jeffrey. “Online Social Networking – Ethics and Liability Issues.” ALAS Loss Prevention Journal. Summer 2010

Major, Gene. “The Effective Use of Social Media Within the Texas Advertising Rules.” [Online]

Mashable Social Media. [Online]

Rushing, Emily. Presentation. How to Use Social Media to Network, Publish and Market. October 2009

SHRM: Interviewing Do’s and Don’ts for Job Seekers, November 2009

“Social Media.” Wikipedia [Online]

“Social Media Policy Procedures and Social Network Policy Procedures.” Jaffe PR White Papers [Online]

Solis, Brian. Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. 2010

Qualman, Erik. Socialnomics – How Social Media Transforms the Way We Live and Do Business. [Online]

The Virtual Water Cooler: How Employee Blogging and Social Networking Are Blurring the Lines Between Work and Play. ALM 22nd Annual General Counsel Conference. June 2010

-----------------------

[1] Anstiss, Sue. Presentation. Step Into Social Media. July 2010

[2] Rushing, Emily. Presentation. How to Use Social Media to Network, Publish and Market. October 2009

[3] Anstiss, Sue. Presentation. Step Into Social Media. July 2010

[4] Leader Networks

[5] Kraus, Jeffrey. “Online Social Networking – Ethics and Liability Issues.” ALAS Loss Prevention Journal. Summer 2010

[6] Dishman, Lydia. “Corporate Social Media Policies: The Good, the Mediocre, and the Ugly”. Fast Company [Online]

[7] SHRM: Interviewing Do’s and Don’ts for Job Seekers, November 2009

[8] “Social Media Policy Procedures and Social Network Policy Procedures.” Jaffe PR White Papers; Reprinted with permission

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