The document discusses social media and ethics. It begins by providing statistics on the growth and usage of major social media platforms like Facebook, Twitter, LinkedIn, and YouTube. It then defines different social media platforms and explores how to develop a social media presence and policy for organizations. The document also covers potential issues with social media, such as privacy and the monitoring of employees' accounts. It concludes by discussing whether and how law firms can ethically use social media for marketing, public relations, and research.
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Social media ethics
1. Social Media & Ethics
Presented by Andy Huckaba – President of Huckaba &
Associates
to The Heartland Paralegal Association
11/12/2010
2. 2
The World is Changing
"Social media has blurred the lines completely
between work and private life. Among other
things, it's made legal departments totally
re-evaluate what is important in terms of
discovery in the employment sphere." -
Anthony Paonita editor-in-chief at Corporate Counsel
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Stats
Facebook has 600+ million users (9/2010)
Doubled in size in the past year
30+ billion pieces of content (links, pictures,
stories, etc) shared each month
150 million access via mobile device
Twitter has 180+ million users (9/2010)
300,000 new users per day
190 million unique visitors per month
65 million Tweets per day
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Stats, stats, more stats
LinkedIn has 70+ million global users
80% of companies use LinkedIn as a
recruitment tool.
Flickr hosts more than 4 billion images
70% of bloggers are organically talking about
brands on their blog.
38% of bloggers post brand or product
reviews.
YouTube has more than 2 billion views each
day!
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What is a Blog?
The term Blog is a shortened version of "Web log” - a
regularly updated website based around a subject that
the blog owner (or owners) would like to talk about
Blogs are about:
Sharing thoughts and ideas in an expansive and
unstructured way
Creating awareness of and creating new links to an
existing website
Promoting products, increasing on-line presence and
gaining customer feedback
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What is Twitter ?
A social networking tool that can help improve your
customer service, promote events and create new
contacts in your industry
Twitter is about:
Creating BUZZ
Real Time News Channel
Status Update
Instant Social Messaging
Connect with Audience
Information Tool
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What is ?
A Social Networking service, started in 2006, that allows
people to share information easily using computers or mobile
internet devices.
Facebook is about:
Connecting with “Friends & Family”
Personal Engagement
Sharing pictures, events, life
Various privacy settings (friends, groups, everyone,
search engines)
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What is ?
LinkedIn is the world’s largest professional network
with over 80 million members and growing rapidly.
LinkedIn connects you to your trusted contacts and
helps you exchange knowledge, ideas, and
opportunities with a broader network of professionals.
LinkedIn is about:
Connecting with a professional network
Exchange knowledge and ideas
Share professional opportunities
A haven for professional recruiters
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What is YouTube ?
Founded in February 2005 and has become one of the
most popular video portals in the world.
YouTube is about:
Branding - build a channel, brand videos & promote
Leveraging the Viral nature of YouTube spreading
the videos to a large number of people
Allowing users to submit as well as search for
videos
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What is Yelp ?
Yelp was founded in 2004
Mission: connect people with great local businesses
Top 100 website with 31 million unique monthly visitors
(March 2010)
Over 10 million local reviews
Over 1.25 million iPhone app installs (also available for
BlackBerry, Palm Pre, Android and mobile web)
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How to Get Started
Listen & Learn
Identify who, what, where, volume & sentiment
Plan
Social media policy, monitoring & response, proactive
engagement
Engage
Implementation of the plan, including integration with
other systems, digital properties and business
processes
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Keep in Mind
Audience size doesn’t prove influence on Twitter
Your employees and customers are your most
valuable asset. Work with them - not against
Don’t ignore your existing digital properties - website,
email
Cross pollinate
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Walls
Corporate IT, Legal and HR departments are scared
of social media
Many companies block access to social media on
their networks
Then they wonder how they can utilize social media
to their benefit??????
The solution is to enable employees to become part
of the social media community
So, what are they afraid of????
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Issues
Half of American social media users surveyed
admit to seeing people disclose too much
personal information online, yet 28% of social
media users admit to rarely considering what
could occur if they share too much private
data online
-Information Week/Lawyers.com study
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Issues
When it comes to work and the web,
Americans are mixed, with 40% believing
managers have the right to monitor their
employees' personal tweets
and Facebook pages, with an equal number
of Americans believing they could lose their
jobs because of information they've posted on
social media sites.
-Information Week/Lawyers.com study
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Issues
But 53% of respondents said inappropriate
remarks on social media sites should not
impact employment, the study found.
-Information Week/Lawyers.com study
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Issues: Headlines
FCC Investigating Google Data Collection
Social Media Policy Sparks Lawsuit
Federal Agency Says Facebook Posts
Protected by Free Speech
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Issues:
About a quarter of employers surveyed by
the Society of Corporate Compliance and
Ethics in 2009 had disciplined an employee
for improper activities on social networking
sites
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Do you need a Social Media Policy?
YES, but….
Should not be designed to be heavy-handed but
to remind people when they are posting on
social networking sites, they are often viewed
as representatives of the organization
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Do you need a Social Media Policy?
Is this any different than other forms of
communication?
Really…. No!
Only the blending between personal and
professional makes it different, otherwise it is
similar to email and phone.
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Is It Ethical For Law Firms to Use?
Can you use social media for
research? Yes, but the extent is
untested.
people persist in expecting privacy in their
online conversations, despite the public
nature of the forums they use. But does
their expectation of privacy online translate
into an ethical obligation for researchers?
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Is It Ethical For Law Firms to Use?
Marketing? Maybe, within limits
Just as legal advertising is subject to meeting ethical
standards in print and traditional broadcast forms,
there are ethical issues to consider in cyberspace
You can't be misleading. You can't promise
performance when you can't back it up. You can't
take a picture of a handsome guy in an ad and
(depict him) as a lawyer when he's not a lawyer.
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Is It Ethical For Law Firms to Use?
Public Relations? Yes
Best when cross pollinating with other online
resources like webpages and blogs
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Appendix
Tips & Rules – Marketing with social media
Contact Information
Credits
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Tips & Rules
The 1% Rule - a small fraction of site visitors are
responsible for a substantial portion of total site traffic.
The 2-4X Rule - When it comes to conversion, visitors
driven to a site by influencers are two to four times
more likely to convert compared to visitors from other
sources
The New Media / New Pipes Rule - it matters far
more what consumers do with your content than
what you do with your content. What they say about
your brand means more than what you say about your
brand.
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Tips & Rules
The Martha Stuart Rule - Throw your own party; don't
just cater someone else's!
The Power of Weak Links Rule - you are far more
likely to find your next job through a friend-of-a-friend
than through an intimate contact.
The Feed the Fire Rule - Consumers love to share
relevant, engaging, useful, and entertaining content
with their friends. Make it easy for them to find your
content and make it easy for them to share your
content.
The More Things Change Rule - e-mail and IM
remain popular ways to share content. So don't throw
out your old e-mail marketing methods
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Tips & Rules
Horse Before the Cart Rule - if you want to succeed
in social media, your brands and content need to have
social attributes -- content worth sharing, brands worth
talking about, sites that encourage consumer
participation and dialog.
The PR Pitfalls Rule - more than 90% of blog seeding
has no material impact. Up to 5% gets some response,
but less than 2% of seeding drives valuable traffic. In
other words, if you can't track efficacy of these efforts,
don't bother.
The Customer Service Rule - Focus on providing
useful content and offers to your target audience and
they will spread your messages for you.
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Credits
The CMO’s Guide to the Social Media Landscape
The 10 Essential Rules for Brands in Social Media
The Conversation Prism
Mashable - The Social Media Guide
20+ Amazing Social Media Stats
Facebook Press Room: Statistics
The Age of Social Networks
Dustin Jacobsen – VP Social Media, Barkley USA
Danny Brown – 317 Ways to Succeed in Social Media