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Social media for law students & lawyers
1.
2. “FINDING at trial
NOT GUILTY!!!”
“I don't do molly. I
rock Tom Ford”
“MOTION TO
SUPPRESS
SUSTAAINED!!!”
3. LOTS OF NEGATIVE FEEDBACK
1. Don't talk about clients or their matters.
2. Don't talk to clients about their matters.
3. Don't run afoul of your firm’s Rules of Professional Conduct.
4. Don't engage in the unauthorized practice of law.
5. Don't engage in conflicts of interest.
6. Don't give legal advice online.
7. Don't jeopardize your identity.
8. Don’t live-tweet/post/instagram/snap cases.
Good to keep in mind, but what about proactively using social to your
benefit?
I N P A R T F R O M :
H T T P : / / W W W . W I S B A R . O R G / N E W S P U B L I C A T I O N S / W I S C
O N S I N L A W Y E R / P A G E S / A R T I C L E . A S P X ? V O L U M E = 8 5 & I S
S U E = 5 & A R T I C L E I D = 2 4 1 6
4. WHY SOCIAL?
“Lawyers ought to be
empowered,
encouraged, and
educated on social.”
-Kevin O’Keefe, Lawyer & Founder of LexBlog
H T T P : / / K E V I N . L E X B L O G . C O M / 2 0 1 4 / 0 1 / 1 1 / 7 3 - O F - A D U L T S - U S E -
S O C I A L - N E T W O R K S - A R E - Y O U R - L A W Y E R S - E N G A G I N G - T H E M /
5.
6. RISE IN SOCIAL MEDIA USE AMONG LAWYERS
• 23% of lawyers use Twitter in 2015 (compared to 14% in 2013.)
• 27% of U.S. law firms now have blogs (up from 14% in 2010.)
• Lawyers between 40-49 are the most likely to have professional blogs.
• 74% of all online adults use social networking sites.
BOTTOM LINE: IT’S NOT GOING AWAY ANY TIME SOON!
H T T P : / / W W W . P E W I N T E R N E T . O R G / F A C T - S H E E T S / S O C I A L - N E T W O R K I N G - F A C T -
S H E E T /
H T T P : / / W W W . L A W S I T E S B L O G . C O M / 2 0 1 3 / 0 8 / L A W Y E R S - S O C I A L - M E D I A - U S E -
C O N T I N U E S - T O - G R O W - A B A - A N N U A L - T E C H - S U R V E Y - S H O W S . H T M L
7. “A great example of this is
Bob White, a partner-level
attorney in Florida who
uses Twitter to share the
best tech articles he finds
each week. After a few
months of finding and
sharing great tech articles,
Bob was able to bring in
tech companies as new
clients,” Dayton notes.
“They came to recognize, by
the quality of his research
and the articles he shared,
that he really gets it.”
8. The power of social media is to
create the message. “Just look
at attorney Roy Ginsburg and
his blog Quirky Employment
Questions. After three years of
blogging weekly, last month his
blog hit over 10,000 unique
visitors.”
“Thanks to his blog he has landed
a six-figure client, and has won
the Author of the Year award
from Lexology. His blog is
working for him, and the firm is
benefiting. It may not be the
firm's message, but it is a
9. BUT WHAT DOES THIS MEAN FOR ME?
• Put a face and voice to your legal expertise
• Take control of your Google search results
• Expand depth & breadth of professional network
• Obtain legal, business, and industry news
• Position yourself as a thought leader
• Become a go-to person on a niche topic
• Show that you are tuned in to the latest cases & trends
= All invaluable things when you’re early in your career!
10.
11. SIGN UP
• Twitter:
• Good for: link sharing, links, mobile-friendly, thought leadership
• Bad for: long form posts, infrequent posts
• Blogging:
• Good for: long form analysis, thought leadership
• Bad for: frequent posts
• Platform examples Medium, Wordpress
• LinkedIn:
• Good for: networking, professionalism
• Bad for: thought leadership
Remember: Use a combination of the above for the best
results!
• Platforms not as useful for legal professionals:
• Facebook: hard to get a following, more for brands & personal use
• Instagram: Not really about thought leadership or professionalism
• Snapchat: don’t even make me go there
12. ALREADY ONLINE?
• Consider your audiences
• Set personal accounts as private based on what you post
• Use Facebook lists as privacy filters
• Make an alternate “public-facing” account
• Change your user image
• Be aware which emails connect
• Google yourself
13. FILL OUT YOUR PROFILE
“When engaging on the web, it is absolutely critical that lawyers
demarcate the difference between sharable insights & actual legal
advice — the two shouldn’t be confused. Put a disclaimer at the top
of your blog & Twitter bio to say: ‘Thoughts shared here do not
constitute legal advice.’”
H T T P : / / U N B O U N C E . C O M / S O C I A L - M E D I A / C R E A T E - C L I C K -
W O R T H Y - S O C I A L - M E D I A - P R O F I L E S /
H T T P : / / M A S H A B L E . C O M / 2 0 1 0 / 0 6 / 0 1 / L A W Y E R S - S O C I A L -
M E D I A /
14. BE PICKY WITH YOUR PHOTO
H T T P : / / A N D R E W M A C A R T H Y . C O M / A N D R E W - M A C A R T H Y -
S O C I A L - M E D I A / 1 0 - T E R R I B L E - E X A M P L E S - O F - L I N K E D I N -
P R O F I L E - P H O T O S - B A D - L I N K E D I N - P R O F I L E - P I C S
All of these are terrible.
15.
16. DIVE IN
• The best way to learn anything is to get hands on experience.
• Follow the influencers and thought leaders. There’s a good chance
they’ll follow you back!
• Find other Penn and Penn Law-related accounts on the Penn Law Social
Networks page or on the Penn Web A-Z directory.
• Use lists to organize the people you follow. They’re a good resource for
people who follow you, and they allow you to sort through your stream
as you follow more people.
Remember: Use a combination of the above for the best
results!
17. AUDIENCE AWARENESS
• Who are your targeting? What is their day like?
• TIMING: Consider the time of day when you post.
• FREQUENCY: Twitter can handle a higher volume of content than other
social media platforms so there’s room to repeat and rephrase your
messages a bit.
• RELEVANCE: If you’re posting something topical, do a search to see if
any hashtags are trending, who else is talking about it, or jumping in to
a conversation happening about it.
• CONSISTENCY: Try to stick to a regular blogging/posting schedule so
your readers return frequently.
20. LINKEDIN
• LinkedIn drives more traffic to law firm websites than all other social
media combined
• Join LinkedIn Groups – especially if you’re a summer associate
• Post consistent updates
• Add value, not spam
• Consider making some contact info public
H T T P : / / K E V I N . L E X B L O G . C O M / 2 0 1 3 / 1 0 / 2 2 / L I N K E D I N -
D R I V E S - M O R E - T R A F F I C - T O - L A W - F I R M - W E B S I T E S -
T H A N - A L L - O T H E R - S O C I A L - M E D I A - C O M B I N E D /
21. BLOGGING
“One of the best ways to put a face
and voice on your legal expertise
is to blog. Building a credible
discussion resource on topics in
your practice area can serve as
the foundation for your
professional presence on the
social web.”
-Mashable
H T T P : / / M A S H A B L E . C O M / 2 0 1 0 / 0 6 / 0 1 / L A W Y E R S - S O C I A L - M E D I A /
22. BLOGGING
• Go niche
• Read other blogs
• Become a news source in your area of focus
• Provide insight on stories in the news
• Promote on social media
• Don’t be a one-way street: engage in comments
23. JUST BE HUMAN
“Engage, person to person, to
build relationships, to build
trust, and to build one’s
reputation. It’s how good
lawyers have gotten their
work for 200 years.”
-Kevin O’Keefe, Lawyer & Founder of LexBlog
H T T P : / / K E V I N . L E X B L O G . C O M / 2 0 1 4 / 0 1 / 1 0 / T H E - N E X T -
W A V E - O F - A - S O C I A L - L A W - F I R M - W I L L - Y O U - B E - L E F T -
B E H I N D /
24.
25. SET IT AND FORGET IT
• Buffer
• HootSuite
• Bit.ly
• IFTTT
26. TRACK AND REFLECT
• What’s popular?
• What’s unpopular?
• How are people engaging with you & your content?
• What do you consider success?
Social media success can be different things to different people
based on your specific goals.
27. • Business Insider’s Best Legal
Twitter Accounts:
http://www.businessinsider.com/
best-legal-twitter-accounts-
2012-10?op=1
• Legal Intelligencer’s top 20
laywers on Twitter:
http://thelegalintelligencer.typep
ad.com/tli/2009/05/20-twitterers-
lawyers-should-follow-on-
twitter.html
• Penn Law-related social media:
http://bit.ly/PennLawSocialIndex
28. • Kevin O’Keefe:
http://kevin.lexblog.com/social-
media-networking/
• ABA Guide for Best Practices:
http://www.americanbar.org/publ
ications/law_practice_magazine/
2012/january_february/social-
media-networking-for-
lawyers.html
• ABA’s “Social Media for
Lawyers: The Next Frontier”:
http://www.amazon.com/Social-
Media-Lawyers-Next-
Frontier/dp/1604429208
29. • Mashable:
http://www.mashable.com
• “6 Random Social Media Tips to
Help You Improve Your
Marketing Today”
http://blog.bufferapp.com/6-
random-social-media-tips-to-
help-you-improve-your-
marketing-today
• “A Guide to High Quality Social
Media Sharing: What, When and
How to Share”
http://blog.bufferapp.com/a-
guide-to-social-media-sharing-
what-when-and-how
Hinweis der Redaktion
Start out addressing the elephant in the room: nightmare social media stories like these, why lawyers are told not to use social
There’s plenty of negative-based feedback about social media for lawyers out there. I’m here to tell them how to proactively use it to their benefit.
Match your end-goal to the platform. If you won’t have time to blog, then don’t blog.
LOCK DOWN PERSONAL ACCOUNTS. You’d be surprised how much is easy to find and how much even I come across without trying.
The value of a professional and appropriate headshot.
Good examples.
Match your end-goal to the platform. If you won’t have time to blog, then don’t blog.
Targeting a persona/demographic: put yourself in their shoes
Consider the time of day when you post. The heaviest usage times are rush hours (morning and evening) and lunchtime hours.
Twitter can handle a higher volume of content than other social media platforms so there’s room to repeat and rephrase your messages a bit.
If you’re posting something topical, do a search to see if any hashtags are trending, who else is talking about it, or jumping in to a conversation happening about it.
Tailor each tweet to the content. You can use the post headline as a starting point, but don’t rely on it too heavily.
Your tweet should be a tease to lure people into clicking. Pay extra attention to the first few words since that’s all most people read when skimming.
Experiment with formatting. If you have a great, short quote, post that instead of the headline. Try reframing a headline as a question.
Try not to use all of the 140 characters so people who retweet can add commentary (120 characters, including the link, is ideal).
Don’t hashtag general words or terms used within the tweet. Twitter will automatically find it as a search term.
All about thought leadership and thoughtful interaction. Content is an engagement vehicle for networking/connection.
Assert your expertise and authority on the subject matter.
Take credit for your work and publish under your own name.
Be sure to express an opinion when possible rather than an objective explanation of an issue (unless that’s the mission of your blog). Contribute something unique to the existing conversation.
Try to stick to a regular blogging schedule so your readers return frequently.
Use quick, catchy headlines when possible and don’t hesitate to use subheadings.
Insert graphics, photos, or video to illustrate your point often.
Link to other websites or blogs within a post to provide examples or additional information. Readers appreciate extra resources, and other content producers will reciprocate the web traffic favor.
Reply to as many comments as possible.
Submit guest posts to other blogs and/or invite other experts to act as guest bloggers on yours.
Use your blog URL in your Outlook signature.
Create social media accounts with your blog name or your own name and promote new posts on the other sites, linking back to your blog.
This applies to mistakes/errors too. Screw up? Just own up to it.
