Social Networking

By Guthrie/Mayes Public Relations

Why social networking?

It is where your target audiences are. 43 percent of individuals online use social

networks (as compared to 27 percent in 2008) Twitter Facebook LinkedIn MySpace

Majority of Content Contributed by Users

Why social networking?

Demographics: Tend to be young, mobile, but tremendous

growth among all groups in last 12 months About 50/50 U.S. and international More women than men, especially on Facebook

and MySpace, but gap is narrowing: 50/50 on LinkedIn

May not all be ACTIVE users

Why social networking?

It’s where marketers are: 63 percent of marketers use social networking

It’s where attorneys are: 78 percent of attorneys on social networks

(59% in ’08)Efficient, interactive conversation, 24/7Personal – “People like to do business

with people they know.”Come out from behind your website.

Why social networking?

Referrals

Application-who must follow Definition-open ended Responsibility/transparency/disclaimer-who

speaks for the firm Site Terms of Service-compliance Enforcement-consequences

Need a policy, even if your firm isn’t currently engaged in social networking.

Social Networking: HR Policy

Social Networking: HR Policy

Guidelines for posts: Relevant, timely, helpful Identifiable individual Professional Good judgment test

Public/accurate/defamatory content Avoid distasteful/defamatory comments Avoid sensitive information

Adhere to firm branding guidelines/graphic standards Online recommendations?

Social Networking = Referrals

Consistent with brand/missionAdd valueComment on (with link: e.g., twitpic,

twitdoc, etc.) Personal/professional interests Public cases, relevant to your practice Articles by your attorneys Invitations to programs Client alerts

Social Networking = Referrals

Getting started Lurk Comment on others’ posts Begin posting regularly (fit into daily schedule)

Growing friends/followers (e.g., Twellow) Friend/follow others Badges on Website Remember relevant/timely/helpful – less a sales tool

than a way to add value Defined niches

Measuring ROE (Return on Engagement)

Examples – Facebook Fan Pages

Family & Children’s Place –http://bit.ly/3VneX4

Goodwill Industries of Kentucky – http://bit.ly/3TKh71

The Alzheimer’s Association, Greater Kentucky & Southern Indiana Chapter – http://bit.ly/3He2Px

Examples – Facebook Fan Pages

The Rainmaker Institute – http://bit.ly/4tNIL2

Keefer Law Firm (Va.) –

http://bit.ly/o6LwOKlun Law Firm (Mn.) –

http://bit.ly/2o8m6s

Examples – Twitter

http://twitter.com/KristenaMorsehttp://twitter.com/GuthrieMayesPRhttp://twitter.com/PossibilityCityhttp://twitter.com/KarenVZWhttp://twitter.com/LemonLawCourthttp://twitter.com/jasonhiner

Questions?