This is a CLE presentation I gave to the Minnesota Woman Lawyers as part of a panel discussion on "Tips, Tricks and Dangers of Social Media - and Why You Should Care". Hope you find it helpful!

1. © 2014 Maslon Edelman Borman & Brand, LLP
Tips, Tricks and Dangers of
Social Media – and
Why You Should Care:
Introduction to Social Media
By Leora M. Itman (@LeoraItman)
Maslon Edelman Borman & Brand, LLP
As part of a Minnesota Women Lawyers CLE panel on
April 8, 2014 also featuring Stacy Bettison and Kendra Brodin

2. © 2014 Maslon Edelman Borman & Brand, LLP
What is Social Media & Web 2.0?
• The Interactive Internet
• Applications and ideas that encourage active
conversation on the web instead of passive
viewing of material.
• A lawyer’s new website
• Marketing, researching & connecting tool
• … And so much more.

3. © 2014 Maslon Edelman Borman & Brand, LLP

4. © 2014 Maslon Edelman Borman & Brand, LLP
Set Your Priorities

5. © 2014 Maslon Edelman Borman & Brand, LLP
Why Should Lawyers Use
Social Media?
Social Media is a Supplement.
A supplement to your current
marketing, your legal & factual
research resources, and your
opportunities to build your
brand as a lawyer.
Like any supplement, Social
Media is Beneficial, but please
follow the directions, and use
wisely, strategically and in
moderation.
https://www.flickr.com/photos/colindunn/4398689374

6. © 2014 Maslon Edelman Borman & Brand, LLP
Why… LinkedIn
• Mini-marketplace for services &
networking
• Keep tabs on your colleagues,
friends, clients & potential clients
• Professionals but not just lawyers
(unlike JD Supra, etc.)
• Online resume
• Gets you “good Google”
• Low maintenance

7. © 2014 Maslon Edelman Borman & Brand, LLP
Why… Facebook
• Network for referrals
• Market your skills
• Brand yourself as an expert
• Remind your friends that you’re a
lawyer and why they should
hire/refer you business
• Factual research for your cases
• And you’re already on there for
personal reasons, anyway.

8. © 2014 Maslon Edelman Borman & Brand, LLP
Why… Twitter
• Connect with lawyers, potential
clients and media personalities
• Brand yourself as an expert
• See what people are saying about
you, your firm & your clients
• Factual research
• Keep tabs on summer food truck
locations (just kidding, but not
really)

9. © 2014 Maslon Edelman Borman & Brand, LLP
How Can You Use Social Media
Effectively?
• Make it an Extension of Yourself
• Make it a Tool, not the End Goal
• Promote Yourself*
• Be Ethical*
* Covered in the presentations by Stacy Bettison and Kendra Brodin

10. © 2014 Maslon Edelman Borman & Brand, LLP
Make Social Media an
Extension of Yourself
https://www.flickr.com/photos/34547181

11. © 2014 Maslon Edelman Borman & Brand, LLP
Be interesting, authentic, truthful, & personal
https://www.flickr.com/photos/deanhp/3711222265; https://www.flickr.com/photos/jeepersmedia/7436557004; http://usabilityfriction.com/2010/04/14/the-8020-rule/
Drop the
microphone: start a
conversation!
My 80-20 Rule for Social
Media (there are others):
On Twitter & LinkedIn: 80%
of your posts should be
professional, 20% personal;
On Facebook, flip it.
No Spamming!

12. © 2014 Maslon Edelman Borman & Brand, LLP
Make your Social Media Presence
Personal. This…

13. © 2014 Maslon Edelman Borman & Brand, LLP
But Not This…

14. © 2014 Maslon Edelman Borman & Brand, LLP
Go Mobile: Make it Easy
https://www.flickr.com/photos/cote/3160784164
You won’t make
posting to social
media a regular part
of your life unless you
can do it on the go.
Facebook & Twitter
are especially
designed for
immediate comments
about your life
(professional &
personal).
Download the
Facebook, Twitter, &
LinkedIn mobile apps. If
you have a Facebook
page for your business,
download the Facebook
Pages app too.

15. © 2014 Maslon Edelman Borman & Brand, LLP
Avoid the “Overwhelm” and Add Value
https://www.flickr.com/photos/codepo8/2126592549
Don’t ask too much of yourself or you’ll
find social media unmanageable.
Add Value. Period.
While you’re at it, read this book. Especially if
you don’t have time to read this book.

16. © 2014 Maslon Edelman Borman & Brand, LLP
Make Social Media a Tool,
Not the End Goal
https://www.flickr.com/photos/zzpza/3269784239, https://www.flickr.com/photos/chokola/1229450683

17. © 2014 Maslon Edelman Borman & Brand, LLP
Make a Plan and Execute
• WHO are you trying to reach?
• WHAT are they saying & what is important to them?
• WHEN are they engaging with SM?
• WHERE are they engaging with SM? Around what
subjects? On what social media?
• WHY should we engage? Why customers will value
the engagement? Why does this make business
sense?
• HOW will you add value, share & offer insight, and
thus enable you to build trust, relationships & a
strong online reputation?
https://www.flickr.com/photos/mufidahkassalias/10519774073/
(Credit to Kevin O’Keefe’s great article “The Five W’s and How”,
http://kevin.lexblog.com/2012/08/27/law-firm-social-media-strategy-the-five-w-and-ho/)

18. © 2014 Maslon Edelman Borman & Brand, LLP
LINKEDIN: Be Smart and Targeted:
Make LinkedIn Invites Personal

19. © 2014 Maslon Edelman Borman & Brand, LLP
LINKEDIN: Be Smart and Targeted:
Avoid Sending Stupid Updates

20. © 2014 Maslon Edelman Borman & Brand, LLP
LINKEDIN: Be Smart and Targeted:
Avoid Sending Stupid Updates
Don’t let LinkedIn let your contacts know when you change your profile! Keep
this box unchecked and save yourself A LOT of embarrassment. If and when you
switch jobs, you can let people know in a status update.

21. © 2014 Maslon Edelman Borman & Brand, LLP
FACEBOOK: Be Smart and Targeted:
Use Your Privacy Settings
I would recommend setting your Facebook Default to share your
postings with “Friends” through the Custom Settings so you can note
not to share your postings with a to-be-created “Hide Stuff” list.

22. © 2014 Maslon Edelman Borman & Brand, LLP
FACEBOOK: Be Smart and Targeted:
Use Your Privacy Settings

23. © 2014 Maslon Edelman Borman & Brand, LLP
FACEBOOK: Be Smart and Targeted:
Use Your Privacy Settings
Keep abreast of
Facebook’s changes
to its Privacy
Settings. Facebook
has fun changing the
default rules on us.

24. © 2014 Maslon Edelman Borman & Brand, LLP
FACEBOOK: Be Smart and Targeted:
Develop Targeted Lists
At minimum create a
“Hide Stuff” list for
the people that you
don’t want to send
your kids’ photos or
your political rants to.
You could also create
a list for each group of
friends, colleagues, or
connections if you
have A LOT of time on
your hands. This
setting is your
DEFAULT.

25. © 2014 Maslon Edelman Borman & Brand, LLP
TWITTER: Be Smart and Targeted:
Develop Targeted Lists
Avoid drowning in what I call the “Twitter waterfall” by creating lists. Note that
you can create public and private lists. People don’t know if they’re on a private
list and the only person who can even see you have such a list is you.
(THIS IS PRIVATE)

26. © 2014 Maslon Edelman Borman & Brand, LLP
In Sum…Using Social Media Effectively =
Becoming, Learning, Sharing, and
Building Your Biz, with Balance
• Become the Business (Making the professional
personal & vice versa)
• Learn the Business (Trying to use social media
better, developing tips and tricks along the way)
• Share the Business (Connecting with thought
leaders, adding value to others)
• Build the Business (Branding, connecting, referring)
• With Balance!

27. © 2014 Maslon Edelman Borman & Brand, LLP
https://www.flickr.com/photos/erin_costa/3494784907/
Good luck! Questions? Email me @ Leora.Itman@maslon.com.