The Listening Power of Social Media
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The document discusses the use of social media for engaging with audiences and developing client relationships through insightful content like blogs and seminars. It details the origins, uses, and benefits of a blog created by various professionals to address client inquiries and share relevant information, ultimately driving business development. Additionally, it highlights successes such as top rankings and awards received due to the blog's influence and reach.
The Listening Power of Social Media
- 1. The Listening Power of Social Media Roy Ginsburg – Dorsey & Whitney LLP Peter Ozolin – Manzama, Inc. Adam L. Stock – Allen Matkins
- 2. Traditional Social “Every audience has an audience”
- 3. Levels of social media engagement Like I like your message Friend/Subscribe I’d like to join your community Share/TweetI’d like others that I know to know about you Comment/GiveI’d like to engage with you
- 4. How do you listen? How do you: • know what people care about? • know what the trends are? • use this information to develop relationships? • use this information to develop business?
- 6. Origins • Client Questions > Seminar • Quarterly Breakfast Briefings • Quirky Questions – Most Popular Breakfast Briefing – 8th Annual, September 14, 2011
- 7. Started Blog (October 2007) • Goal: Post one question each week/ post analysis, and a new question, the following week • Sources for Posted Questions: – Client inquiries – Reader questions (disclaimers/attorney-client privilege issues) – Cases we’re handling – Decisions from around the U.S. – News articles
- 8. Not a true Blog • Spam, “You’re brilliant . . .go to my XXX Website” • Venting by discharged employees • I must approve for “feedback” to be displayed on the Website
- 9. Blog Today • Blog Posts (approximately 250 posts) • Category Index • Word Searchable • West Coast Quirky Questions (4 West Coast offices) • Case Analysis (U.S. Supreme Court decisions) • Guest Writers • Content Rich
- 10. Interactive • Questions Themselves • Employment Trivia Questions • Leadership Series • (Other Series Coming) • Polling Questions • Resources (e.g., Blog Roll; other Websites)
- 17. Uses • Drive Traffic to Firm’s Website (distinct from the Blog) • Collateral Publicity – Minnesota Lawyer, selected QQ Blog as one of top 20 Blogs in MN – Lexology, publishes every article on Blog • Selected as “2010 Author of the Year, Overall” • Selected as “2010 Author of the Year, Employment Law” • Provides “Read Report” for every article published (number/company/location) • Recently started, “Author Page” (article compilation)
- 18. Uses • Collateral Publicity (cont’d) – Announcements • Chambers Results • Lateral Hires • Various awards/accolades • Develop Content for Various Purposes – Client Pitches (articles of relevance) – Seminars (e.g., Review/Preview; Restrictive Covenants) – Value-add for clients – Web Presence – Client Interaction (questions, leadership series, trivia, etc.)
- 19. Business Development • Seed planting • Specific examples – Trivia Game: Adeptyx Consulting (Restrictive Covenant Preliminary Injunction hearing in federal court in Boston) – Leadership Series: Sequential litigation for Restaurant Technologies, Inc. – Seminar: Litigation for UnitedHealth Group – Questions: Representing CFO and Group VP following provision of articles on “for cause” discharge constituting defamation (Atlanta)