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The Use of Social Media in the Legal Profession
Why and how should I use it.
Fergal Coleman, Symphony3
http://www.symphony3.com/Social-media-for-lawyers
What we need to discuss
• Social media is the internet – don’t bet against the internet
• Move at your own pace – but move!• It’s about people• It should be in everything you do• Worry about what you can control• What are others doing?• Have fun!
Ask a question?
• Ask us a question throughout the session @symphony3think• Tell us what you think on Twitter• Express your opinion using #legalwise
The social internet (social media)?
Risks v Benefits
• Do you believe Social Media adds value?
• What are the risks?• What are the benefits?
Discuss
• How can you mitigate the risks?• How can you maximise the benefits?
A word on risks – control what you can control
People Needs
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How We Do It
Financial Profitability
Building Blocks
Social media framework: “Logical Boxes”
Make (Services delivered)
Why We ExistMission
Lower Customer Churn More Efficient Processes
PeopleLeadership
CultureSkills +Training
Who are you Serving? Where are they? What are they doing online?
Customer Segment A
Customer Segment B
Supporting Activities
Communicate
Employees
New customers
More $ per customer Lower Costs
Improved Customer Service
Engaging / EnergisingTalking / Informing
SupportingListening
Strategic Goals Core ValuesVision
Data and Information
Standards and Policies
Social Media PolicyResponse Guide
Risk Mgmt
Technology (Tools)
Finance (Budget)
What drives them to engage with you?
Customer Segment A
Customer Segment B Employees
Influencers
Workshop: Vision, People, Objectives, Ideas,
Strategy, Action Plan(Review after 12 months)
8 Week Cycle3 Groups
Research, Meetings, WorkshopsBusiness Case
Present
8 Week Cycle8 Week Cycle
8 Week Cycle
Roadmap
Y/N
Y/N
Ideas (Prioritised)
Working Group (cross-
dept)
Y/N
Y/NAdopted by
business:
Person Responsible and One Page Plan
for each tool
- Social Media Policy
- SM Awareness and Training- Facebook- CEO Blog
- -Mayoral Blog- Twitter
- Yammer
Commitment and Leadership Steering
Group
This is a marathon not a sprint – think long term
• Small steps lead to bigger steps?• Look for short-term wins but think long term• Eventually social media should will be in
everything we do…
Young employees can teach the older generation…
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Start Internally
People - identify your target market?
• Who is it you want to talk to?
• What value can you deliver to them?
• Where are they?
• How niche?
• Do you deliver your service locally, nationally or globally?
People – what do they do online
• What are people saying?
• About you and your products?
• About your customers?
• About your competitors?
• What information can give you an edge?
Start Listening
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Where is your name appearing?
What are people saying about your industry or competitors?
Start talking
People
• Who do you want to communicate with?• Why do they want to hear from you? What value do you
deliver?• How do they use social media? • What content can you deliver that will really add value?
Syndicate
Measure
Examples
Web3.0: Data and integration
What are you going to do?
• 3 things you will do as a result of this session.
Conclusion
• Social Media is the internet – don’t bet against the internet
• Move at your own pace – but move!• It’s about people• It should be in everything you do• Worry about what you can control• Have fun!• The future is here
