LCA Terranea Strategy and Social Media: The Latest Trends in Ethics & the Internet

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Two types of Internet searches

•! Organic search –! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)"(-QR/1L")1,+1-"(-"SF-1)"A6M"6,)1)7T"

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•! Secondary reference –! K5XY1"*1,/L"/1,99N"3FFL"M*(-3)",IFRM"A99,-"Z9,319""5XL"9(01"MF"91,/-"+F/1",IFRM"*(+7T"

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Two types of Internet searches

•! Organic search –! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)"(-QR/1L")1,+1-"(-"SF-1)"A6M"6,)1)7T"

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•! Secondary reference –! K5XY1"*1,/L"/1,99N"3FFL"M*(-3)",IFRM"A99,-"Z9,319""5XL"9(01"MF"91,/-"+F/1",IFRM"*(+7T"

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Telling your story online Whom do you want writing on your bathroom wall? Who has your best interest at heart?

Telling your story online •! Own your reputation •! Be proactive –!8FF9"IN"MFF9"

•! Some info already exists, create the rest

•! How hard is it? –!C1MX)")11["

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Start now Get ahead of the Internet

The Internet will tell your story anyway.

Control the process. Tell your story.

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Ethics Break

Yelp Sues Firm that Posted Fake Reviews

•! Yelp sued a bankruptcy law boutique •! Alleged that firm posted fake glowing

Yelp reviews about itself •! Violated CA’s consumer-protection laws? –!K8*1".6.(99,-"C,O"U/FRPd)"1eF/M)"MF"+()91,L"6F-)R+1/)",/1"P,/26R9,/9N"I/,f1-"3(Y1-"M*1N"*,Y1"M,/31M1L"YR9-1/,I91"6F-)R+1/)"g"(-L(Y(LR,9)"W,6(-3"I,-0/RPM6N",-L"9FF0(-3"WF/"913,9"/1P/1)1-M,2F-7T"•! !"#$%&'%()(*##+,%-+.%/012$3+4#"5+EF67F8G+

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“Astroturfing” (fraudulent reviews)

•! NY’s Attorney General: –!K%a"6F+P,-(1)"*(/1L"O/(M1/)"MF"O/(M1"W,01",L)4"/1Y(1O)",M"h%7$$";"h%$"P1/"/1Y(1OT"

–!i19P4"UFF391"CF6,94"`(MNZ1,/6*""•! “Slam dunk” for bar discipline –!KDF"W,9)1",LY1/2)(-34"9N(-34"F/"L161(MT"–!DF"+(23,2F-""

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Google Searches

What does Google like?

•! Your website •! Wikipedia articles •! Blogs •! LinkedIn profiles •! Google+ profiles •! YouTube videos •! Twitter •! Facebook •! Media mentions •! Bylined articles •! Photo sites

–! ](6,),4"'9(60/"ji,*FFk"•! Avvo.com

•! Directories –! i199FO"],31)""–! .,-M,"

•! Review sites –! i19P4".1/6*,-M"`(/691"–! c(PFec1PF/M76F+"

•! Q&A sites –! @737"lRF/,"

•! Distribution platforms –! SB"ZRP/,"–! D,2F-,9"C,O"c1Y(1O"

•! Slideshare.net -- PPT slides, .pdfs, & videos

© 2014 Fishman Marketing, Inc.

Ethics Break

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Googling Yourself

Fast Company on Googling Yourself

•! “Why You Should Google Yourself and Not Feel Guilty About It.” –!!"#$%&'()"*+4"&>%\>%&"

•! “Curation is being aware of how you’re perceived.

•! “You want your image to be consistent and what comes up at the top of a search to match that.

•! “So, go ahead and Google yourself. Now.”

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What Should You Do?

So what should you do?

•! Create the things that Google likes –!C1,/-"M*1"/R91)4"P9,N"M*1"UFF391"3,+1"

•! Tell your story using the weighted tools –! 5W"UFF391X)"3F(-3"MF",#-"M*1+4".()/'0-"M*1+"

•! Create valuable, meaningful materials –!]R)*"M*1"1+PMN"L(/16MF/(1)",-L"QR-0"MF"P,31)"#"F/"\"

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Create “Marketing Monday”

•! Every Monday spend your lunch hour online, filling out another marketing tool –!`F-)()M1-M9N4"/13R9,/9N4")N)M1+,26,99N"FY1/"2+1"–!D1O"MFF9"1Y1/N"O110"–!H*(91"O,M6*(-3"8m""

•! Start with the short, easy, impactful ones •! You don’t need many

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Avvo.com

Avvo - Assignment

•! Fill out your Avvo profile •! Play the game –! J1"M*F/FR3*4"6F+P/1*1-)(Y1"–! C()M")P116*1)4"*F-F/)4",O,/L)4",62Y(21)"–! %;#".F-L,N)"

•! Include photo •! Request a client Review •! Seek a 9.0-10.0 rating –! ]/F)P16M)"O(99")11"(M",-NO,N7"–!BF"NFR"1--2"9(01","_7^n"

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Compare. . .

Website

Website

Blog

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Blog

LinkedIn

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Google+

Google+

Twitter

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JD Supra

Above Law

Family Guy

Avvo

Slideshare

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Dentist

YouTube

Facebook

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Google+ Profile

Create a Google+ Profile

•! Create a Gmail (Google email) address –!U+,(9"-161)),/N"WF/"UFF391o""–!@,)N4"W/11"

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Google+

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Google+ Assignment

•! Create a Google+ profile •! Tell your story •! Fill it out thoroughly, creatively, persuasively –!b)1")M/,M13(6"Z@p"01NOF/L)"–!U1M","K`R)MF+"bcCT"j(717"NFR/"-,+1k"–! 5-69RL1"P*FMF""

•! Link to resources, articles, etc. residing across the Internet

•! Upload posts, articles, memos

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LinkedIn

Stand out

•! Profile –!`F+P199(-3"Z@p"*1,L9(-1"–!C()M"NFR/"6R//1-M",-L"9,)M"MOF"PF)(2F-)"–!.,01">")110"c16F++1-L,2F-)"–! 5-M1/1)M)",-L"A))F6(,2F-)"–!]1/)F-,9"C(-01L5-"bcC"–!.,01"(M"PRI9(6"

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LinkedIn – Assignment

•! Draft a complete profile –! "b)1"-,//FO"Z@p"OF/L)""

•! Use Status updates •! Applications –!@737"Z9(L1)*,/1""

•! Upload your contacts •! Seek Recommendations •! Join / Create Groups

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Quora – Q&As

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Quora - Assignment

•! Identify a narrow practice area, niche, or issue where you’d like to be known

•! Find and answer a Quora question –!8*FR3*rR94"M*F/FR3*"/1)PF-)1"–!b)1"9FM)"FW"Z@p"01NOF/L)"

•! Repeat –!A-)O1/","W1O"sR1)2F-)"–!#$"+(-RM1)"

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Ethics Break

Can you look up jurors on social media?

•! Lawyers can look up jurors on social media –!1737"',61IFF04".NZP,614"C(-01L5-",-L"8O(t1/4"

•! Can’t connect with them –!AJA"1M*(6)"FP(-(F-"

•! May not communicate directly with jurors –!`,-XM",)0"MF"KW/(1-LT"M*1+"F-"',61IFF0"–!AJA"`F++(t114"@M*(6)",-L"]/FW1))(F-,9()+"

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Other Online Tools

JD Supra - Assignment

•! Create a JD Supra profile •! Upload an article on your most-important

practice or industry topic –! 5-69RL1"9FM)"FW"Z@p"01NOF/L)"

•! Fill out the Title, Description, and Tags carefully

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Slideshare - Assignment

•! Create a Slideshare.net account •! Upload an article and PPT presentation –!'(99"FRM"M*1"8(M914"B1)6/(P2F-4",-L"8,3)"6,/1WR99N"–!b)1"Z@p"01NOF/L)"

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