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Marketing in a digital age Ngosa Simachela Associate Lawyer, Nchito & Nchito Advocates Emma Sadleir Media Law Consultant Esther De Raymaeker Senior Legal Advisor International Bar Association
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Overview 1. Online platforms - overview 2. IBA International Principles on Social Media Conduct for the Legal Profession 3. Practical application, tips and tricks 4. Questions
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WE DON’T HAVE A CHOICE ON WHETHER WE DO SOCIAL MEDIA, THE QUESTION IS HOW WELL WE DO IT - ERIC QUALMAN
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Benefits of social media Profile Engaging in social media can be used to raise the profile, and general awareness, of yourself and your practice promoting a lawyer as a thought leader in their respective area of expertise Engagement with clients The increased use of social media by clients could result in a corresponding expectation that these channels of communication should be available in relation to legal services lets you speak directly to your clients 7
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Benefits of social media Scale lack of geographical barriers reach a wider audience than would otherwise have been achievable via other more traditional forms of communication Marketing/Advertising efficient marketing tool for promotion of you/your practice's legal services the unprecedented reach of social networks, Twitter and blogs in particular, has been a career game-changer for many attorneys Cost relatively cheap to set up takes time to maintain 8
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Edward RocknRoll 17
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Waterkloof Four
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Australian Miners' Harlem Shake
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Reed Hastings “Congrats to Ted Sarandos, and his amazing content licensing team. Netflix monthly viewing exceeded 1 billion hours for the first time ever in June…” Between the post at 11am on July 3 and the close of trading on the next trading day, Netflix stock rose from $70.45 to $81.72
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Francesca’s Holdings Corporation - Gene Morphis “Board meeting. Good numbers= Happy Board.” 24
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Social media as evidence
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IT TAKES 20 YEARS TO BUILD A REPUTATION AND FIVE MINUTES TO RUIN IT. IF YOU THINK ABOUT THAT, YOU’LL DO THINGS DIFFERENTLY. -Warren Buffet
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IBA International Principles on Social Media Conduct for the Legal Profession 1. Independence - Online links: visible - Professional implications? - Professional independence and appearance of independence 2. Integrity - Professional reputation - Avoid comments/contents that are unprofessional or unethical
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3. Responsibility - Understand use, e.g. privacy settings - Clarify use, e.g. “this is not professional advice” - Use appropriately, i.e. is this the right forum? - Adhere to rules, codes and legislation in use, e.g. Legal Practitioners Act - Conflicts of interest, i.e. be sensitive to client position
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4. Confidentiality - Client data/other confidential information 5. Maintaining public confidence - Online and offline conduct: same standard! 5. Policy - Employees: clear guidance on use - Social media policy
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Everyone can see everything; Be mindful of your reputation; Choose your forum wisely; Qualify what you share; Don’t do online what you wouldn’t do offline; Put a Social Media Policy in place Key takeaways
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Thank you! Ngosa Simachela: ngosa@nchito.co.zm ngosa@nchito.co.zm Emma Sadleir: emma@emmasadleir.com emma@emmasadleir.com http://emmasadleir.com/ http://emmasadleir.com/ Esther De Raymaeker: esther.deraymaeker@int-bar.org esther.deraymaeker@int-bar.org http://www.ibanet.org/ http://www.ibanet.org/
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