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See if you can tell who Foursquare is targeting in it’s first TV Spot

Posted via email from practice (redux)

2010 Social Media Influencers – Trend Predictions

… and just like that, Google changes the game.

Let’s face it: Twitter, Facebook, and LinkedIn squandered their potential. Instead of becoming knowledge or trade hubs, they’re essentially virtual singles bars. All 3 of these networks are so choked with ads, scams, and come-ons that companies trying to turn a legitimate buck have turned to so-called opinion or “thought” leaders (anyone from Ashton Kutcher to Robert Scoble) in order to cut through the chatter. Fair enough, but lawyers still aren’t going to buy a product because it’s being pushed by an actor (even if it’s a dream-boat like Ashton). And as the authors of this piece in Social Media Today point out, professionals get online for reasons not common to the average user, including:

• engaging with others in their discipline
• collaborating on their projects or cases
• learning about innovations in their field
• sharing and discussing their experiences
• reinforcing their referral relationships
• accessing and sharing hard to find info

So why is there such a yawning gap between what professionals want in social networks and what the networks deliver? And to make matters worse, most social media campaigns are basically re-packaged website or blog content grafted onto the flavor of the month; an approach which is transparent and ineffective.

Why don’t social networks and advertisers observe the same rules that we professionals observe among ourselves, i.e.

• trust is built by giving freely
• one good turn deserves another
• value speaks for itself – no BS
• be patient – teach don’t preach
• respect my time and intelligence

If social networks and marketers respect these principals will they gain traction with professionals? How should I know? But I’m sure that if they ignore these points I’ll be gone before they can sell me anything.

In Navigating the Ethical Pitfalls of Online Networking, Attorney Christine E. Mayle shares some considerations for social-networking lawyers. The piece is well written and concise, although I couldn’t help noticing that the list sounds awfully similar to the no-no’s we were warned about in connection with lawyer blogging; which were similar to the warnings about websites; which resembled the warnings concerning the use of e-mail by lawyers; which were only a hair different from the points brought up concerning Yellow Pages ads. In short, here we go again (stop me if you’re heard this one before):

• Advertising Rules: Web sites are considered advertisements – as are social networking profiles.
• Disclaimer Language: Some states require the use of disclaimer language in advertisements.
• Pre-Approval: Some regulators require a pre-approval process for any lawyer advertisement.
• Testimonials: LinkedIn and Avvo allow the use of testimonials, but some states prohibit them.
• Expert Designation: Avoid “expert” and leave references to legal “specialties” out of your profile.
• Revaling Too Much: Don’t disclose client information in posts or updates. Think before you post.
• Keep it Clean: Assume your post will be viewed by your firm, clients, opponents, judge, and mom.