1. THE GOLDMINE AND MINEFIELDS OFSOCIAL MEDIA FOR PROFESSIONALS & BUSINESS OWNERS *ALL COPYRIGHTS RESERVED SALENE MAZUR KRAEMER, ESQUIRE, MBA, CTP-D SALENE@MAZURKRAEMER.COM KATIE IMLER, JD/MBA STUDENT, PITT LAW 2014 KATIE@MAZURKRAEMER.COM 1

2. WHAT ARE YOUR BURNING QUESTIONS? 2

3. Overview How to What is Social Participate Media? (the 6 Ps) Downsides for aBenefits for a Business Personal Business and a Legal & Ethical Issues and a Professional Experiences/Questions Professional Definition Benefits Drawbacks How To Issues Experiences 3

4. If you are a business and want to survive,you cannot ignore social media.Molson Canadian Beer- Link VIDEO:http://www.youtube.com/watch?v=Ia3Utt8boKY&featu re=youtu.be 4

5. SOCIAL MEDIA A DEFINITION [B]lending of technology and social interactions for the co- creation of value -Wikipedia A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content, as opposed to the passive viewing of content. CGM-consumer-generated media.Definition Benefits Drawbacks How To Issues Experiences 5

6. What Is Social Media? Blogs Media Sharing Microblogs Websites (Twitter) (YouTube, Flickr, Slide.com) Collaborative Social Networks (Facebook; Social Sites (wikipedia; LinkedIn) Media investopedia)Definition Benefits Drawbacks How To Issues Experiences 6

7. 7

8. The Web Is What You Make of It VIDEODOES SOCIAL MEDIA INTIMIDATE YOU?http://www.youtube.com/watch?v=R4vkVHijdQk&feature=share&list=P L5308B2E5749D1696 8

9. MY SOCIAL MEDIA STORY FLICKR: (2011) salene photostream FACEBOOK: 650 friends 115 likes (2010) TWITTER: @salenekraemer (2009) 960 followers BLOG: (November 11, 2009) 20,000 + hits, 50+ posts LINKEDIN: (2007) 913 connections 9

10. MY SOCIAL MEDIA STORYLINKEDIN: BLOG: 10

11. MY SOCIAL MEDIA STORYTWITTER:FACEBOOK:FLICKR: 11

12. IS SOCIAL NETWORKING VALUABLE FOR BUSINESSES OR A USELESS DISTRACTION? -Seth Godin VIDEOhttp://www.youtube.com/watch?v=r0h0LlCu8Ks&feature=youtu.be 12

13. Perks for the ProfessionalCreate personal brand Stay top of mindBuild credibility Get word of mouthHumanize yourself marketingGain competitive edge Connects you to the in bid process clientsKnown in Industry Definition Benefits Drawbacks How To Issues Experiences 13

14. Perks for the Professional Modern Rolodex Exposure to Media/News Outlets Networking with strangers Real-time updates on prior to event #wlusocial changes in the legal or media business landscape Gather better research re: Access to like-minded prospective persons clients, competitors, adversa ries Promote clients events (*) Depository for info to share w/ client via several media Definition Benefits Drawbacks How To Issues Experiences 14

15. Benefits for the Business Attract New Connect/Participate with Exhibit Unknown Customer Communities Aspects Business Stakeholders Create buy-in/loyalty Charity, corporate Clients, supporters culture Multiplier effects of Referral fans communities IKEA Provide glimpses into sources, partners personal lives of Develop relationships owners Investors, lenders Gather information re: specialists, end- Reveal behind the users, competitors scenes Definition Benefits Drawbacks How To Issues Experiences 15

16. Benefits for the Business Promote overarching goal of Promote business your business special events/sales Increase awareness of product or services Expand your target Describe experience by market (globally) Fundraising actual customers Open opportunities for news mentions Police reputation/brand Reciprocal promotion Post/fill job descriptions of businesses Definition Benefits Drawbacks How To Issues Experiences 16

17. IKEA Creating a Facebook Communityhttp://www.youtube.com/watch?v=0TYy_3786bo VIDEO 17

18. Warnings for the Professional Tarnish reputation Get fired Viral May alienate clients, potential clients, vendors, referral sources by promoting a particular client/event/brand/business/cause/ Permanent politics May create uninsured events Non-private May become victim of harassment/discrimination/stalking /bullying Definition Benefits Drawbacks How To Issues Experiences 18

19. Additional Warnings May reveal too much info to adversary Ethics violations issued by professional associations/licensure action Used in litigation against you Used in background check for hiring Used if potential juror Criminal penalties, monetary penalties Definition Benefits Drawbacks How To Issues Experiences 19

20. Downsides/Risks for the Business Time-consuming and expensive Need accurate, consistent legal or business info May reveal too much info to competitors Sound bites are too short for disclaimers Fake or coerced friending References for departed employees Distorts reality Postings later used in litigationDefinition Benefits Drawbacks How To Issues Experiences 20

21. Downsides/Risks for a Business Need express policy, procedures & remedial action Cannot monitor every thing employees do/risk of company criticism or controversial statements Direct or vicarious liability (copyright, trademark, harassment, defamation, discrimination, negligent hiring) Inadvertent disclosure of confidential and/or $ info Deceptive trade practices Social media loafing Definition Benefits Drawbacks How To Issues Experiences 21

22. McDonalds Hashtag Fiasco http://www.youtube.com/wa tch?v=iAJpox-MI2Q VIDEO 22

23. How to Participate: The 6 Ps of the Big 3 Professionalism Profile Privacy Protocol Performance Practice (Etiquette) Definition Benefits Drawbacks How To Issues Experiences 23

24. BUSINESS INTERACTIONS WITHSOCIAL MEDIA POSTING ACCESS Company sponsored: Employee postings on behalf of Employee non-business marketing, recruiting, customer Monitoring online discussions business postings Background checks service, branding, PR, news by TP and employees 24

25. The Big 3 LinkedIn Twitter Facebook Definition Benefits Drawbacks How To Issues Experiences 25

26. PROFESSIONALISM: THE BLUR LinkedIn Twitter 100% professional Facebook 80% professional 5-40% professional *Forging new relationships *Best referral networkDefinition Benefits Drawbacks How To Issues Experiences 26

27. PERFORMANCE: Update status (personal, market expertise, tag friends) Share/post links (articles, blogs, news, tag/share) Facebook Comment /Like (after networking, achievements, bdays,) Fan Pages Twitter Tweet re: services /products, industry trends/know how, tips, advice, personal stories LinkedIn Retweet Respond to @replies/mentions Comment on other users links/tweets Update status (events, variety) Ask questions in tweet Comments/like/share other s Use hashtags/tweetups updates Socialize Engage in groups Use lists/favorites (discussions/share news) Email to target groupDefinition Benefits Drawbacks How To Issues Experiences 27

28. What Type Best Suits You? 28

29. PROTOCOL/ETIQUETTE: The Dos Think 2X before sending anything Remember you are likely Demonstrate expertise monitored Follow diverse users and read Comply with any corporate policies diverse content (logo, branding, disclosures, Read and/or editorialize shared disclaimers) links Add value, inform Be respectful Be authentic Include personal comments to humanize Use privacy controlsDefinition Benefits Drawbacks How To Issues Experiences 29

30. PROTOCOL/ETIQUETTE: The DontsForget your acts may be Swear imputed to employer Mention politics/religionBe negative. Do not disparage Spam anyone period Send autoresponses orBe insincere or fake autostream to blogs/syncMake a blatant sales pitch status updatesRefer to client or corporate @reply when you meant to DM confidential info Post to a wall when you shouldGive away too much have emailed via INBOX location/personal dataTag with wild abandonDefinition Benefits Drawbacks How To Issues Experiences 30

31. SOCIAL MEDIA POLICIES- Issues toBe AddressedGround rules for different sites Protecting Image/brandScope: apply to internal and/or Confidential/inappropriate external communications informationSpeaker transparency/ Approach will vary based on disclaimers/dissociation of industry, applicable views/endorsement laws/regulations, scope of company and employee use,Disciplinary sanctions marketing/PR goalsCompliance with applicable laws 31

32. SOCIAL MEDIA POLICIEShttp://www.youtube.com/watch?v=8iQLkt5CG8I VIDEO One Governments Employee Social Media Training Video 32

33. Ethical Issues When does attorney/client Keep hard copy for 2 relationship begin? years Utilize disclaimers No referral payments to non-lawyers Social media engagement No celebrity or public Unauthorized Direct with adversaries Advertising figure endorsements practice of law Solicitation Watch conduct as a blog Must disclose paid commenter, in chat rooms endorsements Specialization Confidentiality Communications Definition Benefits Drawbacks How To Issues Experiences 33

34. Legal Issues Intellectual Property Employment Law Tort Contract/Regulatory Definition Benefits Drawbacks How To Issues Experiences 34

35. Legal Issues Trademark Intellectual Property infringement Trade Secret Tort violations Contributory infringement Breach of Contract /Regulatory Right of Publicity contract Copyright Namesquatting infringement False Advertising Impersonation Secondary infringement Promotions/ Defamation (libel) Sweepstakes Fair Use Invasion of privacy Unfair competition Definition Benefits Drawbacks How To Issues Experiences 35

36. Employment Law Employee v. Employment Sexual Independent Discrimination Harassment Contractors Quid pro quo Recruiting/hiring, terms/conditions of employment/promotion, wages, Know the difference Hostile work environment Firing, retaliation *Strict liabilityDefinition Benefits Drawbacks How To Issues Experiences 36

37. More Employment Law IssuesBlog o Corporate and personalReferences o LinkedInTwitter o Rep for your firmTexting while drivingGoogling CandidatesFacebook o Including PasswordsFirst Amendment Definition Benefits Drawbacks How To Issues Experiences 37

38. Types of Employment Policies Social Nondisclosure/ Media Relations Confidentiality Media Agreement Acceptable Crisis Data Leakage TrainingEmail/Internet Management Prevention Sessions UseDefinition Benefits Drawbacks How To Issues Experiences 38

39. SOCIAL MEDIA TRENDS 2012 39

40. Social MobileLocal VIDEO 40

41. The Big Shift: YouTube 41

42. 42

43. Definition Benefits Drawbacks How To Issues Experiences 43

44. Definition Benefits Drawbacks How To Issues Experiences 44

45. 10. Chrysler 9. Qwikster 8. Qantas 7. Godaddy.com 6. Unilever (Ragu) 5. Kenneth Cole 4. Anthony Weiner 3. Virgin America 2. Paypal 1. Blackberry -David AmerlandDefinition Benefits Drawbacks How To Issues Experiences 45

46. Thank You! Are You Ready to Jump on the Social Media Bandwagon? 46

47. Salene Mazur Kraemer, Esquire, MBA, CTP-D salene@mazurkraemer.com Katie Imler, JD/MBA Student, Pitt Law katie@mazurkraemer.com3205 Pennsylvania Avenue, Suite B,Weirton, WV 26062304.300.05931911 Wharton StreetPittsburgh, PA 15203412.427.7075 www.mazurkraemer.com 47

48. *The 6Ps of the BIG 3 for Job-Seeking JDs, by Amanda Ellis http://www.6psbig3.com/blog/index.php/buy-the-book/ or http://amzn.com/0578053039.* PBI.orgs CLE Facebook, Twitter, Blogging- Oh My Space, available here http://tinyurl.com/3sasdjm See my Twitterfeed https://twitter.com/#!/salenekraemer RESOURCES 48

49. Let us help you bring your business up tospeed 2 hour consultation with key management re: social media needs/instruction Customized Social Media Policy 5% discount if you Tweet or Facebook post your request to @salenekraemer or the MAZURKRAEMER Facebook Page 49