The document provides 18 rules for using social media to grow a law firm based on Dave Kerpen's book "Likeable Social Media". Some key recommendations include listening to customers, being transparent and honest, responding quickly to both positive and negative feedback, asking questions to engage customers, and providing value without expecting anything in return. The goal is to build an authentic and likeable brand through social media that delights customers and makes the buying process easy.

1. International Lawyers Network January 19, 2010 @DaveKerpen, CEO, @LikeableMedia Using to Grow Your Law Firm

2. our heritage

3. meet Likeable Media’s clients *partial list

4. Likeable Social Media, the book (May 2011, McGraw-Hill)

6. like is the new link

7. it’s not about you…

8. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on (& other social networks) 18 ways…

11. 2. way beyond women 25-54: define your target audience better than ever before

13. 3. think like your customer and be “likeable”, literally

16. 4. convert your current customers to like you first

19. 5. engage!

22. 6. respond quickly to all of the bad comments

23. 01/20/11

25. 7. respond to the good comments too, in your brand voice

27. online influencers… the new celebrities?

28. 8. be authentic (and even vulnerable!)

30. 9. be honest & transparent

32. 10. should you ask a lot of questions?

33. in a recent study, Likeable Media looked at status updates that… 1. Pose a question or challenge directly to fans (ex: “what’s your favorite type of flower?” or “fill in the blank: summer is _____”) 2. Ask fans to “like” it (ex: “Like this status if you’re ready for the weekend!”) 3. Announce winners of a Facebook-hosted contest or sweepstakes (ex: “Congrats to Devin Sugameli, winner of a $25 gift card from us!”) 4. Include “everything else” – all remaining status updates that didn’t fit any of the above categories

36. 11. provide value (yes, for free!)

38. 12. share stories (stories are social currency for companies)

40. 13. inspire your customers to share stories

43. 14. integrate social media in the entire customer experience

45. 15. use social network ads carefully & efficiently

49. 16. admit when you f—k up - & then leverage it

51. 17. consistently deliver excitement, surprise, & delight

53. free chillzones

54. 18. don’t sell! just make it easy & compelling for customers to buy

56. but how do we get started today?

57. facebook: profiles If you can add a business as a “FRIEND”, it’s not properly set up on Facebook. Individual profiles are for Individuals.

58. facebook: groups Groups are organized around common interest. Limited functionality, but able to organize large groups of people. Can be public or private.

59. facebook: fan pages Established for businesses: Become a LIKER Completely public, don’t need to be a member of Facebook to view HIGHLY functional.

60. facebook: community pages

61. facebook: the 5 most engaging status updates

62. if 18 rules is too much to remember… Listen Up! Be Transparent! Respond to Everyone! Just Be Likeable!

63. thank you / grand prize / I love feedback Likeable.com Engage with us @LikeableMedia on Twitter Ask us questions @ Facebook.com/LikeableMedia Or, email me anytime dave@likeable.com