While there is concern over the use of FaceBook by attorneys who risk blurring the lines between personal and professional communication, LinkedIn is a place where the boundaries are quite clear. Legal marketing experts recommend LinkedIn for attorneys because it is more clearly a networking space for professionals. If you are already on LinkedIn but do not spend much time there, chances are your profile could use some updating and you could be getting more out of your presence there. Here are some things you can do to take advantage of this important social networking tool:
- Update Profile
- Integrate Web Activities
- Join/Start Groups
- Ask for and Display Recommendations
Have You Checked Your Profile Lately?
Updating your profile is the first thing you should do. Are you still sporting that fashionable trimmed goatee from two years ago in your current LinkedIn photo but have since moved on to the circle beard look? Did you opt for a smart, cool crop last year but your profile photo still shows you in your outdated bob from three years ago? Update your photo, update your contact information and, if you haven’t already done so, fill in as much information as you can. Search engines can then make it easier for people to find you and your profile.
Integrate Your Other e-Activities
If you are an active participant on the web, you can integrate these activities now with your LinkedIn presence. You can integrate your website, twitter page and blog with your LinkedIn profile. LinkedIn also has a Twitter-like feature where you answer the question, “What are you working on?” If your Twitter page is integrated, your answer will go out on Twitter.
Do the Groups
Join or start a group of like-minded individuals or professionals in your industry or practice area. You can post questions, join discussions, make connections and demonstrate your expertise. If you are not happy with an existing group, start your own private group.
Take Advantage of Recommendations
Do you have clients who are particularly pleased with your representation? You can ask them to go on LinkedIn and recommend you. Positive testimonials and recommendations are the most powerful marketing tools a firm can have. Just be careful not to automatically reciprocate with a recommendation of your own as some state bars may view this as a violation of the state’s ethics rules.
Show Up
Don’t abandon your network. Show up on a regular basis to participate in your LinkedIn community. Your ongoing participation in discussions and networking activities helps to keep your presence and your practice alive.
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