Recently, we discussed why LinkedIn is critical to your law firm’s social media strategy. In this article, we'll explore a few ways that attorneys and their firms can maximize their use of LinkedIn.
However, before diving into the tactics, it is important to acknowledge this: your strategy must be focused on publishing high-quality content that is of benefit to your audience on a consistent basis. Your readers will need to know what to expect from you in terms of quality and frequency, which in turn creates a sense of value in their minds. Otherwise, your success will be fleeting, rather than sustainable.
How you and your firm can make the most of LinkedIn:
- Publishing Platform: LinkedIn recently opened up their Publishing Platform to about 25,000 members and they expect to continue adding members in the coming months. The LinkedIn Publishing Platform allows your firm to publish content authored by the firm’s thought leaders and reach thousands of readers. It is important to keep this content educational and informative while staying away from marketing or sales pitches. Company Pages (see below) or newly-launched Showcase Pages should be used for that purpose. Currently, there is an application process for the Publishing Platform that you will need to follow in order to be granted access. Additionally, a few samples of the content you can generate will also need to be submitted. Click here to learn more.
- Company and Showcase Pages: Company pages and Showcase pages help your law firm raise brand awareness, promote career opportunities and educate your audience about the strengths of your firm. We recommend that you post frequent company updates so that your followers can stay in touch with the latest at your firm. Great company updates include: press releases, blog posts, practice newsletters and other significant publications. Make sure that you include links to your website in order to drive more traffic to your site. Click here for more information on how to create a Company Page.
Users Groups: Your firm can benefit from LinkedIn groups in two ways: Creating a group with a specific purpose and also by becoming a member of a group. LinkedIn Groups provide a platform for discussion and active interaction for professionals in the same industry or with shared interests. Click here to more information about Groups.
Professional Profiles: Attorneys’ Profiles allow them to showcase their abilities and areas of expertise. Every attorney at your firm should have a professional profile, which includes a link to the firm’s website. This will allow attorneys to share articles, videos, events and awards. Having a profile also gives attorneys the opportunity to easily network with other attorneys and corporate counsels. Click here to learn more.
Sponsor Content: Sponsoring content is something I typically do not recommend, except for those instances when you have content that is extraordinarily good and can benefit your audience. It is a good opportunity to increase your exposure and reach beyond your network for a fee. Great candidates for sponsored content are white papers, ebooks, or other high quality publications. Click here to learn more.
While there are many things that you can do to elevate both the personal brands of your attorneys and your firm, don't get overwhelmed. It is perfectly fine to start slowly, executing on your strategy in a step-by-step manner. Take advantage of the fact that LinkedIn is not just a place for people looking for new jobs, but a source of great content that can make attorneys and employees better at their current jobs!
Stop by and say hi to Gaby Isturiz and the Bellefield Team at the upcoming ALA Conference, which is taking place in Toronto, Canada May 19-22, 2014. Bellefield is a proud sponsor of The HIVE, which will feature lively conversations and presentations about social media and technology in legal.