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Why LinkedIn is Critical To Your Law Firm’s Social Media Strategy

Posted by Gaby Isturiz on May 12, 2014 at 11:49 AM

LinkedIn Law FirmLinkedIn has undoubtedly become the premier social network for professionals, averaging one new member every two seconds. With over 300 million users, LinkedIn is no longer a static online resume platform, utilized solely for the purposes of searching for employment as it once was.  LinkedIn is now a dynamic hub for lively professional conversation and debate that is shaping the future of business. Don't believe me? Here are a few facts about LinkedIn to get you started:

  • 100 million users in United States

  • Geographical reach of 200 countries

  • Available in over 20 languages

  • 40% of users check it “daily"

  • 3 million business pages

  • 2.1 million groups

  • 8,000 groups created weekly

  • 41% visits are from mobile devices

  • 15 million profiles viewed daily from mobile devices

  • 94% of recruiters use it to vet candidates

  • 30 million students and college graduates

  • 27% are millennial (15 to 34 year olds)

  • 100% of Top 50 Law Firms have a LinkedIn Page

Quite impressive, don’t you think? 

Long gone are the days that LinkedIn just served as a place to “to meet human resource needs.”  LinkedIn is now a rich content platform full of professional resources, as evidenced by the acquisition of Slideshare in May 2012 ($119M), Pulse March 2013 ($90M) and the expansion of the LinkedIn Influencers Programs featuring thought leaders like Richard Branson, Bill Gates, Guy Kawasaki, Arianna Huffington.  In fact, Bill Gates' first post garnered over 1 million views in the first two days and Richard Branson has over 4.6 million followers. The average number of page views per influencer post is 31,000, with over 80 comments.  However, the Influencers Program is “by invitation only".

How Your Firm Can Benefit from LinkedIn

According to The American Lawyer, each of the top 50 US Law Firms is using LinkedIn, which far outweighs law firm usage of Facebook (64%). 70% of corporate counsel use LinkedIn as a tool. So, why is LinkedIn the No. 1 “go to” social media platform for professionals?  The answer is simple:  it offers powerful benefits unmatched by any other social media site. 

1. Drive traffic and engagement. Currently, LinkedIn drives more traffic to websites than all other social media sites combined.  As law firms begin to understand and recognize the value of adopting social media, LinkedIn is hands down the platform of choice.  

2. Build a niche. Is there a particular area(s) of law that your firm is recognized for? LinkedIn provides an opportunity for attorneys and their firms to establish thought leadership in their area of expertise by publishing on the platform, sharing relevant content and interacting in groups.

3. Connect with other leaders in your field. Have you ever heard the quote from Michael Dell, "Never be the smartest person in the room?" LinkedIn provides you the opportunity to interact and network with other thought leaders who are paving the way in legal. This provides your firm and attorneys with an opportunity to interact, impress and build relationships around relevant industry conversations.

The most important thing to consider when leveraging LinkedIn for your firm is to have a strategy that is focused on quality content that can benefit your audience. Furthermore, “consistency” in providing good content on a regular basis will keep your audience coming back for more. Otherwise, it will be like any other failed initiative that starts with great excitement and then soon fades away.

Stop by and say hi to Gaby Isturiz and John Kuntz 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.

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