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Legal Marketing the Social Networking Way: LinkedIn
Executive Summary
An online presence has become a crucial element of marketing for lawyers and law firms alike. Hosting a website, by itself, however, is not the only – or, as some suggest, the best – way to maintain an internet presence. Instead, many attorneys are turning to social networking sites as an effective way of marketing themselves and their practices, and the most popular of these sites is proving to be LinkedIn.
LinkedIn: What is it and how does it work?
Launched in May, 2003, LinkedIn is a business-oriented social networking site mainly used for professional networking. According to the site, it has 25 million registered users from around the world spanning 150 industries and professions, including attorneys. It cultivates business connections in much the same way that Facebook creates personal connections.
LinkedIn allows attorneys who are registered users to create a professional profile similar to lawyer bios found on most firms’ websites. Registration is free, and every user has his or her own network which can be used to import business and legal contacts. Contacts with LinkedIn accounts are then invited to become “connected” with the user. These links or “connections” allow for direct communication with everyone in the network. Once connected, users have the opportunity to make contacts in other people's networks, and a contact network is built consisting of direct connections, the connections of connections and so on.
The object of LinkedIn is to facilitate introductions through mutual and trusted contacts. The site gives users the option of revealing their connection to all other connections. This allows users to be introduced to people in other networks through mutual connections. Access is “gated,” meaning that contact is limited to a preexisting relationship, i.e., a “link,” or introduction by a mutual contact.
Getting started on LinkedIn is relatively simple, and those with web proficiency will find it very intuitive. However, as detailed below, a good deal of thought should be devoted to developing your professional profile to ensure that it is targeted and effective. Once registered, users have the option of joining LinkedIn Groups which allows users to establish new contacts by joining alumni, professional, or industry groups. There are a number of law-related groups, but don't plan on creating one from scratch: the site cautions that LinkedIn Groups is designed for groups with an existing affinity between its members, and group applications can be rejected if there is not an existing member base. Group membership is by invitation only as determined by a group's manager.
How to use LinkedIn as a legal marketing tool
Like all legal marketing efforts, the efficacy of using LinkedIn as a legal marketing tool depends upon how one chooses to use it. Some lawyers use it to enhance existing business relationships by directly connecting only with people they already know or have represented. Others may prefer an open networking approach by connecting with people they have never met personally and who work in a particular industry or practice areas. The key is that the connection is made through an intermediary known to both.
Regardless of which networking approach is taken, social media sites are amenable to being text searchable. This means that care should be taken to anticipate terms and phrases in formulating a professional profile. For instance, instead of simply listing “product liability defense” as a practice area, an attorney may wish to include those particular products with which he or she has experience such as “tires” or “airbags.” Similarly, “insurance coverage” could be accentuated with “first party no-fault” or “environmental.”
Another beneficial feature offered by the site is LinkedIn Answers. It allows users to ask questions for the professional network to answer. The identity of the people asking and answering the questions is known, and it allows network members to recommend other contacts who may have the answer. In using this feature, lawyers should exercise the same caution as in other forums by disclaiming any attorney-client relationship and making clear that any opinions should not be treated as legal advice.
All is not golden in the LinkedIn world, and it does not take much of an internet search to find naysayers. The biggest complaints stem from unwanted contacts or connections that turn out to be more sales-call oriented rather than potential clients. It also takes time, and success will necessarily depend upon each person’s commitment. As one former LinkedIn user groused: “If you want to contact a friend of a friend, just ask, and I’ll put you in touch directly. No need for an intermediary.”
Still, there are many who extol the virtues of LinkedIn and its possibilities as it relates to business development, and time will tell whether LinkedIn becomes a common – or even preferred – method of lawyer referrals. There is much to be said, however, about the potential of having a constant internet presence that encourages direct communication with prospective clients through mutual contacts, all without leaving your desk.