THE AMERICAN LAW INSTITUTE Continuing Legal Education. LinkedIn for Lawyers: Getting Real World Results from Online Networking
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1 3 THE AMERICAN LAW INSTITUTE Continuing Legal Education LinkedIn for Lawyers: Getting Real World Results from Online Networking Cosponsored with the ABA Law Practice Division April 7, 2014 Telephone Seminar/Audio Webcast LinkedIn for Lawyers: Getting Real World Results from Online Networking By Dennis M. Kennedy DennisKennedy.com, LLC Saint Louis, Missouri Allison C. Shields Legal Ease Consulting, Inc. Mount Sinai, New York 2014, Dennis Kennedy and Allison C. Shields. All rights reserved.
2 LinkedIn for Lawyers: Getting Real-World Results from Online Networking Dennis M. Kennedy and Allison C. Shields 4/7/2014
3 5 Table of Contents Answers to Frequently Asked Questions About LinkedIn... 2 Liking Your Connections with the New LinkedIn Endorsements... 9 Become a Business Matchmaker by Sharing LinkedIn Profiles LinkedIn Pages for Law Firms Legal Ethics and Social Media LinkedIn Tips for LinkedIn Resources
4 6 Answers to Frequently Asked Questions About LinkedIn Maximizing the Value of Your LinkedIn Presence As the lottery people like to say, you can t win if you don t play. There is a definite correlation between usage, especially quality of usage, and the value you get from LinkedIn. We can t even count the times lawyers have told us that they are on LinkedIn, but don t really understand what it does or why it might benefit them. Those comments really are what prompted us to write our LinkedIn in One Hour for Lawyers book. We sometimes say that LinkedIn is simultaneously the most used and most underused social media platform for lawyers. When we ask lawyers questions about their usage, we find that their approaches tend to be very passive and they simply aren t familiar the main features of LinkedIn. In our book, we talk about the three building blocks of LinkedIn Profiles, Connection and Participation. Often, lawyers are completely unaware of one or two of those three key features. In fact, when we speak about LinkedIn to lawyers, you can almost see the light bulbs switching on as lawyers start to understand how LinkedIn really works and the ways it can benefit real world networking efforts. In simplest terms, LinkedIn attempts to map the professional connections and relationships you have in the real world to the Internet, and then gives you some powerful tools to connect to your network and, this is the key insight, to participate in your networks. Once lawyers understand what LinkedIn does, they always seem to see the ways they can use it ways to increase the value. It s funny how often lawyers will tell us after hearing us talk about LinkedIn that they realized that they had missed the point of LinkedIn and planned to start to use it better. Think of LinkedIn like you would any other real life networking group: to get the most out of it, you need to participate. If you just set up a bare bones LinkedIn profile and passively sit back and wait for invitations to connect to arrive in your Inbox, or invite connections without giving any thought to why they would want to connect with you or how you can help them, you re just like the lawyer who 2
5 7 attends networking events and hands out business cards, but does no follow up. In either case, business is unlikely to follow. Networking is about building and fostering relationships. Relationships, whether online or in the real world, need to be nurtured. To gain the most benefit possible from LinkedIn, you need to be actively engaged. You need to send personalized invitations, follow up with your connections, make an effort to help others, and provide value to your network. Recommended Activities on LinkedIn for Lawyers. Before jumping in to specific activities, we encourage lawyers to think about how they network in the real world, what their target audience is, and what type of participation makes sense for them personally and professionally. How you network to get referrals and new clients? How do you reach out to existing clients? Do you write articles, speak, participate on boards or community groups, play golf or do other things? Once you understand that, the ways that you might use LinkedIn will become pretty apparent. There are a number of specific ways lawyers can participate on LinkedIn. Two of the most important are Updates and Groups. Updates are short messages you share with your network, similar to Facebook status updates. Think of Updates as very short marketing or networking messages that you send to your network to keep them informed about not only what you are doing, but also to share content and information that is of value to your audience. One of the best ways to build stronger relationships within LinkedIn is through Groups. In Groups, people share information, brainstorm ideas and discuss their interests and challenges and post informational articles or links, making it easy for you to get to know others, and for them to get to know you. There are LinkedIn Groups organized around almost any topic you can think of: alumni, industries, practice areas, hobbies and many more. To get the most benefit from Groups, you have to be an active participant discussing, writing, commenting, and connecting with Group members. When you participate, other 3
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