October 2, 2008
Marketing for Attorneys and LinkedIn
Social networking is playing a larger and larger role in the world of marketing for attorneys. A September 22, 2008 article in the Wisconsin Law Journal explores how attorneys in Wisconsin are using LinkedIn in their marketing and client development efforts. The article profiles the Milwaukee law firm of Davis & Kuelthau s.c., where approximately 70% of the lawyers have joined LinkedIn. One of the partners at that firm asked two clients to connect with him on LinkedIn, with the result that they did so and sent him two new matters.
The article also profiles an attorney in Madison who uses LinkedIn as his homepage and calls his connections for introductions when his connections add a connection. In a period of about seven months, that attorney has reportedly acquired new clients and cases as a result. A consultant from Chicago is quoted in the article as stating that LinkedIn is the most potent tool for marketing. For example, a lawyer could set up a group on LinkedIn to connect with law school classmates, and the group could result in new work if a classmate needs local counsel in a matter.
LinkedIn should be part of every lawyer's marketing mix. Although my marketing mentor and friend Alex Mandossian recently stated that he is focusing his social networking efforts on Twitter and Facebook, and steering them away from LinkedIn, I believe that LinkedIn still has a role - especially for lawyers. For example, some lawyers won't accept "friend" requests on Facebook for business purposes, whereas they will accept requests to connect on LinkedIn for business purposes. Internet marketing for attorneys should at a minimum include social networking via Facebook, LinkedIn and Twitter. Lawyers should explore LinkedIn's group features and recommendation features as a means of advancing their professional careers.
I welcome your comments below on the role of LinkedIn as an internet marketing for lawyers tool.
Comments on Marketing for Attorneys and LinkedIn »
I definitely think LinkedIn has a place, especially when it comes to getting/giving referrals to other lawyers. Twitter is still my favorite networking tool though, the pace and level of sharing are incredible!
As for facebook, I love it for some things, but think it will be less effective for lawyers for marketing, as many do use it on such a personal level they are less likely to friend people solely for networking purposes. But things can certainly change fast in the social networking world.
Laurie, I agree with your point about the effective pace and level of sharing on Twitter. For velocity of social networking, Twitter has to be near the top of the list. Thanks for the great comment.
I read an article about the CEO of Linkedin. He described how the current top 3 social marketing sites fit in to the overall marketing mix. He described Linkedin as the "office," Facebook as the "backyard barbeque," and Myspace as the local "tavern or bar." I think the description is accurate. As the founder and principal of my own law firm, I want to take advantage of every opportunity to be seen. All 3 of these sites therefore play a part in my firm's marketing strategy.
Chris, I like the LinkedIn CEO's analogy. My strategy is also to have a presence on and to be "seen" in as many social networks as possible. I like to use ping.fm to have certain of my status updates be posted across all or most of the social networks that I have joined. You are smart to have a presence on for your law firm and to use all 3 sites.
Bentley