Using LinkedIn as a Tool for Law Firm Marketing & Business Development

Ben Greenzweig

Managing Director, ACI

Matt Godson

Group Marketing Director, ACI and C5

Metro NYLMA Presents:

LinkedIn For Lawyers

“How should our attorneys be using LinkedIn for business development?”

The Power of LinkedIn

The Pros.. Size Searchability Network leverage and functionality

And the Cons… Veracity of information Control of information and IP issues Lack of filter / Quality issues

Attorney profile best practice

Profile optimization – why? SEO Accuracy What do group memberships say about

you? Integrate firm social media Picture and URL

Connections

Why do connections matter? Who should attorneys connect to? Import connections Export connections Indiscriminate connecting?

All about Search

“Simple” Advanced searching for prospects – Title + Industry

Identify prospect Connect indirectly with a promise of value

Lead Generation – Using LinkedIn Search

Attorneys should use search to identify target 15-20 potential new “cherry picked” clients

Profile these individuals Use shared connections to reach out. Add value, or request help. Connect, build relationships on shared experience. Plan to set up a 1-2-1 call in 2-3 weeks Stay in touch – follow through. Rinse and repeat.

Lawyers and Groups(or Q&A)

Choosing groups – Be where your clients are Be active and visible – add value – ask and answer Liability? What to do if you’re declined membership Should your attorneys start their own groups?

Lead Generation – Using Groups / Q&A

Join as many of the “right” groups as possible - LinkedIn maxes you out at 50.

Contribute quality posts and answers that advance the discussion, demonstrate thought leadership and start an open dialog, not a monologue.

Be personal and personable. Follow your company guidelines and consider disclaimers so

as not to create an attorney client relationship. Immediately “connect” with quality people who respond in the

group. Use the momentum of the discussion to follow through. Do not start your own group without the approval of the CMO -

Manage not own

Guideline Questions

Who officially speaks for the firm? Who owns the information in the profile? The attorney or the firm?

Can the firm request the removal or editing of inaccurate, confidential or unpalatable information in an employee account?

Can the firm take over any groups or twitter accounts associated with the employee or partner (but work-related)?

Who owns the IP in any comments made by the attorney? The attorney or the firm?

Does publishing a comment expose the firm to liability? Is it considered legal advice? Do your profiles require a disclaimer?

Any questions?