publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/221442
LINKEDIN (OR LEFT OUT) FOR LAWYERS the United States," said Nugent. "More than 173,000 people join LinkedIn each day. It is a great place for many attorneys because the demographics of LinkedIn skew toward the older, wealthier and more educated — more so than any of the other top social media sites." LinkedIn should therefore be utilized as a business development tool. GETTING STARTED The creation and posting of a good profile is step one of a solid LinkedIn presence. However, it should not be the same as a lawyer's website bio. Instead, your profile should be designed to satisfy the unique needs of LinkedIn's search algorithm. "LinkedIn's algorithm uses a metric to quantify profile strength, which has a huge effect on search results," said Nugent. "Different areas of your LinkedIn profile carry different weights. You should aim for a profile-strength of 'all-star,' or as close to 100 percent as possible." Nugent discussed and gave specific recommendations regarding the algorithm's weights: •Name and Title (25 percent): Do not make the mistake of listing a generic job title in this very important space. It should include carefully selected keywords — the keywords that those searching for someone like you are likely to use. The title category can be as long as 120 characters (about 18 words). •Photo (5 percent): A profile that includes a photo is seven times more likely to be viewed than one without a photo. Be sure the photo is both professional and recent. •Summary (10 percent): Use your summary to tell a compelling story about how you help clients solve their legal problems. This section should include plenty of keywords. It can include up to 2,000 characters, or about 350 words. Spell-check is always recommended. •Education (15 percent) •Previous Two Jobs (30 percent) •Three Recommendations (15 percent) Another smart tactic for promotion of your LinkedIn presence is to customize your profile's URL. LinkedIn automatically generates a random URL, but this can be changed easily to a much shorter version featuring your name. In addition, you should add links to your website and blog. On the "Edit Profile" page you can add content modules that include projects, publications, honors and awards, patents, certifications and languages. "Throughout your LinkedIn profile, remember that content is king," said Nugent. "The copy should be compelling and include plain-English keywords that are the same words that will be used by your target market or your ideal clients. These keywords should indicate who you are and what you do. Avoid 'legalese' — unless your clients use it, too." Once you have prepared and posted a strong LinkedIn profile, you want to make sure people can gain access to it. Go to the "Privacy Controls" section of your profile and choose the settings that allow "everyone" to view your information. CREATING A NETWORK To support a strong LinkedIn profile, you need a strong network. When it comes to building a network, you can pitch as well as catch. This means you shouldn't rely on the invitations you receive; you should proactively send invitations to those with whom you would like to be connected. A LinkedIn network works like a big circle, with you in the middle. First-degree connections are direct connections. These are the people you have accepted and who have accepted you. Second-