Empower Your Lawyers to Engage on LinkedIn and Twitter

Congratulations! Your lawyers created their LinkedIn and Twitter profiles and are ready to engage online. Now what? They are ready to consistently spend 10 minutes a day on social media to raise their profile, expand their network, showcase their knowledge and stay current on the news that effects their practice and clients.

The benefits of social media will be their reward for their efforts. These benefits include that it is an “always on” personal branding platform and a networking portal. It provides the opportunity for your lawyers to continually expand their digital footprint and update their professional profile.

Lawyer Digital Footprint Expansion Activities

LinkedIn

Beginner
  • Connect with people you know including current and former colleagues, classmates, friends, the parents of your children’s friends
  • Monitor your feeds, reply to InMail
  • Read interesting articles that others have shared; “Like” the articles that interest you
  • Join alumni groups for your current firm and the places of former employment and schools you have attended
  • Ask your business development manager if your firm thought leadership can be linked to automatically post to your LinkedIn profile (for example via JD Supra or Mondaq)
Intermediate 
  • Connect with people after meeting them at an event; send personal invites and reference when you met and your conversation
  • Share content written by you or your colleagues such as client alerts, blog posts and articles
  • Share speaking engagements, awards, wins, and other sharable news
  • Share when you are attending a conference and ask who will be there and wants to meet
  • Add insightful comments to posts others have shared
  • Follow the company pages of clients and prospects
  • Join groups of organizations you participate and are interested such as the ABA and state bar associations
Advanced
  • Share links to interesting articles and videos with a comment why it is interesting and insightful
  • Connect with “People You May Know”
  • “Mention” others in your update to link your update to their profile; they will be notified
  • Share pictures taken at professional events
  • Share your thought leadership writings by pulling out a quote or questions or a controversial statement
  • “Publish a post” on LinkedIn’s platform (LinkedIn’s publishing tool)
  • Join LinkedIn groups of topics and industries that interest to you
  • Engage in LinkedIn groups by participating in discussions and by crafting open-ended questions

 

Twitter

Beginner
  • Follow people you know including current and former colleagues, classmates, friends, and the parents of your children’s friends
  • Monitor and reply to direct mail
  • Read interesting articles that others have shared; retweet and like
  • Follow your firm’s handles, the handles of places you have formerly worked and schools you attended
  • Turn on your Twitter Analytics
  • Ask your business development manager if your firm thought leadership can be linked to automatically post to your Twitter profile (for example via JD Supra)
Intermediate 
  • Learn who are the thought leaders in your area of interest and follow them
  • Follow your prospects and clients
  • Follow journalists, publications, bar associations and affinity groups
  • Post firm events, blog posts, client alerts and news
  • Monitor your feeds and reply to mentions
  • When attending events, follow the organization and learn the event hashtag; like and share other people’s tweets, follow the people at the event who are tweeting
  • Retweet clients, business associates and other firm professional tweets
Advanced
  • Retweet others tweets and add insightful comments
  • Live tweet from events using the event hash tag
  • Post pictures of speakers and of you engaging at events
  • Tweet your blog posts and client alerts several times over a few weeks at different days of the week and different times of the day, including the weekend; use a different message each time by pulling out a quote, questions, subheadings or a controversial statement
  • Tweet links to interesting articles and videos with a comment why it is interesting and insightful
  • Use relevant hashtags in your tweets
  • Use other people’s handles in your tweets to connect them to your tweet; they will be notified
  • Share pictures taken at professional events
  • Create lists of like handles and monitor those feeds
  • Follow journalists who you want to get to know, retweet their tweets with insightful comments
  • Review your Twitter Analytics, which had the most engagements – how can you replicate
  • Create Twitter lists of different types of people such as journalists, colleagues and practice areas, use those lists for focused business development activities such as when you want to spend a time engaging with journalists or retweeting colleagues tweets

 

By Helena M. Lawrence, Senior Marketing & Business Development Manager, Orrick for the May/June 2016 Issue of the Capital Ideas Newsletter.

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