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Legal Marketing: LinkedIn's professional growth

Guest post by: Tom Matte

Article Overview: LinkedIn is becoming the social network of choice for legal marketers. LinkedIn has always been considered the professional older brother of all the social media sites, but Facebook always led in terms of third party login sites. (A third party login site is one you reach via another site. For example, if you are on Facebook and then click a Website from a post, that’s a third party login.) Even business professionals rarely thought of LinkedIn in this manner, and most chose to use more popular social network platforms to promote their sites.

Legal Marketing: LinkedIn's professional growth

LinkedIn is becoming the social network of choice for legal marketers.

LinkedIn has always been considered the professional older brother of all the social media sites, but Facebook always led in terms of third party login sites. (A third party login site is one you reach via another site. For example, if you are on Facebook and then click a Website from a post, that’s a third party login.) Even business professionals rarely thought of LinkedIn in this manner, and most chose to use more popular social network platforms to promote their sites.

But that seems to be changing. In July 2010,LinkedInwas only at 3 percent for third partylogins.But according to Gigya, which provides research and statistics for third party login sites, LinkedIn usage has gone up 17 percent in the last six months. The huge increase has been attributed, in part, to LinkedIn’s expanded profile options.

Compared to Facebook or Twitter, LinkedIn has many more capabilities that appeal to businesses. In addition to the wonderful new things you can do with your personal page (add your blog, post PDFs or PPTs for download, create and publicize events, etc.), you can also create company pages where you can include in-depth descriptions of your products and services. These expanded features have made B2B users take notice and start seeing LinkedIn as a truly useful business tool. And as social media outlets go, LinkedIn tends to be a better choice for most legal marketers. Facebook is certainly still an option, but it tends to be much more powerful for B2C companies while LinkedIn is the go-to outlet for those of us in the B2B arena.

Another great way to connect professionally, are through LinkedIn’s groups. LinkedIn’s groups allow you to network, ask questions and share industry expertise.

So when you are deciding how to best use social media in your firm, think about where your clients and prospects are likely to be. It may pay to put a bit more effort into your LinkedIn presence than your Facebook page.

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Article Tags: Atlanta, law firm marketing, law firms, legal marketing, LinkedIn



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