LinkedIn for lawyers: Don’t make some of the following mistakes
Out of all the social media platforms, LinkedIn is perhaps the most attuned to the needs of legal practitioners, and with a focus on professional network building, it's easy to see why it is an attractive space for lawyers. Although LinkedIn may appear to be the platform which lawyers are least likely to make a professional misstep, they should still be aware that harm to the reputation of their practice can still arise if they make some of the following errors.
Posting professionally irrelevant updates
If your practice has a professional LinkedIn page, any followers that your firm attracts will understandably be interested in what you have to say - professionally of course. Therefore, posting material that is not related to what is happening in your firm, the law, or links that aren't relevant to your followers in any capacity may not endear your practice to your followers. In the same vein, if your page is a member of a LinkedIn professional group, don't post anything irrelevant to the topic of discussion, or heaven forbid, outside of the group interest.
LinkedIn isn't the place for overt push marketing
Lawyers must strike a fine balance between using LinkedIn as a space for demonstrating their knowledge and authority, while still trying to generate business. Like other social media platforms, LinkedIn is about building and nurturing relationships and can be an effective platform for establishing thought leadership by producing content that is of value to potential clients, rather than channelling your inner P.T Barnum and using the space as a bully pulpit.
Beware of endorsements
One of the more attractive features of LinkedIn is the option for clients or colleagues to endorse the abilities of lawyers. However, legal practitioners should keep in mind their professional responsibilities and not engage in behaviour that is false, misleading or deceptive. Therefore, for lawyers who are unsure whether endorsements on LinkedIn may contravene professional rules, it's a good idea to check with the State or Territory Law Society for guidance.
If lawyers approach their use of LinkedIn in a manner similar to the rest of their professional interactions, there is no doubting that the platform can provide a powerful lead generation tool for the savvy legal practitioner.