It's no secret that LinkedIn is an useful tool for professionals of any industry--it is a networking tool, a tool for staying abreast of specific industry trends, a conduit for lending your voice as an expert in your particular field, and a way to communicate your professional interests, past and present experiences, and, very importantly, your qualifications.
A relatively new feature to LinkedIn, which helps interested viewers to confirm that you do in fact possess the skills and qualifications you present on your profile, is the endorsement. Essentially, an endorsement is a way for your connections to vouch for your skills.
For example, an accountant could be endorsed for their auditing and Excel skills.
As useful as a tool as LinkedIn and other social sites can be, the constant changes social media platforms undergo can make it difficult to discern what changes are important to be aware of and act on.
According to a Forbes article by Susan Adams, the LinkedIn endorsement feature is a change that warrants both attention and action. In the article, she explains why the endorsement is important, what to be aware of and how to successfully utilize the feature to your best advantage. Some key takeaways are:
1. LinkedIn endorsements--which can only be made by your first-degree connections--will be a permanent change to the networking site and should not be ignored.
2. By taking the time to list specific skills relative to your work and industry, an endorsement for those skills will be all the more valuable.
3. Along those lines, seek out endorsements from colleagues who know your skills and are familiar with your professionals abilities. Give out endorsements of your own when appropriate.
4. Not all endorsements are good endorsements--for example, if someone endorses you for culinary skills and you work in the finance industry, it is OK to hide the endorsements from your public profile--it isn't relative, nor does it add credibility.
5. Not having endorsements does not decrease your chances of appearing in a potential employer's or new business prospect's search--but you should still seek them out as a way to differentiate yourself and make yourself more marketable to potential employers and connections that could lead to business opportunities.
According to a recent report from the Pew Research Center's Project for Excellence in Journalism, a record number of persons surveyed consume news while on the go.
The survey reported that 66 percent of smartphone and tablet owners consume news on their device and that 78 percent of persons surveyed consume news on their cell phone.
This increase in mobile news consumption--and the ever-increasing popularity of consuming any sort of news or information on a mobile device--presents both challenges and opportunities to businesses of all industries.
Businesses must carefully craft their messages and carefully choose what digital mediums are best to communicate those messages--mobile news apps, social media apps, a mobile-view version of their website, etc. There is a multitude of businesses vying for consumers' attention--strategically crafting what is communicated and how it is communicated is key to standing apart.
Mobile devices also present a great opportunity to businesses--they enable instant communication. Through mobile devices, an organization can engage its constituents, provide immediate, real-time information and news, and receive instant feedback.
As we look to the future, and as the landscape of media and information consumption continues to change, it is vital for businesses to stay abreast of these changes and trends and strategically communicate to their constituents to maximize reach and awareness and grow their business.
CarusoPR recently responded to a LinkedIn inquiry for the best way to celebrate reaching three years in business. We wanted to share our response as an example of how to use social media as a tool to professionally provide knowledge and ideas without being overly self-serving.
Question: What would you do to celebrate reaching three years in business--something? Or nothing?
Response: "We would encourage you to use your business anniversary as a part of your strategic marketing efforts to continue to acquire new clients, grow your business and ultimately reach more successful milestone years. How? Use the press release you wrote to share the how and what you've accomplished, not just stating the length of time. Reach our to your community or target audiences and get in front of them--offer to speak or write tips and articles that impart your growing knowledge and expertise to build on your successful client results and gain positive exposure. Think about integrating your story of achievements, accomplishments and case studies to date through all of your current communication channels, such as your website, blog and other social media channels, including LinkedIn, to reach potential new clients. I would encourage you to reach out to your current and former clients with a simple Thank You to reconnect and remind them of the services you provide and as an outreach for references. This is an easy way to incorporate your business anniversary into your marketing efforts and can be as simple as specially designing a card, creative email or other form of letter, of course depending on the number and type of people and businesses you are trying to reach.”
The Lesson: We all know that social media, when used strategically, can be a powerful instrument for increasing business and connections. We sometimes forget, however, that using social media does not always have to be a self-centered activity focused on exposure and profit. Engaging in social media conversations offering practical, valuable content is a practice we follow and encourage our clients and other organizations and businesses to also adopt. There is value in connecting and communicating without expecting something directly in return.
At the recent ISBA Solo and Small Firm Annual Conference, speaker Ben A. Neiburger, Generation Law, Ltd., shared his thoughts on “Baby Boomers, the Age Wave, and the Commoditization of the Practice of Law: How to Survive the Storm” and provided insights worth repeating.
Neiburger noted two major societal changes and factors that are greatly impacting both the practice of law and the marketing of the practice: the baby boomer generation and the commoditization of law practice.
-The baby boomer generation--people born between 1946 and 1964--is estimated to represent more than 72 million people. As a group, boomers are well-educated, smart, tech-savvy, independent and highly opinionated.
-An unfortunate trend in the legal profession is the cheapening of legal services. A shift has taken place--clients are more focused on the cost of legal services, not the quality of the services provided, thus commoditizing the practice.
How do these two changes affect you and your practice?
There are various factors that contribute to the commoditization of law. One of the largest factors, however, is the Internet and availability of online information. Combine this availability and the do-it-yourself attitude of baby boomers, which account for a large portion of those seeking legal services, and the result is the assumption that legal matters can be adequately solved without a lawyer.
The notion that through online research--which boomers do a significant amount of--enough information can be gleaned to render a lawyer unnecessary poses many problems to lawyers and their firms. Clients may attempt to complete forms and processes themselves that, in reality, need the expertise of a lawyer. They may use online forums to gather legal information, instead of seeking the counsel of a knowledgeable attorney. Clients also may take advantage of your time in an attempt to shop for the lowest bidder and their services.
The list goes on, and the end result is that clients’ attempt to cut costs and independently solve legal matters cheapens and commoditizes the practice of law and undervalues the experience, education and credentials of lawyers and their firms.
How do you survive the storm?
Digesting and seeking to understand these major societal changes and factors is vital for the legal profession. Clients need to understand the value you provide--communicate to them that you are a trusted advisor who provides the experience necessary to successfully navigate legal matters. Use strategic marketing initiatives to share your credentials, scope of legal knowledge and niche practice areas. The value you provide to clients and the experience you bring is irreplaceable--communicate that to clients.
Published in Attorney at Work
By Ellyn Caruso | Aug.14.12 | Careers, Daily Dispatch, New Lawyers
In previous posts we asked the question, “How Much Does It Cost to Start a New Solo Firm?” And we received some great advice from practice management experts and a few newly minted solos on how much seed money it takes to start up today … from scratch. But cash on hand isn’t the only consideration when deliberating whether or not to hang your single shingle.
Today’s economy can lead seasoned attorneys, mid-career laterals and even freshly minted law grads into solo practice. But is solo practice a good fit for you? No matter the stage of your career, there are questions to ask yourself and options to examine to determine whether this is your best choice before you launch a solo practice.
How Many Hats Can I Wear?
Opening a solo practice means wearing many hats to handle all the functions in the firm—in addition to practicing law. A lawyer stepping out of a larger firm may find herself a bit ill-equipped to manage all the details required in running a law office, even a solo one. That realization—sometimes a difficult one—may lead to the need for extra support, either outsourced or in-house, to cover everything from bookkeeping and billing to marketing and technology support, plus other administrative duties. Acknowledge your strengths and interests, and then plan ways to cover the rest so you can balance both the administrative and the legal side of running the practice.
What Is My Vision of Solo Practice?
Do you view solo practice as a temporary or long-range option? Will you focus on one practice niche or several areas? Do you anticipate a need for support through a paralegal, legal assistant or other? Will you need the involvement of other lawyers? Many solo lawyers network and solidify of counsel relationships with their peers to plug into particular client matters as the need arises. Being prepared in advance is key to ensuring solid legal services and handling client expectations.
Who Would Be My Best Client?
Think about the areas of practice you want to concentrate in. Consider your background and experience—what types of client matters do you enjoy? Describe your best client and explore why that’s the case. Developing key areas of practice where you have both experience and interest to grow and develop will lead you on a path to a satisfying and successful practice.
What Is My Ideal Practice Setting?
The location of your office depends on the type of clients you want to serve. Are your clients businesses or consumers? How will the physical office affect attracting clients? Will clients need to visit you often or only occasionally? Endless technology options can support your law practice wherever it is, but you still need to decide what setting works best for you. Do you enjoy tossing around a legal issue or argument among a group of other legal minds? If so, consider renting within a suite of other lawyers. Or if you desire a strong presence, explore leasing or owning your own space. While working from home may seem like paradise, it is not always wise to bring clients to your home. You might consider a virtual office with a professional business address and renting a conference room for meeting with clients on confidential matters.
How Will I Find Clients?
To build your business, you must have a strong strategic plan that makes marketing and business development a high priority. Concentrate on marketing a few key areas of your practice. Reach out and network—you can learn and gain valuable insights by getting active in your local bar or other specialty law groups. Develop your writing and speaking skills so you can share your knowledge with potential clients. Weave your interests and experience into your online presence through your website and social media as you develop your place in a niche.
Remember, too, that in a solo setting, you may no longer be perceived as competition by your peers. This is a good thing. Communicate how you can be of value to them by helping when conflicts arise in their own firms. Their good feelings about you can result in a stream of solid referrals.