Here is my recent Daily Record column. My past Daily Record articles can be accessed here.
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The Legal Profession’s Shift to LinkedIn: What You Need to Know
A decade ago, LinkedIn was little more than a digital resume. Today, it’s the primary networking platform for legal professionals. It’s come a long way since the book I co-authored about social media for lawyers was published by the American Bar Association in 2010. Back then, LinkedIn barely merited a mention. Interaction on the platform was minimal, and its primary benefit was assisting with job searches.
At the time, Twitter and Facebook were the top social networks for legal professionals, and Instagram was in its infancy. If you’d suggested to me that one day LinkedIn would be my primary social media outlet, I’d have called you crazy.
Yet here we are—I’ve abandoned Twitter, TikTok, Facebook, and Instagram. I’ve found that many people in my professional circles were less active on those networks, and even if they did interact, their posts showed up less and less.
As social media platforms chased engagement at all costs, my feeds became cluttered with irrelevant content. Instead of updates from colleagues, I saw rage bait and viral nonsense. Instead of updates from colleagues, friends, and family members, I was seeing unwanted, irrelevant content from strangers. LinkedIn, by contrast, still delivers professional conversations that matter.
Those algorithm changes were the primary reason I abandoned those networks. Enter LinkedIn, the last network standing that isn’t (yet) powered by profit-driving algorithms, and still prioritizes professional content over viral engagement.
Historically, studies have shown that LinkedIn has always had the highest number of legal professionals on it. It’s the professional network so that only makes sense.
Since the pandemic, however, LinkedIn engagement in legal circles has increased dramatically. People aren’t just setting up accounts, they’re actively sharing updates and news with their connections. Typically, professional topics are discussed but not always. Some people post about hobbies like cooking, and others focus on how they’ve overcome personal challenges.
There are many recent feature updates that make the platform more engaging, such as newsletters, videos, and even daily puzzles. If you haven’t checked out LinkedIn in a while, it’s worth revisiting it. You’ll undoubtedly find notable updates from colleagues and will see some using it very creatively to highlight their law firms’ successes.
If you decide to give LinkedIn a second chance, make sure your profile is up to date. Complete all of the sections, draft a compelling “About” section, and draft a succinct and accurate headline that showcases your professional areas of focus. When you comment on other’s posts, the first line of the headline appears after your name. Clarity and simplicity will go a long way, ensuring that everyone knows exactly who you are and what you do.
Next, determine your goals. What do you hope to gain from interacting on LinkedIn? Do you want to stay connected with your professional network, promote your law practice, or reach new clients? Are you seeking to stay up to date on changes in your areas of practice, learn about new technologies, or explore new career options? Perhaps it’s a combination of a few of those objectives.
Understanding your “why” necessarily impacts your “how.” Once you’ve identified what you’d like to accomplish, the next step is to set about getting it done.
Come up with a plan by first identifying a few key topics that you’ll focus on to advance your goals. Avoid posting only promotional content and include educational information as well. Consider using a generative artificial tool like ChatGPT to assist with brainstorming ideas for, and drafts of, LinkedIn posts.
Determine how often you’ll post and stick to it. Make sure to interact with others on the platform. Respond to comments left on your posts and comment on, “like” and re-share your connections’ content when appropriate.
Finally, carefully review your jurisdictions’ ethics rules regarding social media usage and ensure that your LinkedIn profile and interactions are compliant. There is an abundance of ethical guidance available, and there’s no reason to unnecessarily put your law license at risk.
LinkedIn has become a valuable space for legal professionals seeking to stay informed, connect with colleagues, and engage in meaningful discussions. With a thoughtful approach—keeping your profile current, setting clear objectives, and participating actively—you can use the platform to strengthen professional relationships and stay involved in key conversations. If you haven’t explored LinkedIn in a while, there’s no better time than now to give it another look.
Nicole Black is a Rochester, New York attorney, author, journalist, and Principal Legal Insight Strategist at MyCase, CASEpeer, Docketwise, and LawPay, practice management and payment processing tools for lawyers (AffiniPay companies). She is the nationally-recognized author of “Cloud Computing for Lawyers” (2012) and co-authors “Social Media for Lawyers: The Next Frontier” (2010), both published by the American Bar Association. She also co-authors “Criminal Law in New York,” a Thomson Reuters treatise. She writes regular columns for Above the Law, ABA Journal, and The Daily Record, has authored hundreds of articles for other publications, and regularly speaks at conferences regarding the intersection of law and emerging technologies. She is an ABA Legal Rebel, and is listed on the Fastcase 50 and ABA LTRC Women in Legal Tech. She can be contacted at niki.black@mycase.com.