Seven Ways to Use LinkedIn More Effectively

I just took a random sampling of 82 lawyers, of whom 54 reported that they have a LinkedIn account. However, most of them admitted that their use is ineffective. Respondents wrote: “I am a member of LinkedIn, but don’t really see the benefit of that site;” “I do have a LinkedIn account but have done nothing with it;” or “I still have not figured out how to effectively use LinkedIn.”

The Managing Partner Forum conducted a more formal online survey of 122 law firm managing partners in June and came up with similar results. While 77 percent of the respondents reported having a LinkedIn profile, 40 percent admitted that they rarely (if ever) used the site and another 31 percent described themselves as “occasional users” (visiting three or four times per month).

Here are seven simple techniques for reinventing the way you use the social network.

1. Updates are easy. One of the reasons LinkedIn offers so much potential is that everyone who uses it has opted in to receiving notifications about what everyone else in his or her network is doing, who they are meeting and where they are going. As such, it is an effective yet subtle form of broadcasting your schedule and activities.

Each time you have something of note to share (a new article, a public presentation or a blog post), provide an update that the site then will distribute to all of your connections. You may not receive an instant response, but you can be certain that others are aware of your activity.

2. Study status updates and share resources. Just as your contacts are often quietly reading about you, take note of what they are doing. In fact, the legal and job markets may offer opportunities for you to help those facing economic challenges. You might notice a contact’s status change from employed to independent. Consider reaching out and giving that person access to your network. Offer potential introductions and share resources. Even if he or she does not secure a job because of your effort, the gesture is part of what social networking is all about — communicating, collaborating and connecting.

Eventually, that person will be employed and you will have permanently transitioned from simply being a contact to a supportive colleague. More importantly, everyone needs encouragement in those moments when it is in shortest supply.

3. You probably don’t know whom you know. You likely have a large supply of direct contacts related to your business. The next time you visit a new city, or even have some time at home, conduct a LinkedIn search for relevant connections in your network.

Most of us cannot track the changes in status or new developments for most of the people with whom we are connected. This exercise will help you see how your contacts are doing and give you a chance to re-establish communication. Since you are already related on LinkedIn, there is some context and your visit is the catalyst.

4. Study the people looking for you. It may surprise you to know that savvy professionals are already doing this, which is one of the reasons that LinkedIn created the “Who’s Viewed Your Profile?” feature. It identifies individuals who are interested in you, what you do and where you work. Think of these inquiries as leads for your career and business.

You may recognize some of the viewers, giving you a seamless opportunity to reconnect. Other views may provide hints that your latest marketing campaign has generated curiosity, or that a new contact received a cold e-mail and is in the process of following up. Over time, you are likely to gain interesting insights from this feature.

5. Explain why you are connecting. One of the biggest complaints I read about LinkedIn is that users make random requests to connect with each other and provide no explanation other than: “I’d like to add you to my professional network.” Avoid this initial interaction. Aside from being impersonal, it is a wasted chance to set the foundation for a relationship and follow-up conversation. It also is generally unpersuasive.

Take an extra minute and explain why you are connecting. Did you meet at a recent event? Read an article by that individual? Have a mutual friend? Most people are more likely to reply (and do so promptly) when there is a reason to do so. Also, do not indicate that you are a friend of the person if you are not. Doing so raises more questions than answers.

6. Send a follow-up note after connecting. Like the invitation, the response to that query is critical. Unfortunately, most people who receive LinkedIn connection requests from individuals with whom they are familiar, whether current contacts or long-lost friends, simply accept the invite and move on. This is a lost chance to create forward momentum.

Each time you receive a request, send a reply (the site actually provides a convenient link to send a message after you officially connect). Think of the request as someone saying “hello” and your message as the reply. It does not need to be complicated, but it should prompt a dialogue. Depending on the nature of the contact, thank the person for his or her message and then ask how he or she is doing. This almost always sparks follow-up. It is the essence of creating opportunity.

7. View profiles to get profile views. In preparation for a trip last month, I conducted a LinkedIn search for alumni of my law school (this is a proven technique that you should employ to organically expand your network locally, nationally and internationally). I clicked on a few profiles in the search results before making contact directly by e-mail.

I met with a remarkable partner at a large firm, with whom I am certain I will stay in touch. What I noticed, however, was that another lawyer reviewed my profile simply because I reviewed his. We weren’t able to meet, but I could have easily called him soon after he reviewed my background, and there is a strong likelihood that he would have recognized my name.

Technology has made it much easier to add context to what was otherwise a cold call or e-mail just a few years ago. Take advantage of that new level of familiarity. LinkedIn makes networking universally accessible, since it is both practical and strategic without requiring you to be bold or outgoing.

Ari Kaplan is an attorney and the author of Reinventing Professional Services: Building Your Business in the Digital Marketplace (Wiley, 2011). E-mail him for links to the audio version of his first book, The Opportunity Maker: Strategies for Inspiring Your Legal Career Through Creative Networking and Business Development(Thomson-West, 2008), completely free.

This article originally appeared in The National Law Journal.