LinkedIn Personal Branding for Attorneys. LinkedIn is the best online tool for attorneys to use to convey their personal brand. This brand extends beyond the LinkedIn profile, to include social media etiquette, content sharing and thought leadership. This presentation was presented on January 21, 2015 to the Connecticut Bar Association.

1. Sandra Long
LinkedIn Expert & Consultant
Post Road Consulting LLC
Presented to the
Connecticut Bar Association
January 21, 2015
LinkedIn Personal Branding for Attorneys
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2. Views are my own:
Views expressed in this program are Sandra Long’s own,
and do not reflect the views of LinkedIn Inc., its subsidiaries
and affiliates.
© Copyright 2015. Sandra Long. All rights reserved.
2Sunday, January 25, 15

3. What Attorneys Tell Me:
© Copyright 2015. Sandra Long. All rights reserved.
Where I meet Attorneys:
“My clients are looking at my profile and I need to fix it”
“I am afraid I won’t be referred until I improve my LinkedIn page”
“People are inviting me to connect. I can’t ignore it any more”
Each one of my LinkedIn Classes has at least one attorney!
( Greenwich, Westport, Stamford, Fairfield and Wilton CT)
Private coaching
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4. Screen Shots> Real Examples of Real Attorneys
© Copyright 2015. Sandra Long. All rights reserved.
Thank you:
Douglas S. Brown
Suzanne Hard
Albert Strazza
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5. Reputation Personal Brand>>>
© Copyright 2015. Sandra Long. All rights reserved.
5Sunday, January 25, 15

6. Sandra Long’s Top 10 Ways to exhibit
Your Personal Brand and Thought Leadership
-- For Attorneys --
1. Be Found > Google & LinkedIn Search
2. Professional Headshot Photo
3. Headline & Cover Image
4. Summary
5. Profile Sections> Credibility
6. Companies You Follow & Groups You Join
7. Etiquette & Activity
8. Sharing Content & Long Form Publishing
9. Rich Media & Links
10. Social Proof
© Copyright 2015. Sandra Long. All rights reserved.
6Sunday, January 25, 15

7. 1 BE FOUND on LINKEDIN
with an OPTIMIZED PROFILE = search friendly profile
100% complete profile with personalized URL
Keyword: “Attorney” and others related to your field
Activity: Profile Views and Connections
**Customer friendly language
** Contact information
BE FOUND
© Copyright 2015. Sandra Long. All rights reserved.
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8. People Search by Google or LinkedIn
© Copyright 2015. Sandra Long. All rights reserved.
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9. Google Search for Suzanne
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10. LinkedIn Search with Keywords, Title
and Geography
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11. Professional Headshot ?
- Avoid Overly Casual or Smart Phone photos -
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© Copyright 2015. Sandra Long. All rights reserved.
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12. Professional Headshots
Especially Important for Attorneys
Douglas and Albert
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13. New Branding Opportunity>
Cover Photo
Often Underutilized>
Your Headline
3
Let’s Look at some real examples--->>>
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14. Keywords in Headline.
Nice Imagery to match brand.
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15. Keywords in Headline.
Nice imagery to match brand.
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16. LinkedIn Summary
• First Person ( vs. Third)
• Your Story
• Compelling
• Multiple Audiences
• Personal Brand and Thought Leader
• What makes you special ( but not “specialties”)
© Copyright 2015. Sandra Long. All rights reserved.
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17. Sample Summary: Douglas S Brown
Tell Your Story in
your Summary - or
explain your
unique Value
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18. Profile Elements to Consider:
© Copyright 2015. Sandra Long. All rights reserved.
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19. Experience Section: Albert Strazza
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20. Experience Section: Douglas S Brown
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21. Education Section: Suzanne Hard
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22. Organizations Section: Albert Strazza
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23. Publications: Douglas S Brown
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24. Volunteer Section: Albert Strazza
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25. Advice for Contacting: Suzanne Hard
Make sure people know
how to contact you!
Use this section in
addition to “contact
info” & all website links
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26. Additional Info and Advice for Contacting: Douglas S Brown
“Advice for
Contacting” and
“Interests” are
both
recommended
sections
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27. Sandra Long’s “Project” examples
© Copyright 2015. Sandra Long. All rights reserved.
For Attorney
“Projects”:
Be Creative. Link
to your website.
Remember
confidentiality
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28. Companies You Follow &
Groups You Join:
Companies have “company pages”
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© Copyright 2015. Sandra Long. All rights reserved.
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29. Find and Follow
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30. 30Sunday, January 25, 15

31. Groups
• Strategically select the right groups & follow all group rules
• Mix of Groups:
• Alumni, Industry,
Function, Geography
© Copyright 2015. Sandra Long. All rights reserved.
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32. Your College Groups
© Copyright 2015. Sandra Long. All rights reserved.
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33. 33Sunday, January 25, 15

34. LinkedIn Networking Etiquette7
© Copyright 2015. Sandra Long. All rights reserved.
Personalize
your
invitations
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35. Share Content > Thought Leader8
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36. Share Relevant Content
using your own LinkedIn Company page
© Copyright 2014. Sandra Long. All rights reserved.
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37. “Channels” to Find Content
Also: “Publishers”, “Influencers”
© Copyright 2015. Sandra Long. All rights reserved.
Look for the Law
& Government
Channel
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38. Top Places to Share Content
• Personal Status Updates >
• Company Pages >
• Groups >
© Copyright 2015. Sandra Long. All rights reserved.
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39. Blogging
on LinkedIn Publisher
© Copyright 2015. Sandra Long. All rights reserved.
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40. This is what the Invitation looks like:
© Copyright 2015. Sandra Long. All rights reserved.
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41. LinkedIn’s Publishing Platform
© Copyright 2015. Sandra Long. All rights reserved.
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42. Rich Media & Links > Traffic
Link to your Website & Online Profiles & Stores & Event Registrations9
© Copyright 2015. Sandra Long. All rights reserved.
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43. Social Proof:10
Recommendations &
Endorsements
© Copyright 2015. Sandra Long. All rights reserved.
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44. Know your State Ethics Regulations
-- Each state is different --
Many attorneys in the Northeast are admitted in multiple states
• Avoid False and Misleading statements (disclaimer language)
• Word Usage: “Specialties, Expert, Expertise” and Superlatives.
• Recommendations & Endorsements
• Client confidentiality
• Direct solicitation
• Requirements for the disclosure of marketing materials
This may not be a comprehensive list - check with your state.
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45. Sandra Long’s Top 10 Ways to exhibit
Your Personal Brand and Thought Leadership
-- For Attorneys --
1. Be Found > Google & LinkedIn Search
2. Professional Headshot Photo
3. Headline & Cover Image
4. Summary
5. Profile Sections> Credibility
6. Companies You Follow & Groups You Join
7. Etiquette & Activity
8. Sharing Content & Long Form Publishing
9. Rich Media & Links
10. Social Proof
© Copyright 2015. Sandra Long. All rights reserved.
45Sunday, January 25, 15

46. Contact Information:
Sandra Long
Post Road Consulting LLC
Westport CT
Email: Sandra@postroadconsulting.com
Small Group Workshops (with Computers)
Private Coaching and Consulting
Most Popular Workshops:
LinkedIn Profile
LinkedIn Networking
LinkedIn Company Page and Marketing
© Copyright 2015. Sandra Long. All rights reserved.
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