Justia Connect Webinars Professionalism in the Age of Social Media: Relevance, Reliability, and Referability on LinkedIn

Andy Brownstein GreenHurlocker, PLC

Marc W. Halpert Connect2Collaborate

Professionalism in the Age of Social Media Relevance, Reliability, and Referability on LinkedIn

Overview AI Webinar Summary

Professionalism in the Age of Social Media: Relevance, Reliability, and Referability on LinkedIn

Andy Brownstein, a practicing corporate, energy, and real estate attorney in Richmond, Virginia, and Marc W. Halpert, a recognized LinkedIn coach/trainer/consultant, will co-present their views on successful best practices that add beneficial value to readers from expressing legal observations via LinkedIn Posts, always submitted ethically and professionally.

They will show ways to encourage readers to comment back in a conversation around a topic among peers to encourage professionalism. This program is aimed at legal professionals whose posting activity needs a new perspective or to get them started in a new habit of posting, and showing themselves and their firm in the best professional light.

This 1-hour program will discuss short form online brand communication to:
1) Enhance your practice by providing 930+ million professionals on LinkedIn with your thoughts on relevant topics,
2) Inform others on legal subject matters on new developments in your field practice, ethically,
3) Encourage online readers to look to you as a referral source, and
4) Rely on your expertise, with the prospect of being referred.

These tactics can lead to new contacts, press inquiries, and professional recognition for you and your firm.

Topics covered include:

Social Media Legal Marketing

Agenda:

Introduction
Seven Tactical Considerations to Add Interest to Your Posts: 3 R’s and 4 C’s

What I Want Readers to Know
Believe
Feel
Do
How to Do This Well
Ethically
Writing Well in the Age of AI

Examples of an Attorney’s Effective Use of LinkedIn Posts
Wrap-up and Takeaways

Duration of this webinar: 60 minutes

Originally broadcast: October 06, 2023 12:00 PM PT

Webinar Highlights

This webinar is divided into section summaries, which you can scan for key points and then dive into the sections that interest you the most.

00:00 Introduction

The speakers, Andy Brownstein and Mark Halpert, have expertise in corporate M&A, commercial real estate, and LinkedIn networking. The webinar focuses on professionalism in the age of social media, particularly on LinkedIn, with an emphasis on relevance, reliability, and referability. Mark discusses the importance of differentiating oneself in the legal profession to remain visible and viable, especially through LinkedIn. The presentation aims to help attorneys become memorable and referable, ultimately leading to repeat business.

05:18 Professionalism on LinkedIn: The Three Rs

Mark emphasizes the importance of repetition on LinkedIn to reinforce concepts and ensure memorability. The discussion centers around the three Rs: relevance, reliability, and referability, which guide LinkedIn posts and updates. Andy shares his experience of returning to active legal practice after 22 years and the strategies he used to establish his specialties and bona fides. LinkedIn is portrayed as a valuable tool for gaining business through strategic posting and sharing knowledge-based information.

10:15 Creating Engaging LinkedIn Content

Andy discusses the emotional and cerebral appeal of LinkedIn posts, emphasizing the importance of sharing personal stories and experiences. He suggests using LinkedIn to challenge beliefs and encourage readers to adjust their perspectives based on new information. The call to action is crucial in LinkedIn posts, prompting readers to engage further or seek more information. Andy advises against racing to be the first to post new information, instead focusing on providing depth and quality in content. He highlights the value of analyzing and assessing information after the initial news cycle to offer a more informed perspective.

20:09 Strategies for Effective LinkedIn Posts

Mark outlines the four Cs for effective LinkedIn posts: being concise, cogent, consistent, and compelling. He stresses the importance of maintaining a reserve of content ideas and being adaptable in posting strategies. Andy discusses the ethical considerations of LinkedIn posts, emphasizing the need for truthfulness and clarity between personal and legal opinions. The use of multimedia elements like graphics and audio can enhance the appeal and memorability of LinkedIn posts. Engaging with comments and creating conversations on LinkedIn is vital for building relationships and establishing expertise.

29:28 Personal Branding and Networking on LinkedIn

Andy shares examples of successful LinkedIn posts, highlighting the importance of vulnerability and personal storytelling. He discusses the use of hashtags and tagging individuals to increase post visibility and engagement. Andy emphasizes the value of sharing life lessons and non-conventional wisdom to resonate with readers. Serialization of posts is recommended to maintain reader interest and engagement over time. The importance of being memorable and referable is reiterated.

51:40 Impact of LinkedIn on Professional Practice

Andy and Mark discuss the impact of LinkedIn on professional practice, sharing real examples of gaining clients through LinkedIn posts. They highlight the importance of being memorable and engaging in conversations to enhance visibility and attract clients. The discussion covers the strategic use of LinkedIn compared to other social media platforms, depending on the target audience. The value of LinkedIn Pro memberships is debated, with considerations for research and connection limitations.

Please note this AI-generated summary provides a general overview of the webinar but may not capture all details, nuances, or the exact words of the speaker. For complete accuracy, please refer to the original webinar recording.

Speakers

Andy Brownstein Attorney

Andy Brownstein is a Member at GreeneHurlocker with over twenty-five years of experience counseling early-stage and mature companies in corporate, M&A, and commercial real estate matters, including renewable energy development. He has formerly worked in investment banking, private equity fund management, corporate development with a Fortune 500 company, and helped start a company that grew from ground zero to over $20 million in sales and a member of the Inc 5000.

Marc W. Halpert LinkedIn Trainer, Coach and Marketing Consultant

Marc W. Halpert is a recognized LinkedIn expert with over 14 years' experience helping business professionals around the world as a:

Trainer: teaching self-marketing and branding strategies to tech firms, professional service firms, and business associations who need to be “amazing-er” on LinkedIn, i.e., at the top of their current market, eclipsing the competition.
Personal coach: his professional clients learn to recount why their past success reinforces who they are today, and where they can take clients in the future, in ways they were never taught or feel they cannot adequately express and need that extra coaching nudge.
Consultant: adding the power of LinkedIn to marketing for conferences, events, trips, and ad hoc projects to attract qualified candidates from the LinkedIn database.
LinkedIn self-branding thought leader: frequent podcast guest, author of 2 books (one for the American Bar Association in second edition), scores of articles, press source, quoted in blogs and ezines, and blogger with over 2600 posts, one appearing every business day.