When you think about social media for lawyers in 2018, the first networks that probably come to mind are Facebook, YouTube and Instagram. After all, they’re the biggest and receive the bulk of our attention.
But one network that often gets lost in the shuffle is LinkedIn. Whether it’s because of the fact that it’s 15 years old or because it lacks the “cool factor” that younger generations vehemently seek, it just doesn’t get all of the much attention.
But it turns out that LinkedIn marketing may be more potent than you might have thought.
A Growing User Base
Although it may seem as though LinkedIn’s user base has tapered off over the past few years, it has actually grown. Just check out this graph from Statista displaying the number of users from Q1 2009 to Q3 2016.
According to a Forbes article, that number has swollen even more to reach 530 million in October 2017 and is likely to keep growing over the course of 2018. While this is obviously nowhere near the volume of Facebook, it shows that there’s still a strong interest in LinkedIn, and more and more people are joining all of the time.
Digital marketing agency Omnicore offers some interesting statistics regarding demographics:
- 13 percent of Millennials (15-34 years old) use LinkedIn.
- 40 million students and recent college graduates are on LinkedIn.
- 51 percent of users have a college degree.
- 44 percent of Linked users earn more than $75,000 in a year.
- 41 percent of millionaires use LinkedIn.
This tells us three very important things.
First, younger people are using this network. While it’s not as high as say Instagram, you can definitely connect with millennials and even Gen Zers.
Second, a large percentage of LinkedIn users are educated. This makes it one of the top networks for connecting with intelligent professionals. Unlike many other social media platforms that are more casual and act as somewhat of a digital water cooler for trivial gossip, the subject matter discussed on LinkedIn is more serious.
Third, a significant number of users are well-to-do, and it’s quickly becoming a platform for influencers. LinkedIn has even developed an invitation only program where individuals can apply to be influencers. Therefore, you have the potential to make some valuable connections by being active on this network.
The Bottom Line
LinkedIn is often overlooked and passed over for newer, hipper social networks. As a result, some legal marketers may think that it’s not a platform that’s really worth their time in 2018. But that simply isn’t the case.
Recent statistical data proves that it’s actually experiencing considerable growth and is officially over the half billion user mark. It just happened to take LinkedIn quite a bit longer to get to that point than other networks like Instagram. And by looking at the graph from Statista, it’s clear that it still has yet to plateau.
Not only that, it presents a great opportunity to connect with a younger demographic and key influencers, which can potentially be assets to your law firm. Therefore, you may want to consider devoting more of your time to LinkedIn marketing in 2018.
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