We’re back with our latest edition of Wondering Wednesdays, in which I give my thoughts on LinkedIn’s new publishing platform. 

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I’m still on the fence about whether or not it’s beneficial to invest any effort into the platform – it would make sense if we were still in the early days of social media and blogging, but not when so many people are already established bloggers.  But there may be some opportunities for engagement there that don’t exist through your blog. 

Benefit: Increased engagement with a different audience. 

Kevin O’Keefe started a thread last week on Facebook, saying that he’s found that posting excerpts from his blog posts on Facebook is generating more engagement than posting the link alone, or even on the post itself. And that may be a benefit of using LinkedIn’s publishing platform as well – rather than treating it as an either/or situation (either your blog OR LinkedIn’s platform), you use both. 

Benefit: Great place to start

Another benefit might be as a testing ground – if you’d like to start blogging and you haven’t yet, or your nervous about doing so, publishing a few things through LinkedIn and engaging with your existing connections might help you to see if there’s an audience for what you’re talking about, and the level of engagement with your subject area. It can serve as a stepping stone to blogging on a separate platform.

Downside: It’s MY content.

For me, the downside is a big one – whose content is it? If LinkedIn were to disappear tomorrow (side note: I don’t think they will, but what if something bigger and better comes along, and we all flock there and abandon it?), what would happen to your posts? If you have your own hosted blog, all of the content stays there as long as you want it to. And it’s easily searchable. 

But is that true for LinkedIn? Could you export your content from there if you really needed to, and keep it safe somewhere? 

The question is, does it make sense to invest your time in LinkedIn’s new platform, and I’m just not sure yet. It may be useful to use it in connection with your existing blogging practices, rather than instead of, or as a stepping stone to blogging, but I’m not yet sold on using it on its own. 

And yes, I know the main reason for doing it is because Google ranks LinkedIn so highly in search, but is that enough of a reason? 

What say you? 

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry, and was recently included in Clio’s list for “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful and useful.” Ms. Griffiths was recently chosen for as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.