Home Business Lawyers, should you automate LinkedIn’s business? | Nancy Myrland

Lawyers, should you automate LinkedIn’s business? | Nancy Myrland

by news dir

From time to time, someone will ask me if they should use one of the automation services that help automatically find connections, send invitations, then engage in initial conversations on LinkedIn.

These are not real conversations, but machines and robots that represent you.

People are busy, so I understand why it might be tempting to automate social media activity.

I have strong feelings about these automated services, so let’s talk about it.

Listen or read – below is your choice

If you want to hear it via audio, you can click green play button in the player below. If you don’t see it, that’s enough click here. If you are more of a reader, you will find the blog post directly below the podcast reader.

To enjoy!

Brand consistency

This is an important discussion for us because, as lawyers and professionals, this has an impact on consistency with your brand, not to mention how you choose to do business.

What’s your brand?

Your brand is many things and we could go into detail in LMAC VIP about what is specifically yours, but the foundation of your brand is that you follow the law. Your brand is that you help others follow the law, that you are proactive, and that you help customers be proactive so they and their companies stay out of trouble. Help solve problems. Help others take the right steps. You protect them.

In my business, it is my responsibility to help lawyers and legal marketing professionals take the right steps. Bots and automation are growing. I get too many automated messages in my LinkedIn inbox that are sloppy, misspelled, too blunt, and “commercial”.

In fact, getting even one automated message from a bot is one too many for me.

Violation of LinkedIn’s Terms of Service

You should know that these bots search LinkedIn profiles to search for keywords identified by users. The bot then sends an invitation to connect, complete with a message that is often off-base and insincere.

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I don’t think you should ever use these services. If the hollow approach of using a machine to automate networking and business development activity pretending to be you doesn’t leave you cold, maybe it will seal the deal if you know that bot usage is against the terms of service LinkedIn.

Here is the section of LinkedIn TOS for review, but let me save you some time. Below you’ll see the screenshot of section 8.2m under LinkedIn “Do’s and Don’ts”, which states:

  • Use bots or other automated methods to access the Services, add or download contacts, send or redirect messages;

LinkedIn Terms of Service that use bots and automation to engage

Using bots to send messages to the inbox is as close to violating this term of service as I can find.

Your account may be suspended

If LinkedIn finds out you’re using bots, they might, I’m not saying they do anyway, but they he could suspend your account. It is not easy to get the accounts back. In the last few days I have learned that accounts are closed more often than in the past. I take it seriously.

Sometimes they are closed forever and you cannot get them back. Sometimes people slip under the radar and never get caught. I don’t think your branding is consistent. I also doubt that this is how you want to operate, hoping to slip and not get caught.

I also know that it is inconsistent with the branding of a lawyer who cares about respecting the terms of service and who cares about following the law.

This is lazy marketing and it shows

Another reason I don’t want you to use these automated services is that they are sloppy. I can tell almost every time that these invitations are not from someone who has genuinely looked at my profile and wants to connect.

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How do I know? Well, there are telltale signs. Since I work with lawyers, you will find the word lawyer on my profile in several places. These bots scrape profiles on LinkedIn, looking for the word lawyer because, of course, everyone who has the labor lawyer in their profile duty be lawyers, right?

The other day I got a message in my inbox that said something like this:

“I just looked at your profile and I see that you are a lawyer, and I would like to get in touch with other lawyers here.”

This time I took the bait and answered

Often I don’t leave when I know it’s happening. I delete the connection request because they lost my respect right away when it is obvious that I am not a lawyer because I never say anywhere in my profile that I am.

Well, last week I decided to answer. Some bot users choose to have the bot keep replying, often incorrectly, but some choose to take charge of the conversation when they receive a reply notification.

I’ve been civilized enough and said,

“Mmm, thank you, but I’m not a lawyer. Are you using one of the automated bot services? “

He told me he wasn’t and that LinkedIn Navigator allowed him to automate invitations to connect using keywords.

All right.

So I said,

“I have a strong concern about these services because I think they may devalue their brand and go against LinkedIn’s terms of service.”

After a while back and forth, he sent messages,

“Well, I’m just trying to save time because I have a family and, you know, kids at home to teach. So I’m just trying to simplify what I do here. “

My last words to him were,

“I understand. I understand. I would just be very cautious because I don’t think it’s good practice.”

I could have gone further, but it’s not really my brand to be confrontational, and what would I have achieved by pushing him on the subject?

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Also, why, as I sometimes tell myself,

“You know what? It’s not always my job to save the whole world.”

Lawyers, this will make you look bad

When I hear lawyers talking about this though, I have to step in and strongly advise you not to use these services because, again, it will make you look ugly because it is inevitable that something the bot is doing on your behalf will be inaccurate and will make you look bad.

Shortcuts for establishing relationships

Using bots also means taking shortcuts to establish relationships.

Pretending to operate in a normal world (what is it?) Where we can freely network in person, do you send someone to an overtime activity or other function for you? Do you allow them to join a customer meeting on Zoom with your name and credentials? No, you don’t, because you are the only one out there establishing relationships and only you can engage in a meaningful conversation with someone. Only you will ultimately know if that person is someone you should really connect with. Also, that kind of behavior would be unethical.

Bottom line

Automated services are contrary to LinkedIn’s terms of service. If you are lost, check out my screenshot and the link above.

The legal profession requires you, as well as those who represent you, to adhere to legal terms and terms of service, as well as established ethical requirements, so please stay away from these bots.

I know you want to do better than that. I know you can he do better than that.

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