Lawyers have hefty demands on their time, so new projects, especially ones not client-related, are often shuffled to the bottom of their to-do list. But for lawyers who want to develop their personal brand—and more importantly, their book of business—LinkedIn is a stage with a receptive audience.

Unlike other social networks, LinkedIn is meant to be purely professional. That doesn’t mean you won’t see the occasional travel photo or pet meme, but it’s intended to be a place to cultivate thought leadership, innovative strategies, and industry relationships.