LinkedIn...or Chained Down

I've never been interested in horoscopes. However, as a June baby I have picked up some elementary understanding of the Gemini- twin or two faces. By their nature, legal marketers must adapt personality traits commonly ascribed to Geminis - the ability to move back and forth between the forces of law firm marketing strategy and the business development of individual attorneys.
Last night I had a great conversation about LinkedIn specifically and social media in general. What are the best practices for legal marketers to optimize their individual attorneys' online profiles while meeting the overall strategic goals of the law firm? Should attorneys focus on their expertise and specialities or will this pigeon-hole them and subvert the firm's cross-selling efforts?
I will revisit these issues in future posts. Taking a look at your LinkedIn Profile is a good place to start.