Social Media Marketing for Lawyers Part 2: The Twitter Machine

Social Media Marketing for Lawyers Part 2: The Twitter Machine

On our previous blog article, we covered LinkedIn as the primary social media platform for networking. Let’s now move on to Twitter, and how it can be used to promote your firm in a simple, more compact way. Twitter is markedly different from LinkedIn because it’s designed for constant posting instead of 1v1 interaction. This may seem tricky for many lawyers and law firms – what could you constantly post about in a handful of words? The good news is that there are ways to maximize your Twitter presence without overthinking it. Here are a few guidelines:

Choosing Your Content

Clearly the first and most important component is how to choose the right content, and content should be unique and varied. Though much of the law world can be dense and industry specific, your tweets can still be accessible. Make sure there is substance to them beyond simple updates and observations. If your firm produces original content from its knowledge center, Twitter is a great way to promote publications or articles, as well as those elsewhere on the web that are relevant to your practice.

In terms of branding, one of the main goals you should have for your Twitter account is to humanize your firm. Use it to promote your charity and pro-bono work. Have your employees get involved and link their personal Twitter accounts. Post pictures and videos of to help connect to your followers and put faces behind your posts. Your brand is your people, make sure to include them into the brand-building process.

Timing

Twitter exists in a bit of a time warp. It feels like it shouldn’t take up a great deal of your time – most tweets don’t require a long drafting phase or review process. It’s designed to be immediate, and any tweet that is sat on for more than a few hours has a high chance of becoming obsolete. Don’t think of Twitter as just another part of your workday. Twitter is a 24/7 operation that can be checked and rechecked, tweaked, added to, and altered in bite-sized chunks constantly and from anywhere, and it doesn’t shut down at any point during the week. In fact, it is shown that Twitter visibility actually jumps toward the end of the week and into the weekend. So when you’re sitting on your couch next Sunday watching football and scrolling through your feed, keep in mind that many of your followers are probably doing the same thing, and that it’s a good time to capitalize.

Interaction

Over the course of its lifespan, Twitter has consistently added more features to foster more interaction between users, and it keeps evolving, and interacting is crucial to maintaining a healthy Twitter presence. If you follow the 60-40 rule (60% posting original content/40% reposting and interaction), then you have to spend a considerable amount of your Twitter minutes engaging with your followers. Don’t forget that you can reach out privately via Direct Message, which is handy if you would like to exchange contact information with another user. Another useful way to keep up with fellow users is by using the “Lists” feature. Akin to the “Groups” feature on LinkedIn or Facebook, Twitter allows you to create your own lists of followers that compresses their activity that you can monitor more easily. It allows you to track how certain kinds of followers are reacting to trends and news, which allows you to be able to jump into the conversation immediately without having to take the time to put it all together yourself. You can even subscribe to preset lists created by other users, even without following the individual users on those lists.

Just keep in mind, it always takes a while to find your groove with social media, Twitter is no different that sense, but it takes a different set of skills to be able to really get the most out of your presence on the platform. It requires upkeep and constant checking. Humanizing your firm 140 characters at a time takes some practice, so it’s okay to start slow and get a feel for how you’re going to accomplish your marketing goals. Twitter will always be there, but if you’re not using it, then you’re missing out on some great opportunities to make your brand known.

Read part three of our social media marketing for lawyers series here: Facebook Facts

Need help managing your law firm’s Twitter account?  Click here to contact us or call (856) 520 8218 to ask about our social media management services.

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